| Language of Instruction |
Türkçe |
| Course Type |
Area Elective Courses |
| Course Instructor(s) |
DR. ÖĞR. ÜYESİ HALDUN ÇOLAK |
| Mode of Delivery |
Face to face |
| Prerequisites |
This course does not require any prerequisites or co-requisites. |
| Courses Recomended |
PZL312 Consumer Behavior (Tüketici Davranışları)PZL314 Services Marketing (Hizmet Pazarlaması) İŞL 329 Supply Chain Management (Tedarik Zinciri Yönetimi) |
| Recommended Reading List |
- Heinonen, K. (2023). Characterizing Ex situ Value: A Customer-Dominant Perspective on Value, Journal of Travel Research, 62(8), 1707-1721- Lipkin, M. & Heinonen, K. (2022). Customer ecosystems: Exploring how ecosystem actors shape customer experience, Journal of Services Marketing, 36 (9), 1-17. Received the 2023 Emerald Literati Award All Principles of Marketing and Marketing Management Books |
| Assessment methods and criteria |
1 Midterm Exam, 2 Homeworks, and 1 Final Exam |
| Work Placement |
There are none. |
| Catalog Content |
Customer Concept; Customer Value: Concept of value, Perceived customer value; Changing Marketing Paradigm: Different interpretations of customer value; Service Dominant Logic: Value co-creation, Service provider view; Customer Oriented Approach; Concept of Customer Insight; Customer Dominant Logic: Experience value, Value formation, Customer ecosystem, Customer mental and social activities; Industrial Customer Value: Key differences, Relationship value, Customer value and power. |
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