| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Analyze consumer behaviors, identify customer types, and develop appropriate approaches.
- Acquire proficiency in sales and marketing processes.
- Identify potential customer prospects and acquire new customers.
- Understand strategies for retaining customers and regaining lost clients.
- Explain customer communications, customer service, and customer service systems.
- Learn to develop customer relationships and establish effective marketing management.
- Define marketing plans.
- Measure the effectiveness of sales and marketing processes.
- Learn about distribution channels and sales management in the insurance sector.
- Understand marketing models designed for intermediaries.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | TBF252 Marketing Management |
|---|
| Course Description | This course explores the key components of the sales and marketing management process within the insurance industry. Topics covered include insurance market characteristics, consumer needs and desires, customer segmentation and behaviors, customer value management, satisfaction and loyalty programs, and managing customer complaints. Additionally, the course examines fundamental marketing concepts, decision-making processes, strategic planning, and the environmental factors affecting marketing practices in the insurance sector. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Course objectives |
|
2nd Week |
Insurance management's position within the global marketing perspective and inter-country variations |
|
3rd Week |
Evaluation of the Turkish insurance system from the perspective of marketing processes |
|
4th Week |
Internal and external organization of insurance companies |
|
5th Week |
Internal and external organization of insurance companies |
|
6th Week |
The role of pricing in insurance management |
|
7th Week |
The role of pricing in insurance management |
|
8th Week |
Midterm exam |
|
9th Week |
Sales techniques in insurance |
|
10th Week |
Sales techniques in insurance |
|
11th Week |
Sales and marketing processes in insurance brokerage |
|
12th Week |
Sales and marketing processes in life/pension companies |
|
13th Week |
Sales and marketing processes in non-life insurance companies |
|
14th Week |
Other institutions in the marketing process of the insurance sector: DASK, TARSİM, EGM, TOBB SAİK, and SEİK |
|
| Recommended or Required Reading | Kırkbeşoğlu, E. (2015). Risk yönetimi ve sigortacılık (2nd ed.). Gazi Kitabevi.
Elbeyli, M. Ü. (2001). Sigorta ve sigorta pazarlaması (2nd ed.), İstanbul.
Karabulut, M. (1988). Sigorta pazarlaması. İstanbul Üniversitesi, İşletme Fakültesi Yayınları. |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Questions/Answers
- Presentation
|
|---|
| 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 |
40 |
40 |
| Course hours |
13 |
3 |
39 |
| Preparation for Midterm exam |
1 |
20 |
20 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Total Work Load | 143 |
| Total Work Load / 30 (h) | 4.76 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
