Nevşehir Hacı Bektaş Veli University Course Catalogue

Information Of Programmes

FACULTY OF ECONOMICS & ADMINISTRATIVE SCIENCES / BF 216 - BANKING AND FINANCE

Code: BF 216 Course Title: MARKETING OF FINANCIAL SERVICES Theoretical+Practice: 3+0 ECTS: 4
Year/Semester of Study 2 / Spring Semester
Level of Course 1st Cycle Degree Programme
Type of Course Optional
Department BANKING AND FINANCE
Pre-requisities and Co-requisites None
Mode of Delivery Face to Face
Teaching Period 14 Weeks
Name of Lecturer CEYLAN BOZPOLAT (cakdogan@nevsehir.edu.tr)
Name of Lecturer(s)
Language of Instruction Turkish
Work Placement(s) None
Objectives of the Course
The main objective of this courset o provide information about definition of marketing, the concept of marketing services, marketing features of bank services.

Learning Outcomes PO MME
The students who succeeded in this course:
LO-1 Can know the basic concepts in services marketing. PO-6 Have the necessary knowledge about financial / banking products and services and marketing of these products and services.
PO-12 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
 		Examination
LO-2 Can know basic features of banking and insurance services. PO-6 Have the necessary knowledge about financial / banking products and services and marketing of these products and services.
PO-12 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
 		Examination
LO-3 Can learn the factors affecting the quality of service. PO-6 Have the necessary knowledge about financial / banking products and services and marketing of these products and services.
PO-12 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization.
 		Examination
LO-4 Can make pricing of banking and insurance services PO-6 Have the necessary knowledge about financial / banking products and services and marketing of these products and services.
 		Examination
PO: Programme Outcomes
MME:Method of measurement & Evaluation

Course Contents
Marketing, service marketing, banking and insurance marketing, basic features of banking and insurance services, factors affecting the quality of service, pricing of banking and insurance services, distribution services, promotion, customer types.
Weekly Course Content
Week Subject Learning Activities and Teaching Methods
1 Definition of Marketing, Services Marketing,marketing in Banking and Insurance. Lecture Method, Case Study Method
2 The concept of banking and insurance products, bank and insurance services, Mix in the Banking and Insurance Services and Strategies in Banking Market segmentation Lecture Method, Case Study Method
3 Service quality in banking and Insurance , service quality problems and inspection, Lecture Method, Discussion Method
4 Quality of services in banking, the issue of quality in service and inspection, Total Quality Management in Banking Lecture Method, Discussion Method
5 Evaluation of performance measurement and performance branch in bank. Lecture Method, Discussion Method
6 Evaluation of performance measurement and performance in agencies. Lecture Method, Discussion Method
7 Pricing of banking services Lecture Method, Discussion Method
8 mid-term exam
9 Pricing of insurance services Lecture Method, Discussion Method
10 Distribution of Banking and Insurance Services Lecture Method, Discussion Method
11 The promotion of Banking and Insurance Services Lecture Method, Discussion Method
12 The promotion of Banking and Insurance Services Lecture Method, Case Study Method
13 Advertisement in Banking and Insurance Lecture Method, Case Study Method
14 Personal selling and sales promotion, public relations, internal customers Lecture Method, Case Study Method
15 Personal selling and sales promotion, public relations, internal customers Lecture Method, Case Study Method
16 final exam
Recommend Course Book / Supplementary Book/Reading
1 • Bankacılık ve Sigortacılıkta Pazarlama, Ömer Faruk Güven, Aziz Öztürk, Beta Yayınları, 2014
2 • Günümüz Bankacılığında Banka Hizmet Pazarlaması, Mete SEZGİN, A. Aslan ŞENDOĞDU, Literatürk, 2012
3 • Hizmet Pazarlaması ve Yönetimi, Erdoğan KOÇ, Seçkin Yayınevi, 2015
Required Course instruments and materials
Projection and Book

Assessment Methods
Type of Assessment Week Hours Weight(%)
mid-term exam 8 1 40
Other assessment methods
1.Oral Examination
2.Quiz
3.Laboratory exam
4.Presentation
5.Report
6.Workshop
7.Performance Project
8.Term Paper
9.Project
final exam 16 1 60

Student Work Load
Type of Work Weekly Hours Number of Weeks Work Load
Weekly Course Hours (Theoretical+Practice) 3 14 42
Outside Class
       a) Reading 2 7 14
       b) Search in internet/Library 3 8 24
       c) Performance Project 0
       d) Prepare a workshop/Presentation/Report 0
       e) Term paper/Project 0
Oral Examination 0
Quiz 0
Laboratory exam 0
Own study for mid-term exam 4 5 20
mid-term exam 1 1 1
Own study for final exam 5 6 30
final exam 1 1 1
0
0
Total work load; 132