Information Package / Course Catalogue
| Course Code | : EFN534 |
| Course Type | : Area Elective |
| Couse Group | : Second Cycle (Master's Degree) |
| Education Language | : Turkish |
| Work Placement | : N/A |
| Theory | : 3 |
| Prt. | : 0 |
| Credit | : 3 |
| Lab | : 0 |
| ECTS | : 5 |
Banks and all financial institutions apply marketing activities to create competitive value. The aim of this course is to introduce students to marketing activities for financial services.
This course operationalizes various marketing concepts such as market segmentation, targeting and positioning. At the end of this course, students will learn how to segment consumers, what information is needed to do so, the methods that can be used for segmentation, which consumers to target, how to determine how best to position the brand in the minds of consumers, the development and pricing of new financial products/services that create value for consumers and firms, and/or co-brand management in financial services.
| Prof. Fatma ÇAKIR |
| 1. | To teach students the basic concepts of service marketing |
| 2. | Explain the mixed elements of service marketing |
| 3. | Building the relationship between the customer of the service and the service provider |
| 4. | Reflection of marketing mix on the financial sector |
| 5. | Customer relations in the financial sector |
| 1. | Armstrong, G., S. Adam, S. Denize & P. Kotler (2005), Principles of Marketing, 11th Edition, Pearson Education Australia |
| 2. | Pezzullo, M. A. (1998), Marketing Financial Services, American Bankers Association, USA |
| Type of Assessment | Count | Percent |
|---|---|---|
| Midterm Examination | 1 | %40 |
| Final Examination | 1 | %60 |
| Activities | Count | Preparation | Time | Total Work Load (hours) |
|---|---|---|---|---|
| Lecture - Theory | 14 | 2 | 3 | 70 |
| Individual Work | 15 | 2 | 0 | 30 |
| Midterm Examination | 1 | 9 | 1 | 10 |
| Final Examination | 1 | 14 | 1 | 15 |
| TOTAL WORKLOAD (hours) | 125 | |||
PÇ-1 | PÇ-2 | PÇ-3 | PÇ-4 | PÇ-5 | PÇ-6 | PÇ-7 | PÇ-8 | PÇ-9 | |
OÇ-1 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 4 |
OÇ-2 | 5 | 5 | 5 | 5 | 5 | 4 | 4 | 4 | 4 |
OÇ-3 | 3 | 4 | 4 | 5 | 5 | 5 | 5 | 5 | 5 |
OÇ-4 | 5 | 5 | 4 | 5 | 4 | 5 | 4 | 4 | 4 |
OÇ-5 | 5 | 5 | 5 | 5 | 5 | 5 | 4 | 4 | 4 |