COURSE UNIT TITLE

: SERVICE MARKETING

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ISL 4054 SERVICE MARKETING ELECTIVE 3 0 0 4

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR EZGI KARATAŞ YÜCEL

Offered to

Business Administration
Business Administration (Evening)

Course Objective

Today, the emergence of an increasing number of service enterprises and the increase in competition in the service sector cause the enterprises working in this sector to turn to marketing in order to differentiate from their competitors. In this direction, the aim of this course is to provide the students who take the course with a conceptual perspective on the service sector and service marketing, which are gaining more and more importance, and to enable them to follow the developments in the service sector by adopting the service marketing mix and the importance of the concepts of customer and quality in service marketing.

Learning Outcomes of the Course Unit

1   To be able to define the concept of service and to express an opinion about the service sector.
2   Expressing similarities and differences between product and service
3   To be able to define the service marketing mix and to indicate the importance of mix elements for businesses.
4   To be able to deal with service marketing applications from a theoretical perspective and compare them with other applications
5   To be able to explain the importance of quality and customer relations in service marketing

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The Concept of Service
2 Key Features of Services and Classification of Services
3 Service Sector in Türkiye and the World
4 Product and Service Differences, Traditional Marketing Mix vs. Service Marketing Mix
5 Product in Service Marketing
6 Pricing of Services
7 Distribution in Service Marketing
8 Promotion in Service Marketing
9 Service Marketing And Personnel
10 Process Management in Service Marketing
11 Physical Evidence in Services
12 Importance of Quality in Service Marketing
13 Customer Management in Service Marketing
14 Current Approaches in Service Marketing

Recomended or Required Reading

Koç, E. (2021). Hizmet Pazarlaması ve Yönetimi: Global ve Yerel Yaklaşım. Seçkin Yayıncılık, Ankara.
Islamoğlu, A. H., Candan, B., Hacıefendioğlu, Ş. ve Aydın, K. (2020). Hizmet Pazarlaması, Beta Basım Yayım, Istanbul.
Wilson, A., Zeithaml, V., Bitner, M. J. ve Gremler, D. (2016) Services Marketing : Integrating Customer Focus Across the Firm. McGraw Hill, UK.

Planned Learning Activities and Teaching Methods

Lectures, case studies, presentations, weekly research

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 STT TERM WORK (SEMESTER)
2 MTE MIDTERM EXAM
3 MTEG MIDTERM GRADE STT * 0.50 +MTE * 0.50
4 FIN FINAL EXAM
5 FCG FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60
6 RST RESIT
7 FCGR FINAL COURSE GRADE (RESIT) MTEG * 0.40 + RST * 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

E-posta: ezgi.karatas@deu.edu.tr

Office Hours

will be announced according to the course schedule.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 2 28
Preparation for midterm exam 1 12 12
Preparation for final exam 1 10 10
Preparing assignments 1 10 10
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 104

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.11
LO.21
LO.31
LO.41
LO.51