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 :	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:	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	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.	0
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.		1
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.			2
3	Manage all phases from planning to implementation of aviation operations as a member of a team.		1
4	Cooperate with stakeholders related to air transport.		1
5	Develop the modern techniques and tools necessary for applications related to the field.	0

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.	0

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.		1
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.			2
3	Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.	0

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.			2

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