PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
ISLE 412	SERVICE MARKETING	3 + 0	2nd Semester	3

COURSE DESCRIPTION

Course Level	Associate's Degree
Course Type	Elective
Course Objective	The aim of this course is to teach service marketing concepts and marketing strategies for being offered successful services. After taking this course, students can take decisions about marketing and quality improvement strategies so as to solve marketing problems due to service characteristics.
Course Content	Service concept and the importance of service industry, services characteristics and service classifications, demand and capacity management in service marketing, service marketing mix (7p) and products in service marketing, price in service marketing, promotion and marketing communication in service marketing, place in service marketing, process management in service marketing, physical evidence in service marketing, people in service marketing, service marketing strategies (internal marketing, external marketing, interactive marketing, relationship marketing, customer loyalty etc.), service quality, service quality models (deming quality, malcolm baldrige national quality, efqm, kalder quality model etc.), total service quality management, service marketing mix and case studies in service industries (health, banking, tourism etc.)
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

COURSE'S CONTRIBUTION TO PROGRAM

	PO 01	PO 02	PO 03	PO 04	PO 05	PO 06	PO 07	PO 08	PO 09	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15	PO 16	PO 17	PO 18	PO 19
LO 001	1	1	1	5	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1
Sub Total	1	1	1	5	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1
Contribution	1	1	1	5	1	1	1	1	1	1	1	1	1	1	1	1	1	1	1

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	2	28
Mid-terms	1	20	20
Final examination	1	20	20
Presentation / Seminar Preparation	2	5	10
Total Work Load ECTS Credit of the Course			78 3

COURSE DETAILS

Select Year

	Course Term	No	Instructors
Details	2023-2024 Fall	1	MELDA GÖLEMEZLİ

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
ISLE 412	SERVICE MARKETING	3 + 0	1	Turkish	2023-2024 Fall

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Lecturer MELDA GÖLEMEZLİ	mgolemezli@pau.edu.tr		HMYO A0202	%70

Goals		The aim of this course is to teach service marketing concepts and marketing strategies for being offered successful services. After taking this course, students can take decisions about marketing and quality improvement strategies so as to solve marketing problems due to service characteristics.
Content		Service concept and the importance of service industry, services characteristics and service classifications, demand and capacity management in service marketing, service marketing mix (7p) and products in service marketing, price in service marketing, promotion and marketing communication in service marketing, place in service marketing, process management in service marketing, physical evidence in service marketing, people in service marketing, service marketing strategies (internal marketing, external marketing, interactive marketing, relationship marketing, customer loyalty etc.), service quality, service quality models (deming quality, malcolm baldrige national quality, efqm, kalder quality model etc.), total service quality management, service marketing mix and case studies in service industries (health, banking, tourism etc.)

Topics

Weeks	Topics
1	Service Concept and the Importance of Service Industry,
2	Services Characteristics and Service Classifications, Demand and Capacity Management in Service Marketing
3	Service Marketing Mix (7P) and Products in Service Marketing
4	Price in Service Marketing Promotion and Marketing Communication in Service Marketing
5	Promotion and Marketing Communication in Service Marketing
6	Place in Service Marketing
7	Process Management in Service Marketing,
8	Physical Evidence in Service Marketing
9	People in Service Marketing
10	Service Marketing Strategies (Internal Marketing, External Marketing, Interactive Marketing, Relationship Marketing, Customer Loyalty Etc.),
11	Service Quality
12	Service Quality Models (Deming Quality, Malcolm Baldrige National Quality, EFQM, Kalder Quality Model Etc.)
13	Total Service Quality Management
14	Service Marketing Mix And Case Studies In Service Industries (Health, Banking, Tourism Etc.)

Materials

Materials are not specified.

Resources

Resources	Resources Language
	Türkçe

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	60	Final Exam
Midterm Exam	40	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student