BA4111 Services Marketing ManagementBahçeşehir UniversityDegree Programs INDUSTRIAL ENGINEERINGGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
INDUSTRIAL ENGINEERING
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 Fall
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) Build up a body of knowledge in mathematics, science and industrial engineering subjects; use theoretical and applied information in these areas to model and solve complex engineering problems.
2) Identify, formulate, and solve complex engineering problems; select and apply proper analysis and modeling methods for this purpose.
3) Design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; apply modern design methods for this purpose. The ability to apply modern design methods to meet this objective.
4) Devise, select, and use modern techniques and tools needed for solving complex problems in industrial engineering practice; employ information technologies effectively.
5) Design and conduct experiments, collect data, analyze and interpret results for investigating the complex problems specific to industrial engineering.
6) Cooperate efficiently in intra-disciplinary and multi-disciplinary teams; and show self-reliance when working independently.
7) Demonstrate effective communication skills in both oral and written English and Turkish. Writing and understanding reports, preparing design and production reports, making effective presentations, giving and receiving clear and understandable instructions.
8) Recognize the need for lifelong learning; show ability to access information, to follow developments in science and technology, and to continuously educate him/herself.
9) Develop an awareness of professional and ethical responsibility, and behaving accordingly. Information about the standards used in engineering applications.
10) Know business life practices such as project management, risk management, and change management; develop an awareness of entrepreneurship, innovation, and sustainable development.
11) Know contemporary issues and the global and societal effects of modern age engineering practices on health, environment, and safety; recognize the legal consequences of engineering solutions.
12) Develop effective and efficient managerial skills.