BACK

---

---

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
9204117262019	Service Marketing in Logistics		1	2	4,00

---

Yüksek Lisans

---

Language of Instruction

Turkish

---

Objectives of the Course

The objective of this course is to search concepts, characteristics and techniques of services marketing for an exceptionally broad range of service categories and industries.Also strategies and programs of service marketing will investigate as an aim of course.

---

Name of Lecturer(s)

---

Learning Outcomes

1	To be able to understand key principles, concepts and terms associated with services marketing – including the differences between services and goods marketing, and the concept of the 8 Ps
2	To be able to construct a flowchart identifying the service processes from the customer and provider perspectives
3	To be able to understand and apply aspects of productivity, quality and delivery of service marketing

---

Mode of Delivery

Distance Learning

---

Prerequisities and Co-Requisities

None

---

Recommended Optional Programme Components

None

---

Content of the Course

This course will introduce the core principles, concepts and marketing strategies specific to the services sector. It will explore service processes and delivery, customer loyalty, pricing, communications and capacity by studying businesses in a variety of service industries. We will also expand the 4 Ps concept to include 8 Ps for the services sector. The course involves both individual and group work, with an emphasis on application to provide a strong understanding of the fundamentals of services marketing.

---

Weekly Detailed Course Contents

Week	Subjects (Theoretical)	Teaching Methods	Preparatory
1	Services Marketing: Concepts
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	Midterm
9	Designing and Managing Service Processes
10	Balancing Demand and Productive Capacity
11	Service Environment
12	Managing People for Service Advantage
13	Managing Relationships and Building Loyalty
14	Complaint Handling and Service Recovery
15	Improving Service Quality and Productivity
16	Final

---

Text Book / Material / Recommended Resources

• Lovelock C., “Services Marketing, 5/E”, Yale University, Visiting Professor Jochen Wirtz, National University of Singapore, Prentice Hall, (2004). • Payne A., “The Essence of Services Marketing”, Cranfield School of Mgt., Cranfield, UK, Prentice Hall PTR, (1993) • Lovelock C., “Services Marketing, 5/E”, Yale University, Visiting Professor Jochen Wirtz, National University of Singapore, Prentice Hall, (2004).

---

Planned Learning Activities and Teaching Methods

Activities are given in detail in the sections of "Assessment Methods and Criteria" and "Workload Calculation".

---

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
Total		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	100
Total		100
Term (or Year) Learning Activities		40
End Of Term (or Year) Learning Activities		60

---

Work Pacement(s)

None

---

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	2	2
Final Examination	1	2	2
Attending Lectures	16	3	48
Individual Study for Mid term Examination	10	2	20
Individual Study for Final Examination	20	2	40
Reading	8	1	8
Total Work Load (hours)			120

---

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15	PO 16
LO 1	2	3	4	4	3	3	4	4	4	4
LO 2	4	3	4	3	4	2	4	2	5	4
LO 3	4	3	2	3	4	3	2	4	3	3