Students will gain an understanding of social media's history, place, and importance within the context of modern marketing. They will also learn about the relationship between social media and traditional media and their distinctive features. Students will be introduced to social media channels and learn how to provide services. Additionally, they will learn about the advantages and disadvantages of social media marketing and new concepts in social media marketing. The course will cover advertising methods in social media marketing. Subsequently, students will delve into the concepts of service and service quality. They will learn about the relationship between the service sector and service marketing and will be able to classify service product groups and understand their characteristics. Students will also become familiar with the elements of the service marketing mix, which include the service product, pricing, distribution, marketing communication, participants, processes, and physical evidence. The course will cover service quality and its impact on customer satisfaction, trust, and loyalty. Students will also learn about the concepts of service compensation quality and service compensation paradox and how they affect service quality.

Understanding the marketing activities carried out on social media by understanding the difference between social media and other media channels; using social media as a tool to contribute to the marketing process; learning how consumers evaluate service quality by understanding the differences of service in the service marketing dimension; and understanding the importance of quality in providing service in terms of the long-term customer value concept.