Services Marketing (MAN454) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Services Marketing MAN454 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Bachelor’s Degree (First Cycle)
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Question and Answer, Drill and Practice, Problem Solving.
Course Coordinator
Course Lecturer(s)
  • Prof. Dr. Mithat Üner
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 Differences between service products and manufactured goods, classification of services, positioning strategies and competition analysis, production perspective to service enterprises, place and capacity issues in service enterprises, 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 - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 2 10
Presentation 1 20
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 30
Final Exam/Final Jury 1 40
Toplam 5 100
Percentage of Semester Work 60
Percentage of Final Work 40
Total 100

Course Category

Core Courses X
Major Area Courses
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 Having the conceptual and applied knowledge about the basic functions of the business and gaining the ability to use the knowledge
2 To be able to diagnose the problems related to the field of business, to use scientific approaches effectively in the solution of problems and decision-making processes.
3 To be able to reveal and analyze the environmental, social, global effects and legal consequences of the applications related to the basic functions of the business. X
4 To be able to analyze information and reports that concern businesses at the national, regional and global level, to set strategic goals according to the results obtained
5 Gain the ability to use, report and interpret Business Information Systems and sub-modules required by business management
6 Planning necessary activities such as starting a new business with innovative and creative thinking and taking risks for the sustainability of the business, finding resources, making market analysis, preparing a business plan, and using the learned information in this direction. X
7 Being aware of the fact that the research and learning process continues throughout life, to be able to follow the scientific and technological developments related to the business, to support oneself and the organization in innovation and continuous development.
8 To have the necessary leadership and managerial skills to achieve business objectives effectively and efficiently.
9 To be able to conduct scientific research in the field of business and report the results of the research to be used in managerial decision-making processes.
10 To be able to transfer information about the field of business using effective verbal, written and visual communication methods in the language of learning and professional English
11 To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values X
12 Working effectively with different disciplines or multicultural teams, taking responsibility, making risk analysis, adapting to change, critical thinking and using initiative in problem solving
13 .

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 15 15
Homework Assignments 2 10 20
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 25 25
Total Workload 128