COURSE UNIT TITLE

: SERVICES MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 3025 SERVICES MARKETING ELECTIVE 3 0 0 5

Offered By

Maritime Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

INSTRUCTOR HÜSEYIN ISHAK HALIL KESIKTAŞ

Offered to

Maritime Business Administration
Maritime Business Administration

Course Objective

- understanding the unique challenges involved in marketing and managing services;
- identifying differences between marketing in service versus manufacturing/product organizations and to understand how service can be a competitive advantage;
- analyzing the various components of the "services marketing mix"

Learning Outcomes of the Course Unit

1   Understand key principles, concepts and terms associated with services marketing
2   Construct a flowchart identifying the service processes from the customer and provider perspectives.
3   Distinguish between levels of customer contact; and core versus supplementary service elements
4   Understand aspects of productivity, quality and service delivery, and the concepts of customer loyalty, retention and service recovery
5   Explain concepts of competitive positioning and service marketing strategies.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Service concept, importance of service industry and classification of services
2 Service encounter management and services encounters
3 Customer buying behaviours in service industry
4 Market segmentation, targetting and positioning for services
5 Product (service) strategies in service companies: Designing core and supplementary services
6 Distribution channels in service marketing and service delivery
7 Midterm Exam
8 Integrated marketing communication for services marketing:Advertising, sales promotion, public relation, personal selling and direct marketing
9 Pricing strategies in service companies
10 Service marketing and staff (service employee)
11 Physical evidence in service marketing
12 Capacity management, productivity and quality in service companies
13 Organization of marketing department in service companies
14 Presentation of Term Papers

Recomended or Required Reading

- Lovelock, Christopher and Wright Lauren (2011) Principles of Service Marketing and Management, Prentice Hall. New Jersey

Fundamental marketing and services marketing literature, academic books, journals and other publications in the maritime and service areas.

Planned Learning Activities and Teaching Methods

Cooperative and active teaching and learning strategies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 ASG ASSIGNMENT
3 FINS FINAL EXAM
4 FCG FINAL COURSE GRADE
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT)

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparations before/after weekly lectures 13 3 39
Preparing presentations 1 5 5
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Preparing assignments 2 15 30
Final 1 2 2
Midterm 1 2 2
TOTAL WORKLOAD (hours) 132

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13
LO.15335353535333
LO.23355353353
LO.335355535533
LO.4335553535535
LO.5335553553535

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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