Hafta
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Konular
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1
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Hizmet kavramı ve hizmet sektörünün önemi. Hizmetler ve hizmetlerin sınıflandırılması.
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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2
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Hizmet işletmeleri ve geleneksel pazarlama karması elemanları
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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3
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Hizmet Sektörünün Ortaya Çıkışı ve Gelişimi, Hizmet işletmelerinin çevresi
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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4
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Hizmet İşletmeleri, Hizmet İşletmelerinin Özellikleri, Hizmet Sektörünün Ekonomilerdeki Yeri ve Önemi
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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5
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Hizmet Yönetimi ve Hizmet Yönetim Süreci, Hizmet yönetiminin fonksiyonları
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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6
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Hizmet pazarlamasında tutundurma Hizmet sektöründe reklam,satış tutundurma, halkla ilişkiler, kişisel satış ve doğrudan pazarlama.
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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7
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Yapısal değişim yoluyla hizmet konumlandırma,
Müşteri hizmetlerinin Stratejik yönetimi
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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8
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Hizmetlerin yaratılması ve sunulması,
maliyetleri anlamak ve fiyat stratejileri geliştirmek
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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9
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çalışanlarla iletişim kurmak ve teşvik etmek,
müşteri hizmetleri işlevinin geliştirilmesi ve yönetilmesi
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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10
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Improving Service Quality and productivity Organizing and ımplementing the marketing effort
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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11
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Müşteri odaklı bir organizasyon kurmak
Hizmet pazarlamacıları yenilikler konusunda geliştirme
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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12
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Hizmet şirketleri için yenilikçi pazarlama stratejileri ve organizasyon yapıları
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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13
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Hizmet İşletmelerinde Rekabet Stratejileri
Örnek hizmet işletmesi analizleri
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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14
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Hizmet Yönetiminde Liderlik
Hizmet İşletmelerinde İnsan Kaynakları Yönetimi
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Ön Hazırlık: Fitzsimsons, J.A., M.J. Fitzsimsons, Service Management- Operations, Strategyand Informatıon, Technology, Second Edition, Mcgrow Hill Internation.1998. -Fitzsimmons, J.A., R.S. Sullivan, Services Operations Management, Mcgrow Hill Book Company, 1998. -Grönross, C., Service Management and Marketing- Managing The Moments of Truth in Service Competition, Lexinfton Books P C Heath and Company Toronto 1990. -Haksever, C.B. Render, R.S. Russel, R.G. Murdick, Service Managemenntand Operations, Second Edition, Prentice Hall Inc., July 2000. -Normann R., Service Management Srategy and Leadership ın Service Business, Second edition, John Wiley sons 1991.
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