TÜRKÇE
ENGLISH
Information
| Code | MG3803 |
| Name | Services Marketing |
| Term | 2024-2025 Academic Year |
| Term | Fall and Spring |
| Duration (T+A) | 4-0 (T-A) (17 Week) |
| ECTS | 8 ECTS |
| National Credit | 4 National Credit |
| Teaching Language | Türkçe |
| Level | Doktora Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Prof. Dr. HİLAL İNAN |
| Course Instructor |
Prof. Dr. HİLAL İNAN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to give advanced level information to students about service marketing and different strategies for services.
Course Content
This course consists of the subjects of the definition and basic characteristics of services, service positioning, product-pricing, distribution and promotion strategies for services, service quality, online services marketing and international services marketing.
Course Precondition
Without prerequisite
Resources
Services Marketing, Christopher Lovelock
Notes
Current articles
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Understand the definition and basic characteristics of service |
| LO02 | Understand the steps and importance of new service development |
| LO03 | Explain different pricing strategies for services |
| LO04 | Explain the promotion strategies for services |
| LO05 | Explain the distribution strategies for services |
| LO06 | Have ability to determine demand and capacity strategies for services |
| LO07 | Have ability to develop methods for determining and developing service quality dimensions |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic theoretical models for business field | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Lists and identifies the theories that will contribute to the development of scientific methods and tools used in business | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Has an understanding of the legal and ethical issues faced by the Business profession | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how to interpret the findings as a result of models used in business methods. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Creates sufficient knowledge to find a solution to the problems met by business | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | Contributes to business by following the basic steps of the methods used in business | 5 |
| PLO07 | Bilgi - Kuramsal, Olgusal | Apply the application of business management methods. | 5 |
| PLO08 | Bilgi - Kuramsal, Olgusal | Encourages taking responsibility, claiming the lead and working effectively in a team and / or individually. | 3 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Keeps track of the latest developments in the field as a recognition of the need for lifelong learning and constant renewal | 5 |
| PLO10 | Beceriler - Bilişsel, Uygulamalı | Utilizes scientific sources in the field, collect the data, synthesizes the obtained information and presents the outcomes effectively | 4 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Has a good command of Turkish, as well as at least one another foreign language in accordance with the requirements of academic and work life | 4 |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Develops and implements new research methods that will contribute to the development of the business field | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Develops new guidelines for the business managers’ decision making processes by researching on sub-disciplines of the business field. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Forms the basis for the decision-making process by researching on the science of business field |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Introduction to Services Marketing | general introduction and sharing of case studies and articles | Öğretim Yöntemleri: Tartışma |
| 2 | The concept of services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 3 | Basic Characteristics of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 4 | The Positioning of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 5 | Creating of Service Product | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 6 | Core and Supporting Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 7 | Pricing of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 8 | Mid-Term Exam | preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Promotion of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 10 | Distribution of Services | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 11 | The Importance of Demand and Capacity Management | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 12 | Demand and Capacity Management | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 13 | Service Quality | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 14 | The role of Internet on Service Marketing | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 15 | Internet and Service Marketing | articles and case studies | Öğretim Yöntemleri: Tartışma |
| 16 | Term Exams | preparing for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | preparing 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 | 4 | 56 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 8 | 112 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 2 | 4 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 12 | 12 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 212 | ||
| Total Workload / 25 (h) | 8,48 | ||
| ECTS | 8 ECTS | ||