Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
11320203E11819SERVICES MARKETINGElective355
Level of Course Unit
First Cycle
Objectives of the Course
The objective of this course is to explore both concepts and techniques of marketing for an exceptionally broad range of service categories and industries.
Name of Lecturer(s)
Doç.Dr. Keti VENTURA
Learning Outcomes
1LO1. To be able to understand key principles, concepts and terms associated with services marketing – including the differences between services and goods marketing, and the concept of the 8 Ps.
2LO2. To be able to construct a flowchart identifying the service processes from the customer and provider perspectives.
3LO3. To be able to distinguish between levels of customer contact; and core versus supplementary service elements.
4LO4. To be able to understand the value of customer loyalty, customer retention and service recovery
5LO5. To be able to explain concepts of competitive positioning and service marketing strategies.
Mode of Delivery
Face to Face
Prerequisites and co-requisities
none
Recommended Optional Programme Components
none
Course Contents
This course will introduce the core principles, concepts and marketing strategies specific to the services sector. It will explore service processes and delivery, customer loyalty, pricing, communications and capacity by studying businesses in a variety of service industries. We will also expand the 4 Ps concept to include 8 Ps for the services sector. The course involves both individual and group work, with an emphasis on application to provide a strong understanding of the fundamentals of services marketing.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1New Perspectives on Marketing in the Service Economy.
2Consumer Behavior in a Services Context
3Positioning Services in Competitive Markets
4Developing Service Products: Core and Supplementary Elements
5Distributing Services through Physical and Electronic Channels
6Setting Prices and Implementing Revenue Management
7Promoting Services and Educating Customers
8MIDTERM
9Designing and Managing Service Processes
10Balancing Demand and Productive Capacity
11Service Environment
12Managing People for Service Advantage
13Managing Relationships and Building Loyalty
14Complaint Handling and Service Recovery
15Improving Service Quality and Productivity
16FINAL
Recommended or Required Reading
•Lovelock C., “Services Marketing, 5/E”, Yale University, Visiting Professor Jochen Wirtz, National University of Singapore, Prentice Hall, (2004). •Payne A., “The Essence of Services Marketing”, Cranfield School of Mgt., Cranfield, UK, Prentice Hall PTR, (1993) •İlgili kitaplar ve periyodikler tavsiye edilir.
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
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
English
Work Placement(s)
none
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Practice14342
Individual Study for Mid term Examination10220
Individual Study for Final Examination20240
TOTAL WORKLOAD (hours)154
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO15545555453
LO25544555444
LO35555555555
LO45554555554
LO55555555555
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr