defter / katalog / MAN 436

MAN 436

Services Marketing

Services are intangible, perishable, and produced as they're consumed, which breaks most of the assumptions that classical product marketing rests on, this course rebuilds the marketing toolkit around that reality, organized around the GAP model that diagnoses where customer expectations and actual service delivery drift apart. You'll work through weekly cases (Jyske Bank, JetBlue, Zappos, Michelin) and run small field activities on campus, plus a group project, so most of the grade comes from continuous analysis rather than one big exam. It sits as an applied elective after the core marketing sequence and is the natural bridge for anyone heading into banking, hospitality, consulting, or really any post-graduation job that sells something you can't put in a box.

Kredi3ECTS5FakülteFaculty of Business AdministrationBölümManagementÖn koşulMAN 335KoordinatörAhmet Ekici

→ STARS müfredatı (resmi syllabus)

Haftalık müfredat 14 hafta

Hafta 114–20 Eyl

Services marketing'e giriş (Bölüm 1)

Syllabus and Introduction to Services Marketing Chapter 1 First Day Group Assignment

syllabusservices marketingBölüm 1grup ödevi

Hafta 221–27 Eyl

Services marketing temelleri: GAP Model, Bölüm 2

Foundations of Services Marketing: The GAP Model Chapter 2 Weekly Assignment 1: Jyske Bank Case

services marketingGAP ModelJyske Bank Case

Hafta 328 Eyl – 4 Eki

Customer Gap: Beklenti ve Algı

The Customer Gap: Customer Expectations and Perceptions of Service Chapters 3 and 4 Weekly Assignment 2: “Service is Everybody’s Business” Activity

customer gapcustomer expectationsperceptionsBölüm 3-4

Hafta 45–11 Eki

Provider Gap 1: SERVQUAL boyutları

Provider Gap 1: Listening Customers through Research: Dimensions of SERVQUAL Chapter 5 Weekly Assignment 3: Service Quality on Bilkent Campus Activity

Provider Gap 1SERVQUALBölüm 5Weekly Assignment 3

Hafta 512–18 Eki

Provider Gap 1: araştırmayla müşteriyi dinleme

Provider Gap 1: Listening Customers through Research Chapter 5 Weekly Assignment 4: Service Quality on Bilkent Campus Activity

Provider Gap 1müşteri araştırmasıBölüm 5Weekly Assignment 4

Hafta 619–25 Eki

Provider Gap 1: müşteri ilişkileri kurma

Provider Gap 1: Building Customer Relationships Chapter 6

Provider Gap 1customer relationshipsBölüm 6

Hafta 726 Eki – 1 Kas

Midterm sınavı (Exam 1)

Exam 1: Midterm

midterm

Hafta 82–8 Kas

Provider Gap 1: service recovery

Provider Gap 1: Service Recovery Chapter 7 Weekly Assignment 5: United Case and JetBlue Case

service recoveryUnited CaseJetBlue CaseBölüm 7

Hafta 99–15 Kas

Provider Gap 2: hizmet inovasyonu ve tasarımı

Provider Gap 2: Service Innovation and Design Chapter 8 Weekly Assignment 6: Michelin Fleet Solutions Case

service innovationservice designMichelin Fleet Solutions CaseBölüm 8

Hafta 1016–22 Kas

Provider Gap 2: physical evidence ve servicescape

Provider Gap 2: Physical Evidence and Servicescape Chapter 10 Weekly Assignment 7: Evaluation of Physical Evidence and Servicescape Activity

physical evidenceservicescapeBölüm 10Weekly Assignment 7

Hafta 1123–29 Kas

Provider Gap 3: çalışan ve müşteri rolleri

Provider Gap 3: Employees’ and Customers’ Roles in Service Delivery Chapter 11 and 12 Weekly Assignment 8: Zappo Case

service deliveryçalışan rolümüşteri rolüZappo Case

Hafta 1230 Kas – 6 Ara

Provider Gap 3: talep ve kapasite yönetimi

Provider Gap 3: Managing Demand and Capacity Chapter 13 Weekly Assignment 9: Waiting for Service Delivery Activity

demand managementcapacity managementBölüm 13Weekly Assignment 9

Hafta 137–13 Ara

Provider Gap 4: pazarlama iletişimi ve fiyatlama

Provider Gap 4: Integrated Marketing Communication and Pricing Chapter 14 and 15 Weekly Assignment 10: Evaluation of Advertising and Pricing of Services Activity

integrated marketing communicationpricingBölüm 14Bölüm 15

Hafta 1414–20 Ara

Proje sunumları

Project presentations

proje sunumu

Değerlendirme 100% · 5 adım

35%

20%

25%

10%

Final:Essay/written Final 35%

Midterm:Essay/written Midterm 20%

Homework Assignments 25%

Performance Peer Evaluations, Professionalism 20%

en büyük tek kalem %35 · sınav ağırlığı %55 · 16 dönem ortalaması 2.64 (631 öğrenci) nasıl hesaplanıyor

