Course Name Code Semester T+U Hours Credit ECTS
Service Marketing ISL 423 7 2 + 0 2 5
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level Bachelor's Degree
Course Type Optional
Course Coordinator Prof.Dr. NİLGÜN SARIKAYA
Course Lecturers Prof.Dr. NİLGÜN SARIKAYA,
Course Assistants
Course Category Other
Course Objective

The aim of this course is to explain students fundamental concepts in service marketing, service marketing mix elements, and what service businesses should do about

Course Content

This course consists of teaching, definition of service marketing, analyzing 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 Explains basic concepts and topics concerning services marketing Lecture, Question-Answer, Discussion, Self Study, Testing,
2 Analyses and forms the services marketing mix Lecture, Question-Answer, Discussion, Case Study, Testing, Oral Exam, Homework,
3 Makes synthesis on the concepts of service quality, suctomer expectations and customer satisfaction and make some suggestion in relation to marketing practices Lecture, Discussion, Case Study, Self Study, Testing, Oral Exam,
4 Understands the concept of product design in services and formulates service design practices for various service sectors Lecture, Question-Answer, Discussion, Brain Storming, Case Study, Testing, Homework, Project / Design,
5 Makes analysis regarding supply and demand management for services and forms marketing strategies in light of these analyse Lecture, Discussion, Case Study, Self Study, Testing, Homework,
6 Explains the fundamental concepts in relation to pricing decisions in services industry and able to develop pricing strategies Lecture, Question-Answer, Discussion, Self Study, Testing, Oral Exam, Homework,
7 Understands the SERVICESCAPE concept and applies it Lecture, Discussion, Case Study, Self Study, Oral Exam, Homework, Project / Design,
8 Understands the fundamentals of yield management, analyzes and applies it. Lecture, Question-Answer, Discussion, Case Study, Testing, Homework, Performance Task,
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 Midterm Exam
9 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
Course Resources

HİZMET PAZARLAMASI VE STRATEJİLERİ Prof. Dr. Remzi Altunışık (Editör) İstanbul Beta, Yayın No : 3319 İşletme Ekonomi Dizisi : Baskı - Ekim İSTANBUL.(ANA KAYNAK)

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 Our students will have fundamental knowledge in business administration. X
2 Our students will be able to work in teams, and share information with team members in tasks of business administration X
3 Our students will identify and analyse problems to offer solutions in tasks of business administration. X
4 Our students will participate in projects about business administration process and tasks. X
5 Our students will accept responsibility in order to conclude tasks of business administration. X
6 Our students will define ethical problems in work environment and generate solutions. X
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. X
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills. X
Evaluation System
Semester Studies Contribution Rate
1. Ödev 15
1. Ara Sınav 40
1. Kısa Sınav 15
2. 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 2 32
Hours for off-the-classroom study (Pre-study, practice) 16 2 32
Mid-terms 1 10 10
Assignment 2 20 40
Project / Design 0 12 0
Performance Task (Field Study) 0 16 0
Quiz 1 10 10
Total Workload 124
Total Workload / 25 (Hours) 4.96
dersAKTSKredisi 5