Information Package / Course Catalogue
Services Marketing
Course Code: İYP113
Course Type: Area Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

The student comprehension of what is service, service to be able to distinguish from each other tangible property, to grasp the concept of service marketing mix, aims to grasp the individual services and methods of customer satisfaction.

Course Content

Common features of the concept of service and service; classification of services; Serve as product concepts and strategies; distribution decisions in the service sector; pricing and pricing strategies in the service sector; promotion mix strategies in services; individual and human resource policies in the services sector; Service marketing and physical channels; demand management in services; capacity management in services; The quality of service and service quality improvement strategies; Relationship marketing

Name of Lecturer(s)
Ins. Hakkı BABALIK
Learning Outcomes
1.To be able to create service marketing mix strategies
2.To ensure demand management
3.To apply service quality improvement strategies
4.Providing capacity management
5.To apply service marketing strategies
Recommended or Required Reading
1.Services Marketing
Weekly Detailed Course Contents
Week 1 - Theoretical
Common features of the service concept and service
Week 2 - Theoretical
Classification of Service
Week 3 - Theoretical
Serve as a product concept and strategy
Week 4 - Theoretical
Distribution decisions in the service sector
Week 5 - Theoretical
Pricing and pricing strategies in the service sector
Week 6 - Theoretical
Promotion mix strategies in service
Week 7 - Theoretical
Promotion mix strategies in service
Week 8 - Theoretical
Professional ethics (Midterm Exam)
Week 9 - Theoretical
In the service sector, individuals and human resource policies
Week 10 - Theoretical
Service marketing and physical channels
Week 11 - Theoretical
Demand management in service
Week 12 - Theoretical
Capacity management in services
Week 13 - Theoretical
Service quality
Week 14 - Theoretical
Service quality improvement strategies
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140228
Assignment210020
Midterm Examination114115
Final Examination111112
TOTAL WORKLOAD (hours)75
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
OÇ-1
4
3
1
3
2
3
3
4
1
4
2
4
2
OÇ-2
1
4
2
1
1
4
4
4
1
5
1
1
2
OÇ-3
1
2
3
2
1
3
3
3
2
4
2
1
1
OÇ-4
1
4
3
3
4
2
OÇ-5
4
3
1
3
2
3
3
4
3
3
4
1
Adnan Menderes University - Information Package / Course Catalogue
2026