Önerilen kaynaklar 1 kitap

📕

Zorunlu

Services Marketing

Valarie A. Zeithaml, Mary Jo Bither

and Dwayne D. Gremler · 6th Internation Edition

Bu dersi alınca · 7 öğrenme çıktısı

Students will be able to demonstrate an understanding of the fundamental concepts and terminology used in services marketing.Assignments, Peer Evaluations, Professionalism
Students will be able to describe and utilize important services framework (i.e. the GAP model).Assignments, Peer Evaluations, Professionalism
Students will be able to identify and apply appropriate marketing tools to services context.Midterm, Assignments, Peer Evaluations, Professionalism, There is no term project this semester
Students will be able to make services marketing decisions by critically thinking the information provided to them (i.e. by evaluating arguments).Midterm, Assignments, Peer Evaluations
Students will be able to develop their analytical reasoning and problem solving skills in services marketing management setting, especially with respect to evaluating marketing decision variables in the design of services marketing strategies.Assignments, Peer Evaluations, Professionalism, There is no term project this semester
Students will be able to develop a foundation for further study in marketing and other business areas.Final, Peer Evaluations, Professionalism
Students will be able to practice interpersonal communication and writing skills consistent with contemporary marketing management and business practices.Final, Assignments, Peer Evaluations, Professionalism

Bilkent'in resmî syllabus'ünden. Sağdaki etiket o çıktının hangi değerlendirmeyle ölçüldüğünü söylüyor.

Ders notları · henüz yok

MAN 436 için defter ekibi henüz not yazmadı.

İlk dosyayı sen atarsan: not, slayt, geçmiş sınav, çözüm, cheat-sheet, ne varsa. defter ekibi öğrenci paylaşımlarından bu dersin notlarını yazar. Drive linki / PDF / ZIP, hepsi olur.

← katalog

Geçmiş GPA dağılımı 16 dönem · ort. 2.64

Dönem	Course CPA
2024-2025 Summer	2.61	1 sec · 22 öğr
2023-2024 Spring	2.62	1 sec · 66 öğr
2022-2023 Summer	2.52	1 sec · 23 öğr
2022-2023 Spring	2.82	1 sec · 57 öğr
2021-2022 Summer	2.51	1 sec · 16 öğr
2021-2022 Spring	2.62	1 sec · 59 öğr
2020-2021 Summer	2.95	1 sec · 25 öğr
2020-2021 Spring	3.00	1 sec · 52 öğr
2019-2020 Summer	2.39	1 sec · 36 öğr
2018-2019 Summer	2.48	1 sec · 21 öğr

Aggregate course GPA · Bilkent STARS'tan public data. Hoca-bazlı per-section detayı için STARS evaluation report →. Öğrenci anket cevapları KVKK kapsamında defter'de tutulmaz. Tüm derslerin ortalamaları →

2026-2027 Güz için şubesi henüz görünmüyor. Kayıt sistemi bu dersi bu dönem listelemiyor, ama şube girişi sürüyor: ders kaydı 15 Eylül, bölümler o güne kadar şube ekleyebiliyor. Son 4 güz döneminde açılmamış; en son 2002-2003 güz döneminde açılmış. Ön kayıt müfredat üzerinden yapılıyor, açılan şube listesi üzerinden değil; o yüzden ön kayıtta seçebildiğin bir dersin şubesi burada henüz görünmeyebilir. Kesin sonuç ders kaydında belli oluyor. kayıt tarihleri → · açık dersler

⚠️ FZ engelleyen şartlar

Course Learning Outcomes: Course Learning Outcome Assessment Students will be able to demonstrate an understanding of the fundamental concepts and terminology used in services marketing. Assignments Peer Evaluations Professionalism Students will be able to describe and utilize important services framework (i.e. the GAP model). Assignments Peer Evaluations Professionalism Students will be able to identify and apply appropriate marketing tools to services context. Midterm Assignments Peer Evaluati

Hocalar 0 bu dönem · 3 geçmiş

Geçmişte ders veren (3 kişi)

Ahmet Ekici, Mithat Üner, Mehmet Paşa