TYPE OF COURSE UNIT	Compulsory Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	4
SEMESTER	Seventh Term (Fall)
NUMBER OF ECTS CREDITS ALLOCATED	5
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	This main purpose of this course is to provide information about the services marketing and applications regarding banks 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, bank's 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 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 Recap
RECOMENDED OR REQUIRED READING	Ders Notları
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture
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 WORKLOAD	Activities Number Hours Workload 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 Workload 146 Total Workload / 30 4,86 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No