BAC327 Services Marketing

4 ECTS - 3-0 Duration (T+A)- 5. Semester- 3 National Credit

Information

Code BAC327
Name Services Marketing
Term 2022-2023 Academic Year
Semester 5. Semester
Duration (T+A) 3-0 (T-A) (17 Week)
ECTS 4 ECTS
National Credit 3 National Credit
Teaching Language Türkçe
Level Lisans Dersi
Type Normal
Mode of study Yüz Yüze Öğretim
Catalog Information Coordinator Prof. Dr. MURAT İSMET HASEKİ
Course Instructor Prof. Dr. MURAT İSMET HASEKİ (A Group) (Ins. in Charge)


Course Goal / Objective

The aim of this course is; General information about service marketing, concepts and definitions, historical development, types and features of services, service marketing strategies, dynamics related to the service sector, fundamental differences between services and physical products, and information on the elements of the service marketing mix.

Course Content

Service marketing process, customer relations, branding of services, customer loyalty, pricing will be examined. The 4P element of marketing will be expanded to 7P.

Course Precondition

No prerequisite

Resources

Service Marketing and Strategies; Remzi Altunışık, Beta Basım Yayım, İstanbul, 2015.

Notes

Service Marketing, Sevgi Ayşe Öztürk, Ekin Bookstore Publications, 2019.


Course Learning Outcomes

Order Course Learning Outcomes
LO01 Explain the basic concepts of service marketing.
LO02 It specifies what the service sector is and the important issues to be considered in this field.
LO03 Explains the importance of the service sector today and the reasons for growth by analyzing it.
LO04 Explains goods and services markets (similarities and differences between them).
LO05 Defines the marketing mix and the 3Ps (people, process, physical evidence) in service marketing.
LO06 Indicates the importance of capacity and demand management in service marketing.
LO07 Explains marketing strategies and policies for service businesses.
LO08 Defines the concepts of service quality, customer expectations and customer satisfaction.


Relation with Program Learning Outcome

Order Type Program Learning Outcomes Level
PLO01 Bilgi - Kuramsal, Olgusal Explain all the basic functions of the business conceptually.
PLO02 Bilgi - Kuramsal, Olgusal Explain the basic economic concepts and the relationship between basic economic concepts and business management concepts.
PLO03 Bilgi - Kuramsal, Olgusal Define the basic information about the law discipline related to the field of business administration.
PLO04 Beceriler - Bilişsel, Uygulamalı Transfer information about the field of business in the language of learning by using effective verbal, written and visual communication methods. 5
PLO05 Beceriler - Bilişsel, Uygulamalı Determine the most appropriate approaches, implementations and methods of business management considering sectors, their sizes, resources, cultures, goals and objectives. 4
PLO06 Beceriler - Bilişsel, Uygulamalı Determine appropriate methods to solve business problems. 3
PLO07 Beceriler - Bilişsel, Uygulamalı Research in the field of business and reports the results of the research for use in managerial decision-making processes.
PLO08 Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği Effectively work as a team and takes the necessary responsibility within the team. 4
PLO09 Yetkinlikler - Öğrenme Yetkinliği As well as professional development, improve him-/herself continuously in scientific, social, cultural and artistic fields according to his/her interests and abilities, identifying needs of learning. 4
PLO10 Yetkinlikler - Öğrenme Yetkinliği Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning. 5
PLO11 Yetkinlikler - Öğrenme Yetkinliği Use basic numerical and statistical analysis programs of business management.
PLO12 Yetkinlikler - İletişim ve Sosyal Yetkinlik Monitor the external environment factors such as sector structure, competition, technology, economy, politics and culture that affect the activities of businesses and interpret their effects on businesses. 4
PLO13 Yetkinlikler - İletişim ve Sosyal Yetkinlik Use/report/interpret Business Information Systems and sub-modules required by business management. 4
PLO14 Yetkinlikler - İletişim ve Sosyal Yetkinlik Use Turkish and at least one foreign language in accordance with the requirements in academic and business life. 4
PLO15 Yetkinlikler - Alana Özgü Yetkinlik Become aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values. 5
PLO16 Yetkinlikler - Alana Özgü Yetkinlik Follow latest developments in the field, and sustain personal and professional development with the awareness of the necessity of life long learning 5


Week Plan

Week Topic Preparation Methods
1 Service concept, definition and service sector Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Beyin Fırtınası
2 Key features of the services Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım
3 The main differences of service marketing Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
4 Service Marketing Components Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Tartışma
5 Service Product Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Soru-Cevap, Tartışma
6 Pricing Services Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım
7 Deployment in services Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Tartışma
8 Mid-Term Exam Preparation for the exam Ölçme Yöntemleri:
Yazılı Sınav
9 Marketing Communication in Services Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
10 Service Quality Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Tartışma
11 Service Error and Customer Complaint Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Soru-Cevap, Tartışma
12 Service Compensation Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım
13 Physical Evidence Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Tartışma
14 Capacity Management in Services Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım
15 Process Management in Services Reading the relevant chapter from the given source. Öğretim Yöntemleri:
Anlatım, Soru-Cevap
16 Term Exams Preparation for the exam Ölçme Yöntemleri:
Yazılı Sınav
17 Term Exams Preparation for the exam Ölçme Yöntemleri:
Yazılı Sınav


Student Workload - ECTS

Works Number Time (Hour) Workload (Hour)
Course Related Works
Class Time (Exam weeks are excluded) 14 3 42
Out of Class Study (Preliminary Work, Practice) 14 3 42
Assesment Related Works
Homeworks, Projects, Others 0 0 0
Mid-term Exams (Written, Oral, etc.) 1 7 7
Final Exam 1 18 18
Total Workload (Hour) 109
Total Workload / 25 (h) 4,36
ECTS 4 ECTS

Update Time: 16.11.2022 09:16