Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4211	SERVICES MARKETING	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR BILGE AYKOL

Offered to

BUSINESS ADMINISTRATION

Course Objective

The primary objective of the course is to help students succeed in their potential roles as executives of service-producing organizations, or of goods-producing organizations that wish to emphasize the service dimension of their product offering for competitive advantage. The second objective of this course is to encourage students to adopt a constructive, critical posture as customers of service organizations.

Learning Outcomes of the Course Unit

1	Demonstrate an understanding of the crucial and growing role played by services in the world economy.
2	Recognize service marketing strategies of the companies with the purpose of understanding the complexities of service design, delivery, and communication in the real business life.
3	Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
4	Improve oral and written communication skills through class discussions and presentations.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Introduction to the course Chapter 1: New Perspectives on Marketing in the Service Economy
2	Chapter 1: New Perspectives on Marketing in the Service Economy
3	Chapter 2: Consumer Behavior in a Services Context
4	Chapter 4: Developing Service Products: Core and Supplementary Elements
5	Konuk konuşmacı
6	Chapter 5: Distributing Services through Physical and Electronic Channels
7	Chapter 6: Setting Prices and Implementing Revenues Management
8	Chapter 7: Promoting Services and Educating Customers
9	Chapter 8: Designing and Managing Service Processes
10	Chapter 11: Managing People for Service Advantage
11	Assignment discussion
12	Assignment discussion

Recomended or Required Reading

Lovelock, C. & Wirtz, J. (2011). Services Marketing: People, Technology, and Strategy.
Upper Saddle River, NJ:Pearson.
Vargo, S.L. & Lusch, R.F (2004). Evolving to a New Dominant Logic for Marketing.
Journal of Marketing, 68(1): 1-17.
Grove, S.J., Fisk, R.P., &, Bitner, M.J. (1992). Dramatizing the service experience: A
managerial approach. Advances in Services Marketing and Management, 1, 91-121.
Pine, B.J., & Gilmore, J.H. (1998). Welcome to the experience economy. Harvard Business
Review, 76 (4), 97-105.
Pine, B.J. & Gilmore, J.H. (2008). The eight principles of strategic authenticity.
Strategy & Leadership, 36(3), 35 40.
Bitner, M.J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers
and Employees. Journal of Marketing, 56 (April): 57-71.
Bitner, M.J., Booms, B.H. & Mohr, L.A. (1994). Critical Service Encounters: The
Employee's Viewpoint. Journal of Marketing, 58(4): 95-106.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Assignments
3. Presentations
4. Class discussion

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	MT	Midterm
2	TP	TermProject
3	FN	Final
4	FCG	FINAL COURSE GRADE	MT * 0.40 +TP * 0.20 + FN * 0.40
5	RST	RESIT
6	FCGR	FINAL COURSE GRADE (RESIT)	MT * 0.40 + TP * 0.20 + RST * 0.40

Further Notes About Assessment Methods

Assessment Criteria

1. Midterm Exam
Students will be assessed on their knowledge of concepts and theories through a midterm exam containing essay questions.
2. Assignments
Assignment contains a blueprinting report. Students are expected to create a service design, note failure points, and recommend solutions.
3. Final Exam
Students will be assessed on their knowledge of concepts and theories through a midterm exam containing essay questions.

Language of Instruction

English

Course Policies and Rules

Attending at least 70 percent of lectures is mandatory.
Plagiarism of any type will result in disciplinary action.
Students are expected to participate actively in class discussions.
Students are expected to attend to classes on time.
Students are expected to prepare ahead of time for class.
Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

bilge.aykol@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)