INTERNATIONAL BURCH UNIVERSITY
Graduate Study - Faculty of Economics and Social Sciences
3+2 Management
2016-2017

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

This course aims to develop theoretical and practical knowledge base for marketing management of service companies and institutions.

COURSE OBJECTIVE
The course has two objectives. One is to have students understand special characteristics of service businesses in order to develop marketing strategies for these companies. The second one is to teach students marketing management of hotel businesses through a simulation program.

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
  1. Visiting a hotel business
  2. Inviting a guest lecturer

TEACHING/ASSESSMENT
Description
  • Interactive Lectures
  • Presentation
  • Discussions and group work
  • Assignments
  • Case Studies
Description (%)
Method Quantity Percentage (%)
Midterm Exam(s)120
Presentation110
Term Paper15
Attendance5
Class Deliverables120
Final Exam130
Total: 100
Learning outcomes
  • Understand the concepts of services marketing
  • Understand marketing challenges posed by services
  • Develop marketing strategies for service businesses
  • Contemplate marketing tactics against competitive hotel businesses
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