ECTS - Services Marketing
Services Marketing (ISL454) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Services Marketing | ISL454 | Area Elective | 3 | 0 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | Elective Courses |
| Course Level | Associate (Short Cycle) |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Lecture, Question and Answer, Drill and Practice, Observation Case Study. |
| Course Lecturer(s) |
|
| Course Objectives | The main objective of the course is to give basic insights about services industry, which has an increasing importance in world economy. Topics related to and special to services in design and delivery of the product will be discussed. |
| Course Learning Outcomes |
The students who succeeded in this course; |
| Course Content | Differences between service products and manufactured goods, classification of services, positioning strategies and competition analysis, production perspective to service enterprises, place and capacity issues in service enterprises, service quality. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | Concept of services | Lecture notes |
| 2 | Introduction to experience economy. Importance of services industry in world economy | Growth of the Service Sector- World Bank Report www.worldbank.org/depweb/beyond/beyondco/beg_09.pdf Pine, B. Joseph, and James H. Glimore (1998), “Welcome to Experience Economy,” Harvard Business Review, July-August, 97-105. |
| 3 | Comparision between goods and services, properties of services, IHIP comparison | Related chapter of the text book Zeithaml, V. “How Consumer Evaluation Processes Differ Between Goods and Services”, 1996, J. of Marketing |
| 4 | Classification of services | Related chapter of the text book |
| 5 | Services positioning and competitive strategies | Related chapter of the text book |
| 6 | Competitive strategies in services | llen, M. (1988) “Strategic Management of Consumer Services” Long Range Planning, 21 (November-December), 20-25 Shostack, G.L. (1987) “Service positioning Through Structural Change”, Journal of Marketing, 51, January, pp. 34-43 Carlzon, J. (1987) “Putting the Customer First: The Key to Service Strategy”, (excerpt from Moments of Truth) McKinsey Quarterly, Summer 1987 |
| 7 | Consumer behaviour in services industry | Related chapter of the text book Özgüven, N. (2008) “Hizmet Pazarlamasında Müşteri Memnuniyeti ve Ulastirma Sektoru Üzerinde Bir Uygulama”, Ege Akademik Bakış, 8, 2, 651-682 |
| 8 | Midterm exam | |
| 9 | Operations/Production methodology in services | Related chapter of the text book Sampson, S. E. "Why we need an operations paradigm for services", Proceedings of POMS College of Service Operations 2007 Meeting, London. |
| 10 | Process design in services | Machuca, J. A. D., Gonzalez-Zamora, M., & Aguilar-Escobar, V. G. (2007). Service operations management research. Journal of Operations Management, 25(3), 585–603 Levitt, T. (1976). “The industrialization of service”. Harvard Business Review, September- October 63-74. Machuca, J. A. D., Gonzalez-Zamora, M., & Aguilar-Escobar, V. G. (2007). Service operations management research. Journal of Operations Management, 25(3), 585–603 Levitt, T. (1976). “The industrialization of service”. Harvard Business Review, September- October 63-74. |
| 11 | Services as products and service design | Related chapter of the text book |
| 12 | Place problem in service industry | Related chapter of the text book |
| 13 | Location selection and layout strategies in retailing industry | Related chapter of the text book |
| 14 | Capacity plans | Related chapter of the text book Chase, R.B., Aquilano, N.J. (1995), Operations Management, “Service Capacity Planning” |
| 15 | Service quality | Related chapter of the text book Zengin, E., Erdal, A. (2000) “Hizmet Sektöründe Toplam Kalite Yönetimi” Journal of Qafqaz University, Vol. III, I, 43-56 Kavak,B., Surucu, P. (2007) “Ticari Bankacılık Sektorunde Hizmet Kalitesinin Degerlendirilmesi”, Verimlilik Dergisi, 31-45 |
| 16 | Final Exam |
Sources
| Course Book | 1. İslamoğlu,H.A., Candan, B., Hacıefendioğlu, Ş., Aydın, K. (1996) Hizmet Pazarlaması, Beta Basım |
|---|---|
| Other Sources | 2. Öztürk, A. S. (2006) Hizmet Pazarlaması, Ekin Kitabevi Akademik makaleler |
| 3. Services Marketing, Christopher H. Lovelock et.al. , Edinburg Business School |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | - | - |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | - | - |
| Presentation | 1 | 20 |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | 1 | 30 |
| Final Exam/Final Jury | 1 | 50 |
| Toplam | 3 | 100 |
| Percentage of Semester Work | 50 |
|---|---|
| Percentage of Final Work | 50 |
| Total | 100 |
Course Category
| Core Courses | X |
|---|---|
| Major Area Courses | |
| Supportive Courses | |
| Media and Managment Skills Courses | |
| Transferable Skill Courses |
The Relation Between Course Learning Competencies and Program Qualifications
| # | Program Qualifications / Competencies | Level of Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Have knowledge about the basic concepts of e-commerce and marketing | |||||
| 2 | Demonstrates the ability to actively use his/her knowledge in the field of e-commerce and marketing. | |||||
| 3 | Evaluates the dynamics in the field of e-commerce and marketing within the framework of current practices. | |||||
| 4 | Analyses the necessary information to follow technological, commercial and socio-cultural developments related to e-commerce and marketing. | |||||
| 5 | Solves the problems in the field of e-commerce and marketing with analytical and objective thinking ability. | |||||
| 6 | Has the knowledge to communicate effectively in written and oral communication in the field of e-commerce and marketing. | |||||
| 7 | Have professional competence with advanced communication skills, vision, ethical values and high ability to adapt to teamwork. | |||||
| 8 | Learns the basics of web design. | |||||
| 9 | Have detailed knowledge about e-commerce sites, mobile marketing, digital advertising, digital media planning, social media, digital analysis and measurement | |||||
| 10 | Have knowledge about data literacy and data management. | |||||
| 11 | Have a command of changing communication strategies and technologies and can manage processes | |||||
| 12 | Gains the competencies that have developed in line with the expectations of the business world and society and that our university has defined as institutional outputs at the basic level | |||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentation/Seminar Prepration | 1 | 20 | 20 |
| Project | |||
| Report | |||
| Homework Assignments | |||
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | 1 | 25 | 25 |
| Prepration of Final Exams/Final Jury | 1 | 35 | 35 |
| Total Workload | 128 | ||