| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | Gİ311.03 | Service Marketing | Elective | 3 | 5 | 4 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| To give the necessary theorical background about services marketing and to teach integrating marketing mix elements, developing marketing strategies, building and sustaining customer relationships in services (and e-services) sector. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Şerife Kazancı Sunaoğlu |
| Learning Outcomes |
| 1 | Understands and applies the services marketing and strategies | | 2 | Analyzes the marketing mix elements | | 3 | Comprehends the service quality, satisfaction and loyalty concepts | | 4 | Realizes the analysis and applications in e-service | | 5 | Knows the customer relationship building, development and retention |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Marketing and development of services, service definition and classification, service businesses, marketing mix elements in services and marketing strategies and methods of customer satisfaction in individual and professional services |
| Weekly Detailed Course Contents |
|
| 1 | Service concept | | | | 2 | Gaps Model in service quality | | | | 3 | Consumer behavior in services | | | | 4 | Customers’ perceptions and expectations | | | | 5 | Creating customer relationships | | | | 6 | Project discussion | | | | 7 | Service recovery | | | | 8 | Customer oriented service design | | | | 9 | Mid-Term Exam | | | | 10 | Physical evidence of services | | | | 11 | Customers and employees roles in services | | | | 12 | E-service | | | | 13 | Demand and capacity | | | | 14 | Integrated marketing communication in services | | | | 15 | Pricing the service | | | | 16 | Final exam | | |
|
| Recommended or Required Reading |
| Haftacı, V. 2006, Maliyet Muhasebesi, Beta Kitabevi, Trabzon.
Yükçü, S. 1998,Yönetim Açısından Maliyet Muhasebesi, İzmir.
Bursal N. ve Ercan Y.1994, Maliyet Muhasebesi-İlkeler ve Uygulama, Der Yayınları, Yayın no: 103, İstanbul.
Akdoğan, N. 1995, TMS’de Maliyet Muhasebesi Uygulamaları, Ankara. |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 2 | 30 | 60 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 1 | 14 |
| Self Study | 1 | 1 | 1 |
| Individual Study for Mid term Examination | 1 | 1 | 1 |
| Individual Study for Final Examination | 3 | 15 | 45 |
| Reading | 3 | 1 | 3 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 2 | 5 | 2 | 2 | 2 | 1 | 2 | 3 | | LO2 | 2 | 3 | 1 | 1 | 4 | 3 | 2 | 4 | 5 | | LO3 | 3 | 4 | 3 | 2 | 2 | 2 | 2 | 3 | 2 | | LO4 | 2 | 5 | 3 | 4 | 3 | 4 | 2 | 2 | 3 | | LO5 | 3 | 3 | 1 | 3 | 4 | 2 | 5 | 2 | 1 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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