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
E-Learning
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
MAN534 Consumer Behavior, MAN535 Marketing Planning or MAN536 International Marketing
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
Assignment
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(%)
Assignment
1
20
Total(%)
20
Contribution of In-term Studies to Overall Grade(%)
20
Contribution of Final Examination to Overall Grade(%)
80
Total(%)
100
ECTS WORKLOAD
Activities
Number
Hours
Workload
Midterm exam
Preparation for Quiz
Individual or group work
1
60
60
Preparation for Final exam
1
60
60
Course hours
14
1
14
Preparation for Midterm exam
Laboratory (including preparation)
Final exam
1
40
40
Homework
2
35
70
Total Workload
244
Total Workload / 30
8,13
ECTS Credits of the Course
8
LANGUAGE OF INSTRUCTION
Turkish
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
