TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Master's Degree With Thesis
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	Associate Professor Burcu Gürol
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Knows the importance of marketing in banking 2) Can make competitive analysis 3) Knows the stages of the sales process 4) Knows the individual products of banks 5) Knows the commercial products of banks 6) Knows the effective sales methods
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	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
RECOMENDED 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 WORKLOAD	Activities Number Hours Workload 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 Workload 301 Total Workload / 30 10,03 ECTS Credits of the Course 10
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No