| Course Type | Elective Course |
|---|
| Course Level | Master's Degree Without 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 | MAN534 Consumer Behavior, MAN535 Marketing Planning or MAN536 International Marketing |
|---|
| Course Description | The aim of this course is to recognize the characteristics of services and services marketing practices. In this course, services classifications, service quality, relationship marketing, service encounters, demand and capacity management and marketing mixes in services will be discussed. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Class orientation, 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 |
Project presentations |
|
13th Week |
Project presentations |
|
14th Week |
Project presentations |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Palmer, Adrian (2005). Principles of Services Marketing. 4. basım. McGraw Hill.
Christopher H. Lovelock (2001) Services Marketing: People, Technology, Strategy, Fourth Edition, Prentice Hall
|
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Project |
1 |
30 |
| 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 |
3 |
3 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
1 |
100 |
100 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
90 |
90 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
3 |
3 |
| Homework |
|
|
|
| Project |
1 |
45 |
45 |
| Total Work Load | 325 |
| Total Work Load / 30 (h) | 10.83 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
