MBA (ENGLISH, NON-THESIS)
Master TR-NQF-HE: Level 7 QF-EHEA: Second Cycle EQF-LLL: Level 7

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
BUS5291 Services Marketing Fall 3 0 3 8
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Departmental Elective
Course Level:
Mode of Delivery:
Course Coordinator : Instructor HAKAN ASLAN
Course Lecturer(s): Assoc. Prof. FİGEN YILDIRIM
Instructor MEHMET EMİN ÖRGE
Recommended Optional Program Components: None
Course Objectives: After the general information about the aimed services is given, the types of the services, the characteristics of the services, the strategies of the service marketing, determination of the target market, determination of the marketing mix related to the services, product (service) production, pricing of services, provision of services and distribution of services are examined.

Learning Outcomes

The students who have succeeded in this course;
The student who can complete this course successfully;
1) disclose concepts and facts that form the basis of service marketing.
2) analyzes and forms the mix of service marketing.
3) synthesizes the concepts of service quality, customer expectations and customer satisfaction, and provides suggestions for implementation.
4) understands the concept of product design in the service sector, formulates service design for specific sectors.

Course Content

Lesson; service marketing mix components, service process design, service quality. The case study will be included in the course of the interactive workshops with the professionals we invite from the sector

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Services and service sector development, its features and characteristics Prereading
1) Positioning services in competitive markets Prereading
2) Consumer behavior in the context of services Prereading
3) Developing service products: Core and complementary elements Prereading
4) Developing service products: Core and complementary elements Prereading
5) To determine prices and implement income management Prereading
6) Positioning services in competitive markets Prereading
7) Designing and managing service processes Prereading
8) Designing and managing service processes Prereading
9) Manage customer relationships and improve loyalty Prereading
10) Manage complaints and fix service Prereading
11) To improve service quality and productivity Prereading
12) SERVQUAL and alternative service quality measuring instruments Prereading
13) Student Presentations
14) Overview
15) Final Exam

Sources

Course Notes / Textbooks: "1. Lovelock, C and Wirtz, J., Services Marketing, Prentice Hall
2. Karahan, Kasım., Hizmet Pazarlaması, Beta Dağıtım
3. Öztürk, Sevgi Ayşe., Hizmet Pazarlaması, Ekin Dağıtım
4. Ahmet Hamdi İSLAMOĞLU, Hizmet Pazarlaması, Beta Basım Yayım, 2006"
References: "Makaleler, ders notları, sektörel dergiler, vakalar. Valarie A. Zeithaml, Mary Jo Bitner and Dwayne Gremler (2008), Services Marketing: Integrating Customer Focus Across the Firm, 5th ed., McGraw-Hill/Irwin.

Christian Gronroos (2007), Service Management and Marketing: Customer Management in Service Competition, 3rd ed., Wiley.

Adrian Palmer (2011), Principles of Services Marketing, 6th ed., McGraw-Hill Higher Education."

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Midterms 1 % 50
Final 1 % 50
Total % 100
PERCENTAGE OF SEMESTER WORK % 50
PERCENTAGE OF FINAL WORK % 50
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Application 12 36
Study Hours Out of Class 13 117
Midterms 1 3
Final 1 3
Total Workload 201

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
0) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,
1) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications,
1) 1) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, 2) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, 3) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, 4) Using theoretical and practical information and skills gained at the expertise level in the field business administration, 5) Analyzing problems requiring expertise in the field business administration by using scientific research methods, 6) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, 7) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, 8) Evaluating the knowledge related to the field of business administration through critical perspective, 9) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, 10) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration.
2) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension,
3) Using theoretical and practical information and skills gained at the expertise level in the field business administration,
4) Analyzing problems requiring expertise in the field business administration by using scientific research methods,
5) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results,
6) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration,
7) Evaluating the knowledge related to the field of business administration through critical perspective,
8) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations,
9) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration.