| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ157 | Service Marketing | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| This course aims to guide students to define the nature of the service and the factors that are effective in its marketing, and to analyze the environmental conditions that affect service marketing activities at a level to make effective marketing decisions in service businesses. |
| Name of Lecturer(s) |
| Doç. Dr. Yusuf BİLGİN |
| Learning Outcomes |
| 1 | To have knowledge about the general structure of the services sector, | | 2 | Understand the factors that differentiate services marketing from the marketing of tangible goods. | | 3 | To understand the issues that need to be taken into consideration when creating a marketing plan in service businesses. | | 4 | To have knowledge about segmentation, positioning and brand management in service businesses, | | 5 | To understand the factors affecting pricing in service businesses, | | 6 | To have knowledge about the factors that may play a role in the success of service businesses, |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
| none |
| Course Contents |
| Service concept, service businesses, marketing mix, human factor and physical evidence, demand and capacity management, service content, development of service products and technology-based approaches in service. |
| Weekly Detailed Course Contents |
|
| 1 | Service, marketing and service marketing | | | | 2 | Features and classification of services | | | | 3 | Marketing mix: product and distribution | | | | 4 | Marketing mix: price and promotion | | | | 5 | Services marketing mix: Human factor | | | | 6 | Services marketing mix: process factor | | | | 7 | Services marketing mix: the physical evidence factor | | | | 8 | Midterm | | | | 9 | Demand management in service businesses | | | | 10 | Capacity management in service businesses | | | | 11 | Service quality approaches | | | | 12 | Public relations, personal selling and direct marketing in service businesses | | | | 13 | Market segmentation and positioning in service businesses | | | | 14 | Brand management in service businesses | | | | 15 | Marketing strategies according to service types | | | | 16 | Final Exam | | |
|
| Recommended or Required Reading |
| Öztürk,A.,2007; Hizmet Pazarlaması, Etkin Kitap Evi, Bursa |
| Planned Learning Activities and Teaching Methods |
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| 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 | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 4 | 56 |
| Individual Study for Mid term Examination | 1 | 20 | 20 |
| Individual Study for Final Examination | 1 | 30 | 30 |
| Homework | 14 | 4 | 56 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 3 | 2 | 2 | 3 | 3 | | LO2 | 3 | 4 | 2 | 4 | 2 | 1 | | LO3 | 1 | 2 | 2 | 3 | 1 | 2 | | LO4 | 2 | 1 | 3 | 2 | 2 | 2 | | LO5 | 3 | 2 | 2 | 1 | 3 | 3 | | LO6 | | | | | | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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