Services Marketing
- Course
- MRKT210 - Services Marketing
- Department
- Digital Media and Marketing - English - Undergraduate
- Course Type
- Course
- Status
- Required
- Language
- English
- Credit
- 3
- ECTS
- 6
- T+P+L
- 3 + 0 + 0
- Course Coordinator(s)
- -
- Prerequisite
- -
- Keywords
Course Description
Services Marketing
Services Marketing
Evaluation Tools (Active Term)
No evaluation items have been defined.
Course outcomes
No course outcomes have been defined yet.
Course Syllabus
| Week | Topic |
|---|---|
| Week 1 | Introduction to Services Marketing |
| Week 2 | Introduction to Services Marketing |
| Week 3 | Understanding Service Consumers |
| Week 4 | Understanding Service Consumers |
| Week 5 | Positioning Services in Competitive Markets |
| Week 6 | Positioning Services in Competitive Markets |
| Week 7 | Midterm Exam |
| Week 8 | Developing Service Products and Brands |
| Week 9 | Developing Service Products and Brands |
| Week 10 | Setting Prices and Implementing Revenue Management |
| Week 11 | Setting Prices and Implementing Revenue Management |
| Week 12 | Promoting Services and Educating Customers |
| Week 13 | Promoting Services and Educating Customers |
| Week 14 | Designing Service Processes |
| Week 15 | Designing Service Processes |
Reference Books & Course Materials
- 01 Lovelock, C. H., & Wirtz, J. (2024). Services marketing: People, technology, strategy. Pearson
Learning Outcomes
- L01 Define services using the non-ownership framework SOLO 3
- L01 Develop an effective positioning strategy. SOLO 5
- L02 Describe how customers evaluate services and what determines their satisfaction. SOLO 3
- L04 Describe how firms can achieve success in new service development. SOLO 3
- L05 Elaborate on the three interrelated flows that show what is being distributed. SOLO 5
- L06 Describe competition-based pricing and situations where service markets are less price-competitive. SOLO 3
Program Outcomes
- P01 1. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
- P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
- P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
- P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
- P05 5. Utilized and managed ethically information technologies required for contemporary business world.
- P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
- P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
- P08 8. Applied their acquired knowledge within the changing work environment.
- P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.
Po-Lo Matrix
| LO | P01 | P02 | P03 | P04 | P05 | P06 | P07 | P08 | P09 | Average |
|---|---|---|---|---|---|---|---|---|---|---|
| L01 | - | - | - | - | - | - | - | - | - | - |
| L01 | - | - | - | - | - | - | - | - | - | - |
| L02 | - | - | - | - | - | - | - | - | - | - |
| L04 | - | - | - | - | - | - | - | - | - | - |
| L05 | - | - | - | - | - | - | - | - | - | - |
| L06 | - | - | - | - | - | - | - | - | - | - |