INTERNATIONAL BURCH UNIVERSITY
Graduate Study - Faculty of Economics and Social Sciences
4+1 without thesis Management
2015-2016

SYLLABUS
Code Name Level Year Semester
MAN 514 Services Marketing Management Graduate 1 Spring
Status Number of ECTS Credits Class Hours Per Week Total Hours Per Semester Language
Area Elective 6 3 146 English

Instructor Assistant Coordinator
Mersid POTURAK, Assist. Prof. Dr. Mersid Poturak Mersid POTURAK, Assist. Prof. Dr.
[email protected] [email protected] no email

This course aims to develop scientific knowledge and understanding of the principles, concepts and application of services marketing management and prepare students for more in-depth study.

COURSE OBJECTIVE
The main objectives of this course is to provide to students knowledge that is related to basics of services, marketing challenges posed by services, extended marketing mix required for services, integration of marketing with other management functions,
developing effective service marketing strategies

COURSE CONTENT
Week
Topic
  1. New Perspectives on Marketing in the Service Economy
  2. Consumer Behavior in a Services Context
  3. Positioning Services in Competitive Markets
  4. Developing Service Products: Core and Supplementary Elements
  5. Distributing Services through Physical and Electronic Channels
  6. Setting Prices and Implementing Revenue Management
  7. Promoting Services and Educating Customers
  8. Mid-term exam
  9. Designing and Managing Service Processes
  10. Balancing Demand and Productive Capacity
  11. Crafting the Service Environment
  12. Managing People for Service
  13. Managing Relationships and Building Loyalty
  14. Complaint Handling and Service Recovery
  15. Improving Service Quality and Productivity

LABORATORY/PRACTICE PLAN
Week
Topic

    TEACHING/ASSESSMENT
    Description
    • Interactive Lectures
    • Presentation
    • Case Studies
    Description (%)
    Method Quantity Percentage (%)
    Midterm Exam(s)130
    Presentation110
    Class Deliverables120
    Final Exam140
    Total: 100
    Learning outcomes
    • Understand the concepts of services marketing
    • Understand marketing challenges posed by services,
    • Differentiate extended marketing mix required for services,
    • Integrate marketing with other management functions,
    • Develop effective service marketing strategies
    TEXTBOOK(S)
    • Christopher H Lovelock, Jochen Wirt, (2011) Services Marketing: People, Technology, Strategy, Prentice Hall,

    ECTS (Allocated based on student) WORKLOAD
    Activities Quantity Duration (Hour) Total Work Load
    Lecture (14 weeks x Lecture hours per week)14342
    Laboratory / Practice (14 weeks x Laboratory/Practice hours per week) 0
    Midterm Examination (1 week)122
    Final Examination(1 week)122
    Preparation for Midterm Examination12525
    Preparation for Final Examination12525
    Assignment / Homework/ Project12525
    Seminar / Presentation12525
    Total Workload: 146
    ECTS Credit (Total workload/25): 6