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)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Dr. Zeki Toy
Course Assistant(s)
Schedule
The course is not offered this semester.
Office Hour(s)
Teaching Methods and Techniques
- Eclectic, lecturing, discussion.
Principle Sources
- "Sercices Marketing and Management" course notes.
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
50
Final Exam
1
50
Program Outcomes
PO-1
OP-1. Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
OP-2. Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
OP-3. Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
OP-4. Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
OP-5. Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
OP-6. Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
OP-7. Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
OP-8. Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
OP-9. Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
OP-10. Possesses ethical principles and scientific values in collection, interpretation and release of data.
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.
