Information Package / Course Catalogue
Services Marketing
Course Code: ISL311
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The aim of this course is to introduce the service concept, the basic characteristics of services, service management, service strategies, service quality issues.

Course Content

characteristic and definition of service, organization structure in the service, service market planning and service marketing mix (7p), design of services, delivery, promotion and pricing, of services, participants and management of service staff in the service, physical evidence in the service, process management in services, Service recevier and techniques, communication and technology techniques in the service, measurement and quality of service, service and relationship marketing, internal marketing in service, summary of the subjects and overall evaluation.

Name of Lecturer(s)
Lec. Esma ACAYIP
Learning Outcomes
1.Explains the characteristics of the service sector and distinguishes it from traditional marketing.
2.Evaluates the relationship between service quality, customer satisfaction, and loyalty.
3.Applies the 7P marketing mix strategically in service marketing.
4.Integrates customer relationship management (CRM) into service sector practices.
5.Interprets the role of internal marketing and employee behavior in service delivery.
6.Analyzes service marketing applications in different industries through case studies.
Recommended or Required Reading
1.HAKSEVER, Cengiz; Render, Barry; Russell, Roberta S.; Murdıck, Robert G., Service Management and Operations, Prentice Hall, New Jersey,2000.
Weekly Detailed Course Contents
Week 1 - Theoretical
The aim of the course and method of the subject and the marketing concept, service and service-related concepts, the service sector
Week 2 - Theoretical
Service Provider Marketing Management Process; Consumer Behavior
Week 3 - Theoretical
Growth and Competitive Strategies
Week 4 - Theoretical
Product as a Service
Week 5 - Theoretical
Pricing of services
Week 6 - Theoretical
Distribution Decisions
Week 7 - Theoretical
Promotion Decisions
Week 8 - Theoretical
In Service Sector Employee, Customer, and Physical Evidence
Week 9 - Theoretical
Demand and Capacity Management in Service Firms
Week 10 - Theoretical
Service Quality and Service Encounters
Week 11 - Theoretical
Customer Satisfaction and Customer Loyalty in Service Sector
Week 12 - Theoretical
Efficiency and Productivity in Service Sector
Week 13 - Theoretical
Student Presentations and Case Study
Week 14 - Theoretical
Student Presentations and Case Study
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Midterm Examination125126
Final Examination130131
TOTAL WORKLOAD (hours)127
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
OÇ-1
4
4
4
3
3
2
1
3
2
2
OÇ-2
4
4
4
3
4
3
2
4
3
3
OÇ-3
4
4
4
3
4
3
2
4
3
3
OÇ-4
4
3
4
3
4
3
2
3
3
3
OÇ-5
4
3
4
3
4
3
2
4
3
3
OÇ-6
4
4
4
4
4
4
2
4
3
4
Adnan Menderes University - Information Package / Course Catalogue
2026