• TR
  • EN
Program Type: 
Thesis
Non Thesis
Course Code: 
MBA 534
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
6
Course Language: 
English
Courses given by: 
Özge Kirezli
Course Objectives: 

•           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.

Course Content: 

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.

Teaching Methods: 
1. Lecture 2. Question/Answer 3. Discussion Method 4. Case Study 5. Workshop 6. Problem Solving Method
Assessment Methods: 
A: Testing , B: Homework, C: Presentations, D: Project

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Program Learning Outcomes Teaching Methods Assessment Methods
  1. Define the basic concepts related to service marketing.
 1,2,4,5 1,2,3,4 A,C,D
  1. Define marketing mix in terms of service sector.

 

1,2,4,5 1,2,3,4 A,C,D
  1. Evaluate capacity and demand management in service marketing.
 1,2,4,5,8 1,2,3,4 A,C,D
  1. Evaluate the service encounters and real moments
 1,2,3,6 1,2,3,4 A,C,D
  1. Define the relationship marketing in service sector
 1,2,4,5,7 1,2,3,4 A,C,D

Course Flow

 
COURSE CONTENT
Week Topics Study Materials
1 Meeting section/ Syllabus  
2 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
11 Service Environment Textbook
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

Recommended Sources

RECOMMENDED SOURCES
 

Textbook

Essentials of Services Marketing, Wirtz and Lovelock , 3rd Edition, Pearson. ISBN: 9781292089959
Additional Resources 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.

Material Sharing

MATERIAL SHARING
Documents Course slides via COADSYS
Assignments -
Exams Midterm and final

Assessment

 
ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 20
Final 1 40
Topic + Article Presentation 1 20
Case Study 1 20
Total   100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5
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

 

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities Quantity Duration
(Hour) 		Total
Workload
(Hour)
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
Mid-term 1 10 20
Topic + Article Presentation 1 5 5
Case Study 1 10 10
Final examination 1 30 30
Total Work Load     145
Total Work Load / 25 (h)     5,8
ECTS Credit of the Course     6
  • TR

Yeditepe Üniversitesi Bilgi İşlem Koordinatörlüğü