SERVİCE MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
IBY317	SERVİCE MARKETING	5	3	3	5

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assoc.Prof. EMEL TOZLU ÖZTAY
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	This course aims to provide the student with knowledge and skills of analyzing the expanded marketing mix in service management by using basic concepts related to service marketing.
Contents of the Course Unit:	Contents of the course include service marketing, environmental conditions affecting actions of service marketing, service marketing mix and new product design (blue print) in service management.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Explain concepts related to service marketing.
Analyze service marketing mix.
Analyze methods of offer and demand in service sector.
Create pricing strategies for service sector.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	-	Introduction to service marketing	Lecture, Question-Answer, Discussion
2	Reading	Customer satisfaction and service quality	Lecture, Question-Answer, Discussion
3	Reading	Customer expectations and management	Lecture, Question-Answer, Discussion
4	Reading	Customer behaviours and perception of service quality	Lecture, Question-Answer, Discussion
5	Reading	Physical elements in service presentation (serviscape)	Lecture, Question-Answer, Discussion
6	Reading	Concept of output in service marketing	Lecture, Question-Answer, Discussion
7	Reading	New service design (Blue Print)	Lecture, Question-Answer, Discussion
8	-	MID-TERM EXAM	-
9	Reading	Pricing of the services	Lecture, Question-Answer, Discussion
10	Reading	Income management (Yield management)	Lecture, Question-Answer, Discussion
11	Reading	Offer management in service sector	Lecture, Question-Answer, Discussion
12	Reading	Demand management in service sector	Lecture, Question-Answer, Discussion
13	Reading	Ways of customer retention	Lecture, Question-Answer, Discussion
14	Reading	Case Study	Lecture, Question-Answer, Discussion
15	Reading	Case Study	Lecture, Question-Answer, Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Ozturk, A. (2006). “Hizmet Pazarlamasi”, Ekin Bookstore.
Islamoglu, A. (2006). “Hizmet Pazarlamasi”, Beta Publications.
Karahan, K. (2000). “Hizmet Pazarlamasi”, Beta Publications.
Tek, O. (1999). “Pazarlama Ilkeleri, Global Yonetimsel Yaklasim Turkiye Uygulamalari”, 7.Edition, Cem ofset.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the basic concepts in the field and the basic disciplines arising from these concepts.			2
2	Compare current theories in the field and communication theories.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Solve problems related to the field by identifying problems related to the field.	0
2	Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.				3

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.				3
2	Using field knowledge, identify and solve problems related to field.		1

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the projects in line with the field of campaign analysis, in line with the communication plan to be prepared.	0
2	By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Taking part in public relations campaigns and advertising projects, implements the duties assigned to them within the team.	0
2	Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.	0
3	Designs a communication plan by taking responsibility in case of problems related to the field.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describe creative production, presentation and persuasion techniques to support the professional expertise.		1
2	Analyze the developments, changes and innovations in his field and gices an example.			2

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Effectively explain his/her opinion in the context of advertising, public relations, marketing, etc. to related persons and institutions in writing and verbal.	0
2	Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Determine career goals by establishing cooperation with the sector in line with the information he/she has.		1
2	Analyze and interpret the social and global impacts of issues related with communication.		1
3	Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.			2

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	13	3	39
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	6	4	24
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	7	3	21
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	42	0	128