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	-
Coordinator of the Course Unit	Assoc.Prof. EMEL TOZLU ÖZTAY
Instructor(s) of the Course Unit
Course Prerequisite	No

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

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explain the basic concepts in the field and the basic disciplines arising from these concepts.	0
2	Compare current theories in the field and communication theories.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Solve problems related to the field by identifying problems related to the field.		1
2	Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.			2

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.			2
2	Using field knowledge, identify and solve problems related to field.		1

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the projects in line with the field of campaign analysis, in line with the communication plan to be prepared.	0
2	By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Taking part in public relations campaigns and advertising projects, implements the duties assigned to them within the team.	0
2	Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.	0
3	Designs a communication plan by taking responsibility in case of problems related to the field.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describe creative production, presentation and persuasion techniques to support the professional expertise.	0
2	Analyze the developments, changes and innovations in his field and gices an example.			2

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Effectively explain his/her opinion in the context of advertising, public relations, marketing, etc. to related persons and institutions in writing and verbal.	0
2	Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Determine career goals by establishing cooperation with the sector in line with the information he/she has.		1
2	Analyze and interpret the social and global impacts of issues related with communication.	0
3	Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.	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