COURSE UNIT TITLE

: SERVICE MARKETING

DEGREE PROGRAMMES

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 aim of the course is to develop a perspective on the service sector and to master the field-related issues with guiding information, ideas and examples for the marketing of intangible services and to be able to think strategically on these issues.

Learning Outcomes of the Course Unit

1   To understand the basic features and distinctive aspects of services
2   To define service marketing policies and explain with examples
3   To compare and comment on sectoral service marketing practices
4   To compare service marketing practices in terms of the 7P marketing mix
5   To evaluate service marketing mix 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 extended service marketing mix
4 Market segmentation, target market and positioning in service marketing
5 Service as a product, new service development strategies
6 Pricing and pricing policies in services
7 Distribution in services and service-consumer contact points, distribution types
8 Mid-term Exam
9 Marketing communication in services
10 People in services (participants)
11 Process in services
12 Physical evidence in services
13 Supply management in services
14 Demand management in services
15 Service quality

Recomended or Required Reading

Textbook(s):
(Ed.) Prof.Dr. Berrin ONARAN, Yrd.Doç.Dr. Alparslan ÖZMEN, (2017), Hizmet Pazarlaması, Efil publishing, Ankara.
Supplementary Book(s):
Erdoğan Koç(2021) Hizmet Pazarlaması ve Yönetimi, Global ve Yerel yaklaşım, Seçkin publishing, Ankara.
Sevgi Ayşe Öztürk, (2013), Hizmet Pazarlaması, Ekin publishing Bursa.

Planned Learning Activities and Teaching Methods

1. Lecture
2. Examples

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


Further Notes About Assessment Methods

None

Assessment Criteria

Five learning outcomes will be evaluated through midterm and final exams in terms of understanding the basic concepts specific to service marketing, making analysis using 7P components, and developing strategies with sectoral examples.

Language of Instruction

Turkish

Course Policies and Rules

70% attendance to the course is compulsory

Contact Details for the Lecturer(s)

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

Office Hours

Monday, 14:00-15:30

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 2 28
Preparations before/after weekly lectures 14 1 14
Preparation for midterm exam 1 8 8
Preparation for final exam 1 15 15
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 67

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.2111
LO.31111
LO.41111
LO.5111

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

Copyright 2015 DEÜ. BİD

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