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 :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit	Assist.Prof. HANDE AYHAN GÖKCEK
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	Interpret the basic concepts, theories and approaches of business information management, programming and management information systems.					4
2	Explain concepts related to field by associating them with information systems and programming languages.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain current information about the field with information and communication theories.				3
2	Relate the information and facts about his/her field with other areas of social sciences.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Prepare the technical infrastructure and content of information management in businesses.				3
2	Integrate the theoretical knowledge about the field into today's technology					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the programming languages for the functioning of business.				3
2	Interpret the theoretical and practical information they obtained in their field.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Fulfill his/her duties and responsibilities related to the solution of problems arising in enterprises.				3
2	Conducts projects related with his/her field.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Integrate the technical information and approaches about his/her field to business management information processes.					4
2	Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.						5

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Cooperates with stakeholders in order to generate new ideas.					4
2	Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Students will be able to apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.						5
2	Write programs by using the programming languages related with his/her field.					4

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