- Course Code
- BANK471
- Semester
- Seventh Term (Fall)
- Theory+Practice
- 3 + 0
- ECTS
- 5
| Course Type | Compulsory Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | 4 |
|---|
| Semester | Seventh Term (Fall) |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Understand the importance of marketing in banking.
- Can perform competitive analysis.
- Know the stages of the sales process.
- Become familiar with individual products.
- Become familiar with commercial products.
- Learn effective sales methods.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | This main purpose of this course is to provide information about the services marketing and applications regarding bank marketing. Development of services in economy and marketing, definition and classification of services, characteristics of services, managing services marketing mix and their application on banks, service quality, pricing bank services, banks' marketing strategies, marketing research applications for banks, private and corporate marketing for banks, alternative distribution channels, and promotion efforts in banking will be analyzed within the context of this course. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Banking marketing, marketing mix, market and competitive analysis |
|
2nd Week |
Competitiveness of the bank analysis (SWOT analysis), personal selling, sales process stages |
|
3rd Week |
Competitiveness of the bank analysis (SWOT analysis), personal selling, sales process stages |
|
4th Week |
Customer briefing program, the importance of customer briefing form, customer briefing planning process |
|
5th Week |
Customer benefit analysis |
|
6th Week |
Customer benefit analysis |
|
7th Week |
Determining customer needs and requirements at the customer's new creation, by appeals to the customer coping teqhniques |
|
8th Week |
Midterm exam |
|
9th Week |
Cross-selling, selling more products, customer's environment using |
|
10th Week |
Customer reference resources , retail banking philosophy and basic overwiew |
|
11th Week |
Individual products and distribution channels, cross-relations, savings account and salary payments |
|
12th Week |
Individual products and distribution channels, cross-relations, savings account and salary payments |
|
13th Week |
Individual products and distribution channels, cross-relations, savings account and salary payments |
|
14th Week |
General review |
|
| Recommended or Required Reading | Lecture notes |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Total(%) |
|
40 |
| Contribution of In-term Studies to Overall Grade(%) |
|
40 |
| Contribution of Final Examination to Overall Grade(%) |
|
60 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
1 |
30 |
30 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
30 |
30 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Total Work Load | 146 |
| Total Work Load / 30 (h) | 4.86 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
Programme Qualifications / Learning Outcomes
|
LO1 |
LO2 |
LO3 |
LO4 |
LO5 |
LO6 |
| K1 |
X |
X |
X |
X |
X |
X |
| K2 |
|
|
|
X |
X |
X |
| K3 |
|
|
X |
|
|
|
| K4 |
|
X |
X |
X |
|
|
| K5 |
|
|
X |
|
|
|
| K6 |
|
X |
X |
X |
|
X |
| K7 |
|
|
|
X |
|
|
| K8 |
X |
X |
X |
X |
X |
|
| K9 |
|
|
|
X |
|
|
| K10 |
|
|
|
X |
|
|
