| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Knows the importance of marketing in banking
- Can make competitive analysis
- Knows the stages of the sales process
- Knows the individual products of banks
- Knows the commercial products of banks
- Knows the effective sales methods
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | Concept of marketing, marketing system, pricing, product distrubution channels, marketig survey, market analysis, marketing strategy establishment, and implemetation, marketing target formation, opportunuties and constraints topics will be covered. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Banking Marketing, |
|
2nd Week |
Marketing Mix, |
|
3rd Week |
Market and Competitive Analysis |
|
4th Week |
Competitiveness of the Bank Analysis (SWOT Analysis), Personal Selling, Sales Process Stages |
|
5th Week |
Customer Briefing Program, |
|
6th Week |
The Importance of Customer Briefing Form, Customer Briefing Planning Process |
|
7th Week |
Customer Benefit Analysis |
|
8th Week |
Determining Customer Needs |
|
9th Week |
Requirements at the customer's new creation, by appeals to the customer Coping Techniques |
|
10th Week |
Cross-Selling, Selling More Products, Customer's Environment Using |
|
11th Week |
Customer reference resources , retail banking philosophy and basic overwiew |
|
12th Week |
Individual Products and Distribution Channels, |
|
13th Week |
Cross-Relations, |
|
14th Week |
Savings Account and Salary Payments |
|
| Recommended or Required Reading | Lecture notes |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Questions/Answers
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Assignment |
1 |
10 |
| Quiz |
1 |
10 |
| Total(%) |
|
50 |
| Contribution of In-term Studies to Overall Grade(%) |
|
50 |
| Contribution of Final Examination to Overall Grade(%) |
|
50 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
12 |
168 |
| Preparation for Final exam |
1 |
40 |
40 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
30 |
30 |
| Laboratory (including preparation) |
14 |
1 |
14 |
| Final exam |
1 |
3 |
3 |
| Homework |
2 |
1 |
2 |
| Total Work Load | 301 |
| Total Work Load / 30 (h) | 10.03 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
