Lesson plan /

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction Türkçe
Level of Course Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course
Mode of Delivery Face-to-face
Does the course require compulsory or optional work experience?
Course Coordinator Assoc. Prof. (Ph.D.) BURÇİN KAPLAN
Instructor (s) Prof. Dr. AKIN MARŞAP
Course Assistant

Purpose and Content

The aim of the course The objective of this course is to explore both concepts and techniques of services marketing.
Course Content The content of the course include the services industries related principles, concepts and marketing strategies. Within the concept of expanding the 4 Ps concept to include 7 Ps for the services sector.

Weekly Course Subjects

1The concept of services marketing and general terminology.
2Services industries and marketing mix
3Services customers and physical evidences
4Personnel management in services management
5Capacity and demand management in services marketing.
6Promotion in services marketing
7Quality management vin services marketing
8Consumer behaviour in services marketing.
9Mid term exam
10Pricing in services marketing
11Design and management of services.
12Relationship management and loyalty.
13Customer complaint management and loyalty in services marketing
14Final exam

Resources

1.Services Marketing (7th Edition) Lovelock- Wirtz / Prentice Hall.

2.Services Marketing (6th Edition) Zeithalm – Bitner – Gremle