• Understand the complicated services marketing environment with the buying and selling of goods, services, and ideas to the final consumer.
• Understand the conceptual and organizational aspects of the service sector, including strategic planning and management in the retail industry.
• Apply the principles, practices, and concepts used in service marketing.
• Understand the key elements in planning, managing, and executing the service marketing mix.
• Identify the approaches to analyse service providers' problems and offer solutions.
• Familiarize with successful global and national cases in service enterprises.
In general, the course covers issues related to how the marketing of services is different than the fundamental 4Ps approach to marketing, the difference between marketing services versus products, the role of the service encounter, the key drivers of service quality, the customer's and employee' role in service creation, service design and innovation, going beyond service to create customer experiences, technology's impact on services, and managing customer service expectations.
|Learning Outcomes||Program Learning Outcomes||Teaching Methods||Assessment Methods|
|1||Meeting section/ Syllabus|
Introduction to Services Marketing
McDonaldization of society
|Textbook and articles|
|3||Consumer Behavior in Service Context||Textbook and articles and videos|
|4||Positioning Services in Competitive Markets||Textbook and articles|
|5||Developing Service Products and Brands||Textbook and articles and videos|
|6||Review and In Class Case Analysis|
|7||Midterm||Textbook and articles|
|8||Distributing and Pricing Services||Textbook and articles|
|9||Promoting Services and Educating Customers||Textbook and articles|
|10||Designing Services + Balancing Supply and Demand||Textbook and articles and videos|
|12||Managing Customer Relationship and Service Recovery Strategies||Textbook and articles|
|13||Improving Service Quality and Building a World Class Service Organization + Relationship Marketing|
|14||Customer experience (CX)||Concept Discussion|
|15||Discussion of Contemporary Readings in Services Marketing||Assigned Articles|
|16||Discussion of Contemporary Readings in Services Marketing||Assigned Articles|
|Essentials of Services Marketing, Wirtz and Lovelock , 3rd Edition, Pearson. ISBN: 9781292089959|
Erdoğan Koç (2017), "Hizmet Pazarlamasına Giriş". Ankara: Seçkin. ISBN: 9789750251450.
George Ritzer (2011). "Toplumun McDonaldlaştırılması". İstanbul: Ayrıntı Publishing House. ISBN: 9789755395777.
Varnalı, K. (2017). Müşteri Deneyimi. İstanbul: MediaCat, ISBN: 6052314012.
|Documents||Course slides via COADSYS|
|Exams||Midterm and final|
|Topic + Article Presentation||1||20|
|COURSE'S CONTRIBUTION TO PROGRAM|
|No||Program Learning Outcomes||Contribution|
|1||Have the basic knowledge on legal, political, economic and social issues that cover the field of business administration science and specialties at international level.||X|
|2||Have the knowledge of English at international institutional level to communicate effectively in written and oral.||X|
|3||Improves entrepreneurship ability.||X|
|4||Reinforce theoretical knowledge with practice.||X|
|5||Associate the knowledge acquired in the sub-specialties of business science and reflect it in decision-making processes.||X|
|6||Work effectively within the team and take the initiative for the success of the team.||X|
|7||Act in accordance with the principles of business ethics and social responsibility and fulfill their active citizenship duties.||X|
|8||Have the necessary knowledge to conduct independent study / project / research, evaluate their results, and produce creative solutions to problems.||X|
ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
|Course Duration (Including the exam week: 16x Total course hours)||16||3||48|
|Hours for off-the-classroom study (Pre-study, practice)||16||2||32|
|Topic + Article Presentation||1||5||5|
|Total Work Load||145|
|Total Work Load / 25 (h)||5,8|
|ECTS Credit of the Course||6|