TÜRKÇE
ENGLISH
Information
| Unit | FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES |
| BUSINESS ADMINISTRATION PR. (ENGLISH) | |
| Code | BUSS416 |
| Name | Services Marketing |
| Term | 2019-2020 Academic Year |
| Semester | 8. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
| Course Instructor |
Dr. Öğr. Üyesi Selin KÖKSAL ARAÇ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The purpose of this course is to understand the services and the marketing strategies for services which require distinctive approaches.
Course Content
This course consists of the subjects of definition and scope of services, basic characteristics of services, marketing mix for services, demand and capacity management and services quality.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Recognize distinctive aspects of services. |
| LO02 | Explain service products and development and designing of services. |
| LO03 | Explain price, place and promotion strategies for services. |
| LO04 | Describe the role of employees and customers in service delivery. |
| LO05 | Determine the importance of physical evidence. |
| LO06 | Explain demand and capacity management. |
| LO07 | Explain the importance of service quality. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | - | List and define the concepts of business management, and explain their relation to each other | 4 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion; identify their advantages and disadvantages | 1 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management; indicates strong and weak sides of each method. | 3 |
| PLO04 | - | Explain how to create the fundamental conceptual models, and how to apply numerical and statistical techniques that are used in business administration | 0 |
| PLO05 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 3 |
| PLO06 | - | Follow the basic steps of business management methods and apply them | 0 |
| PLO07 | - | Determine appropriate methods to solve business problems | 4 |
| PLO08 | - | Evaluate the results that are obtained from applications of business management methods. | 5 |
| PLO09 | - | Use basic numerical and statistical softwares. | 0 |
| PLO10 | - | Use basic enterprise resource planning (ERP) softwares | 0 |
| PLO11 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 4 |
| PLO12 | - | Follow the latest developments in the field, and sustain personal and professional development with the awareness of the necessity of lifelong learning | 3 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field | 5 |
| PLO14 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field | 5 |
| PLO15 | - | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | 5 |
| PLO16 | - | Perceive and interpret feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral form | 4 |
| PLO17 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 5 |
| PLO18 | - | Recognize and apply social, scientific and professional ethical values. | 3 |
| PLO19 | - | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | 4 |
| PLO20 | - | Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affect the activities of businesses and interpret their impact on businesses. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Distinctive aspects of services | Reading related chapter | |
| 2 | Distinctive aspects of services | Reading related chapter | |
| 3 | Classifications of services | Reading related chapter | |
| 4 | The customer experience | Reading related chapter | |
| 5 | Positioning service in the market place | Reading related chapter | |
| 6 | Targeting customers and building relationship | Reading related chapter | |
| 7 | Understanding the service products | Reading related chapter | |
| 8 | Mid-Term Exam | Studying for exam | |
| 9 | Understanding the service products | Reading related chapter | |
| 10 | Pricing of services | Reading related chapter | |
| 11 | Promoting services | Reading related chapter | |
| 12 | Delivering services | Reading related chapter | |
| 13 | Expanded Marketing Mix Elements | Reading related chapter | |
| 14 | Demand and Capacity Management | Reading related chapter | |
| 15 | Service Quality | Reading related chapter | |
| 16 | Term Exams | Studying for exam | |
| 17 | Term Exams | Studying for exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Homework | 100 | 20 |
| General Assessment | ||
| Midterm / Year Total | 100 | 20 |
| 1. Final Exam | - | 80 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||