Information Package / Course Catalogue
Service Marketing
Course Code: ISLE355
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)
Learning Outcomes
1.Analyzes the developments in the service sector in general economic structure
2.Learns the basic characteristics of service and its distinction from tangible products
3.Understands the difference between service marketing and marketing of other products
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 servicerelated 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 - Intermediate Exam
Midterm Exams
Week 9 - Theoretical
In Service Sector Employee, Customer, and Physical Evidence
Week 10 - Theoretical
Demand and Capacity Management in Service Firms
Week 11 - Theoretical
Service Quality and Service Encounters
Week 12 - Theoretical
Customer Satisfaction and Customer Loyalty in Service Sector
Week 13 - Theoretical
Efficiency and Productivity in Service Sector
Week 14 - Theoretical
Student Presentations and Case Study
Week 15 - Theoretical
Student Presentations and Case Study
Week 16 - Final Exam
Final Exams
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142370
Individual Work72228
Midterm Examination110111
Final Examination115116
TOTAL WORKLOAD (hours)125
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
OÇ-1
3
4
3
4
3
4
3
4
3
OÇ-2
4
5
4
5
3
4
3
4
3
OÇ-3
3
4
3
4
3
4
3
4
4
Adnan Menderes University - Information Package / Course Catalogue
2026