Services Marketing (MAN611) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Services Marketing MAN611 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Ph.D.
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Question and Answer, Drill and Practice.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
Course Objectives The main objective of the course is to give basic insights about services industry, which has an increasing importance in world economy. Topics related to and special to services in design and delivery of the product will be discussed.
Course Learning Outcomes The students who succeeded in this course;
  • To distinguish the characteristics of services from goods industry
  • To formulate and describe the function of the Service Management discipline in various sectors of the economy
  • To apply various aproaches to quality control systems to a business
Course Content Properties of services, service design, demand forecasting and capacity planning in service businesses and measurement of service quality.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Concept of services Lecture notes
2 Introduction to experience economy. Importance of services industry in world economy Growth of the Service Sector- World Bank Report Pine, B. Joseph, and James H. Glimore (1998), “Welcome to Experience Economy,” Harvard Business Review, July-August, 97-105.
3 Comparision between goods and services, properties of services, IHIP comparison Related chapter of the text book Zeithaml, V. “How Consumer Evaluation Processes Differ Between Goods and Services”, 1996, J. of Marketing
4 Classification of services Related chapter of the text book
5 Services positioning and competitive strategies Related chapter of the text book
6 Competitive strategies in services Allen, M. (1988) “Strategic Management of Consumer Services” Long Range Planning, 21 (November-December), 20-25 Shostack, G.L. (1987) “Service positioning Through Structural Change”, Journal of Marketing, 51, January, pp. 34-43 Carlzon, J. (1987) “Putting the Customer First: The Key to Service Strategy”, (excerpt from Moments of Truth) McKinsey Quarterly, Summer 1987
7 Consumer behaviour in services industry Related chapter of the text book Özgüven, N. (2008) “Hizmet Pazarlamasında Müşteri Memnuniyeti ve Ulastirma Sektoru Üzerinde Bir Uygulama”, Ege Akademik Bakış, 8, 2, 651-682
8 Midterm Exam
9 Operations/Production methodology in services Related chapter of the text book Sampson, S. E. "Why we need an operations paradigm for services", Proceedings of POMS College of Service Operations 2007 Meeting, London.
10 Process design in services Machuca, J. A. D., Gonzalez-Zamora, M., & Aguilar-Escobar, V. G. (2007). Service operations management research. Journal of Operations Management, 25(3), 585–603 Levitt, T. (1976). “The industrialization of service”. Harvard Business Review, September- October 63-74. Machuca, J. A. D., Gonzalez-Zamora, M., & Aguilar-Escobar, V. G. (2007). Service operations management research. Journal of Operations Management, 25(3), 585–603 Levitt, T. (1976). “The industrialization of service”. Harvard Business Review, September- October 63-74.
11 Services as products and service design Related chapter of the text book
12 Place problem in service industry Related chapter of the text book
13 Location selection and layout strategies in retailing industry Related chapter of the text book
14 Capacity Plans Related chapter of the text book Chase, R.B., Aquilano, N.J. (1995), Operations Management, “Service Capacity Planning”
15 Service quality Related chapter of the text book Zengin, E., Erdal, A. (2000) “Hizmet Sektöründe Toplam Kalite Yönetimi” Journal of Qafqaz University, Vol. III, I, 43-56 Kavak,B., Surucu, P. (2007) “Ticari Bankacılık Sektorunde Hizmet Kalitesinin Degerlendirilmesi”, Verimlilik Dergisi, 31-45
16 Final Exam


Other Sources 1. İslamoğlu,H.A., Candan, B., Hacıefendioğlu, Ş., Aydın, K. (1996) Hizmet Pazarlaması, Beta Basım
2. Öztürk, A. S. (2006) Hizmet Pazarlaması, Ekin Kitabevi Akademik makaleler
Course Book 3. Services Marketing, Christopher H. Lovelock , Edinburg Business School

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work 1 30
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments - -
Presentation 1 20
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury - -
Final Exam/Final Jury 1 50
Toplam 3 100
Percentage of Semester Work 50
Percentage of Final Work 50
Total 100

Course Category

Core Courses
Major Area Courses X
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review.
2 2. To be aware of research ethics.
3 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context.
4 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. X
5 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business.
6 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. X
7 7. To be able to master the basic concepts and methods in the field of general business administration. X
8 8. To be able to dominate the academic literature and international developments in the field of general business administration.
9 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods.
10 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values
11 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use initiative in problem solving

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Special Course Internship
Field Work
Study Hours Out of Class
Presentation/Seminar Prepration 1 20 20
Homework Assignments
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 25 25
Prepration of Final Exams/Final Jury 1 35 35
Total Workload 128