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 Banks and all financial institutions are implementing marketing activities to create competitive advantage. The aim of this course is to introduce marketing activities aimed at financial services to students.
Course Content Marketing, service marketing, marketing in banking and insurance, basic characteristics of banking and insurance services, factors affecting service quality, Pricing of bank and insurance services, distribution of services, promotion, customer type issues will be transferred.
Course Methods and Techniques oral lectures, student assignments. Midterm exam topics are included in the final exam.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Instructor FATMA YAYLA
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources YÜKSELEN Cemal, Pazarlama İlkeler Yönetim Örnek Olaylar, Detay Yayıncılık, 2008.
Karafakıoğlu, Mehmet (2007) Pazarlama İlkeleri, İstanbul: Literatür Yayınları
Theoretical lectures, ppt, case studies, article reading, research,
Yarıyıl içi sınavı (%40) + Final sınavı (%60)

Course Category
Social Sciences %20
Field %80

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
Mid-terms 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 4 56
Assignments 1 10 10
Mid-terms 1 10 10
Final examination 1 20 20
Total Work Load   Number of ECTS Credits 5 138

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Knows the basic concepts of marketing
2 Learn marketing concepts and tools on financial products and services.
3 Businesses learn which marketing strategies they will use to make themselves a market.
4 They learn how new developments in the economy and marketing affect the operations of the business.
5 Factors affecting the quality of service, knows the basic concepts about.
6 Know the basic concepts of pricing, distribution, promotion, customer types of bank and insurance services.


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 Physical Evidence and Process in Financial Services Marketing
11 Quality in Financial Services
12 Customer Relationship Management in Financial Services Marketing
13 Complaint Management in Financial Services
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
All 5 5 4 4 5 2 3 4 3
C1 5 5 5 2 4 1 2 4 2
C2 5 5 4 3 4 1 3 4 4
C3 5 5 4 5 5 1 3 4 3
C4 5 5 4 5 4 3 3 4 3
C5 5 5 4 4 5 2 4 4 5
C6 5 5 4 4 5 1 4 4 5

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