Dokuz Eylül University Information Package / Courses Catalog

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type Of Course	D	U	L	ECTS
IPL 7046	SERVICE MARKETING	COMPULSORY	3	0	0	5

Offered By

Marketing Management (Non-Thesis-Evening)

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR ENGIN ÖZGÜL

Offered to

Marketing Management (Non-Thesis-Evening)

Course Objective

By obtaning the different attributions of services gets skills and knowledge expanded about marketing management necassary for services business.

Learning Outcomes of the Course Unit

1	Gets clear of the notions related to service marketing.
2	Can design the marketing mix aspects of service firms.
3	Develops the marketing strategies related to service firms.
4	Evaluates the effiency of service marketing applications.
5	Gets experience about marketing efforts of service firms.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week	Subject	Description
1	Introduction and Course Description
2	Service concept and shared features.
3	Services and marketing mix
4	The classfication of services
5	Product in services firms
6	Distribution in services firms
7	Pricing in services firms
8	Promotion in services firms
9	Service marketing, personnel and client.
10	Service marketing and phsyical evidences.
11	Demand and capacity management in service firms.
12	Service quality and relationship marketing
13	Modern approaches in sevice business.
14	Conclusion and Evaluation

Recomended or Required Reading

Ayşe Öztürk (2009) Hizmet Pazarlaması
Hizmet Pazarlaması , Kasım Karahan, Beta yayıncılık
Marketing Services, Competing Through Quality, Leonard Berry and A.Parasuraman
Other Study Materials: All articles, studies and books related to strategic marketing management.

Planned Learning Activities and Teaching Methods

Issue telling, case study, ask and answer method, presentation

Assessment Methods

SORTING NUMBER	SHORT CODE	LONG CODE	FORMULA
1	MTE	MIDTERM EXAM
2	STT	TERM WORK (SEMESTER)
3	FIN	FINAL EXAM
4	FCG	FINAL COURSE GRADE	MTE * 0.30 + STT * 0.30 + FIN* 0.40
5	RST	RESIT
6	FCGR	FINAL COURSE GRADE (RESIT)	MTE * 0.30 + STT * 0.30 + RST* 0.40

*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

The information level related to basic notions of service marketing, model and marketing management tools and strategic marketing facilities will scaled by exam and debates within
courses; the effiency consideration of service firms and the experiences of marketing facilities will scaled by case studies and presentations related to this subject.

Language of Instruction

Turkish

Course Policies and Rules

1. It's important to attend courses.
2. It's an obligation to obey to scientific research and the ethic rules during the preparation of presentations.
3. The homeworks has to be turn over in time.
4. It's expected in presentations to be supported by firm applications.
5. The information and notices would be followed which are made on the web page of the course and DEBIS

Contact Details for the Lecturer(s)

Engin Özgül, PhD

Associate Professor of Marketing
Dokuz Eylül University
Faculty of Economics&Administrative Science
Dokuzcesmeler Campus
35160 Buca/Izmir/Turkey
E-mail : engin.ozgul@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Lectures	14	3	42
Preparation for midterm exam	1	15	15
Preparation for final exam	1	20	20
Preparing assignments	1	20	20
Preparing presentations	1	5	5
Preparations before/after weekly lectures	14	2	28
Midterm	1	3	3
Final	1	3	3
TOTAL WORKLOAD (hours)			136

Contribution of Learning Outcomes to Programme Outcomes

PO/LO	PO.3	PO.5	PO.6	PO.8	PO.10
LO.1		1
LO.2				1
LO.3			1
LO.4	1
LO.5					1

COURSE UNIT TITLE

DEGREE PROGRAMMES

Description of Individual Course Units

Offered By

Level of Course Unit

Course Coordinator

Offered to

Course Objective

Learning Outcomes of the Course Unit

Mode of Delivery

Prerequisites and Co-requisites

Recomended Optional Programme Components

Course Contents

Recomended or Required Reading

Planned Learning Activities and Teaching Methods

Assessment Methods

Further Notes About Assessment Methods

Assessment Criteria

Language of Instruction

Course Policies and Rules

Contact Details for the Lecturer(s)

Office Hours

Work Placement(s)

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes

CONTACT INFORMATION