| Language of instruction: |
English |
| Type of course: |
Departmental Elective |
| Course Level: |
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| Mode of Delivery: |
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| Course Coordinator : |
Assist. Prof. SERKAN YEŞİLYURT |
| Course Lecturer(s): |
Prof. Dr. FİGEN YILDIRIM
Instructor MEHMET EMİN ÖRGE
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| Recommended Optional Program Components: |
None |
| Course Objectives: |
After the general information about the aimed services is given, the types of the services, the characteristics of the services, the strategies of the service marketing, determination of the target market, determination of the marketing mix related to the services, product (service) production, pricing of services, provision of services and distribution of services are examined.
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| Week |
Subject |
Related Preparation |
| 1) |
Services and service sector development, its features and characteristics
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Prereading
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| 1) |
Positioning services in competitive markets
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Prereading
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| 2) |
Consumer behavior in the context of services
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Prereading
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| 3) |
Developing service products: Core and complementary elements
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Prereading
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| 4) |
Developing service products: Core and complementary elements
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Prereading
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| 5) |
To determine prices and implement income management
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Prereading
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| 6) |
Positioning services in competitive markets
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Prereading
|
| 7) |
Designing and managing service processes
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Prereading
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| 8) |
Designing and managing service processes
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Prereading
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| 9) |
Manage customer relationships and improve loyalty
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Prereading
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| 10) |
Manage complaints and fix service
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Prereading
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| 11) |
To improve service quality and productivity
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Prereading
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| 12) |
SERVQUAL and alternative service quality measuring instruments
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Prereading
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| 13) |
Student Presentations
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| 14) |
Overview
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| 15) |
Final Exam |
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| Course Notes / Textbooks: |
"1. Lovelock, C and Wirtz, J., Services Marketing, Prentice Hall
2. Karahan, Kasım., Hizmet Pazarlaması, Beta Dağıtım
3. Öztürk, Sevgi Ayşe., Hizmet Pazarlaması, Ekin Dağıtım
4. Ahmet Hamdi İSLAMOĞLU, Hizmet Pazarlaması, Beta Basım Yayım, 2006"
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| References: |
"Makaleler, ders notları, sektörel dergiler, vakalar. Valarie A. Zeithaml, Mary Jo Bitner and Dwayne Gremler (2008), Services Marketing: Integrating Customer Focus Across the Firm, 5th ed., McGraw-Hill/Irwin.
Christian Gronroos (2007), Service Management and Marketing: Customer Management in Service Competition, 3rd ed., Wiley.
Adrian Palmer (2011), Principles of Services Marketing, 6th ed., McGraw-Hill Higher Education."
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| |
Program Outcomes |
Level of Contribution |
| 0) |
Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, |
|
| 1) |
Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, |
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| 1) |
1) Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,
2) Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications,
3) Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension,
4) Using theoretical and practical information and skills gained at the expertise level in the field business administration,
5) Analyzing problems requiring expertise in the field business administration by using scientific research methods,
6) Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results,
7) Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration,
8) Evaluating the knowledge related to the field of business administration through critical perspective,
9) Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations,
10) Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. |
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| 2) |
Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, |
|
| 3) |
Using theoretical and practical information and skills gained at the expertise level in the field business administration, |
|
| 4) |
Analyzing problems requiring expertise in the field business administration by using scientific research methods, |
|
| 5) |
Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, |
|
| 6) |
Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, |
|
| 7) |
Evaluating the knowledge related to the field of business administration through critical perspective, |
|
| 8) |
Communicating systematically the recent developments and one’s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, |
|
| 9) |
Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. |
|