PUBLIC RELATIONS AND PUBLICITY
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
BA4111	Services Marketing Management	Spring Fall	3	0	3	6

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Non-Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN
Course Lecturer(s):	Dr. Öğr. Üyesi GÜLBERK GÜLTEKİN SALMAN Prof. Dr. İPEK ALTINBAŞAK FARİNA
Recommended Optional Program Components:	None
Course Objectives:	The course aims at providing an insight about how different frameworks and analytical procedures can best be used in order to examine the varied challenges faced by managers in different service settings.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course; will
1. Have an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Participants will be introduced to and have the opportunity to work with tools and strategies that address these challenges.
2. Develop an understanding of the “state of the art” service management thinking.
3. Promote a customer service-oriented mindset.
4. Learn strategies, tools and approaches for addressing the unique challenges of service management and marketing;
5. Develop essential service quality knowledge and skills and be prepared to apply them in an actual business context;
6. Become a more perceptive and effective manager and consumer through understanding the complexities of service design, delivery, and communication;
7. Learn an appreciation of the inter-functional coordination necessary to deliver quality service.
8. Further develop communication skills through written projects, team-based work and oral presentations.

Course Content

to learn critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage across industries.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Why Study Services?
2)	Understanding Services Process
3)	Managing Service Encounters
4)	Customer Behavior in Service Environment Relationship Marketing and Customer Loyalty
5)	Complaint Handling and Service Recovery The Service Product
6)	Pricing Strategies for Services
7)	Promotion and Education Service Positioning and Design
8)	Review
9)	Creating Delivery Systems in Place, Cyberspace and Time
10)	Creating Value Through Productivity
11)	Balancing Demand and Capacity
12)	Managing Customer Waiting Lines and Reservations PROJECT PRESENTATIONS
13)	Employee Roles in Service Organizations PROJECT PRESENTATIONS
14)	Organizing for Service Leadership PROJECT PRESENTATIONS

Sources

Course Notes / Textbooks:	“Principles of Service Marketing and Management”, Second Edition Christopher Lovelock and Lauren Wright Pearson Prentice Hall,2002
References:	“Services Marketing-Integrating Customer Focus Acroos The Firm” 6th Edition- 2013 Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D Gremler McGraw Hill

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Quizzes	5	% 5
Homework Assignments	10	% 10
Project	25	% 25
Midterms	20	% 20
Final	30	% 30
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 45
PERCENTAGE OF FINAL WORK		% 55
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	15	42
Presentations / Seminar	7	7
Homework Assignments	2	2
Final	15	54
Total Workload		105

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare the students to become communication professionals by focusing on strategic thinking, professional writing, ethical practice and innovative use of traditional and new media
2)	To be able to create effective public relations plans using fundamental planning components that include situation analysis, public profile, objectives, strategies and tactics.
3)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how public realtions works.
4)	To be able to have the ability to explain and identify problems associated with the relationships between events and facts in the areas of public relations, persuasive communication, communication management, corporate communications.
5)	To be able to analyze primary and secondary research data in the fields of perception and reputation management and corporate communication practices.
6)	To be able to search, write, and design articles, newsletters, and fliers, brochures, and announcements, in styles and formats appropraite various audiences, mediums and settings.
7)	To be able to apply the underlying theories of communication and the necessities of work safety to different types of public relations processes and campaigns.
8)	To be able to develop creative and persuasive management skills in terms of reputation, employee relations, leadership and similar corporate practices.
9)	To be able to take responsibility in an individual capacity or as a team in generating solutions to given scenarios which can occur in public relations processes.
10)	To be able to understand how an organizational culture works and how employees and leaders create messages as a communication tool.
11)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations.
12)	To be able to to use information, communication technologies and computer software with the required level of public relations, marketing communication, persuasive communication, communication management, corporate communications.
13)	To be able to explain and describe business marketing activities, economics, business law and global business practices.
14)	To be able to recognize national and international, social and cultural dimensions of public relations.