| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Bachelor's Degree |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 5 |
| NAME OF LECTURER(S) | Professor Zeliha Eser
Professor Feride Bahar Işın
Associate Professor Selay Ilgaz Sümer
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) Know the differences between traditional marketing and services marketing
2) Know how to conduct SWOT analysis in Service Businesses
3) Know the positioning of services
4) Develop strategies for service businesses
5) Know the globalization of services.
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | Yes(BUS231) |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | No |
| COURSE DEFINITION | This course aims to recognize the characteristics of services and services marketing practices. In this course, services classifications, service quality, relationship marketing, service encounters, demand and capacity management and marketing mixes in services will be discussed. |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Introduction, New Perspectives on Marketing in the Service Economy
| | 2nd Week | Consumer Behavior in a Services Context
| | 3rd Week | Positioning Services, Developing Service Products: Core and Supplementary Elements
| | 4th Week | Distributing Services through Physical and Electronic Channels
| | 5th Week | Setting Prices and Implementing Revenue Management
| | 6th Week | Promoting Services and Educating Customers
| | 7th Week | Designing and Managing Service Processes
| | 8th Week | Services and Physical Environment
| | 9th Week | Services and Participants
| | 10th Week | Services and Customer Relationship Management
| | 11th Week | Improving Service Quality
| | 12th Week | Project Presentations and Report Submission
| | 13th Week | Project Presentations and Report Submission
| | 14th Week | Project Presentations and Report Submission
|
|
| RECOMENDED OR REQUIRED READING | Christopher Lovelock & Jochen Wirtz, Services Marketing: People, Technology, Strategy, Pearson Education. |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Questions/Answers,Discussion,Lecture,Project,Presentation |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Project | 1 | 30 | | Presentation of Case Study | 1 | 25 | | Other | 1 | 15 | | Total(%) | | 70 | | Contribution of In-term Studies to Overall Grade(%) | | 70 | | Contribution of Final Examination to Overall Grade(%) | | 30 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | | | | | Preparation for Quiz | | | | | Individual or group work | 1 | 27 | 27 | | Preparation for Final exam | 1 | 40 | 40 | | Course hours | 14 | 3 | 42 | | Preparation for Midterm exam | | | | | Laboratory (including preparation) | | | | | Final exam | 1 | 2 | 2 | | Homework | | | | | Project | 1 | 55 | 55 | | Total Workload | | | 166 |
|---|
| Total Workload / 30 | | | 5,53 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | English |
| WORK PLACEMENT(S) | No |
| | |
