ECTS - Services Marketing
Services Marketing (ISL611) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Services Marketing | ISL611 | Area Elective | 3 | 0 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | Turkish |
|---|---|
| Course Type | Technical Elective Courses |
| Course Level | Ph.D. |
| 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 | Properties of services, service design, demand forecasting and capacity planning in service businesses and measurement of 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 | Allen, 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 | 2 | 10 |
| Presentation | 1 | 20 |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | 1 | 30 |
| Final Exam/Final Jury | 1 | 40 |
| Toplam | 5 | 100 |
| Percentage of Semester Work | 50 |
|---|---|
| Percentage of Final Work | 50 |
| Total | 100 |
Course Category
| Core Courses | |
|---|---|
| Major Area Courses | X |
| 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 | 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review. | |||||
| 2 | 2. To be aware of research ethics. | |||||
| 3 | 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context. | |||||
| 4 | 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. | X | ||||
| 5 | 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business. | X | ||||
| 6 | 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. | X | ||||
| 7 | 7. To be able to master the basic concepts and methods in the field of general business administration. | X | ||||
| 8 | 8. To be able to dominate the academic literature and international developments in the field of general business administration. | X | ||||
| 9 | 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods. | X | ||||
| 10 | 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values | X | ||||
| 11 | 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use initiative in problem solving | |||||
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 | 15 | 15 |
| Project | |||
| Report | |||
| Homework Assignments | 2 | 10 | 20 |
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | 1 | 20 | 20 |
| Prepration of Final Exams/Final Jury | 1 | 25 | 25 |
| Total Workload | 128 | ||