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Information
| Unit | KOZAN FACULTY OF BUSINESS MANAGEMENT |
| BUSINESS ADMINISTRATION PR. | |
| Code | BAC327 |
| Name | Services Marketing |
| Term | 2021-2022 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 | Yüz Yüze 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 | - | List and define the concepts of business management, and explain their relations to each other | 5 |
| PLO02 | - | List and define the fundamental conceptual models, numerical and statistical techniques of business administartion and identify their advantages and disadvantages. | 4 |
| PLO03 | - | List and define the relationship between the basic concepts of economy and business management ; indicate the strong and weak sides of each method. | 4 |
| PLO04 | - | Explain how to create the fundamental conceptual models and how to apply numerical and statistical techniques that are used in business administration. | 4 |
| PLO05 | - | Explain how to interpret the results gathered through the application and/or implementation of conceptual models and/or numerical and statistical methods of business management. | 4 |
| PLO06 | - | Determine appropriate methods to solve business problems | 4 |
| PLO07 | - | Evaluate the results that are obtained from applications of business management methods | 5 |
| PLO08 | - | Use the basic numerical and statistical softwares | 5 |
| PLO09 | - | Use the basic enterprise resource planning (ERP) softwares | 4 |
| PLO10 | - | Take initiative individually or/and as a member of a team, lead and work effectively | 5 |
| PLO11 | - | 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 |
| PLO12 | - | Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning | 5 |
| PLO13 | - | Use different resources in accordance with academic principles, synthesize the data gathered, and present them effectively in an unfamiliar field. | 5 |
| PLO14 | - | Use Turkish and at least one foreign language in accordance with the requirements in academic and business context | 5 |
| PLO15 | - | Perceive and interpret the feelings, ideas and behaviours of people appropriately, and express himself/herself accurately in written or oral format | 5 |
| PLO16 | - | Question traditional approaches, methods and implementations; develop and implement alternative methods when required | 5 |
| PLO17 | - | Recognize and apply social, scientific and professional ethical values. | 4 |
| PLO18 | - | Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives | 5 |
| PLO19 | - | Monitor external factors such as industrial structures, competition, technologies, economics, politics, cultures that affects the activities of businesses and interpret their impact on businesses | 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 | ||