Services dominate the U.S. and the world's economy. In the U.S. approximately 81% of the labor force and 80% of the GDP are accounted for by services. In fact, services provide most of the new jobs in many developing and highly developed economies. More importantly, services increasingly drive the competitive advantage of many successful companies in all industry sectors around the globe. This course focuses on unique and fundamental challenges of managing service brands and delivering quality service (as well as memorable experiences) to consumers across industry sectors. You will gain critical skills and knowledge to manage service brands (e.g., banking, entertainment, hospitality and healthcare, professional services) and implement service strategies to companies that depend on services for competitive advantage (e.g., manufacturing business, automotive, retail). This course will further incorporate service design thinking and experience management framework to give you a holistic insight into the service management approach.