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 :	, 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:	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	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	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