BUSINESS ADMINISTRATION
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
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Departmental Elective
Course Level: Bachelor
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
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 Outputs

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: “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
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes 5 % 5
Homework Assignments 10 % 10
Presentation % 0
Project 25 % 25
Seminar % 0
Midterms 20 % 20
Preliminary Jury % 0
Final 30 % 30
Paper Submission % 0
Jury % 0
Bütünleme % 0
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
Laboratory
Application
Special Course Internship (Work Placement)
Field Work
Study Hours Out of Class
Presentations / Seminar 7 7
Project
Homework Assignments 2 2
Quizzes
Preliminary Jury
Midterms
Paper Submission
Jury
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) Being able to identify problems and ask right questions
2) Having problem solving skills and developing necessary analytical attitude
3) Comprehending theoretical arguments along with counter arguments in detail
4) Gaining awareness of lifelong learning and being qualified for pursuing graduate education
5) Applying theoretical concepts in project planning
6) Communicating efficiently by accepting differences and carrying out compatible teamwork
7) Increasing efficiency rate in business environment
8) Developing innovative and creative solutions in face of uncertainty
9) Researching to gather information for understanding current threats and opportunities in business
10) Being aware of the effects of globalization on society and business while deciding
11) Possessing digital competence and utilizing necessary technology
12) Communicating in at least one foreign language in academic and daily life
13) Possessing managing skills and competence
14) Deciding with the awareness of the legal and ethical consequences of business operations
15) Expressing opinions that are built through critical thinking process in business and academic environment