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FINANCIAL SERVICE MARKETING PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
BAY324 FINANCIAL SERVICE MARKETING 5 3 3 5

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Elective
Mode of Delivery of the Course Unit Face to face
Coordinator of the Course Unit Prof.Dr. İSMET GALİP YOLCUOĞLU
Instructor(s) of the Course Unit

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to provide the students with the basic knowledge and skills that will enable them to master the applications and techniques for marketing of financial services
Contents of the Course Unit: Contents of the course include the subjects as concept, method, application, techniques related to financial service marketing

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Define the basic concepts of service marketing
Define strategic marketing plan in financial services marketing: macro and micro environment relationship and market analysis
Discuss financial services marketing mix - product, price, promotion, distribution channels policies
Compare financial services marketing mix-product, sales techniques of financial services - Ideal Sales Process, After Sales Services

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 - Characteristics of Financial Services, Classification of Financial Products and Services, Marketing Strategies- Basic Concepts Lecture & Discussion & Case Methods, Interactive Web Tools
2 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Strategic Marketing Plan in Financial Services Marketing: macro and micro environment relationship and market analysis Lecture & Discussion & Case Methods, Interactive Web Tools
3 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Internationalization strategies for financial services - case study Lecture & Discussion & Case Methods, Interactive Web Tools
4 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Consumer behavior in the marketing of financial services Lecture & Discussion & Case Methods, Interactive Web Tools
5 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Financial Services Market Segmentation, Target Market Determination and Positioning Lecture & Discussion & Case Methods, Interactive Web Tools
6 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Financial Services Marketing Mix - product, price, promotion, distribution channels policies Lecture & Discussion & Case Methods, Interactive Web Tools
7 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Financial Services Marketing Mix - product, price, promotion, distribution channels policies Lecture & Discussion & Case Methods, Interactive Web Tools
8 - MID-TERM EXAM -
9 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Review of Lecture Lecture & Discussion & Case Methods, Interactive Web Tools
10 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Customer Relationship Management and Applications in Financial Services Marketing-Customer Satisfaction, Perceived Value Lecture & Discussion & Case Methods, Interactive Web Tools
11 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Service transfer process and service quality models - article discussion Lecture & Discussion & Case Methods, Interactive Web Tools
12 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Branding Strategies in Financial Services Marketing- case study Lecture & Discussion & Case Methods, Interactive Web Tools
13 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Internet Applications in Financial Services Marketing - creating websites, customer satisfaction Lecture & Discussion & Case Methods, Interactive Web Tools
14 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Sales Techniques of Financial Services - Ideal Sales Process, After Sales Services Lecture & Discussion & Case Methods, Interactive Web Tools
15 Reading the related subjects in the coursebook, following developments, macro-economic data and markets Review of Lecture Lecture & Discussion & Case Methods, Interactive Web Tools
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Waite, N., & Ennew, C. T. (2007). Financial Services Marketing - An international guide to principles and practices. London: Elsevier Publishing
Farguhar, J., & Meidan, A. (2010). Marketing Financial Services. MacMillan Publishing

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the basic concepts of Social Service, working fields and application frameworks.
0
2
Uses up-to-date information on Social Service field by associating it with the theory and application information of Social Service.
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Establish the link between the application frameworks of Social Service.
0
2
Evaluate the developments in the field of migration, globalization and human rights in the new world by using the theoretical knowledge in the field.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Using the research methods related to the field of Social Service, concludes scientific conclusions about social problems.
0
2
Examine the spatial legislation of Social Service and develop new strategies for implementation.
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Solve the problems specific to the field of Social Service according to scientific data.
0
2
Conduct trainings for individual, family and society by using advanced theoretical and practical knowledge in the field of Social Service.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop his / her competence in this area by taking the leadership role in working with individuals, groups and society and taking responsibility as a team member.
0

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describes a life worthy of dignity of the person who is the subject of social service science.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Configures the communication between institutions in order to solve the problems.
0
2
Uses the educational role in the social service area.
0
3
Produces projects that will increase the consciousness level of the society.
1

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Collaborate with other professionals in the work team through an interdisciplinary approach at the stage of Social Service intervention
0
2
Acts as a social worker in accordance with the laws, regulations and professional ethics rules.
0
3
Organize their work in accordance with their rights and responsibilities as an individual.
0

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 14 2 28
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 10 2 20
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 5 5 25
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 3 3 9
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 48 0 126
Total Workload of the Course Unit 126
Workload (h) / 25.5 4,9
ECTS Credits allocated for the Course Unit 5,0