TÜRKÇE
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Information
| Code | PYL707 |
| Name | Services Marketing |
| Term | 2023-2024 Academic Year |
| Term | Fall |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | |
| Course Instructor |
1 |
Course Goal / Objective
The purpose of this course is to understand the services and the marketing strategies for services which requires distinctive approaches.
Course Content
This course consists the concept of services, developing marketing mix for services (7P), demand and capacity management and services quality.
Course Precondition
Without prerequisire
Resources
Hizmet Pazarlaması, Prof. Dr. Sevgi Ayşe ÖZTÜRK, Hizmet Pazarlaması, Prof. Dr. Orhan İÇÖZ
Notes
Current Articles
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the definition and basic features of services. |
| LO02 | Understands stages and importance of developing new services. |
| LO03 | Explain the pricing strategies that can be used for pricing of services. |
| LO04 | Explain the promotion strategies for services. |
| LO05 | Explain the distribution channels methods for delivery of services to consumers. |
| LO06 | Determines strategies for capacity and demand management. |
| LO07 | Makes suggestions for determining and developing dimensions of services quality. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts of Marketing Management and explains their relations with each other | 5 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines and compares theories and models of marketing management, numerical and statistical methods. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Reaches and interprets information using scientific research methods. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Applies theories and models, numerical and statistical methods in marketing management. | 5 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results of theories and models, numerical and statistical methods applied in marketing management. | 4 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can determine the appropriate methods for solving the marketing problems encountered. | 5 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can implement marketing management methods through following the fundamental steps. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using basic numerical and statistical analysis programs. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work in accordance with the objectives as a project manager or participant. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes an active role by taking responsibility individually and/or within the team. | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | In recognition of the need for lifelong learning and continuous self-renewal, tracks the latest developments in the field of marketing. | 5 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Produces new information from the data obtained from scientific sources within the framework of academic rules and interprets them effectively. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 5 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present effectively the information obtained from the sources related to the field within the framework of academic rules by synthesizing. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 5 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Conducts original research on all the basic functions of marketing in accordance with scientific, institutional and social ethics. | 4 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies existing problems with a critical perspective and proposes solutions. | 3 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Definition of Services Concept | Reading related parts form required materials. | |
| 2 | Characteristics of Services | Reading related parts form required materials. | |
| 3 | Distinctive Features of Services | Reading related parts form required materials. | |
| 4 | Classification of Services | Reading related parts form required materials. | |
| 5 | Understanding the Services Products | Reading related parts form required materials. | |
| 6 | Pricing of Services | Reading related parts form required materials. | |
| 7 | Promoting of Services | Reading related parts form required materials. | |
| 8 | Mid-Term Exam | Studying for exam | |
| 9 | Delivery of Services | Reading related parts form required materials. | |
| 10 | Examinin the Expanded Marketing Mix Elements | Reading related parts form required materials. | |
| 11 | Expanded Marketing Mix Elements | Reading related parts form required materials. | |
| 12 | Introducing the Demand and Capacity Management | Reading related parts form required materials. | |
| 13 | Demand and Capacity Management | Reading related parts form required materials. | |
| 14 | Services Quality | Reading related parts form required materials. | |
| 15 | Services Quality Models | Reading related parts form required materials. | |
| 16 | Term Exams | Studying for exam | |
| 17 | Term Exams | Studying for exam |
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 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||