Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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BAY324 | FINANCIAL SERVICE MARKETING | 5 | 3 | 3 | 5 |
GENERAL INFORMATION |
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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 | Assoc.Prof. HAKAN ÖZCAN |
Instructor(s) of the Course Unit | |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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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) |
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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 |
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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 |
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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 |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Define basic concepts related with banking, insurance and finance.
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1 | |||||
2 |
Relates the theoretical and practical knowledge in the field to economics, business, law, statistics, accounting and marketing
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5 |
KNOWLEDGE |
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Factual |
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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.
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1 | |||||
2 |
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
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5 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Explain the planning and implementation process in banking and insurance transactions.
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1 | |||||
2 |
Provide solutions for the problems encountered in banking and insurance transactions.
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1 |
SKILLS |
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Practical |
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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.
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1 | |||||
2 |
By analyzing economic data accurately, manage savings and portfolio investments to minimize financial risks.
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1 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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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.
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2 |
OCCUPATIONAL |
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Learning to Learn |
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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.
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4 | |||||
2 |
Use the computer programs related with field in banking and insurance transactions.
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1 |
OCCUPATIONAL |
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Communication & Social |
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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.
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4 | |||||
2 |
Research on scientific, sectoral developments and innovations related to the field with lifelong learning as a principle.
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4 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Analyze financial data related to his / her field.
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0 | |||||
2 |
Apply knowledge and skills related to his / her field by taking into account his legal, social and ethical responsibilities.
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5 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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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 |
Total Workload of the Course Unit | 126 | ||
Workload (h) / 25.5 | 4,9 | ||
ECTS Credits allocated for the Course Unit | 5,0 |