COURSE UNIT TITLE

: SERVICES MARKETING

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MBA 3025 SERVICES MARKETING ELECTIVE 3 0 0 5

Offered By

Maritime Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR CANSU YILDIRIM

Offered to

Maritime Business Administration (Evening)
Maritime Business Administration

Course Objective

- understanding the unique challenges involved in marketing and managing services;
- identifying differences between marketing in service versus manufacturing/product organizations and to understand how service can be a competitive advantage;
- analyzing the various components of the "services marketing mix"

Learning Outcomes of the Course Unit

1   Understand how services contribute to economy
2   Learn how consumers evaluate and choose between alternative service offerings
3   Understand what makes a service product,
4   Understand why consumers complain
5   Know how service design can improve service quality

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to the course
2 New perspectives on Marketing in the Service Economy
3 Consumer behaviour
4 Consumer Behaviour in a Services Context
5 Positioning Services in Competitive Markets
6 Developing Service Products
7 Midterms
8 Midterms
9 Distributing Services through Physical and Electronic Channels and Promoting Services
10 Designing and Managing Service Processes
11 TBA
12 Crafting Service Environment
13 Complaint Handling, Service Recovery and Service Quality
14 Complaint Handling, Service Recovery and Service Quality (cont'd)
15 Review of the term
16 Finals

Recomended or Required Reading

Lovelock,C. & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy, Pearson.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill Education.
Service Industrials Journal, Service Theory and Practice, Journal of Service Research, Journal of Services Marketing

Planned Learning Activities and Teaching Methods

Cooperative and active teaching and learning strategies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MD Midterm
2 HW Homework
3 FIN FINAL EXAM
4 FCG FINAL COURSE GRADE MD * 0.30 + HW * 0.20 + FN * 0.50
5 RST RESIT
6 FCGR FINAL COURSE GRADE (RESIT) MD * 0.30 + HW * 0.20 + BUT * 0.50


Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 13 3 39
Preparing presentations 1 5 5
Preparation for midterm exam 1 5 5
Preparation for final exam 1 10 10
Preparing assignments 2 15 30
Preparations before/after weekly lectures 13 3 39
Midterm 1 2 2
Final 1 2 2
TOTAL WORKLOAD (hours) 132

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13
LO.15335353535333
LO.23355353353
LO.335355535533
LO.4335553535535
LO.5335553553535