| 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 |
| Resources | |
|---|---|
| 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.
|
| 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 | ||