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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 Live (Online)
Coordinator of the Course Unit Assist.Prof.Dr. LOKMAN KANTAR
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
Define basic concepts related with banking, insurance and finance.
1
2
Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing
1

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate banking and insurance applications to financial theories, mathematical and statistical methods.
0
2
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
1

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the planning and implementation process in banking and insurance transactions.
1
2
Provide solutions for the problems encountered in banking and insurance transactions.
1

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Use theoretical and practical knowledge in the field of banking and insurance transactions.
1
2
By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
He/She works as a leader or a team member in a teamwork from the planning of the banking transactions to the implementation and performs the task assigned to them within the team.
5

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Gain the basic knowledge necessary for the planning process of banking and insurance activities and human resources performance management.
4
2
Use the computer programs related with field in banking and insurance transactions.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Cooperate to bring innovative ideas to the stakeholders in the sector using banking insurance-related databases, information and communication technologies.
0
2
Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.
5

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Analyze financial data related to his / her field.
0
2
Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.
5

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