The aim of this course is to introduce the students to services marketing as a separate and distinct area of marketing thought and practice and help them to understand its powerful influence in the ever so competitive marketplace.
Definition of services marketing, differences between services and goods, consumer behaviour, 7Ps of services marketing
Vertical Tabs
Course Learning Outcomes
|
Learning Outcomes |
Program Learning Outcomes |
Teaching Methods |
Assessment Methods |
|
1- Compare and contrast marketing of services versus goods. |
1,3,7 |
1, 3 |
A |
|
2- Audit a services firm and its 7P’s |
2,5,7 |
1, 2, 3, 9 |
A |
|
3- Assess weaknesses and strengths of a service firm |
1,3,6 |
1, 2, 3, 9 |
A, C |
|
4- Propose service extension strategy |
2,3 |
2,3,9 |
C |
|
5- Offer strategic improvements to a service firm |
8,9 |
2,3, 9 |
C |
|
6- Understand service satisfaction and dissatisfaction |
12 |
1, 3 |
C |
Course Flow
|
Week |
Topics |
Study Materials |
|
1 |
Introduction Week to Services |
|
|
2 |
Introduction to Services Marketing |
|
|
3 |
Consumer Behaviour in Services |
|
|
4 |
Consumer Expectations and Perceptions of Services |
|
|
5 |
Aligning Service Development and Design |
|
|
6 |
Review |
|
|
7 |
Physical Evidence and the Service capes |
|
|
8 |
Employees’ and Customers’ Roles in Service Delivery |
|
|
9 |
Classical Marketing Mix Adapted for Services |
|
|
10 |
Building Customer Relationships / Student Meetings |
|
|
11 |
Service Recovery |
|
|
12 |
Student Meetings |
|
|
13 |
Student Presentations |
|
|
14 |
Student Presentations |
|
|
15 |
Final Exam |
|
Recommended Sources
|
Textbook |
Services Marketing: Integrating Customer Focus Across the Firm, 5th edition, Valarie Zeithaml, Mary Jo Bitner, and Dwayne Gremler, Boston, MA: McGraw-Hill Irwin, 2009.
|
|
Additional Resources |
|
Material Sharing
|
Documents |
|
|
Assignments |
Service Journal Entry, Service Complaint Assignment, Service Audit |
|
Exams |
Midterm |
Assessment
|
IN-TERM STUDIES |
NUMBER |
PERCENTAGE |
|
|
Mid-terms |
1 |
30 |
|
|
Assignment |
3 |
70 |
|
|
Total |
|
100 |
|
|
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE |
|
60 |
|
|
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE |
|
40 |
|
|
Total |
|
100 |
|
|
|
|
|
|
|
COURSE CATEGORY |
Expertise/Field Courses |
Course’s Contribution to Program
|
No |
Program Learning Outcomes |
Contribution |
|||||
|
1 |
2 |
3 |
4 |
5 |
|
||
|
1 |
Gaining knowledge of business terms and applying these to institutions and business administrations. With this knowledge being able to analyze problems, and come up with creative solutions. |
|
|
|
|
x |
|
|
2 |
Commenting on the effects of social behavior, personality and organizational culture at the global level. |
|
|
|
|
x |
|
|
3 |
Applying knowledge acquired in the field. |
|
|
|
|
x |
|
|
4 |
Review of the economic and legal problems of organizations, and application of creative solutions. |
|
|
|
|
x |
|
|
5 |
Being able to correctly investigate and interpret government policy effects on foreign trade. |
|
|
x |
|
|
|
|
6 |
Analyzing global order economically and politically, in addition being able to analyze the geographical affects of this perspective. |
|
|
|
|
x |
|
|
7 |
In organizational analysis being able to see unethical situations in advance and prevent them from occurring, also gaining the ability to apply these traits in functional areas. |
|
|
|
|
x |
|
|
8 |
Analyzing the great economies of the world and apprehending in what dimension added value for multi- national and financial firms is created. |
|
|
|
x |
|
|
|
9 |
Presenting international marketing bases and gaining the necessary traits to become a brand and develop better communication strategies. |
|
|
x |
|
|
|
|
10 |
To provide management, control and decision-making abilities and to use these in social and professional relationships. |
|
|
|
|
x |
|
|
11 |
Assessment of countries’ international economical policies on the bases of regional and foreign polices. |
|
|
x |
|
|
|
|
12 |
Understanding of statistical data, being able to implement and complete projects based on this data. |
|
|
x |
|
|
|
|
13 |
In the process of collecting and analyzing data, under the guidance of social responsibility, understanding ethical principals and knowing how to implement them. |
|
|
|
|
x |
|
|
14 |
Using the projects generated for the betterment of society and sharing them with sensitivity. |
|
|
|
|
x |
|
|
15 |
Being able to take and implement strategic decisions on issues generated by cross cultural differences in international trade. |
|
|
|
|
x |
|
|
16 |
Under the guidance of international relationships being able to analyze Turkey’s foreign policies and added value. In this perspective being able to interpret international and supra-national politics |
|
|
x |
|
|
|
|
17 |
Providing the information learned in a computing environment in order to provide functional values and analytical skills. |
|
|
|
|
|
|
|
18 |
Gaining a fair understanding of national and international markets and having the skills to analyze the consumer affects in a common market. Being able to identify the right consumers. |
|
|
x |
|
|
|