| LOGISTICS MANAGEMENT | |||||
|---|---|---|---|---|---|
| Qualification Awarded | Length of Program | Toplam Kredi (AKTS) | Mode of Study | Level of Qualification & Field of Study | |
| 4 | 240 | FULL TIME |
TQF, TQF-HE, EQF-LLL, ISCED (2011):Level 6 QF-EHEA:First Cycle TQF-HE, ISCED (1997-2013): |
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| Course Code: | UTİ401 | ||||||||
| Course Name: | SERVICE MARKETING | ||||||||
| Course Semester: | Spring | ||||||||
| Course Credits: |
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| Language of instruction: | English | ||||||||
| Condition of Course: | |||||||||
| Does the Course Work Experience Require?: | No | ||||||||
| Course Type : | Bölüm/Program Seçmeli | ||||||||
| Course Level: |
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| Mode of Delivery: | Face to face | ||||||||
| Name of Coordinator: | Prof. Dr. İzzet BOZKURT | ||||||||
| Course Lecturer(s): | Ahmet Tuğrul Tuğer | ||||||||
| Course Assistants: |
| Course Objectives: | The aim of the course is to provide necessary theoretical background in service marketing, to integrate the service marketing mix elements in service-dominant and/or product-dominant sectors, to develop marketing strategies, to establish and develop customer relations in different service settings. |
| Course Content: | Introduction to Service Marketing, consumer behavior in the service sector, positioning services in competitive markets, service product development: core and supplementary elements, service distribution through physical and electronic channels, pricing and revenue management applications, service promotion and customer education, designing and managing service processes, balancing demand and capacity, organizing the service environment, human management for gaining service advantage, relationship management and loyalty programs, complaint management and service recovery, improving service quality and efficiency. |
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The students who have succeeded in this course;
1) Define the basic service marketing concepts 2) Develop students’ understanding of those aspects of marketing that are of particular relevance to service producing organizations. 3) Appreciate the differences between services and physical goods and to understand how these differences translate into strategic direction 4) Develop an understanding of how service customers determine value in a service exchange and how this translates into a satisfied customer base. 5) Appreciate the implications of service failure and the benefits of service recovery strategies. |
| Week | Subject | Related Preparation |
| 1) | Introduction / Defining Services Marketing and Service Concept | Kitabın ilk bölümü (Zeithaml Services Marketing) |
| 2) | Consumer Behavior in Services | Book chapter 2 (Zeithaml Services Marketing) |
| 3) | Customer Expectations and Perceptions in Services | Kitap Bölümü 3&4 (Zeithaml Services Marketing) |
| 4) | Gaps Model in Service Quality | Book Chapter 5 (Zeithaml Services Marketing) |
| 5) | Consumer Relationships in Services | Book Chapter 5 (Zeithaml Services Marketing) |
| 6) | Service Innovation | Book Chapter 8 (Zeithaml Services Marketing) |
| 7) | Service Standards | Book Chapter 9 (Zeithaml Services Marketing) |
| 8) | Midterm | |
| 9) | Physical Evidence in Service and Servicescape | Book Chapter 10 (Zeithaml Services Marketing) |
| 10) | Employees' and customers' role in service delivery | Book chapters 11&12 (Zeithaml Services Marketing) |
| 11) | Delivering Service Through Intermediaries and Electronic Channels | Book Chapter 13 (Zeithaml Services Marketing) |
| 12) | Managing demand and capacity & Service Recovery | Book Chapter 14 &15 (Zeithaml Services Marketing) |
| 13) | Integrated Service Marketing Communication | Book Chapter 16 (Zeithaml Services Marketing) |
| 14) | Pricing of Services | Book Chapter 17 (Zeithaml Services Marketing) |
| Course Notes / Textbooks: | Zeithaml, Bitner ve Gremler, Services Marketing: Integrating customer focus across the firm?, 5th. Ed. McGraw Hill International Edition |
| References: | Wirtz&Lovelock, Services Marketing: People, Technology, Strategy, 8th Edition, World Scientific |
| Course Learning Outcomes | 1 |
2 |
3 |
4 |
5 |
|---|---|---|---|---|---|
| Program Outcomes |
| No Effect | 1 Lowest | 2 Average | 3 Highest |
| Program Outcomes | Level of Contribution |
| Semester Requirements | Number of Activities | Level of Contribution |
| Quizzes | 4 | % 10 |
| Homework Assignments | 10 | % 10 |
| Midterms | 1 | % 30 |
| Semester Final Exam | 1 | % 50 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Aktiviteler | Number of Activities | Duration (Hours) | Workload |
| Course | 13 | 3 | 39 |
| Homework Assignments | 10 | 2 | 20 |
| Quizzes | 3 | 4 | 12 |
| Midterms | 1 | 20 | 20 |
| Semester Final Exam | 1 | 30 | 30 |
| Total Workload | 121 | ||