TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Master's Degree With Thesis
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	Professor Feride Bahar Işın
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Know the differences between services marketing and traditional marketing. 2) Know to conduct SWOT analysis in a service firm. 3) Know the positioning of services. 4) Able to develop strategies for service firms. 5) Know the globalization of services.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION	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
RECOMENDED 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	Lecture,Discussion
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
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No