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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 5009 SERVICE MARKETING COMPULSORY 3 0 0 5

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR NIHAN ÖZGÜVEN TAYFUN

Offered to

Course Objective

By providing an understanding of different aspects of services, increasing the needed marketing management skills and knowledge at service businesses.

Learning Outcomes of the Course Unit

1   To be able to understand the concepts related with service marketing 2   To be able to design the marketing mixes of service businesses 3   To be able to develop marketing strategies related with service businesses 4   To be able to evaluate and interpret the service marketing applications 5   To be able to gain experience on management of marketing activities at service businesses

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 The concept of service and common features 3 Services and the marketing mix 4 Classification of services 5 Product at service businesses 6 Price at service businesses 7 Place at service businesses 8 Promotion at service businesses 9 Service marketing and personnel 10 Service and customer 11 Service marketing and physical evidences 12 Demand and capacity management at service businesses 13 Service quality and relationship marketing 14 Conclusion and Evaluation

Recomended or Required Reading

1. Ayşe S. Öztürk (2009) Hizmet Pazarlaması Ekin Yayınları. 2. Hizmet Pazarlaması, Kasım Karahan, Beta Yayıncılık 3. Marketing Services: Competing Through Quality, Leonard Berry and A. Parasuraman

Planned Learning Activities and Teaching Methods

The course will be proccessed heavily with interactive method and discussion method

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 * 0.20 + FIN* 0.50 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.30 + STT * 0.20 + RST* 0.50 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

All of the learning outcomes are being measured at the interactive discussion process in the courses

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

gunal.once@deu.edu.tr

Office Hours

Will be announced at the beginning of semester

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparation for midterm exam 1 20 20 Preparation for final exam 1 25 25 Preparations before/after weekly lectures 14 3 42 Final 1 1,5 2 Midterm 1 1,5 2 TOTAL WORKLOAD (hours) 133

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 LO.1 1 LO.2 1 LO.3 1 LO.4 1 LO.5 1