| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Know the differences between services marketing and traditional marketing.
- Know to conduct SWOT analysis in a service firm.
- Know the positioning of services.
- Able to develop strategies for service firms.
- Know the globalization of services.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | MKTT 524 |
|---|
| Course Description | The basic topics in this course are; characteristics of services, development of services mix, product, distribution, price and promotion strategies in services marketing and improving service quality. Differences of services mix elements from traditional marketing mix elements will also be investigated in the course. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Explanation of service concept, different sides of services marketing |
|
2nd Week |
Analysis of services, service presentation |
|
3rd Week |
Management of customer and service encounter at service process, process of buying of services |
|
4th Week |
Customer relationship and customer loyalty, information management |
|
5th Week |
Positioning of services and target market |
|
6th Week |
Service quality, communicating of services to customer |
|
7th Week |
Pricing of services, promoting of services |
|
8th Week |
Mid-term examination |
|
9th Week |
Marketing impact on service staff, demand and capacity management for services |
|
10th Week |
Customer complaints management |
|
11th Week |
International marketing for services |
|
12th Week |
International marketing for services |
|
13th Week |
Project presentations |
|
14th Week |
Project presentations |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Palmer, Adrian (2005). Principles of Services Marketing. 4. Edition, McGraw Hill. |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
20 |
| Project |
1 |
20 |
| Presentation of Article |
1 |
20 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
7 |
98 |
| Preparation for Final exam |
1 |
50 |
50 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
40 |
40 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
|
|
|
| Project |
1 |
40 |
40 |
| Article Presentation |
5 |
3 |
15 |
| Total Work Load | 289 |
| Total Work Load / 30 (h) | 9.63 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
