COURSE UNIT TITLE

: SERVICE MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
IPL 7027 SERVICE MARKETING COMPULSORY 3 0 0 4

Offered By

Marketing Management Non-thesis

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR ENGIN ÖZGÜL

Offered to

Marketing Management Non-thesis

Course Objective

By obtaning the different attributions of services gets skills and knowledge expanded about marketing management necassary for services business.

Learning Outcomes of the Course Unit

1   Gets clear of the notions related to service marketing.
2   Can design the marketing mix aspects of service firms.
3   Develops the marketing strategies related to service firms.
4   Evaluates the effiency of service marketing applications.
5   Gets experience about marketing efforts of service firms.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction and Course Description
2 Service concept and shared features.
3 Services and marketing mix
4 The classfication of services
5 Product in services firms
6 Distribution in services firms
7 Pricing in services firms
8 Promotion in services firms
9 Service marketing, personnel and client.
10 Service marketing and phsyical evidences.
11 Demand and capacity management in service firms.
12 Service quality and relationship marketing
13 Modern approaches in sevice business.
14 Conclusion and Evaluation

Recomended or Required Reading

Ayşe Öztürk (2009) Hizmet Pazarlaması
Hizmet Pazarlaması , Kasım Karahan, Beta yayıncılık
Marketing Services, Competing Through Quality, Leonard Berry and A.Parasuraman
Other Study Materials: All articles, studies and books related to strategic marketing management.

Planned Learning Activities and Teaching Methods

Issue telling, case study, ask and answer method, presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 STT TERM WORK (SEMESTER)
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MTE * 0.20 + STT* 0.40 + FIN* 0.40
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.40 + RST* 0.40


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

The information level related to basic notions of service marketing, model and marketing management tools and strategic marketing facilities will scaled by exam and debates within courses; the effiency consideration of service firms and the experiences of marketing facilities will scaled by case studies and presentations related to this subject.

Language of Instruction

Turkish

Course Policies and Rules

1. It's important to attend courses.
2. It's an obligation to obey to scientific research and the ethic rules during the preparation of presentations.
3. The homeworks has to be turn over in time.
4. It's expected in presentations to be supported by firm applications.
5. The information and notices would be followed which are made on the web page of the course and DEBIS

Contact Details for the Lecturer(s)

Engin Özgül, PhD
Associate Professor of Marketing
Dokuz Eylül University
Faculty of Economics&Administrative Science
Dokuzcesmeler Campus
35160 Buca/Izmir/Turkey
E-mail : engin.ozgul@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 1 14
Preparation for midterm exam 1 10 10
Preparation for final exam 1 20 20
Preparing assignments 1 10 10
Preparing presentations 1 5 5
Final 1 3 3
Midterm 1 3 3
TOTAL WORKLOAD (hours) 107

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11
LO.11
LO.21
LO.31
LO.41
LO.51

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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