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Bilkent University

Online Academic Catalog

Undergraduate and Graduate Programs 2020-2021


MBA 539 Services Marketing

This course deals with the challenges of marketing and managing services and delivering quality service to customers. The course is applicable to both organizations whose core product is service (e.g., banks, transportation companies, hotels) and to organizations that rely on service excellence for competitive advantage (e.g., high technology manufacturers, automotive).In general, the course covers issues related to how the marketing of services is different than the fundamental 4Ps approach to marketing, the difference between marketing services versus products, the role of the service encounter, the key drivers of service quality, the customer's and employee' role in service creation, service design and innovation, going beyond service to create customer experiences, technology's impact on services, and managing customer service expectations. The course content is covered through lectures, case studies, homework assignments, and team projects. The assessment is based on exams, homework, project reports, oral presentations, and class participation. Credit units: 3 ECTS Credit units: 5.

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