This course aims to equip professionals who will work in the beauty and personal care sector (hairdressing, esthetics, spa/wellness centers, and beauty salons) with knowledge and skills in service quality and social media management within a modern marketing framework. Students will understand the history, position, and importance of social media within the concept of modern marketing; learn the relationship between social media and traditional media as well as their distinguishing features; learn about social media channels and the ways services are delivered through them; learn the advantages and disadvantages of social media marketing along with emerging concepts in the field; and gain knowledge of advertising methods used in social media marketing. Subsequently, students will learn the concepts of service and service quality; understand the relationship between the service sector and service marketing; be able to classify service product groups and their characteristics; become familiar with the elements of the services marketing mix (service product, pricing, distribution, marketing communication, participants, processes, and physical evidence); learn the concepts of service quality, service recovery quality, and the service recovery paradox; and understand the impact of these concepts on building customer satisfaction, trust, and loyalty in beauty and personal care services.

Understanding marketing activities conducted through social media by grasping its distinction from other media channels; the ability to use social media as a tool contributing to the marketing process; learning how service quality is evaluated by consumers by understanding the distinctive characteristics of services within the dimension of service marketing; and comprehending the importance of quality in service delivery within the beauty and personal care sector in terms of creating long-term customer value.