| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| BUS5291 | Services Marketing | Fall | 3 | 0 | 3 | 8 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | |
| Course Coordinator : | Instructor HAKAN ASLAN |
| Course Lecturer(s): |
Assoc. Prof. FİGEN YILDIRIM Instructor MEHMET EMİN ÖRGE |
| 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. |
|
The students who have succeeded in this course; The student who can complete this course successfully; 1) disclose concepts and facts that form the basis of service marketing. 2) analyzes and forms the mix of service marketing. 3) synthesizes the concepts of service quality, customer expectations and customer satisfaction, and provides suggestions for implementation. 4) understands the concept of product design in the service sector, formulates service design for specific sectors. |
| Lesson; service marketing mix components, service process design, service quality. The case study will be included in the course of the interactive workshops with the professionals we invite from the sector |
| Week | Subject | Related Preparation | |
| 1) | Services and service sector development, its features and characteristics | Prereading | |
| 1) | Positioning services in competitive markets | Prereading | |
| 2) | Consumer behavior in the context of services | Prereading | |
| 3) | Developing service products: Core and complementary elements | Prereading | |
| 4) | Developing service products: Core and complementary elements | Prereading | |
| 5) | To determine prices and implement income management | Prereading | |
| 6) | Positioning services in competitive markets | Prereading | |
| 7) | Designing and managing service processes | Prereading | |
| 8) | Designing and managing service processes | Prereading | |
| 9) | Manage customer relationships and improve loyalty | Prereading | |
| 10) | Manage complaints and fix service | Prereading | |
| 11) | To improve service quality and productivity | Prereading | |
| 12) | SERVQUAL and alternative service quality measuring instruments | Prereading | |
| 13) | Student Presentations | ||
| 14) | Overview | ||
| 15) | Final Exam | ||
| Course Notes: | "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" |
| 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." |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 0 | % 0 |
| Laboratory | 0 | % 0 |
| Application | 0 | % 0 |
| Field Work | 0 | % 0 |
| Special Course Internship (Work Placement) | 0 | % 0 |
| Quizzes | 0 | % 0 |
| Homework Assignments | 0 | % 0 |
| Presentation | 0 | % 0 |
| Project | 0 | % 0 |
| Seminar | 0 | % 0 |
| Midterms | 1 | % 50 |
| Preliminary Jury | 0 | % 0 |
| Final | 1 | % 50 |
| Paper Submission | 0 | % 0 |
| Jury | 0 | % 0 |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | 12 | 36 | |
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 13 | 117 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | |||
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 1 | 3 | |
| Paper Submission | |||
| Jury | |||
| Final | 1 | 3 | |
| Total Workload | 201 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |