TR EN

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 Face to face
Coordinator of the Course Unit Prof.Dr. OSMAN ERGÜVEN VATANDAŞ
Instructor(s) of the Course Unit

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

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
1
2
Use computer programs related to Aviation Transportation.
0
3
Define basic concepts related with aviation management.
1

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
2
2
Classify the relationship between the basic functions of the business and the interactions between these functions.
1
3
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
2
4
Explain the concepts of entrepreneurship and innovation with the field.
1

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage operational activities related to the airline.
0
2
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
2

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
1
2
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
0
3
Manage all phases from planning to implementation of aviation operations as a member of a team.
2
4
Cooperate with stakeholders related to air transport.
1
5
Develop the modern techniques and tools necessary for applications related to the field.
2

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Execute a study in his/her field independently.
1
2
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
2

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
0
2
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
2

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
1
2
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
0
3
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
1

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.
1

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
Total Workload of the Course Unit 123
Workload (h) / 25.5 4,8
ECTS Credits allocated for the Course Unit 5,0