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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. HAKAN ÖZCAN
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

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
Define basic concepts related with banking, insurance and finance.
0
2
Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing
3

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate banking and insurance applications to financial theories, mathematical and statistical methods.
0
2
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the planning and implementation process in banking and insurance transactions.
0
2
Provide solutions for the problems encountered in banking and insurance transactions.
1

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use theoretical and practical knowledge in the field of banking and insurance transactions.
0
2
By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
He/She works as a leader or a team member in a teamwork from the planning of the banking transactions to the implementation and performs the task assigned to them within the team.
1

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.
1
2
Use the computer programs related with field in banking and insurance transactions.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Cooperate to bring innovative ideas to the stakeholders in the sector using banking insurance-related databases, information and communication technologies.
0
2
Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.
2

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze financial data related to his / her field.
0
2
Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.
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
Total Workload of the Course Unit 128
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0