Business Administration
Course Details
KTO KARATAY UNIVERSITY
İktisadi, İdari ve Sosyal Bilimler Fakültesi
Programme of Business Administration
Course Details
İktisadi, İdari ve Sosyal Bilimler Fakültesi
Programme of Business Administration
Course Details
| Course Code | Course Name | Year | Period | Semester | T+A+L | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| 00981327 | Services Marketing | 4 | Spring | 8 | 3+0+0 | 4 | 4 |
| Course Type | Elective |
| Course Cycle | Bachelor's (First Cycle) (TQF-HE: Level 6 / QF-EHEA: Level 1 / EQF-LLL: Level 6) |
| Course Language | Turkish |
| Methods and Techniques | - |
| Mode of Delivery | Face to Face |
| Prerequisites | - |
| Coordinator | - |
| Instructor(s) | - |
| Instructor Assistant(s) | Res. Asst. Ayhan AKPINAR |
Course Content
This course covers the fundamental principles and strategies of marketing in the service sector. Topics include the nature of services, customer experience, service quality, customer satisfaction, customer relationship management.
Objectives of the Course
The aim of this course is to teach students the fundamental concepts and practices of marketing in the service sector, providing skills to develop strategies for enhancing service quality. Students will gain strategic thinking skills to manage customer relationships and ensure customer satisfaction.
Contribution of the Course to Field Teaching
| Basic Vocational Courses | |
| Specialization / Field Courses | X |
| Support Courses | |
| Transferable Skills Courses | |
| Humanities, Communication and Management Skills Courses |
Relationships between Course Learning Outcomes and Program Outcomes
| Relationship Levels | ||||
| Lowest | Low | Medium | High | Highest |
| 1 | 2 | 3 | 4 | 5 |
| # | Program Learning Outcomes | Level |
|---|---|---|
| P1 | 1) To have advanced theoretical and / or practical knowledge and skills related to the basic functions of businesses (management and organisation, accounting and finance, production management and marketing). | 4 |
| P2 | 2) Identify, analyse and evaluate the current and potential problems of businesses by thinking critically and develop alternative solutions by using scientific methods. | 3 |
| P3 | 3) Organises and implements projects and activities for the social environment in line with regional and economic development goals with a sense of social responsibility. | 1 |
| P4 | 4) Act with innovative and creative thinking when establishing a new business and can perform basic activities such as risk taking, finding resources, making market analysis, preparing a business plan for the sustainability of the business. | 2 |
| P5 | 5) Can research and analyse information related to the field of business administration and can set operational, tactical and strategic goals according to the results obtained. | 1 |
| P6 | 6) With the awareness that the learning process continues throughout life, can follow scientific and technological developments related to businesses and can critically evaluate and apply them for their own organisation. | 1 |
| P7 | 7) Can work effectively in interdisciplinary work or multicultural teams, take responsibility, take initiative, transfer information to teammates, work for common goals by cooperating with team members. | 1 |
| P8 | 8) To be able to establish effective written and oral communication with colleagues and all internal and external stakeholders of businesses, in the language of learning and at least one foreign language, and to be able to conduct relations. | 1 |
| P9 | 9) Applies the activities carried out in the field of business administration in line with the awareness of professional ethics, social responsibility, universal and cultural values | 1 |
| P10 | 10) To be able to evaluate the social and legal consequences of the applications related to all the basic functions of businesses. | 1 |
| P11 | 11) Can effectively use, report and interpret the information systems needed in the field of business administration. | 1 |
| P12 | İşletme uygulamalarını değerlendirerek, mevcut uygulamaların sürekli iyileştirilmesi için alanında yetkin ve yeterli sayıda çalışan istihdam edilmesini, eğitilmesini ve işe devam etmelerini sağlar. | 1 |
Weekly Detailed Course Contents
| Week | Topics |
|---|---|
| 1 | Introduction to Services Marketing |
| 2 | The Nature and Characteristics of Services |
| 3 | Service Consumption and Consumer Behavior |
| 4 | Service Quality and Perception |
| 5 | Service Design and Innovation |
| 6 | Customer Satisfaction and Loyalty |
| 7 | Customer Relationship Management (CRM) |
| 8 | The Services Marketing Mix |
| 9 | Service Delivery and Service Setting |
| 10 | Employees and Service Quality |
| 11 | Digital Service Marketing |
| 12 | Global Services Marketing |
| 13 | Complaint Management in Services |
| 14 | General Review |
Textbook or Material
| Resources | Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education. |
| Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). Pearson Education. | |
| Grönroos, C. (2015). Service management and marketing: Managing the service profit logic (4th ed.). John Wiley & Sons. |
Evaluation Method and Passing Criteria
| In-Term Studies | Quantity | Percentage |
|---|---|---|
| Attendance | - | - |
| Laboratory | - | - |
| Practice | - | - |
| Field Study | - | - |
| Course Specific Internship (If Any) | - | - |
| Homework | 1 | 20 (%) |
| Presentation | 1 | 20 (%) |
| Projects | - | - |
| Seminar | - | - |
| Quiz | - | - |
| Listening | - | - |
| Midterms | 1 | 20 (%) |
| Final Exam | 1 | 40 (%) |
| Total | 100 (%) | |
ECTS / Working Load Table
| Quantity | Duration | Total Work Load | |
|---|---|---|---|
| Course Week Number and Time | 14 | 3 | 42 |
| Out-of-Class Study Time (Pre-study, Library, Reinforcement) | 14 | 1 | 14 |
| Midterms | 1 | 10 | 10 |
| Quiz | 0 | 0 | 0 |
| Homework | 1 | 10 | 10 |
| Practice | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Project | 0 | 0 | 0 |
| Workshop | 0 | 0 | 0 |
| Presentation/Seminar Preparation | 1 | 10 | 10 |
| Fieldwork | 0 | 0 | 0 |
| Final Exam | 1 | 40 | 40 |
| Other | 0 | 0 | 0 |
| Total Work Load: | 126 | ||
| Total Work Load / 30 | 4,20 | ||
| Course ECTS Credits: | 4 | ||