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. İSMET GALİP YOLCUOĞLU
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 basic concepts of Social Service, working fields and application frameworks.
0
2
Uses up-to-date information on Social Service field by associating it with the theory and application information of Social Service.
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Establish the link between the application frameworks of Social Service.
0
2
Evaluate the developments in the field of migration, globalization and human rights in the new world by using the theoretical knowledge in the field.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Using the research methods related to the field of Social Service, concludes scientific conclusions about social problems.
0
2
Examine the spatial legislation of Social Service and develop new strategies for implementation.
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Solve the problems specific to the field of Social Service according to scientific data.
0
2
Conduct trainings for individual, family and society by using advanced theoretical and practical knowledge in the field of Social Service.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop his / her competence in this area by taking the leadership role in working with individuals, groups and society and taking responsibility as a team member.
0

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describes a life worthy of dignity of the person who is the subject of social service science.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Configures the communication between institutions in order to solve the problems.
2
2
Uses the educational role in the social service area.
0
3
Produces projects that will increase the consciousness level of the society.
1

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Collaborate with other professionals in the work team through an interdisciplinary approach at the stage of Social Service intervention
0
2
Acts as a social worker in accordance with the laws, regulations and professional ethics rules.
0
3
Organize their work in accordance with their rights and responsibilities as an individual.
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
Total Workload of the Course Unit 123
Workload (h) / 25.5 4,8
ECTS Credits allocated for the Course Unit 5,0