This subject aims to develop students’ ability to manage service organisations within tourism and hospitality, as well as other service-based industries. Students will examine concepts such as the service dominant logic and the experience economy, as well as its four realms. They will draw a connection on how these realms foster the design, position, price and management of service experiences. This subject will also focus on the importance of technology, entrepreneurship and omnichannel marketing in managing service-based industries. Students will understand real business examples and engage in thought-provoking discussions. This will develop their ability to analyse service-based industries’ best practices in response to rapidly changing consumer service trends.