Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS Credits
-1FBS225Financial Services Marketing3+0+035

Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Banking and Insurance Business
Mode of Delivery Face to Face
Type of Course Unit Elective
Objectives of the Course The aim of this course is to introduce marketing activities aimed at financial services to students.
Course Content In the course, marketing, service marketing, marketing in financial products, basic features of financial services, factors affecting service quality, pricing of financial product services, distribution of services, promotion, and customer types will be covered.
Course Methods and Techniques Theoretical lectures, case studies, homework. Midterm exam topics are included in the final exam.
Prerequisites and co-requisities None
Course Coordinator Asist Prof. ESRA İŞBİLEN DURU
Name of Lecturers Instructor Murat Cem ÇAĞLAYAN muratcem1967@yahoo.com
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Karafakıoğlu, Mehmet (2007) Pazarlama İlkeleri, İstanbul: Literatür Yayınları
YÜKSELEN Cemal, Pazarlama İlkeler Yönetim Örnek Olaylar, Detay Yayıncılık, 2008.
Lecturer Murat Cem Çağlayan lecture notes
Lecture notes and names of resources to be used will be shared in class.
yarıyıl sınav değerlendirme yöntemi ödevdir.
Yarıyıl içi sınavı (%40) + Final sınavı (%60)

Course Category
Social Sciences %50
Field %50

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Assignment 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 3 42
Hours for off-the-c.r.stud 14 3 42
Assignments 1 20 20
Final examination 1 25 25
Total Work Load   Number of ECTS Credits 5 129

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Gain the ability to understand the structure of the financial services industry, marketing concepts and consumer needs.
2 Understand how to integrate the marketing mix elements of product development, pricing, distribution and promotion into the financial services industry
3 Understands the importance of human factors, customer relationship management and effective communication skills.
4 Evaluate current developments, digital marketing and sales techniques in financial services marketing


Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Concept of Financial Services
2 Basic Concepts of Financial Services Marketing
3 Consumer Behavior in Financial Services Marketing
4 Positioning in Financial Services Marketing
5 Product Development in Financial Services Marketing
6 Price in Financial Services Marketing
7 Distribution in Financial Services Marketing
8 Promotion in Financial Services Marketing
9 Human in Financial Services Marketing
10 Self-expression, Effective Speaking
11 Quality in Financial Services
12 Customer Relationship Management in Financial Services Marketing
13 Sales Representatives, Finding Customers, Making Sales, After Sales Strategies
14 New Expansions in Financial Services Marketing


Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
All 4 4 4 3 3 3 4 4 4
C1 4 4 5 2 3 2 4 4 4
C2 4 4 4 3 3 3 4 4 4
C3 4 4 4 4 3 3 4 4 5
C4 4 4 4 3 3 3 4 4 5

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https://obs.gedik.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=113342&curProgID=59&lang=en