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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS PAZ 4221 SERVICE MARKETING ELECTIVE 2 0 0 3

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

PROFESSOR DOCTOR BERRIN ONARAN

Offered to

Marketing Marketing

Course Objective

The main purpose of course is to teach students the knowledge and skills of service marketing.

Learning Outcomes of the Course Unit

1   Being able to define the basic concept of service marketing 2   Being able to explain the service marketing policies 3   Being able to make comments about the sectorel applications 4   Being able to compare service marketing practices 5   Being able to evaluate service businesses and marketing mix of services and strategies

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Development and the importance of the service sector 2 Service concept, properties and classification of the services 3 Service marketing and services marketing mix 4 Personal, customer and physical evidence in service marketing 5 Service as a product 6 Pricing of services 7 Mid-term Exam 8 Mid-term Exam 9 Services distribution decisions 10 Services promotion decisions 11 Services promotion decisions 12 Demand and capacity management in service enterprises 13 Service Quality 14 Service quality develeopment strategy

Recomended or Required Reading

Textbook(s): Sevgi Ayşe Öztürk, Hizmet Pazarlaması, Ekin Yayınevi, 2006. Supplementary Book(s): Kasım Karahan, Hizmet Pazarlaması, Beta Yayınevi, Istanbul, 2006. Hamdi Islamoğlu, Burcu Candan, Şenol Hacıefendioğlu, Kenan Aydın, Hizmet Pazarlaması, Beta Basım, Istanbul, 2006.

Planned Learning Activities and Teaching Methods

Lecture

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FN Final 3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

The five learning outcomes will be assessed by midterm and final exams, and competence level of the students in terms of the planned outcomes will also be tested with case study discussions.

Language of Instruction

Turkish

Course Policies and Rules

70% attendance to the course is compulsory

Contact Details for the Lecturer(s)

E-mail: berrin.yuksel@deu.edu.tr Tel: 0.232.3012550

Office Hours

Monday, 16:00-17:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 2 24 Preparations before/after weekly lectures 12 3 36 Preparation for midterm exam 1 4 4 Preparation for final exam 1 8 8 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 74

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 LO.1 1 LO.2 1 1 LO.3 1 1 LO.4 1 1 1 LO.5 1 1 1