MARKETING IN BANKING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
BAY307	MARKETING IN BANKING	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	-
Coordinator of the Course Unit	Assoc.Prof. HAKAN ÖZCAN
Instructor(s) of the Course Unit	Assist.Prof. HANDE AYHAN GÖKCEK
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The objective of this course is to help students gain basic knowledge and skills about the basic concepts and applications of modern marketing.
Contents of the Course Unit:	Contents of the course include; marketing, service marketing, marketing in banking, factors affecting service quality, pricing, distribution of services, promotion, target market, segmentation, positioning.

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 issues of service marketing
Define the marketing management process of banks
Analyze consumer behaviors for services offered by banks
Analyze the decisions regarding the organization, pricing, distribution and promotion of services

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Related book chapter	Definition of marketing, its importance and development, customer-oriented marketing	Narration, question and answer
2	Related book chapter	Marketing Environment - Marketing Research	Narration, question and answer
3	Related book chapter	Consumer and organizational customer behavior	Narration, question and answer
4	Related book chapter	Concept of marketing mix: finished product, price, promotion, distribution	Narration, question and answer
5	Related book chapter	Concept of product, classification, life curve, new product development, brand and brand strategies	Narration, question and answer
6	Related book chapter	Concept of price: pricing methods and new product pricing strategies	Narration, question and answer
7	Related book chapter	Distribution: direct distribution, indirect distribution, distribution policies, relations in distribution channels: wholesale, retail	Narration, question and answer
8	-	MID-TERM EXAM	-
9	Related book chapter	The concept of promotion; promotion methods, strategies, advertising, public relations, personal sales, direct marketing, Internet marketing	Narration, question and answer
10	Related book chapter	The concept of promotion; promotion methods, strategies, advertising, public relations, personal sales, direct marketing, Internet marketing	Narration, question and answer
11	Related book chapter	Market Segmentation, targeting, positioning	Narration, question-response method, Case study
12	Related book chapter	Service marketing: definition, types, characteristics	Narration, question and answer
13	Related book chapter	International Marketing	Narration, question and answer
14	Related book chapter	Marketing ethics principles	Narration, question and answer
15	Related book chapter	Banking marketing case studies	Narration, question-response method, Case study
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Karafakıoğlu M.(2011),Pazarlama İlkeleri, İstanbul: Literatür Yayıncılık
Mucuk İ. (2012), Pazarlama İlkeleri, İstanbul: Türkmen Kitabevi
İslamoğlu H. (2013), Pazarlama Yönetimi, İstanbul: Beta
Koç E. (2017), Hizmet Pazarlaması ve Yönetimine Giriş, İstanbul: Seçkin
Estelami, H. (2012). Marketing Financial Services, ABD: Dog Ear Publishing

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Define basic concepts related with banking, insurance and finance.		1
2	Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing		1

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Relate banking and insurance applications to financial theories, mathematical and statistical methods.	0
2	Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.		1

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the planning and implementation process in banking and insurance transactions.		1
2	Provide solutions for the problems encountered in banking and insurance transactions.		1

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use theoretical and practical knowledge in the field of banking and insurance transactions.		1
2	By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/She works as a leader or a team member in a teamwork from the planning of the banking transactions to the implementation and performs the task assigned to them within the team.						5

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.					4
2	Use the computer programs related with field in banking and insurance transactions.	0

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Cooperate to bring innovative ideas to the stakeholders in the sector using banking insurance-related databases, information and communication technologies.	0
2	Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.						5

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyze financial data related to his / her field.	0
2	Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.						5

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	12	1	12
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	6	3	18
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	14	2	28
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	7	3	21
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	55	0	123