TÜRKÇE
ENGLISH
Information
| Code | BUSS416 |
| Name | Services Marketing |
| Term | 2024-2025 Academic Year |
| Semester | 8. Semester |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | İngilizce |
| Level | Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
| Course Instructor |
1 2 |
Course Goal / Objective
The purpose of this course is to understand the services and the marketing strategies for services which require distinctive approaches.
Course Content
This course consists of the subjects of definition and scope of services, basic characteristics of services, marketing mix for services, demand and capacity management and services quality.
Course Precondition
Without prerequisite
Resources
Essentials of Services Marketing, 3rd Edition, by Wirtz&Lovelock, Pearson Education 2018.
Notes
Current articles
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Recognize distinctive aspects of services. |
| LO02 | Explain service products and development and designing of services. |
| LO03 | Explain price, place and promotion strategies for services. |
| LO04 | Describe the role of employees and customers in service delivery. |
| LO05 | Determine the importance of physical evidence. |
| LO06 | Explain demand and capacity management. |
| LO07 | Explain the importance of service quality. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explaining business concepts and their interrelationships | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explaining the basic theoretical models, numerical and statistical methods of business management | 3 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Explaining the relationship between basic economics concepts and business management concepts | 5 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explaining how to apply theoretical, numerical and statistical methods used in business management | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explaining how to interpret the results obtained as a result of the creation/application of theoretical, numerical and statistical methods used in business management | |
| PLO06 | Bilgi - Kuramsal, Olgusal | Applying business management methods by following the basic steps | 5 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Determine appropriate methods to solve business problems | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Evaluate the results that are obtained from applications of business management methods. | |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Use basic numerical and statistical softwares. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Use basic enterprise resource planning (ERP) softwares | 4 |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | Working effectively individually and/or in a team | 3 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Being aware of the necessity of lifelong learning, constantly renewing itself by following the current developments in the field. | 4 |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Presenting information effectively in an unfamiliar field by using different sources within the framework of academic rules. | 4 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Use Turkish and at least one foreign language in accordance with the prerequisities of academic and business context | 3 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Accurately express the obtained information and comments verbally and in writing | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Applying new working methods when deemed necessary by questioning traditional approaches, practices and methods | |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Acting in accordance with social, scientific and professional ethical values from an entrepreneurial perspective | 5 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Determining the most appropriate business management approaches, practices and methods by considering the sector, size, resources, culture, goals and objectives of the enterprises. | 5 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Interpreting the effects of external environmental factors such as sector structure, competition, technology, economy, politics, culture, which affect the activities of businesses, on businesses. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Description of Services | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 2 | Distinctive aspects of services | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Classifications of services | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 4 | The customer experience | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 5 | Positioning service in the market place | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 6 | Targeting customers and building relationship | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Service products | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 8 | Mid-Term Exam | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Service products (cont.) | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 10 | Pricing of services | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Promoting services | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 12 | Delivering services | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 13 | Expanded Marketing Mix Elements | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 14 | Demand and Capacity Management | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 15 | Service Quality | Reading related chapter | Öğretim Yöntemleri: Anlatım, Tartışma |
| 16 | Term Exams | Studying for exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for 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 | 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 | ||