Department of Business Administration

Services Marketing(G345)

Content
Course Code Course Name Semester Theory Practice Lab Credit ECTS
G345 Services Marketing 5 3 0 0 3 5
Prerequisites
Admission Requirements
Language of Instruction French
Course Type Elective
Course Level Bachelor Degree
Course Instructor(s) Aylin Ecem GÜRŞEN aegursen@gsu.edu.tr (Email)
Assistant
Objective The aim of the course is to convey to students the concepts, approaches, and practices regarding the marketing of services as a product. The reflections of the features of services on marketing concepts and decisions which arise due to their uncountable nature and distinguish them from concrete products will be discussed.
Content Within the scope of the course, theoretical issues related to service marketing will be discussed (in parallel with the reference book of the course) with various case studies, sector-based and current examples. In this regard, in addition to the main topics specified in the course syllabus, supplementary documents will be shared with students during the semester.
Course Learning Outcomes 1. To be able to define the role and place of service product and marketing in the modern marketing approach and contemporary business environment.
2. To be able to explain the differentiating features of service as a product and the concepts and approaches that emerge from this situation.
3. Mastering theoretical knowledge regarding marketing the service product and develop ideas on how to put them into practice.
4. To have knowledge about the unique concepts, theories, and current practices of the service sector.
5. To be able to develop and discuss ideas about different marketing strategies that can be developed for different service products.
Teaching and Learning Methods
References Lovelock, C., Wirtz, J., Lapert, D. & Munos, A., Marketing des Services, Pearson. (french version)

Wirtz, Jochen & Lovelock, Christopher, Essentials of Services Marketing, Pearson. (english version)
Print the course contents
Weekly Contents
Theory Topics
Week Weekly Contents
1 Introduction to services marketing
2 The concept of service and services marketing
3 Consumer behavior in relation to services
4 Positioning of services in competitive markets
5 Developing products and service brands
6 Distribution of services through physical and electronic channels
7 Bilan/ mid-semester
8 Promotion and communication of services
9 Pricing for services
10 Managing customer relationships and loyalty, preparing the service environment
11 Service quality, service quality models, complaint behavior and service recovery
12 Presentations
13 Presentations
14 Bilan
Practice Topics
Week Weekly Contents
Assessment System
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 0 50
Contribution of final exam to overall grade 0 50
Toplam 0 100
In-Term Studies
  Number Contribution
Assignments 0 20
Presentation 0 0
Midterm Examinations (including preparation) 0 30
Project 0 0
Laboratory 0 0
Other Applications 0 0
Quiz 0 0
Term Paper/ Project 0 0
Portfolio Study 0 0
Reports 0 0
Learning Diary 0 0
Thesis/ Project 0 0
Seminar 0 0
Other 0 0
Make-up 0 0
Toplam 0 50
Relation of Proficiency
No Program Learning Outcomes Contribution
1 2 3 4 5
1 The acquisition of high-level knowledge of the functions of production management and marketing, management, accounting and finance; the skill of using this knowledge. X
2 The acquisition of basic conceptual knowledge about scientific fields related to professional life, such as law, economics, sociology, psychology, social psychology and quantitative methods. X
3 The ability to work effectively in a team; the ability to pass on knowledge to other members of the team. X
4 The competence to use his/her knowledge on the field, to analyze and interpret the data obtained, to identify the problems encountered, to provide appropriate solutions and scientifically defend these solution suggestions when necessary. X
5 The competence to determine the aims and objectives of the company or institution in which he/she is employed by taking into account the needs, the competitive dynamics of the market and by calculating the risks incurred; the ability to engage in entrepreneurship and establish and manage a business. X
6 Awareness of constantly updating his/her professional knowledge and skills; the ability to adapt to change and innovation; the competence to evaluate critically the information he/she has acquired. X
7 Basic knowledge of information and communication technologies required for professional life; the ability to use core office programs at an advanced level; expertise in data processing and report writing in the IT environment. X
8 Ability to follow current information in his/her field in both English and French and to communicate in writing and verbally with stakeholders in both languages. X
9 The ability to conduct researches and studies taking into account the market, dynamics of competition, organizational and global factors and scientific methods; contribute to projects, take responsibility in projects, display competence to make innovative and effective decisions. X
10 Ability to develop strategies, find creative solutions to management problems by building relations with other areas of the social sciences and take the responsibility of these decisions. X
11 Consciousness of taking into account ethical values, when making decisions and being involved in business life. X
12 Awareness of the impact of practices related to his/her field on the global and social dimensions (universality of social rights, social justice, cultural values, environmental problems, sustainability, etc.) and their legal consequences. X
ECTS
Activities Number Period Total Workload
Total Workload 0
Total Workload / 25 0.00
Credits ECTS 0
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