| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ133A | Services Marketing | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| To provide the necessary theoretical infrastructure for service marketing, to integrate marketing mix elements in service sector (and e-service), to develop marketing strategies, to establish and maintain customer relations. |
| Name of Lecturer(s) |
| Doç. Dr. Yusuf BİLGİN |
| Learning Outcomes |
| 1 | At the end of this course the student: Understands and implements service marketing and strategies. | | 2 | Analyze the elements of marketing mix. | | 3 | Understands the concepts of service quality, satisfaction, loyalty. | | 4 | Analyze and implement e-services. | | 5 | Knows, develops and maintains relationship with service customers |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
| none |
| Course Contents |
| Concept of service
Service quality gap model
Consumer behavior in service
Customer's service expectation and service perception
Set up a customer relationship in the service
Service Compensation
Customer-oriented service design
Physical proof of service
Role of employee and client in service delivery
E-services
Demand and capacity in service
Integrated marketing communication in the service
Pricing of service |
| Weekly Detailed Course Contents |
|
| 1 | Concept of service | | | | 2 | Service quality gap model | | | | 3 | Consumer behavior in service | | | | 4 | Customer's service expectation and service perception | | | | 5 | Set up a customer relationship in the service | | | | 6 | Project discussion | | | | 7 | midterm exam | | | | 8 | Service Compensation | | | | 9 | Customer-oriented service design | | | | 10 | Physical proof of service | | | | 11 | Role of employee and client in service delivery | | | | 12 | e-service | | | | 13 | Demand and capacity in service | | | | 14 | Integrated marketing communication in the service | | | | 15 | Pricing of service | | | | 16 | presentation | | | | 17 | final exam | | |
|
| Recommended or Required Reading |
| -Zeithaml, Bitner ve Gremler, Services Marketing: Integrating customer focus across the firm?, 5th. Ed. McGraw Hill International Edition
-Özer, L., Kazancı, Ş. , Yılmazel S.E. ,Şen Küpeli, T. ,Kuş Demiray D. ,Ozanözgü, A.M. ,Yaylacı, A. ,Onuklu, N.N. (2016).Hizmet Pazarlaması Güncel Konular ve Yaklaşımlar, Detay Yayıncılık. |
| 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 | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 4 | 56 |
| Self Study | 14 | 4 | 56 |
| Individual Study for Mid term Examination | 1 | 25 | 25 |
| Individual Study for Final Examination | 1 | 35 | 35 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 3 | 2 | 2 | 2 | | LO2 | 2 | 2 | 2 | 4 | 4 | 4 | | LO3 | 4 | 4 | 4 | 3 | 3 | 3 | | LO4 | 3 | 3 | 4 | 4 | 4 | 4 | | LO5 | 2 | 2 | 2 | 2 | 2 | 2 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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