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Information
| Code | MG3708 |
| Name | Services Marketing |
| Term | 2024-2025 Academic Year |
| Semester | . Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. DENİZ ZEREN |
Course Goal / Objective
The purpose of this course is to understand the services and the marketing strategies for services which requires 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
There are no prerequisites for the course.
Resources
Hizmet Pazarlaması Hilal İnan
Notes
Current and essential academic articles, best practice examples
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines definition and basic features of services. |
| LO02 | Neames stages and importance of developing new services. |
| LO03 | Explains pricing strategies that can be used for pricing of services. |
| LO04 | Names promotion strategies for services. |
| LO05 | Explains distribution channels methods for delivery of services to consumers. |
| LO06 | Determines strategies for capacity and demand management. |
| LO07 | Makes suggestions for determining and developing dimensions of services quality. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | 1.Defining the concepts of Finance Management, Accounting Management, Production Management, Marketing Management, Management and Organization and Quantitative Methods and explaining their relations with each other. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | 2.Comparison by defining the theories and models of business management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | 3. Accessing and interpreting information using scientific research methods. | 3 |
| PLO04 | Bilgi - Kuramsal, Olgusal | 4. Application of theory and models, numerical and statistical methods in business management. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | 5. Interpreting the results of theory and models, numerical and statistical methods applied in business management. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | 6. To be able to determine the appropriate methods for the solution of the business problems encountered. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | 7. To be able to follow and apply the basic steps of business process management. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | 8. To be able to reach the most appropriate result by using basic numerical and statistical analysis programs. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | 9. Working in accordance with the objectives as a project manager or participant. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | 10. Taking an active role by taking responsibility individually and/or within the team. | 3 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | 11. Continuous self-development by following current developments with the awareness that the research and learning process continues throughout life. | 3 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | 12. To produce new information from the data obtained from scientific sources within the framework of academic rules and to interpret them effectively. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | 13. To be able to associate the knowledge gained in the field of business with the knowledge in different fields. | 4 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 14. To be able to communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | 15. To present effectively by synthesizing the information obtained from the sources related to the field within the framework of academic rules. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | 16.Behaving in accordance with ethical and legal issues encountered in business science and business professions. | 3 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | 17. To make original researches about all the basic functions of the business in accordance with scientific, institutional and social ethics. | |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | 18. Identifying existing problems with a critical point of view and suggesting solutions. | 4 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definition of Services Concept | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 2 | Distinctive Features of Services | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 3 | Differences of Services from products | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım |
| 4 | Classification of Services | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 5 | Understanding the Services Products | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 6 | Pricing of Services | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım |
| 7 | Promoting of Services | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 8 | Mid-Term Exam | Studying for exam | Öğretim Yöntemleri: Bireysel Çalışma |
| 9 | Delivery of Services | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 10 | Expanded Marketing Mix | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 11 | Expanded Marketing Mix Elements | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım |
| 12 | Demand Management | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 13 | Capacity Management | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım |
| 14 | Services Quality | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 15 | Services Quality Models | Reading related parts form required materials. | Öğretim Yöntemleri: Anlatım, Örnek Olay |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for 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 | ||