| Language of Instruction |
French |
| Course Type |
Elective |
| Course Level |
Bachelor Degree |
| Course Instructor(s) |
Aylin Ecem GÜRŞEN
aylingursen@gmail.com (Email)
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| Assistant |
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| 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.
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| 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.
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| 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.
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| Teaching and Learning Methods |
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| 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)
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