Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
MRK 4211	SERVICES MARKETING	ELECTIVE	3	0	0	5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BILGE AYKOL

Offered to

BUSINESS ADMINISTRATION

Course Objective

The primary objective of the course is to help students succeed in their potential roles as executives of service-producing organizations, or of goods-producing organizations that wish to emphasize the service dimension of their product offering for competitive advantage. The second objective of this course is to encourage students to adopt a constructive, critical posture as customers of service organizations.

Learning Outcomes of the Course Unit

1	Demonstrate an understanding of the crucial and growing role played by services in the world economy.
2	Recognize service marketing strategies of the companies with the purpose of understanding the complexities of service design, delivery, and communication in the real business life.
3	Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
4	Improve oral and written communication skills through class discussions and presentations.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

MRK 2001 - PRINCIPLES OF MARKETING

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Introduction to the course Chapter 1: New Perspectives on Marketing in the Service Economy
2	Chapter 1: New Perspectives on Marketing in the Service Economy
3	Chapter 2: Consumer Behavior in a Services Context
4	Chapter 4: Developing Service Products: Core and Supplementary Elements
5	Chapter 5: Distributing Services through Physical and Electronic Channels
6	Chapter 6: Setting Prices and Implementing Revenues Management
7	Chapter 7: Promoting Services and Educating Customers
8	Chapter 8: Designing and Managing Service Processes
9	Chapter 11: Managing People for Service Advantage
10	Chapter 14: Improving service quality and productivity
11	Guest speaker/ case analysis
12	Guest speaker/ case analysis
13	Term project presentations
14	Term project presentations

Recomended or Required Reading

Lovelock, C. & Wirtz, J. (2011). Services Marketing: People, Technology, and Strategy.
Upper Saddle River, NJ:Pearson.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Assignments
3. Presentations
4. Class discussion

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	MT	Midterm
2	TP	TermProject
3	FN	Final
4	FCG	FINAL COURSE GRADE	MT * 0.40 +TP * 0.20 + FN * 0.40
5	RST	RESIT
6	FCGR	FINAL COURSE GRADE (RESIT)	MT * 0.40 + TP * 0.20 + RST * 0.40

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

Assessment Criteria

Assignment grading

In groups of 3 students, prepare a blueprint map for a company operating in a specific service industry that will be assigned to you by the instructor.
Please observe the processes of several service companies operating in the service industry assigned to you.

Grading will based on the following rubric:

(1) Identify 3 acts with each having 3 scenes, that means 9 scenes in total, depicting the service process. Prepare the blueprint map and explain in the text what happens in each scene. (70 points)

This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

(2) Identify and describe waiting and failure points for each scene. (10 points)

This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

(3) Develop solutions for each of the waiting and failure points. (20 points)

This particular element is absent or falls short of expectations, and /or it is completely out of place within the given context. Poor (0%)
This particular element is somewhat absent and does not entirely fit the context. Fair (40%)
This particular element is developed satisfactorily and fits the context at an acceptable standard. Good (60%)
This particular element is developed in a good and professional way and fits into the context. Very good (80%)
The way this particular element is developed is noteworthy and fits perfectly into the context. Excellent (100%)

Language of Instruction

English

Course Policies and Rules

Attending at least 70 percent of lectures is mandatory.
Plagiarism of any type will result in disciplinary action.
Students are expected to participate actively in class discussions.
Students are expected to attend to classes on time.
Students are expected to prepare ahead of time for class.
Students are expected to follow appropriate business etiquette regarding cell phones.

Contact Details for the Lecturer(s)

bilge.aykol@deu.edu.tr

Office Hours

To be announced at the beginning of each semester.

Work Placement(s)