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About the Programme Academic Staff Program Qualifications Lessons Matrix of Course & Program Qualifications Turkish Qualifications Framework (TQF) TQF & Program Qualifications
  1. Graduate School
  2. Department of Business Administration
  3. Master of Business Administration (MBA)
  4. MBA in Marketing
  5. Course Structure Diagram with Credits
  6. Marketing Strategies and Research in Service Corp.
  7. Description
  • Description
  • Learning Outcomes
  • ECTS Credit Load
  • Course's Contribution to Program
  • Learning Outcomes & Program Qualifications
Last Updated: 30/09/2026

Code - Course Title Course Type Laboratory + Practice ECTS
PZL527 - Marketing Strategies and Research in Service Corp. II. SEMESTER 3 +0 6.0
Language of Instruction Türkçe
Course Type Elective Courses
Course Instructor(s) PROF. DR. SEVGİ AYŞE ÖZTÜRK
Mode of Delivery The mode of delivery of this course is Face to face
Place of Delivery
Used Educational Platforms
Prerequisites There is no prerequisite or co-requisite for this course.
Courses Recomended There is no recommended optional programme component for this course.
Recommended Resources Öztürk,A. S. (2013) . Hizmet Pazarlaması: Kuram, Uygulama ve Örnekler (Genişletilmiş ve güncellenmiş 13. Baskı). Bursa:Ekin Yayınevi •Koç, E.(2015). Hizmet Pazarlaması ve Yönetimi. Ankara: Seçkin Yayıncılık.2. Berry, Leonard, “Cultivating Service Brand Equity”, Journal of the Academy of Marketing Science, Winter 2000, Volume 28, Issue 1, s. 128-1373. Frei, Frances X., “The Four Things a Service Business Must Get Right”, Harvard Business Review, April 2008, s. 70-804. Berry, Leonard and Seiders, Kathleen, “Serving Unfair Customers”, Business Horizons, 2008, Volume 51, s. 29-375. Heskett, James, Jones, Thomas, Lovemen, Gary, Sasser, W. Earl Jr. and Schlesinger, Leonard, “Putting the Service-Profit Chain to Work”, Harvard Business Review, July-August 2008, s. 118- 129Öztürk,A. Sevgi, Hizmet Pazarlaması Bursa:Ekin Kitabevi
Work Placement N/A
Aims of the Course

Weeks Learning Outcomes Topics Teaching Methods
Week - 1 explaining the students the aim of the course and the method of instruction. Informing the students about the research projects that they have to do during the semestre as part of a group.
Week - 2 Understanding the services economy(lectured by the staff)
Week - 3 Augmented service offering(lectured by the staff)
Week - 4 Cases of excellence service providers(presentation by the students)
Week - 5 Pricing the services
Week - 6 Distributing the services
Week - 7 Promoting services
Week - 8 Demand and capasity management in services
Week - 9 Service quality
Week - 10 Services marketing and human resources
Week - 11 Services marketing and human resources
Week - 12 International services marketing
Week - 13 Customer retention and relationship marketing in services
Week - 14 Case study

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Assessment Method and Passing Requirements
Quamtity Percentage (%)
Toplam (%)

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