ECONOMICS
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
BA4111	Services Marketing Management	Spring	3	0	3	6

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:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN
Course Lecturer(s):	Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN Prof. Dr. İPEK ALTINBAŞAK FARİNA
Recommended Optional Program Components:	None
Course Objectives:	The course aims at providing an insight about how different frameworks and analytical procedures can best be used in order to examine the varied challenges faced by managers in different service settings.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course; will
1. Have an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Participants will be introduced to and have the opportunity to work with tools and strategies that address these challenges.
2. Develop an understanding of the “state of the art” service management thinking.
3. Promote a customer service-oriented mindset.
4. Learn strategies, tools and approaches for addressing the unique challenges of service management and marketing;
5. Develop essential service quality knowledge and skills and be prepared to apply them in an actual business context;
6. Become a more perceptive and effective manager and consumer through understanding the complexities of service design, delivery, and communication;
7. Learn an appreciation of the inter-functional coordination necessary to deliver quality service.
8. Further develop communication skills through written projects, team-based work and oral presentations.

Course Content

to learn critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage across industries.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Why Study Services?
2)	Understanding Services Process
3)	Managing Service Encounters
4)	Customer Behavior in Service Environment Relationship Marketing and Customer Loyalty
5)	Complaint Handling and Service Recovery The Service Product
6)	Pricing Strategies for Services
7)	Promotion and Education Service Positioning and Design
8)	Review
9)	Creating Delivery Systems in Place, Cyberspace and Time
10)	Creating Value Through Productivity
11)	Balancing Demand and Capacity
12)	Managing Customer Waiting Lines and Reservations PROJECT PRESENTATIONS
13)	Employee Roles in Service Organizations PROJECT PRESENTATIONS
14)	Organizing for Service Leadership PROJECT PRESENTATIONS

Sources

Course Notes / Textbooks:	“Principles of Service Marketing and Management”, Second Edition Christopher Lovelock and Lauren Wright Pearson Prentice Hall,2002
References:	“Services Marketing-Integrating Customer Focus Acroos The Firm” 6th Edition- 2013 Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D Gremler McGraw Hill

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Quizzes	5	% 5
Homework Assignments	10	% 10
Project	25	% 25
Midterms	20	% 20
Final	30	% 30
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 45
PERCENTAGE OF FINAL WORK		% 55
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	15	42
Presentations / Seminar	7	7
Homework Assignments	2	2
Final	15	54
Total Workload		105

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	As a world citizen, she is aware of global economic, political, social and ecological developments and trends.
2)	He/she is equipped to closely follow the technological progress required by global and local dynamics and to continue learning.
3)	Absorbs basic economic principles and analysis methods and uses them to evaluate daily events.
4)	Uses quantitative and statistical tools to identify economic problems, analyze them, and share their findings with relevant stakeholders.
5)	Understands the decision-making stages of economic units under existing constraints and incentives, examines the interactions and possible future effects of these decisions.
6)	Comprehends new ways of doing business using digital technologies. and new market structures.
7)	Takes critical approach to economic and social problems and develops analytical solutions.
8)	Has the necessary mathematical equipment to produce analytical solutions and use quantitative research methods.
9)	In the works he/she contributes, observes individual and social welfare together and with an ethical perspective.
10)	Deals with economic problems with an interdisciplinary approach and seeks solutions by making use of different disciplines.
11)	Generates original and innovative ideas in the works she/he contributes as part of a team.