Most organizations provide a service of some sort or another. For organizations such as airlines, trains, universities, car rental, health or government agencies service represents a major part of what they have to offer. They are known as service organizations. For others whose business is the manufacture of products, e.g. computers, mobile phones, washing machines, service is of lesser, albeit significant importance. There are particular problems and challenges in managing services, namely intangibility, inseparability, variability and perishability. This course addresses all these and other related aspects of services marketing.
Prerequisite(s)
Corequisite(s)
Special Requisite(s)
Instructor(s)
Course Assistant(s)
Schedule
Office Hour(s)
Teaching Methods and Techniques
Principle Sources
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Hizmet kavramı
- Eclectic, lecturing, discussion
2. Week
Hizmetlerin özellikleri
- Eclectic, lecturing, discussion
3. Week
Soyutluk
- Eclectic, lecturing, discussion
4. Week
Heterojenlik (türdeş olmama)
- Eclectic, lecturing, discussion
5. Week
Dayanıksızlık (stoklanamama)
- Eclectic, lecturing, discussion
6. Week
Eş zamanlı üretim / tüketim (ayrılmazlık)
- Eclectic, lecturing, discussion
7. Week
Değişken talep
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Hizmet Pazarlama Karması
- Eclectic, lecturing, discussion
10. Week
Pazarlamanın 7P’si
- Eclectic, lecturing, discussion
11. Week
Yeni Yaklaşım - Pazarlamanın 8P’si
- Eclectic, lecturing, discussion
12. Week
Yeni Yaklaşım - Pazarlamanın 8P’si
- Eclectic, lecturing, discussion
13. Week
Yeni Yaklaşım - Pazarlamanın 8P’si
- Eclectic, lecturing, discussion
14. Week
Kâr Amacı Gütmeyen Kuruluşlarda Hizmet Pazarlaması
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Quizzes
1
10
Final Exam
1
50
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific, and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioral sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modeling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develop effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in a minimum of one foreign language.
PO-11
Acquires basic knowledge about sustainable business understanding, sustainable business functions, and the concept of sustainability.
PO-12
In line with the requirements of the digital age, they gain experience and knowledge to see and analyze the business as a whole, analyze market behavior, sales, and planning, budget management, financing, create a strategy, read competitor strategies, construct scenarios and performance evaluation skills through teamwork on a virtual simulation program.
PO-13
Having both basic computer usage knowledge and advanced Excel usage knowledge required by the business world for writing formulas, data analysis, modeling, and using macros.
PO-14
Acquires knowledge and skills about current information systems and how to use these systems in business problems.
PO-15
Gains the competence to use an ERP-based computer software in the field of accounting and to apply financial accounting transactions digitally on this software.
Learning Outcomes
LO-1
Students critically discuss the unique nature and characteristics of services and the active role of the customer within the service system and value creation processes.
LO-2
Students apply an understanding of the key issues and elements that play into the measurement and management of service quality and customer satisfaction.
LO-3
Students critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationships.
LO-4
Students discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
LO-5
Students learn key linkages between marketing and other business functions in the context of designing and operating an effective service system.
