INTERNATIONAL BURCH UNIVERSITY
Faculty of Economics and Social Sciences
Department of Management
2016-2017

SYLLABUS
Code Name Level Year Semester
MAN 310 Services Marketing Undergraduate 3 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Compulsory 5 2 + 1 150 English

Instructor Assistant Coordinator
Teoman DUMAN, Prof. Dr. Teoman Duman Teoman DUMAN, Prof. Dr.
[email protected] [email protected] no email

This course aims to develop introductory knowledge base for students pertaining to operations of service companies and institutions.

COURSE OBJECTIVE
At the end of the course period, students are expected to understand the nature and operations of service companies and institutions; analyze marketing strategies of these organizations and make managerial decisions based on their knowledge learned through the case analyses.

COURSE CONTENT
Week
Topic
  1. An Introduction to Services
  2. The Service Sector: Supersectors and Ethical Considerations
  3. Fundamental Differences between Goods and Services
  4. Services Consumer Behavior
  5. The Service Delivery Process
  6. The Pricing of Services
  7. Developing the Service Communication Strategy
  8. Midterm Exam
  9. Managing the Firm’s Physical Evidence
  10. People as Strategy: Managing Service Employees; People as Strategy: Managing Service Consumers
  11. Defining and Measuring Customer Satisfaction
  12. Defining and Measuring Service Quality
  13. Complaint and Service Recovery Management
  14. Customer Loyalty and Retention
  15. Pulling the Pieces Together: Creating a World Class Service Culture

LABORATORY/PRACTICE PLAN
Week
Topic
  1. Visiting a hotel company
  2. Inviting a gust lecturer

TEACHING/ASSESSMENT
Description
  • Interactive Lectures
  • Practical Sessions
  • Presentation
  • Discussions and group work
  • Field trips
  • Assignments
  • Case Studies
  • Guest instructor
  • Use of educational films
Description (%)
Method Quantity Percentage (%)
Homework130
Midterm Exam(s)120
Final Exam130
Total: 80
Learning outcomes
  • Understand the basic concepts of services marketing
  • Understand marketing strategies and tactics for service businesses
  • Contemplate on basic managerial problems based on case analyses
TEXTBOOK(S)
  • Hoffman, K. D. and Bateson, J. E. G. (2011). Services Marketing: Concepts, Strategies and Cases. 4th Ed. Independence, KY: Cengage Learning.

ECTS (Allocated based on student) WORKLOAD
Activities Quantity Duration (Hour) Total Work Load
Lecture (14 weeks x Lecture hours per week)21428
Laboratory / Practice (14 weeks x Laboratory/Practice hours per week)11414
Midterm Examination (1 week)144
Final Examination(1 week)144
Preparation for Midterm Examination12020
Preparation for Final Examination13030
Assignment / Homework/ Project13030
Seminar / Presentation12020
Total Workload: 150
ECTS Credit (Total workload/25): 6