The student will understand the history, place, and importance of social media within the concept of modern marketing; know the relationship between social media and traditional media and their distinguishing features; learn about social media platforms and how to provide services on these platforms; learn about the advantages and disadvantages of social media marketing and new concepts in social media marketing; and gain knowledge about advertising methods in social media marketing. Subsequently, they 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; know the elements of the service marketing mix (service product, pricing, distribution, marketing communication, participants, processes, physical evidence); learn the concepts of service quality, service compensation quality, and the service compensation paradox, and understand the impact of these concepts on building customer satisfaction, trust, and loyalty.

Understanding the differences between social media and other media channels to comprehend marketing activities conducted on social media; using social media as a tool to contribute to the marketing process; understanding the differences between services in the context of service marketing and learning how service quality is evaluated by consumers; and grasping the importance of quality in service delivery in terms of the concept of long-term customer value.