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)
Lecturer Dr. Zeki Toy , Pınar Sarp
Course Assistant(s)
Schedule
Friday, 09:00-11:00, Online CATS Platform
Office Hour(s)
Zeki TOY, Friday, 14:00-16:00, Online CATS Platform, by making an appointment: z.toy@iku.edu.tr
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
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
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.
