Service Marketing

Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

Marketing principles and management

Course Contents

The role and importance of services in today's economies, definition, features, scope and classification of services, service as a product, service design, new services, marketing mix of services, professional services, service quality management and measurement, complaint management in services.

Weekly Schedule

1) The role and importance of services in today's economies, definition, features, scope and classification of services
2) Service as a product, service design and new services
3) Service pricing
4) Distribution in services
5) Promotion (marketing communication) in services
6) People, physical evidence and process management in services
7) Professional services
8) Service quality management, measurement and models
9) Midterm examination
10) Midterm examination
11) Organization of services and supply-demand management in services
12) Failure in services and complaint management
13) E-services
14) Marketing management process of service companies
15) Future of services marketing
16) New trends in service marketing

Recommended or Required Reading

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Group Study

Assessment Methods and Criteria

Contribution of Midterm Examination to Course Grade	30%
Contribution of Final Examination to Course Grade	70%
Total	100%

Language of Instruction

Turkish

Work Placement(s)

Not Required