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 Zeliha Eser
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	MKTT 524
COURSE DEFINITION	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
RECOMENDED OR REQUIRED READING	Palmer, Adrian (2005). Principles of Services Marketing. 4. Edition, McGraw Hill.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion
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 WORKLOAD	Activities Number Hours Workload 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 Workload 289 Total Workload / 30 9,63 ECTS Credits of the Course 10
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No