Information Package / Course Catalogue
Servıce Marketıng
Course Code: IYO256
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 basic concepts of service marketing is taught to the students. Service marketing mix elements, is to explain what should be done about that service businesses of customer complaints and customer retention.

Course Content

The course of the examination of the environmental conditions that affected service marketing concept of the definition of services marketing activities and serve to explain the marketing process of the elements that serve marketing mix and service businesses in customer complaints and handling of customer retention is the way

Name of Lecturer(s)
Learning Outcomes
1. That disclose concepts and facts that form the basis of service marketing.
2.It synthesizes the concepts of service quality, customer expectations and customer satisfaction and presents the recommendations for implementation.
3.To know with relation of the basic principles of the service sector pricing and develop pricing strategies
4.With synthesize the quality of service, customer expectations and customer satisfaction and offers practical suggestions for these
5.Supply and demand management issues in the services sector makes analysis and s marketing strategy
Recommended or Required Reading
1.• Öztürk Ayşe (2006) Hizmet Pazarlaması, Ekin Kitabevi, Karahan Kasım (2000) Hizmet Pazarlaması, Beta Yayınevi, İslamoğlu Ahmet vd. (2006) Hizmet Pazarlaması, Beta Yayıncılık.
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction to service marketing
Week 1 - Preparation Work
Related chapters in the course book
Week 2 - Theoretical
Customer satisfaction and service quality
Week 2 - Preparation Work
Related chapters in the course book
Week 3 - Theoretical
Customer expectations and management
Week 3 - Preparation Work
Related chapters in the course book
Week 4 - Theoretical
Perception of consumer behavior and service quality.
Week 4 - Preparation Work
Related chapters in the course book
Week 5 - Theoretical
Physical items in service delivery
Week 5 - Preparation Work
Related chapters in the course book
Week 6 - Theoretical
Product concept in service marketing
Week 6 - Preparation Work
Related chapters in the course book
Week 7 - Theoretical
Pricing of Services
Week 7 - Preparation Work
Related chapters in the course book
Week 8 - Theoretical
Supply and demand management in service sector
Week 8 - Preparation Work
Related chapters in the course book
Week 9 - Theoretical
Supply and demand management in service sector
Week 9 - Intermediate Exam
Midterm exam
Week 10 - Theoretical
Customer complaints management
Week 10 - Preparation Work
Related chapters in the course book
Week 11 - Theoretical
Customer retention ways
Week 11 - Preparation Work
Related chapters in the course book
Week 12 - Theoretical
Customer satisfaction methods in individual services
Week 12 - Preparation Work
Related chapters in the course book
Week 13 - Theoretical
Relational marketing
Week 13 - Preparation Work
Related chapters in the course book
Week 14 - Preparation Work
Week 14 - Final Exam
Final exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141249
Midterm Examination112113
Final Examination116117
TOTAL WORKLOAD (hours)79
Contribution of Learning Outcomes to Programme Outcomes