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	Prof. SEZER CİHAN KESKEN
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	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