E-Commerce and Marketing

The Service Marketing course begins by examining the factors influencing the development of the service sector, the fundamental characteristics of services, and their differences in marketing. The program then moves beyond the traditional marketing mix, addressing the components of service marketing (7Ps): service product design, management, pricing, distribution, and marketing communication processes. This theoretical foundation is assessed through a midterm exam. In the second half of the semester, service quality, potential service failures and compensation strategies, physical evidence, capacity management, and service processes—all critical for the sustainability of e-commerce and marketing operations—are detailed. A final quiz, a review, and a final exam ensure students gain a broad perspective on the sector.

The aim of the Service Marketing course is to equip students with the skills to manage the concept of "service," which differs from physical products in its intangibility, simultaneity, and variability, within the dynamic e-commerce ecosystem using a strategic approach. The course covers critical topics such as designing customer experience on digital platforms, improving service quality, creating customer loyalty, and managing processes in e-service delivery. Thus, the goal is for students to develop e-service strategies that provide a competitive advantage in the e-commerce and marketing sector, analyze digital consumer behavior, and generate innovative solutions to industry problems.