Course Name Code Semester T+U Hours Credit ECTS
Service Marketing ISL 463 7 2 + 0 2 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Optional
Course Coordinator Dr.Öğr.Üyesi SEMİH OKUTAN
Course Lecturers Dr.Öğr.Üyesi SEMİH OKUTAN,
Course Assistants

Res.Ass. Çiğdem UĞAN

Course Category
Course Objective

The aim of this course is to explain students fundamental concepts in service marketing. 
to analyze service marketing mix elements and the extended marketing mix in service businesses.


Course Content

This course consists of analyzing the definition of service marketing and environmental conditions that affect service marketing business and explaining service marketing mix which is service marketing elements.


# Course Learning Outcomes Teaching Methods Assessment Methods
1 Explain basic concepts and topics concerning services marketing Lecture, Discussion, Testing, Homework,
2 To analyse and create the services marketing mix Lecture, Discussion, Testing, Homework,
3 To synthesise the concepts of service quality, customer expectations and customer satisfaction and make suggestion for marketing practices Lecture, Discussion, Testing, Homework,
4 Understands the concept of product design in services and formulates service design practices for various service sectors Lecture, Discussion, Testing, Homework,
5 Makes analysis regarding supply and demand management for services and create marketing strategies in light of these analyse Lecture, Discussion, Testing, Homework,
6 To explain the fundamental concepts in relation to pricing decisions in services industry and able to develop pricing strategies Lecture, Discussion, Testing, Homework,
7 Understands the SERVICESCAPE concept and applies it Lecture, Discussion, Testing, Homework,
8 Understands the fundamentals of yield management, analyzes and applies it. Lecture, Discussion, Testing, Homework,
9 Knows and applies marketing strategies. Lecture, Discussion, Testing, Homework,
Week Course Topics Preliminary Preparation
1 Introduction to service marketing
2 Customer Satisfaction and service quality
3 Customer expectations management
4 Consumer behavior and perceptions of service quality
5 Service cape in service offer
6 Product concept in service marketing
7 New service design
8 Pricing in service marketing
10 Yield management
11 Supply management in service sector
12 Demand management in service sector
13 Customer retention ways
14 Case studies
Course Notes <p>&Ouml;zt&uuml;rk Ayşe, Hizmet Pazarlaması,, Ekin Kitabevi, 2006.<br /> Karahan Kasım. , Hizmet Pazarlaması, Beta Yayıncılık, 2000.<br /> Ahmet H. İSLAMOĞLU ve diğr. Hizmet Pazarlaması, Beta Yayıncılık, 2006.<br /> Tek, &Ouml;mer Baybars, Pazarlama İlkeleri, Global Y&ouml;netimsel Yaklaşım T&uuml;rkiye Uygulamaları, 7.B., Cem ofset, 1999<br /> Roetzer., Paul.The marketing agency blueprint</p>
Course Resources

Öztürk Ayşe, Hizmet Pazarlaması,, Ekin Kitabevi, 2006.
Karahan Kasım. , Hizmet Pazarlaması, Beta Yayıncılık, 2000.
Ahmet H. İSLAMOĞLU ve diğr. Hizmet Pazarlaması, Beta Yayıncılık, 2006.
Tek, Ömer Baybars, Pazarlama İlkeleri, Global Yönetimsel Yaklaşım Türkiye Uygulamaları, 7.B., Cem ofset, 1999
Roetzer., Paul.The marketing agency blueprint

Order Program Outcomes Level of Contribution
1 2 3 4 5
1 PLANNING-To have the necessary level of expertise for planning in health institutions X
2 PROBLEM SOLVING AND DECISION MAKING-Having problem solving and decision making skills by using qualitative and quantitative methods X
3 ORGANIZATION- To have the necessary information to make job analysis, job description and job requirements and to make use of these to design service processes and to form units and reorganize them accordingly. X
4 COMMUNICATION - having the ability to communicate and develop with employees, patients / relatives, colleagues and other internal and external stakeholders X
5 LEADERSHIP-Identifying power sources appropriate to environmental conditions and applying appropriate leadership styles by utilizing these resources X
6 MOTIVATION- Determining the needs of subordinates by taking into consideration the working conditions, identifying appropriate targets and having the knowledge and skills to provide motivation both within the team and individually. X
7 HUMAN RESOURCES MANAGEMENT- Knowing the functions of human resources management and having the knowledge and skills to manage human resources in accordance with the principles of human resources management X
8 COORDINATION- To have the necessary knowledge and skills to ensure the unification of efforts towards the realization of corporate objectives by considering both institutional and individual efforts. X
9 REPORTING- Gather information about administrative, financial and technical issues, prepare reports on administrative, financial and technical issues by using this information and evaluate these reports. X
10 BUDGETING-To know budgeting methods, to perform budgeting activities, to make end-of-term transactions by making adjustments and corrections if necessary X
11 CONTROL / INSPECTION- Knowing and applying the necessary controls regarding the general operation of the institution, stock and inventory management, human resources and corporate performance and hospital quality system in the light of legal regulations X
12 REPRESENTATION- To represent the institution in the presence of other institutions and organizations and stakeholders, to organize the necessary activities on this subject and to have the necessary skills to ensure the participation of internal and external stakeholders in these activities. X
13 makes recommendations that will contribute to field of his/her expertise. X
14 KNOWLEDGE MANAGEMENT-Establishing policies related to information management, organizing and setting up information management systems, documenting and using data X
15 QUALITY PATIENT AND EMPLOYEE SAFETY- Determining quality and patient safety policies, collecting data for this purpose, analyzing and evaluating data by using measurement methods, and ensuring that the results are used for improvement X
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 50
1. Kısa Sınav 10
2. Kısa Sınav 10
1. Ödev 30
Total 100
1. Yıl İçinin Başarıya 50
1. Final 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 8 8
Assignment 1 12 12
Final examination 1 16 16
Quiz 2 5 10
Total Workload 126
Total Workload / 25 (Hours) 5.04
dersAKTSKredisi 5