Course Details

SERVICE MARKETING

Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits
5	BA348	SERVICE MARKETING	3+0+0	3	5

Course Details

Language of Instruction	English
Level of Course Unit	Bachelor's Degree
Department / Program	BUSINESS ADMINISTRATION
Type of Program	Formal Education
Type of Course Unit	Elective
Course Delivery Method	Face To Face
Objectives of the Course	Understanding the characteristics of service marketing Understanding the revenue management and balancing demand and capacity in services Applying marketing mix elements to improve customer experience, to manage customer service and to enhance loyalty Understand the importance of human factor in services
Course Content	This course introduces services marketing where the world becomes much more serviced-based economy. Marketing of services differs from marketing of physical goods in four ways, intangibility, inseparability, variability, and perishability. This course focuses on the theoretical framework and practical implications of services marketing. Finally, topics such as revenue management, human factor in services, service quality and loyalty will be covered.
Course Methods and Techniques	Assignments (2) 20% Quizzes (2) 20% Midterm Exam 30% Final Exam 30%
Prerequisites and co-requisities	( BA203 )
Course Coordinator	None
Name of Lecturers	Asist Prof.Dr. Serap SARP serap.sarp@agu.edu.tr
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Book and articles
	Services are everywhere we turn, from tourism to religion, politics, finance sector and so on. Major portion of GDPs of the developed countries is generated by service industries. Marketing of services differs from marketing of physical goods in four ways: intangibility, inseparability, variability, and perishability. This course provides theoretical framework and practical implications of services marketing.
	kitap, slaytlar
	proje
	midterm, final

Course Category

Mathematics and Basic Sciences	%0
Engineering	%0
Engineering Design	%0
Social Sciences	%100
Education	%0
Science	%0
Health	%0
Field	%0

Planned Learning Activities and Teaching Methods

Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria

In-Term Studies	Quantity	Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı	14	% 10
Yarıl yılSonu Sınavı/Dönem Projesinin Başarı Notuna Katkısı	1	% 20
Ödev	2	% 10
Sunum/Seminer	1	% 30
Final examination	1	% 30
Total	19	% 100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	Total Work Load
Yazılı Sınav	1	20	20
Grup Sunumu	1	10	10
Grup Projesi	1	10	10
Sunum	1	8	8
Okuma	2	10	20
Araştırma	11	2	22
Yüz Yüze Ders	15	3	45
Final Sınavı	1	15	15
Total Work Load			Number of ECTS Credits 5 150

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:

No	Learning Outcomes
1	Explain the characteristics of service marketing
2	Demonstrate knowledge about revenue management and balancing demand and capacity
3	Determine the application of 4Ps of Marketing to services.
4	Implement the management of customer services and enhancing loyalty
5	Analyze how to improve customer experience in service industry
6	Explain the importance of human factor in services.

Weekly Detailed Course Contents

Week	Topics	Study Materials
1	Introduction to Service Marketing	Reading
2	Understanding customer behavior in services industry	Reading
3	Applying 4Ps of Marketing to services	Reading
4	Distribution of services through physical and online channels
5	Creating revenue management strategy
6	Service marketing communications
7	Designing Service Process
8	Midterm Exam
9	LFW
10	Balancing demand and capacity
11	Spring Break
12	Service Environment
13	Managing People for Service Advantage
14	Managing Relations and Building loyalty
15	Improving service quality and reducing customer complaints
16	Final Exam

Recommended Optional Programme Components

BA203 MARKETING MANAGEMENT

Contribution of Learning Outcomes to Programme Outcomes

Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant

https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=71919&lang=en