Information Package / Course Catalogue
Services Marketing
Course Code: İŞY252
Course Type: Non Departmental Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 2
Objectives of the Course

The aim of this course is to provide students with a comprehensive understanding of the fundamental concepts of services marketing, the unique characteristics of services, and marketing management processes in service organizations. The course aims to develop students' ability to analyze the services marketing mix, evaluate service quality, customer satisfaction, and customer loyalty, and interpret demand and capacity management as well as current practices in services marketing.

Course Content

This course covers the fundamental concepts of services marketing, the characteristics of services and the service sector, marketing management processes in service organizations, consumer behavior, growth and competitive strategies, services as products, service pricing, distribution and promotion decisions, people, physical evidence, and process management in services marketing, demand and capacity management, service quality, service encounters, customer satisfaction and customer loyalty, efficiency and productivity in service organizations, and case study analyses.

Name of Lecturer(s)
Learning Outcomes
1.It explains fundamental concepts related to service marketing to students.
2.Explain the elements of the service marketing mix.
3.It describes the relationship between the customer of the service and the service provider.
4.It describes the management of participants and service personnel in services.
5.It analyzes service quality and its measurement.
Recommended or Required Reading
1.Öztürk, S. A. (2021). Hizmet Pazarlaması. Bursa: Ekin Yayınevi.
2.İnan, H. (2019). Hizmet Pazarlaması. Ankara: Seçkin Yayıncılık.
3.Atatürk Üniversitesi Açık ve Uzaktan Öğretim Fakültesi. (2020). Pazarlama İlkeleri. Erzurum: Atatürk Üniversitesi Açık ve Uzaktan Öğretim Fakültesi Yayını.
Weekly Detailed Course Contents
Week 1 - Theoretical
Marketing perception, service, concepts related to service, services sector
Week 1 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 2 - Theoretical
Marketing management process in services enterprises, consumer behaviour
Week 2 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 3 - Theoretical
Growth and competing strategies
Week 3 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 4 - Theoretical
Growth and competing strategies
Week 4 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 5 - Theoretical
Product as a service
Week 5 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 6 - Theoretical
Pricing of services
Week 6 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 7 - Theoretical
Distribution decisions
Week 7 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 8 - Theoretical
Promotion decisions
Week 8 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 9 - Theoretical
Personnel, customer and physical evidences in services marketing
Week 9 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 10 - Theoretical
Demand and capacity management in services enterprises
Week 10 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 11 - Theoretical
Service quality and service comparison
Week 11 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 12 - Theoretical
Customer satisfaction and customer loyalty in services marketing
Week 12 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 13 - Theoretical
Efficiency and productivity in services enterprises
Week 13 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Week 14 - Theoretical
Case studies
Week 14 - Preparation Work
Reading the relevant week's topic from course materials and conducting a literature review.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%5
Quiz1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140235
Assignment1202
Quiz1202
Midterm Examination1505
Final Examination1617
TOTAL WORKLOAD (hours)51
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
OÇ-1
2
2
1
2
3
1
2
4
2
2
1
3
1
1
OÇ-2
3
3
2
3
4
2
3
4
2
2
1
2
1
2
OÇ-3
3
3
3
3
4
2
4
5
2
3
1
3
2
2
OÇ-4
4
3
2
3
5
2
4
4
3
3
1
3
2
2
OÇ-5
4
4
3
4
5
3
5
5
3
3
1
4
3
3
Adnan Menderes University - Information Package / Course Catalogue
2026