Information Package / Course Catalogue
Services Marketing
Course Code: İK357
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: 6
Objectives of the Course

The primary aim of this course is to explain to the students that service organizations (e.g. banks, educational institutions, hospitals, hotels, professional services, insurance companies, transportation companies, consulting companies) require a distinctive approach to marketing strategy - both in its development and in its execution. The second aim of the course is to focus on the role of service in manufacturing businesses in an attempt to reveal that the manufactured goods sector should also use ”service” as a primary source of competitive advantage.

Course Content

Explain key concepts and approaches in service quality management

Name of Lecturer(s)
Assoc. Prof. Funda ODUNCUOĞLU
Learning Outcomes
1.Outline the differences between manufacturing and service organizations
2.Describe unique challenges faced by services managers
3.Discuss the role of customer in the supply of services
4.Analyze the service experience from customers’ point of view
5.Explain key concepts and approaches in service quality management
6.Apply concepts learned to business cases
7.Participate in class discussions with classmates and lecturer
8.Prepare a services marketing group project
Recommended or Required Reading
Weekly Detailed Course Contents
Week 1 - Theoretical
Consumer Behaviour in a Services Context
Week 2 - Theoretical
Developing Service Products: Core and Supplementary Elements
Week 3 - Theoretical
Distributing Services through Physical and Digital Channels
Week 4 - Theoretical
Setting Prices and Implementing Revenue Management
Week 5 - Theoretical
Positioning Services in Competitive Markets
Week 6 - Theoretical
Promoting Services and Educating Customers
Week 7 - Theoretical
Designing and Managing Service Processes
Week 8 - Theoretical
Managing Customer Relationships and Building Loyalty
Week 9 - Theoretical
Complaint Handling and Service Recovery
Week 10 - Theoretical
SERVQUAL and Alternative Instruments for Measuring Service Quality
Week 11 - Theoretical
Improving Service Quality and Productivity
Week 12 - Theoretical
Ethical Issues in Services Marketing
Week 13 - Theoretical
Group Project Presentations
Week 14 - Theoretical
Group Project Presentations
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory132365
Individual Work130339
Midterm Examination120121
Final Examination125126
TOTAL WORKLOAD (hours)151
Contribution of Learning Outcomes to Programme Outcomes