| Course Name | Services Marketing |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MPAZ 203 | Fall | 1 | 2 | 2 | 4 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | Short Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to teach the students the design and marketing of service products, services, pricing, service quality, service capacity management issues and processes. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | This course encompasses service marketing concept, elements, process, classification, communication in conjunction with quality of service. In addition, key concepts in relational marketing and internationalization which are prominent concepts for services marketing are also covered in the course. |
| Related Sustainable Development Goals | |
|
| Core Courses | X |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the course | |
| 2 | What is services marketing? | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 21-23. ISBN: 9789750251450. |
| 3 | McDonaldization of society | Ritzer, G. (2011). Toplumun McDonaldlaştırılması. İstanbul: Ayrıntı Yayınları, pp. 54-67. ISBN: 9789755395777. |
| 4 | Foundations of services marketing | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 31-37. ISBN: 9789750251450. |
| 5 | Customer experience (CX) | Varnalı, K. (2017). Müşteri Deneyimi. İstanbul: MediaCat, pp. 5-13. ISBN: 6052314012. |
| 6 | Product strategies in services marketing | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 41-45. ISBN: 9789750251450. |
| 7 | Price strategies in services marketing | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 46-50. ISBN: 9789750251450. |
| 8 | Midterm exam | |
| 9 | Place strategies in services marketing | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 53-59. ISBN: 9789750251450. |
| 10 | Promotion strategies in services marketing | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 61-63. ISBN: 9789750251450. |
| 11 | Quality of service | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 69-70. ISBN: 9789750251450. |
| 12 | Defect and compensation in service | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 75-81. ISBN: 9789750251450. |
| 13 | Capacity and process management in service | Koç, E. (2017). Hizmet Pazarlamasına Giriş. Ankara: Seçkin, pp. 91-94. ISBN: 9789750251450. |
| 14 | Student presentations | |
| 15 | Review of the semester | |
| 16 | Final exam |
| Course Notes/Textbooks |
|
| Suggested Readings/Materials |
|
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project | 1 | 40 |
| Seminar / Workshop | 1 | 30 |
| Oral Exam | ||
| Midterm | ||
| Final Exam | 1 | 30 |
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 1 | 16 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | 2 | |
| Study Hours Out of Class | 16 | 2 | 32 |
| Field Work | |||
| Quizzes / Studio Critiques | 10 | ||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | |||
| Project | 1 | 15 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 10 | ||
| Final Exams | 1 | 15 | |
| Total | 110 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. | X | ||||
| 2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. | X | ||||
| 3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. | X | ||||
| 4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. | X | ||||
| 5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. | X | ||||
| 6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. | |||||
| 7 | To be able to communicate effectively in oral and written form. | |||||
| 8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. | |||||
| 9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. | X | ||||
| 10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. | |||||
| 11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. | X | ||||
| 12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. | |||||
| 13 | To be able to direct his/her education to a further level of education. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
