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
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)