TÜRKÇE
ENGLISH
Information
| Code | BAC327 |
| Name | Services Marketing |
| Term | 2023-2024 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
(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
No prerequisite
Resources
Service Marketing and Strategies; Remzi Altunışık, Beta Basım Yayım, İstanbul, 2015.
Notes
Service Marketing, Sevgi Ayşe Öztürk, Ekin Bookstore Publications, 2019.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the basic concepts of service marketing. |
| LO02 | It specifies what the service sector is and the important issues to be considered in this field. |
| LO03 | Explains the importance of the service sector today and the reasons for growth by analyzing it. |
| LO04 | Explains goods and services markets (similarities and differences between them). |
| LO05 | Defines the marketing mix and the 3Ps (people, process, physical evidence) in service marketing. |
| LO06 | Indicates the importance of capacity and demand management in service marketing. |
| LO07 | Explains marketing strategies and policies for service businesses. |
| LO08 | Defines 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. | 3 |
| 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. | 4 |
| 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. | Öğretim Yöntemleri: Beyin Fırtınası |
| 2 | Key features of the services | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım |
| 3 | The main differences of service marketing | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Service Marketing Components | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Service Product | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 6 | Pricing Services | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım |
| 7 | Deployment in services | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Preparation for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Marketing Communication in Services | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 10 | Service Quality | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Service Error and Customer Complaint | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 12 | Service Compensation | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım |
| 13 | Physical Evidence | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Capacity Management in Services | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım |
| 15 | Process Management in Services | Reading the relevant chapter from the given source. | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 16 | Term Exams | Preparation for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Preparation for the exam | Ölçme Yöntemleri: Yazılı Sınav |
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 | ||