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SERVICE MARKETING IN INTERNATIONAL TRADE PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
UTY311 SERVICE MARKETING IN INTERNATIONAL TRADE 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 Face to face
Coordinator of the Course Unit Prof.Dr. OSMAN ERGÜVEN VATANDAŞ
Instructor(s) of the Course Unit Assist.Prof.Dr. HACER HANDAN DEMİR

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to enable students to understand the importance of international trade and to explain the concepts of international service marketing with examples.
Contents of the Course Unit: Contents of the course include the subjects such as Historical Development and Activity of Field of international trade; Marketing Concept; Importance of Strategic Planning and Marketing; Strategic Management Elements; Marketing Research and Information System; Market Types; Consumer Markets and Consumer Behavior; Market Segmentation; Target Market Selection and Sales Forecast; Marketing Mix; Service Marketing Decisions in international trade; Service Life Curve; Customer Relations Management; Service Quality and Marketing Mix Elements in Service Marketing; International Marketing.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Analyze the general characteristics of companies in the field of international trade.
Define the elements of marketing mix.
Explain the elements of marketing mix in service sector.
Interpret the services marketing practises in international trade sector.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 - Introduction to the objectives and content of the course. Historical Development of International Trade and Scope Lecture & Question and Answer & Discussion
2 Reading Definition, Development of Marketing and Marketing concepts, marketing circle Lecture & Question and Answer & Discussion
3 Reading Strategic Planning and Role of Marketing, Strategic Management Elements Lecture & Question and Answer & Discussion
4 Reading Marketing Research and Information Systems and Market Types - Consumer Markets and Consumer Behaviours Lecture & Question and Answer & Discussion
5 Reading Market Segmentation, Target Market Selection and Sales Forecasting Lecture & Question and Answer & Discussion
6 Reading Marketing Mix – Product and Price Lecture & Question and Answer & Discussion
7 Reading Marketing Mix – Distribution and Promotion Lecture & Question and Answer & Discussion
8 - MID-TERM EXAM -
9 Reading General Revision Lecture & Question and Answer & Discussion
10 Reading Service Marketing Decisions in International Trade , Positioning Lecture & Question and Answer & Discussion
11 Reading Service Marketing in International Trade , Life Cycle of Service, Customer Relationship Management Lecture & Question and Answer & Discussion
12 Reading Service Quality and Pricing in Service Marketing Lecture & Question and Answer & Discussion
13 Reading Service Marketing in International Trade – Distribution and Promotion Lecture & Question and Answer & Discussion
14 Reading International Marketing Lecture & Question and Answer & Discussion
15 Reading General Revision Lecture & Question and Answer & Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Lovelock, C., Wirtz J. (2016) Services Marketing: People, Technology, Strategy. 8th Edition. U.S.A.: Wspc
Ozturk, S.A. (2013). Hizmet Pazarlamasi. Bursa: Ekin Publications

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Mid-Term Exam 1 50
Final Exam 1 50
TOTAL 2 100
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
3
2
Use computer programs related to Aviation Transportation.
4
3
Define basic concepts related with aviation management.
3

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
3
2
Classify the relationship between the basic functions of the business and the interactions between these functions.
3
3
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
4
4
Explain the concepts of entrepreneurship and innovation with the field.
4

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage operational activities related to the airline.
4
2
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
4

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
4
2
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
3
3
Manage all phases from planning to implementation of aviation operations as a member of a team.
3
4
Cooperate with stakeholders related to air transport.
3
5
Develop the modern techniques and tools necessary for applications related to the field.
3

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Execute a study in his/her field independently.
4
2
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
3

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
4
2
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
4

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
3
2
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
4
3
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.
3

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 5 4 20
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 4 5 20
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 38 0 123
Total Workload of the Course Unit 123
Workload (h) / 25.5 4,8
ECTS Credits allocated for the Course Unit 5,0