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Information
| Code | MG3803 |
| Name | Services Marketing |
| Term | 2024-2025 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
| Course Instructor |
1 |
Course Goal / Objective
The aim of this course is to give advanced level information to students about service marketing and different strategies for services.
Course Content
This course consists of the subjects of the definition and basic characteristics of services, service positioning, product-pricing, distribution and promotion strategies for services, service quality, online services marketing and international services marketing.
Course Precondition
Without prerequisite
Resources
Services Marketing, Christopher Lovelock
Notes
Current articles
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Understand the definition and basic characteristics of service |
| LO02 | Understand the steps and importance of new service development |
| LO03 | Explain different pricing strategies for services |
| LO04 | Explain the promotion strategies for services |
| LO05 | Explain the distribution strategies for services |
| LO06 | Have ability to determine demand and capacity strategies for services |
| LO07 | Have ability to develop methods for determining and developing service quality dimensions |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the classical, modern and postmodern theories of marketing science. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines scientific methods and tools used in marketing. | 4 |
| PLO03 | Beceriler - Bilişsel, Uygulamalı | Develops research models by determining the variables related to the subjects of marketing science. | 5 |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results obtained by applying the research models based on the marketing theories. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can produce solutions to the problems faced by today's marketing profession groups with appropriate methods. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can implement the basic steps of the methods used in the field of marketing. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can develop solutions by using the knowledge gained in the field of marketing. | 5 |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work effectively by taking responsibility in individual and/or team work. | 5 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal. | |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Can use information and communication technologies to access, analyze and interpret information in the field of marketing. | |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present information, comments and suggestions related to the field of study in written and orally in accordance with the requirements of academic and business life. | 4 |
| PLO13 | Yetkinlikler - Alana Özgü Yetkinlik | Can develop and apply original research methods and tools that will contribute to the development of the field of marketing. | 4 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 5 |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Gains awareness of social, cultural and environmental issues. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Forms the basis for the decision-making process of organizations and practitioners. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Services Marketing | general introduction and sharing of case studies and articles | Öğretim Yöntemleri: Tartışma |
| 2 | The concept of services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 3 | Basic Characteristics of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 4 | The Positioning of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 5 | Creating of Service Product | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 6 | Core and Supporting Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 7 | Pricing of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 8 | Mid-Term Exam | preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Promotion of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 10 | Distribution of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 11 | The Importance of Demand and Capacity Management | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 12 | Demand and Capacity Management | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 13 | Service Quality | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 14 | The role of Internet on Service Marketing | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 15 | Internet and Service Marketing | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 16 | Term Exams | preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | preparing 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 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||