COURSE UNIT TITLE

Offered By

Executive MBA

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR BILGE AYKOL

Offered to

Executive MBA

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.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

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

Lecture, discussion, assignment

Assessment Methods

Further Notes About Assessment Methods

Semester-work comprises a blueprinting report for a specified service.

Assessment Criteria

1. Mid-term and final exams will be based on understanding, synthesis and evaluation of the material discussed in class.
2. Presentations will be assessed on preparation, understanding, knowledge, capacity to structure, oral communication skills, ability to respond to questions and manage discussion.

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)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes