| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 150400305109 | SERVICE MARKETING | Elective | 3 | 5 | 4 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of this course is to gain knowledge about designing, production, distribution and sales of ı service bil as the basis of competitive advantage in the enterprises that produce services. |
| Name of Lecturer(s) |
| Dr. Öğr. Üy. Ercan İNCE |
| Learning Outcomes |
| 1 | Explain the differences between manufacturing organizations and service organizations. | | 2 | Explain the different problems faced by service managers. | | 3 | Discuss the role of the customer in the supply of services. | | 4 | Can analyze the service experience from the point of view of the customers. | | 5 | Explain the basic concepts and approaches used in service quality management. | | 6 | Apply the learned concepts to sample business cases. | | 7 | Participate in class discussions of lecturers and classmates. |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Content of this course; and the marketing strategy approach in the implementation and development of the organizations operating in the service sector (such as banks, educational institutions, hospitals, hotels, insurance companies, transportation companies, consultancy companies) from other organizations. |
| Weekly Detailed Course Contents |
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| 1 | Services and introduction to service economy | | | | 2 | Consumer behavior in the context of services | | | | 3 | Developing service products: Core and complementary elements | | | | 4 | Deploy services through physical and digital channels | | | | 5 | Identify prices and apply revenue management | | | | 6 | Positioning services in competitive markets | | | | 7 | Introducing services and educating customers | | | | 8 | Mid-Term Exam | | | | 9 | Design and manage service processes | | | | 10 | Improve customer relationship management and loyalty | | | | 11 | Manage complaint and fix service | | | | 12 | SERVQUAL and alternative service quality measurement instruments | | | | 13 | Improve service quality and productivity | | | | 14 | Ethical issues in service marketing | | |
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| Recommended or Required Reading |
| Christopher H. Lovelock and Jochen Wirtz (2010), Services Marketing: People, Technology, Strategy, 7th ed., Prentice Hall.
Adrian Palmer (2011), Principles of Services Marketing, 6th ed., McGraw-Hill Higher Education. |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Individual Study for Mid term Examination | 5 | 6 | 30 |
| Individual Study for Final Examination | 4 | 8 | 32 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | | | | | | | | | | | | | | | LO2 | 3 | | | | | | | | | | | | | | | LO3 | | | | | | | | | | | | | | | | LO4 | | | | | | | | | | | | | | | | LO5 | | | | | | | | | | | | | | | | LO6 | | | | | | | | | | | | | | | | LO7 | | | | | | | | | | | | | | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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