Information Package / Course Catalogue
Financial Services Marketing
Course Code: MKS118
Course Type: Area Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 4
Objectives of the Course

The objective of the course is to make students aware of financial services, applications and techniques for marketing of these services.

Course Content

This course consists of teaching, definition of services marketing, analyzing environmental conditions that affect services marketing business and explaining services marketing mix which is services marketing elements and covers the ways to handle with customer complaints and retention customers.

Name of Lecturer(s)
Learning Outcomes
1.Knowing financial services To teach the basic concepts related to services marketing
2.Having information about services and features
3.To explain services marketing mix elements
4.To envision the relationship between service customers and service providers
5.To be able to master the methods and techniques used in the marketing of financial services
Recommended or Required Reading
1.Öztürk, A., & Güven, Ö. F. (2014). Bankacılık ve Sigortacılıkta Pazarlama. Ankara: Beta Yayınları.
2.Çakırer, M. A. (2022). Banka Hizmetleri Pazarlaması. Bursa: Ekin Kitabevi.
3.Koç, E. (2025). Hizmet Pazarlaması ve Yönetimi Global ve Yerel Yaklaşım. Ankara: Seçkin Yayıncılık.
Weekly Detailed Course Contents
Week 1 - Theoretical
Marketing perception, service, concepts related to service, services sector
Week 2 - Theoretical
Marketing management process in services enterprises, consumer behaviour
Week 3 - Theoretical
Growth and competing strategies
Week 4 - Theoretical
Growth and competing strategies
Week 5 - Theoretical
Product as a service
Week 6 - Theoretical
Pricing of services
Week 7 - Theoretical
Distribution decisions
Week 8 - Theoretical
Promotion decisions
Week 9 - Theoretical
Personnel, customer and physical evidences in services marketing
Week 10 - Theoretical
Demand and capacity management in services enterprises
Week 11 - Theoretical
Service quality and service comparison
Week 12 - Theoretical
Customer satisfaction and customer loyalty in services marketing
Week 13 - Theoretical
Efficiency and productivity in services enterprises
Week 14 - Theoretical
Case studies
Assessment Methods and Criteria
Type of AssessmentCountPercent
Assignment1%5
Quiz1%5
Midterm Examination1%30
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory142256
Assignment110010
Quiz1505
Midterm Examination110010
Final Examination117118
TOTAL WORKLOAD (hours)99
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
OÇ-1
2
1
1
5
2
2
2
2
1
1
OÇ-2
2
1
1
5
2
2
2
2
1
1
OÇ-3
2
1
1
5
3
2
2
2
1
1
OÇ-4
2
1
1
5
1
3
5
2
3
1
1
OÇ-5
3
1
2
5
1
4
3
2
3
1
1
Adnan Menderes University - Information Package / Course Catalogue
2026