| Course Description |
|
| Course Name |
: |
Services Marketing |
|
| Course Code |
: |
MG43 706 |
|
| Course Type |
: |
Compulsory |
|
| Level of Course |
: |
Second Cycle |
|
| Year of Study |
: |
1 |
|
| Course Semester |
: |
Spring (16 Weeks) |
|
| ECTS |
: |
5 |
|
| Name of Lecturer(s) |
: |
Assoc.Prof.Dr. HİLAL İNAN
|
|
| Learning Outcomes of the Course |
: |
Realizes definition and basic features of services.
Understands stages and importance of developing new services.
Has knowledge about pricing strategies that can be used for pricing of services.
Has knowledge about promotion strategies for services.
Has knowledge about distribution channels methods for delivery of services to consumers.
Determines strategies for capacity and demand management.
Makes suggestions for determining and developing dimensions of services quality.
|
|
| Mode of Delivery |
: |
Face-to-Face |
|
| Prerequisites and Co-Prerequisites |
: |
None |
|
| Recommended Optional Programme Components |
: |
None |
|
| Aim(s) of Course |
: |
The purpose of this course is to understand the services and the marketing strategies for services which requires distinctive approaches. |
|
| Course Contents |
: |
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. |
|
| Language of Instruction |
: |
Turkish |
|
| Work Place |
: |
Classroom |
|
|
Course Outline /Schedule (Weekly) Planned Learning Activities |
| Week | Subject | Student's Preliminary Work | Learning Activities and Teaching Methods |
|
1 |
Definition of Services Concept |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
2 |
Distinctive Features of Services |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
3 |
Distinctive Features of Services |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
4 |
Classification of Services |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
5 |
Understanding the Services Products |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
6 |
Pricing of Services |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
7 |
Promoting of Services |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
8 |
Midterm Exam |
Studying for exam |
Multiple Choice Exam |
|
9 |
Delivery of Services |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
10 |
Expanded Marketing Mix Elements |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
11 |
Expanded Marketing Mix Elements |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
12 |
Demand and Capacity Management |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
13 |
Demand and Capacity Management |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
14 |
Services Quality |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
15 |
Services Quality |
Reading related parts form required materials. |
Lecture, examples from daily life |
|
16/17 |
Final Exam |
Studying for exam |
Multiple Choice Exam |
|
|
|
Required Course Resources |
| Resource Type | Resource Name |
| Recommended Course Material(s) |
 Hizmet Pazarlaması, Yar.Doç.Dr. Hilal İNAN, Nobel Kitapevi, 2010.
Hizmet Pazarlaması, Kasım Karahan, Beta Basım Yayım.
Hizmet Pazarlaması, Orhan İçöz, Turhan Kitabevi Ankara.
|
| |
| Required Course Material(s) |
Hizmet Pazarlaması, Prof.Dr. Sevgi Ayşe ÖZTÜRK, 8.Baskı, Ekin Basın Yayın Dağıtım, 2008.
|
|
|
| Contribution of the Course to Key Learning Outcomes |
| # | Key Learning Outcome | Contribution* |
|
1 |
Have the ability and the knowledge to plan, practise and control stages of marketing function. |
5 |
|
2 |
Can understand marketing science as an interdisciplinary context and in a systematic way |
5 |
|
3 |
Can analyze academic materials of marketing, recognize and evaluate different aspects in marketing area. |
5 |
|
4 |
Can explain how to create the basic theoretical models of marketing management in literature and how to implement numerical and statistics methods. |
4 |
|
5 |
Can determine the appropriate methods to solve the marketing problems faced by the company. |
5 |
|
6 |
Can implement marketing management methods by following the fundamental steps. |
5 |
|
7 |
Can develop the capabilities of using database and statistical programmes to support the decision-making process. |
4 |
|
8 |
Can take responsibility as an individual and/or as part of a team, can lead and work effectively. |
5 |
|
9 |
Follows the latest developments in the field of marketing and continiously updates himself in recognition of the need for lifelong learning. |
5 |
|
10 |
Have the ability to benefit from different sources, synthesize the information obtained and present it effectively in the framework of academic rules. |
5 |
|
11 |
Have the abiliy to make appropriate speech and presentations for academic and business life on marketing issues by using visual materials in Turkish and at least one different language. |
5 |
|
12 |
Have the ability to inquire into the traditional approaches, practices and methods and, if considered necessary, to develop and implement new ways of working. |
5 |
|
13 |
Have the abiliity to research on the science of marketing to form the basis for the decision-making process. |
5 |
|
14 |
Have the ability to determine the marketing management approaches, applications and methods which are appropriate for the business’s sector, growth, resources, culture, goals and aims. |
5 |
| * Contribution levels are between 0 (not) and 5 (maximum). |
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