This module explores the strategic management and marketing of services, focusing on how organizations can create and capture value, deliver service excellence, and drive profitability in increasingly service-driven economies. Key topics include leveraging emerging technologies such as agentic AI, service robots, and digital platforms; enhancing customer loyalty and service quality; managing service recovery; optimizing service processes; and developing high-performing service teams. Participants will gain practical tools and insights to design exceptional customer experiences, achieve cost-effective service excellence, foster a customer-centric culture, and implement effective service strategies that drive sustainable business performance. The module outline is currently being finalised and will be shared soon.