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	Assist.Prof. HANDE ULUSOY
Instructor(s) of the Course Unit
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	Interpret basic concepts, fields of study, theories and approaches in media.	0
2	Describe current information in the field by relating them with communication theories.	0
3	Explain basic concepts regarding communication sciences.	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Interpret current events, political, cultural and economic developments by using the theoretical knowledge gained in the field within a critical context.	0
2	Associate knowledge and facts in the field with Law, Sociology, Advertisement, Cinema and Economy.	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify new strategy and methods for the technical infrastructure and content of the types of television news and programs.	0
2	Assemble theoretical knowledge gained in the field to the technology in present day.	0

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create creative contents in the field.	0
2	Interpret theoretical and applied knowledge gained in the field.		1

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create TV Programs for several audiences by sharing the knowledge and experiences on it.	0
2	Perform as a leader or a team member in teamwork from the news production to presentation stage by fulfilling assigned tasks.	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Identify basic knowledge regarding the production stages of media and technical infrastructure and creative approaches.	0
2	Research for developments, changes and innovations in the field by taking the lifelong learning as a principle.		1

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Create new ideas and new products in collaboration with the stakeholders in the field of programming and journalism.	0
2	Organize projects and activities for the social environment with the awareness of social responsibility following the national and international cases.	0
3	Explain written, verbal and visual studies in the field by following the agenda.	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply knowledge and skills gained in the field by taking legal, social and ethical responsibilities into consideration.		1
2	Show skills as in using camera, editorial process control, team leadership and producing creative content that are features of a professional.	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	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