Most organizations provide a service of some sort or another. For organizations such as airlines, trains, universities, car rental, health or government agencies service represents a major part of what they have to offer. They are known as service organizations. For others whose business is the manufacture of products, e.g. computers, mobile phones, washing machines, service is of lesser, albeit significant importance. There are particular problems and challenges in managing services, namely intangibility, inseparability, variability and perishability. This course addresses all these and other related aspects of services marketing.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Didem Kayalıdereden
Course Assistant(s)
Schedule
The course will not be held this semester.
Office Hour(s)
Teaching Methods and Techniques
Eclectic, lecturing, discussion
Principle Sources
- Course notes compiled by the course instructor.
- Mudie, P., Pirrie, A. (2006). Services Marketing Management. Oxford: Elsevier Ltd.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Characteristics of services
Eclectic, lecturing, discussion
2. Week
The ‘7 Ps’ of services
Eclectic, lecturing, discussion
3. Week
Customer involvement and uncertainty
Eclectic, lecturing, discussion
4. Week
Expectations and perceptions of a service
Eclectic, lecturing, discussion
5. Week
Core and augmented service
Eclectic, lecturing, discussion
6. Week
The ‘McDonaldization’ of services
Eclectic, lecturing, discussion
7. Week
Technology in services
Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Service setting & Service quality
Eclectic, lecturing, discussion
10. Week
Service setting & Service quality
Eclectic, lecturing, discussion
11. Week
Service encounter
Eclectic, lecturing, discussion
12. Week
Service communications
Eclectic, lecturing, discussion
13. Week
Performance measurement
Eclectic, lecturing, discussion
14. Week
Monitoring and evaluating the service
Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Quizzes
1
10
Final Exam
1
50
Program Outcomes
PO-1
Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
Students critically discuss the unique nature and characteristics of services and the active role of the customer within the service system and value creation processes.
LO-2
Students apply an understanding of the key issues and elements that play into the measurement and management of service quality and customer satisfaction.
LO-3
Students critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationships.
LO-4
Students discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
LO-5
Students recognise key linkages between marketing and other business functions in the context of designing and operating an effective service system.
