Course Name Code Semester T+U Hours Credit ECTS
Services Marketing MBA 520 0 3 + 0 3 7
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Prof.Dr. NİLGÜN SARIKAYA
Course Lecturers
Course Assistants
Course Category
Course Objective The aim of this course is to explain students fundamental concepts in servce marketing, service marketing mix elements, and what service businesses should do about customer complaints and customer retention.
Course Content This course consists of teaching, definition of service marketing, analyzing environmental conditions that affect service marketing business and explaining service marketing mix which is service marketing elements and covers the ways to handle with customer complaints and retention customers.
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Discusses the characteristics of services and evaluates the implications of these characteristics Lecture, Question-Answer, Discussion, Group Study, Testing, Homework,
2 Evaluates the concept of service quality from different perspectives Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Testing, Homework,
3 Makes comparisons in regard to management of customer expectations and derives some implications for the marketing management Lecture, Question-Answer, Discussion, Group Study, Brain Storming, Testing, Homework, Performance Task,
4 Develops blue-print for the new service design Lecture, Question-Answer, Discussion, Testing,
5 Evaluates supply and demand for services industry in a strategic perspective and forms marketing programs Lecture, Question-Answer, Discussion, Testing, Performance Task,
6 Examines the pricing practices in service industry and makes plans fort he yield management in services industry Lecture, Question-Answer, Discussion, Testing, Homework, Performance Task,
Week Course Topics Preliminary Preparation
1 Introduction to service marketing
2 Customer Satisfaction and service quality
3 Customer expectations management
4 Consumer behavior and perceptions of service quality
5 Service cape in service offer
6 Product concept in service marketing
7 Services pricing
8 Midterm Exam
9 Supply and demand management in service sector
10 Management of customer complaints
11 Customer retention ways
12 Customer satisfaction ways in individual services
13 Relationship marketing
14 Case studies
Course Notes
Course Resources
Order Program Outcomes Level of Contribution
1 2 3 4 5
1 has the information in manufacturing, marketing, management and accounting-finance functions at the level of expertise.
2 is aware of the interdisciplinary interaction related of field of expertise
3 makes teamwork and shares knowledge with his/her team in the field of expertise
4 defines problems, analyzes and provides solutions to problems
5 conducts independent research, contribute to projects and take responsibility in the field of expertise
6 sets business visions, missions, goals and targets in the field of study.
7 Questionizes the knowledge he/she has in the field of expertise
8 Related to area of expertise that have served as areas where the accumulation and transfer data using the tool to communicate with all kinds of suggestions, if necessary it can use at least one foreign language.
9 Open to professional sharing and cooperation in the field of his/her expertise.
10 is able to entry data and conduct data analysis in the field of his/her expertise
11 acts in accordance with business values and social ethics in the field of his/ her experise.
12 analyzes the relationships with stakeholders and national governments in the field of his/ her expertise.
13 makes recommendations that will contribute to field of his/her expertise.
14 is conscious about the universality of social rights, social justice, quality, environmental and cultural values protection, occupational health and safety besides the field of his/her expertise.
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 40
1. Ödev 20
1. Proje / Tasarım 15
1. Performans Görevi (Seminer) 25
Total 100
1. Yıl İçinin Başarıya 50
1. Final 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 10 10
Assignment 1 13 13
Project / Design 1 10 10
Performance Task (Seminar) 1 15 15
Final examination 1 20 20
Total Workload 164
Total Workload / 25 (Hours) 6.56
dersAKTSKredisi 7