Services Marketing (ISL454) Ders Detayları

Course Name Corse Code Dönemi Lecture Hours Uygulama Saati Lab Hours Credit ECTS
Services Marketing ISL454 Elective Courses 3 0 0 3 5
Pre-requisite Course(s)
Course Language İngilizce
Course Type Elective Courses
Course Level Lisans
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Question and Answer, Drill and Practice, Observation Case Study.
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;
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 llen, 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


Course Book 1. İslamoğlu,H.A., Candan, B., Hacıefendioğlu, Ş., Aydın, K. (1996) Hizmet Pazarlaması, Beta Basım
Other Sources 2. Öztürk, A. S. (2006) Hizmet Pazarlaması, Ekin Kitabevi Akademik makaleler
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 - -
Presentation 1 20
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 30
Final Exam/Final Jury 1 50
Toplam 3 100
Percentage of Semester Work
Percentage of Final Work 100
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 Understanding and explaining the concepts regarding to the main fields of Management (Management, Production, Marketing, Accounting- Finance) and gaining the ability to apply these skills in management.
2 Gaining the ability to use technology required for buseiness administration
3 An ability to analyze the information and reports of the markets and businesses and setting goals with respect to results of the analysis.
4 An ability to trace and evaluate the global, local and/or regional developments related to businesses and making strategic decisions.
5 An ability to set a innovative business or an ability to use the knowledge in the operations of management(taking risk, finding resources, making market research, and preparing business plans etc.)
6 An ability to apply knowledge regarding functions of management.
7 An ability to have oral and written communication skills particular to management and use these skills effectively in professional relations
8 Compliance with rules of Socials and business ethics and to the principles of social responsibility
9 An ability to use life-long learning approach in order to adapt constantly changing environmental factors (technological, political ,economical, and socio cultural etc.)
10 An ability to conduct research on management and reporting the outcomes with the related parties.
11 Taking responsibility within the teamwork, thinking critically and taking initiative in problem solving.
12 Using professional English in written and verbal communication. ("European Language Portfolio Global Scale", Level B1)
13 Having knowledge about law required by management.

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