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 :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
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	Define the basic concepts of aeronautical standards and rules. (Bloom 1)	0

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Organize teamwork during the collection, interpretation, announcement and application of data related to the field. (Bloom 6)	0

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Perform theoretical and practical knowledge related to his/her field in business life using analytical methods and modeling techniques. (Bloom 4)	0
2	Choose updated documents, modern techniques and tools required for maintenance applications. (Bloom 2)	0
3	Use maintenance manuals and other sources of information in business life to obtain information about the field	0
4	Determine the actualities of all technical and administrative documents related with the field. (Bloom 1)	0

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use computer software, information and communication technologies at the level required by the field	0
2	Interpret the sketches, scheme, graphics that describe the subject. (Bloom 2)	0

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Develop solutions for problems faced during application. (Bloom 6)	0

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Determine the learning requirements related with his/her field. (Bloom 3)	0
2	Use the lifelong learning principles in occupational development. (Bloom 3)			2

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Apply the technical drawing knowledge effectively in business life. (Bloom 3)	0
2	By informing the relevant persons and institutions about the related field; state his / her thoughts and suggestions for solutions in the field.	0
3	Debate his/her ideas and solution suggestions with experts by supporting them with quantitative and qualitative data. (Bloom 2)			2
4	Participate in training related to the field at international level. (Bloom 3)	0
5	Organize activities for the professional development of employees under his/her responsibility. (Bloom 6).	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Use the knowledge and skills obtained during undergraduate education in work life. (Bloom 3)			2
2	Solve the problems encountered in his/her field. (Bloom 3)	0
3	Apply the necessary culture of behavior in the areas of quality management and processes and environmental protection and occupational safety (Bloom 3)	0
4	Locate the awareness of safety factor to himself and to the team. (Bloom 1	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