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Bilkent University

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Undergraduate and Graduate Programs 2020-2021


MAN 436 Services Marketing

The aim of this course is to provide strategic insights to the marketing managers of service firms. To realize the previously given objective, the course focuses on the unique characteristics of service products that differentiate them from manufactured goods and classifies services according to many different variables such as the nature of the service act, method of service delivery. Then, alternative strategies that can be executed to achieve organizational objectives by the marketing managers of different types of service firms are discussed in detail. Credit units: 3 ECTS Credit units: 5, Prerequisite: MAN 335.

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