Dersin Ayrıntıları
YarıyılKoduAdıT+U+LKrediAKTSSon Güncelleme Tarihi
-1ITF364Service Marketing3+0+03610.08.2026
Dersin Detayları
Dersin Dili İngilizce
Dersin Düzeyi Lisans
Bölümü / Programı Uluslararası Ticaret ve Finansman (İngilizce)
Öğrenim Türü Örgün Öğretim
Dersin Türü Seçmeli
Dersin Öğretim Şekli Yüz Yüze
Dersin Amacı Bu dersin amacı:
• Hizmetlerin pazarlanması ve yönetilmesiyle ilgili zorluklara ilişkin bir anlayış geliştirmek;
• Hizmetlerin pazarlanması ile üretilen malların pazarlanması arasındaki farkların belirlenmesi;
• Hizmet pazarlama karmasının çeşitli bileşenlerinin belirlenmesi ve analiz edilmesi;
This course aims to:
• Developing an understanding of the challenges involved in marketing and managing services;
• Identifying the differences between the marketing of services and the marketing of manufactured goods;
• Identifying and analysing the various components of the services marketing mix;
• Understanding key issues concerning the management and measurement of service quality and customer satisfaction;
• Appreciating the intertwined role of service personnel and customers with respect to service delivery, failures, and recovery issues;
• Identifying strategies to address various service organization issues.
Dersin İçeriği In this course, we will focus on the marketing objectives and strategies employed by companies in the services sector, i.e. banks, hotels, hospitals, schools, transportation, and professional services. Additionally, companies in which services marketing is a crucial and integral part of the business performance results, such as fast food businesses, traditional restaurants, retail operations, and communications companies, are intimately related to this course.
Dersin Yöntem ve Teknikleri 1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study, 8. Question and Answer (Q&A)
Ön Koşulları Yok
Dersin Koordinatörü Yok
Dersi Verenler Dr. Öğretim Üyesi Metin Toptaş metin.toptas@gedik.edu.tr
Dersin Yardımcıları Yok
Dersin Staj Durumu Yok

Ders Kaynakları
Kaynaklar Wirtz, J., & Lovelock, C. (2018). Services Marketing. Larlow, England: Person Education Limited.
Ders Notları Available in the LMS

Ders Yapısı
Sosyal Bilimler %30
Alan Bilgisi %70

Planlanan Öğrenme Aktiviteleri ve Metodları
Etkinlikler ayrıntılı olarak "Değerlendirme" ve "İş Yükü Hesaplaması" bölümlerinde verilmiştir.

Değerlendirme Ölçütleri
Yarıyıl Çalışmaları Sayısı Katkı
Ara Sınav 1 % 35
Ödev 4 % 20
Toplam :
5
% 55

 
AKTS Hesaplama İçeriği
İş Yükü Sayısı Süre Toplam İş Yükü (Saat)
Ders Süresi 14 3 42
Sınıf Dışı Ç. Süresi 13 3 39
Ödevler 4 6 24
Ara Sınavlar 1 20 20
Yarıyıl Sonu Sınavı 1 20 20
Toplam İş Yükü   AKTS Kredisi : 6 145

 
Dersin Öğrenme Çıktıları: Bu dersin başarılı bir şekilde tamamlanmasıyla öğrenciler şunları yapabileceklerdir:
Sıra NoAçıklama
1 To comprehend the key concepts and principles of services marketing.
2 To explain how the unique characteristics of service products impact on design and  exec ution of marketing strategies for services.
3 To describe the problems faced by services marketing professionals as well as tools and models managers might employ to increase customers’ perceptions of satisfaction, service quality and value.
4 To interpret how different elements of the service marketing mix can be used to address a range of marketing issues facing service organisations
5 To distinguish the different service types that make up the services industry

 
Ders Konuları
HaftaKonuÖn HazırlıkDökümanlar
1 Review of the Syllabus, and Introduction to Service Marketing (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Syllabus, Chapter 1 Wirtz & Lovelock (2018).
2 Introduction to Services Marketing II (1. Lecture / Direct Instruction, 7. Individual Study, 8. Question and Answer (Q&A)) Chapter 1, Homework (Basic terminology) Wirtz & Lovelock (2018).
3 Introduction to Services Marketing III (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 1 Wirtz & Lovelock (2018)
4 Consumer Behavior in a Services Context (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study) Chapter 2, Case study (Dr. Beckett’s Dental Office) Wirtz & Lovelock (2018)
5 Developing Service Products and Brands (1. Lecture / Direct Instruction, 4. Case Study, 4. Case Study) Chapter 4 Wirtz & Lovelock (2018).
6 Developing Service Products and Brands II (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 4 Wirtz & Lovelock (2018)
7 Distributing Services through Physical and Electronic Channels (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study, 7. Individual Study) Chapter 5, Case study (Kiwi) Wirtz & Lovelock (2018).
8 Setting Prices and Implementing Revenue Management (1. Lecture / Direct Instruction, 8. Question and Answer (Q&A)) Chapter 6 Wirtz & Lovelock (2018).
9 Promoting Services and Educating Customers (1. Lecture / Direct Instruction, 4. Case Study, 7. Individual Study, 8. Question and Answer (Q&A)) Chapter 7, Case study (Revenue Management of Gondolas) Wirtz & Lovelock (2018).
10 Promoting Services and Educating Customers II (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 7 Wirtz & Lovelock (2018).
11 Designing Service Processes (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 8 Wirtz & Lovelock (2018)
12 Balancing Demand and Capacity (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 9 Wirtz & Lovelock (2018)
13 Crafting the Service Environment (1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 10 Wirtz & Lovelock (2018)
14 Managing People for Service Advantage(1. Lecture / Direct Instruction, 2. Discussion Method, 4. Case Study) Chapter 11 Wirtz & Lovelock (2018)

 
Dersin Program Çıktılarına Katkısı
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
Tüm 5 1 3 1 5 3 1 1 2 1 3 3
Ö1 4 1 2 1 5 1 1 2 1 2 1 3
Ö2 5 1 2 1 4 1 1 2 1 1 2 2
Ö3 4 1 3 1 5 2 1 2 1 2 2 3
Ö4 4 1 2 1 4 1 2 1 2 2 2 2
Ö5 5 1 1 1 4 1 1 1 2 1 2 3

  Katkı Düzeyi: 1: Çok Düşük 2: Düşük 3: Orta 4: Yüksek 5: Çok Yüksek