Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
-1ITF364Service Marketing3+0+03611.06.2024

 
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program International Trade and Finance (Eng)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course This course aims to:
• Developing an understanding of the challenges involved in marketing and managing services;
• Identifying the differences between the marketing of services and the marketing of manufactured goods;
• Identifying and analysing the various components of the services marketing mix;
• Understanding key issues concerning the management and measurement of service quality and customer satisfaction;
• Appreciating the intertwined role of service personnel and customers with respect to service delivery, failures, and recovery issues;
• Identifying strategies to address various service organization issues.
Course Content In this course, we will focus on the marketing objectives and strategies employed by companies in the services sector, i.e. banks, hotels, hospitals, schools, transportation, and professional services. Additionally, companies in which services marketing is a crucial and integral part of the business performance results, such as fast food businesses, traditional restaurants, retail operations, and communications companies, are intimately related to this course.
Course Methods and Techniques (1) Lecture, discussion lecture, (2) Case study
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof. Metin Toptaş metin.toptas@gedik.edu.tr
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Wirtz, J., & Lovelock, C. (2018). Services Marketing. Larlow, England: Person Education Limited.
Course Notes Available in the LMS

Course Category
Social Sciences %30
Field %70

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 35
Assignment 4 % 10
Attendance 1 % 10
Total
6
% 55

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 13 3 39
Assignments 4 6 24
Mid-terms 1 20 20
Final examination 1 20 20
Total Work Load   Number of ECTS Credits 6 145

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 To comprehend the key concepts and principles of services marketing.
2 To explain how the unique characteristics of service products impact on design and execution of marketing strategies for services.
3 To describe the problems faced by services marketing professionals as well as tools and models managers might employ to increase customers’ perceptions of satisfaction, service quality and value.
4 To interpret how different elements of the service marketing mix can be used to address a range of marketing issues facing service organisations
5 To distinguish the different service types that make up the services industry

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Acquaintance and a review of the syllabus
2 Introduction to Services Marketing Wirtz & Lovelock (2018). Chapter 1
3 Introduction to Services Marketing II Wirtz & Lovelock (2018). Chapter 1
4 Consumer Behavior in a Services Context Wirtz & Lovelock (2018). Chapter 2
5 Developing Service Products and Brands Wirtz & Lovelock (2018). Chapter 4
6 Distributing Services through Physical and Electronic Channels Wirtz & Lovelock (2018). Chapter 5
7 Setting Prices and Implementing Revenue Management Wirtz & Lovelock (2018). Chapter 6
8 Promoting Services and Educating Customers Wirtz & Lovelock (2018). Chapter 7
9 Designing Service Processes Wirtz & Lovelock (2018). Chapter 8
10 Balancing Demand and Capacity Wirtz & Lovelock (2018). Chapter 9
11 Crafting the Service Environment Wirtz & Lovelock (2018). Chapter 10
12 Managing People for Service Advantage Wirtz & Lovelock (2018). Chapter 11
13 Managing Relationships and Building Loyalty Wirtz & Lovelock (2018). Chapter 12
14 Complaint Handling and Service Recovery Wirtz & Lovelock (2018). Chapter 13

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
All 5 1 3 1 5 3 1 1 2 1 3 3
C1 4 1 2 1 5 1 1 2 1 2 1 3
C2 5 1 2 1 4 1 1 2 1 1 2 2
C3 4 1 3 1 5 2 1 2 1 2 2 3
C4 4 1 2 1 4 1 2 1 2 2 2 2
C5 5 1 1 1 4 1 1 1 2 1 2 3

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