Course Details

Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits	Last Updated Date
5	BA348	SERVICE MARKETING	3+0+0	3	5	11.09.2025

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 distinct characteristics of service marketing. Exploring revenue management and demand-capacity balancing in services. Applying marketing mix elements to enhance customer experience and loyalty. Examining the strategic role of human factors in service delivery.
Course Content	This course explores the principles of service marketing in an increasingly service-dominated economy. It highlights how services differ from tangible goods through the concepts of intangibility, inseparability, variability, and perishability. Students will examine theories and practical strategies for managing service offerings. Key topics include revenue management, customer experience, service quality, the role of employees, and the development of customer loyalty in service environments.
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
Course Notes	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.
Documents	kitap, slaytlar
Assignments	proje
Exams	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 unique characteristics of services and their marketing implications.
2	Demonstrate understanding of revenue management and balancing demand and capacity in services.
3	Apply the 7Ps of marketing mix elements to service contexts effectively.
4	Use strategies for customer service management and loyalty building.
5	Hizmet sektöründe müşteri deneyimini geliştirmeye yönelik yöntemleri analiz etmek.
6	Evaluate the critical role of human factors 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

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=79283&lang=en