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Information
| Unit | KOZAN FACULTY OF BUSINESS MANAGEMENT |
| BUSINESS ADMINISTRATION PR. | |
| Code | BAC327 |
| Name | Services Marketing |
| Term | 2020-2021 Academic Year |
| Semester | 5. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Uzaktan Öğretim |
| Catalog Information Coordinator | Prof. Dr. MURAT İSMET HASEKİ |
| Course Instructor |
Prof. Dr. MURAT İSMET HASEKİ
(Güz)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is; General information about service marketing, concepts and definitions, historical development, types and features of services, service marketing strategies, dynamics related to the service sector, fundamental differences between services and physical products, and information on the elements of the service marketing mix.
Course Content
Service marketing process, customer relations, branding of services, customer loyalty, pricing will be examined. The 4P element of marketing will be expanded to 7P.
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | What is the service sector, important issues to be considered in this area are better understood. |
| LO02 | The markets of goods and services are clearly learned and their similarities and differences can be distinguished. |
| LO03 | By understanding the marketing mix in the service sector better, it gains the ability to apply them. |
| LO04 | To be able to explain service marketing policies. |
| LO05 | Being able to compare service marketing applications. |
| LO06 | To be able to explain the concepts of service quality, customer expectations and customer satisfaction. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explain all the basic functions of the business conceptually. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Define the basic information about the law discipline related to the field of business administration. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Determine appropriate methods to solve business problems. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Research in the field of business and reports the results of the research for use in managerial decision-making processes. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Effectively work as a team and takes the necessary responsibility within the team. | 4 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. | 4 |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. | 5 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Use basic numerical and statistical analysis programs of business management. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses. | 4 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use/report/interpret Business Information Systems and sub-modules required by business management. | 4 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. | 5 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Service concept, definition and service sector | Reading the relevant chapter from the given source. | |
| 2 | Key features of the services | Reading the relevant chapter from the given source. | |
| 3 | The main differences of service marketing | Reading the relevant chapter from the given source. | |
| 4 | Service Marketing Components | Reading the relevant chapter from the given source. | |
| 5 | Service Product | Reading the relevant chapter from the given source. | |
| 6 | Pricing Services | Reading the relevant chapter from the given source. | |
| 7 | Deployment in services | Reading the relevant chapter from the given source. | |
| 8 | Mid-Term Exam | Preparation for the exam | |
| 9 | Marketing Communication in Services | Reading the relevant chapter from the given source. | |
| 10 | Service Quality | Reading the relevant chapter from the given source. | |
| 11 | Service Error and Customer Complaint | Reading the relevant chapter from the given source. | |
| 12 | Service Compensation | Reading the relevant chapter from the given source. | |
| 13 | Physical Evidence | Reading the relevant chapter from the given source. | |
| 14 | Capacity Management in Services | Reading the relevant chapter from the given source. | |
| 15 | Process Management in Services | Reading the relevant chapter from the given source. | |
| 16 | Term Exams | Preparation for the exam | |
| 17 | Term Exams | Preparation for the exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| 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 | 3 | 42 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 7 | 7 |
| Final Exam | 1 | 18 | 18 |
| Total Workload (Hour) | 109 | ||
| Total Workload / 25 (h) | 4,36 | ||
| ECTS | 4 ECTS | ||