| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Know the differences between services marketing and traditional marketing.
- Know to conduct SWOT analysis in a service firm.
- Know the positioning of services.
- Able to develop strategies for service firms.
- Know the globalization of services.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | Man437 Sales Management |
|---|
| Course Description | The aim of this course is to recognize the characteristics of services and services marketing practices. In this course, services classifications, service quality, relationship marketing, service encounters, demand and capacity management and marketing mixes in services will be discussed.
Students who miss more than 30% of total class hours receive an F2 grade. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Class Orientation, Introduction to Services and Services Marketing |
|
2nd Week |
Characteristics of Services and Key Differences in Services Marketing |
|
3rd Week |
Services Marketing Components and the Service Product |
|
4th Week |
Pricing of Services |
|
5th Week |
Distribution in Services |
|
6th Week |
Marketing Communications/Promotion in Services |
|
7th Week |
Midterm Exam Week |
|
8th Week |
Service Quality |
|
9th Week |
Physical Evidence |
|
10th Week |
Capacity Management in Services |
|
11th Week |
Process Management in Services |
|
12th Week |
Project Presentations |
|
13th Week |
Project Presentations |
|
14th Week |
Project Presentations |
|
| Recommended or Required Reading | Prof. Dr. Erdoğan KOÇ, Hizmet Pazarlaması ve Yönetimi, 5. Baskı, Seçkin Kitabevi
|
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Presentation
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Project |
1 |
30 |
| Presentation of Case Study |
1 |
30 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
0 |
0 |
0 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
2 |
28 |
| Preparation for Final exam |
1 |
32 |
32 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
42 |
42 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1.5 |
1.5 |
| Homework |
|
|
|
| Total Work Load | 145.5 |
| Total Work Load / 30 (h) | 4.85 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
