Prerequisite Courses:
Course Language:
İngilizce
Course Objectives:
To build knowledge of marketing strategies used in the financial services sector, to advance understanding of real-time challenges in this industry,and to provide understanding of potential career paths in financial services
Course Content:
The financial services environment: challenges and opportunities; The financial services consumer: making financial decisions; Marketing consumer credit; Marketing in retail banking; The role of technology in financial services distribution and delivery; Pricing and price-based competition; Customer profitability: data and analytics
Course Methodology:
1: Lecture, 2: Question-Answer, 3: Discussion; 4: Simulation; 5: Case Study
Course Evaluation Methods:
A: Testing, B:Presentation, C:Homework, D:Project, E:Laboratory
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods |
Assessment Methods
|
|
| 1. Understand and critically discuss the differences between services and product marketing | 1,8 | 1,2,3 | A,B | |
| 2. Understand and discuss the market environment of financial services | 1,2,4,5,7,10 | 1,2,3,5 | A,B | |
| 3. Understand and discuss the challenges facing financial consumers in financial decision-making | 1,3,9,10 | 1,2,3,5 | A,B | |
| 4. Critically evaluate marketing initiatives for financial services | 1,3,5,8,9,10 | 1,2,3,5 | C | |
| 5. Design strategies with respect to: The product characteristics including new product development, pricing, communication and customer relations, and distribution and channel management | 1,2,3,9,10 | 2,3,4,5 | B,C,D |
Course Flow
| Week | Topics | Study Materials |
| 1 | The role, contribution and context of financial services | Textbook |
| 2 | The financial services marketplace | Textbook, Readings |
| 3 | Marketing financial services: an overview | Textbook, Case Study |
| 4 | Strategic planning and marketing planning | Case Study |
| 5 | Analyzing the marketing environment | Textbook, Readings, Case Study |
| 6 | Understanding the financial services consumer | Textbook, Readings |
| 7 | MIDTERM EXAM | |
| 8 | Segmentation, targeting, and positioning | Textbook, Case Study |
| 9 | Internationalization strategies for financial services | Case Study |
| 10 | Customer acquisition and marketing mix | Textbook, Readings |
| 11 | Product and consumer needs | Textbook, Readings, Case Study |
| 12 | Communication and promotion and the digital effect | Textbook, Readings, Case Study |
| 13 | Price and cost to the consumer | Textbook |
| 14 | Customer-relationship management: principles and practice | Textbook, Readings, Case Study |
| 15 | FINAL EXAM |
Recommended Sources
| Textbook | Financial Services Marketing: An International Guide to Principles and Practice, 3rd edition, 2017, Routledge, by Ennew, Waite, Waite. |
| Additional Resources | Additional readings, Case studies, Course web page |
Material Sharing
| Documents | Guidelines for group and individual projects, Several articles |
| Assignments | Case studies |
| Exams | Midterm Exam and Final Exam |
Assessment
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 40 |
| Case studies | 6 | 40 |
| Term project | 1 | 20 |
| Total | 100 | |
| CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE | 40 | |
| CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE | 60 | |
| Total | 100 |
| COURSE CATEGORY | Expertise/Field Courses |
Course’s Contribution to Program
| COURSE'S CONTRIBUTION TO PROGRAM | |||||||
| Program Learning Outcomes | Contribution | ||||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1. To understand the core principles of finance and to be able to apply them both nationally and internationally. | X | ||||||
| 2. To formulate solutions to finance problems by effectively using contemporary information technologies and up-to-date financial instruments. | X | ||||||
| 3. To judge the best possible outcome to problems that require ethical and social responsibility-based thinking by identifying stakeholders and weighing alternative solutions. | X | ||||||
| 4. To develop the necessary background to be able to work in multicultural and multilingual environments. | X | ||||||
| 5. To analyze the developments in financial markets by interpreting and distinguishing among the factors affecting them. | X | ||||||
| 6. To recognize management tools and models specific to multinational companies and to be able to apply them where necessary. | |||||||
| 7. To understand the structure of the global economic system and to be able to analyze how new developments will affect this structure. |
|
X | |||||
| 8. To be able to use critical thinking ability in decision making process. | X | ||||||
| 9. To develop and demonstrate the leadership, teamwork and communication skills that may be transferred to the lifelong learning process. | X | ||||||
| 10. To interpret environmental and sustainability issues by implementing quality management processes. | X | ||||||
ECTS
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 15x Total course hours) | 15 | 3 | 45 |
| Class preparation | 15 | 2 | 30 |
| Mid-terms | 1 | 5 | 5 |
| Preparing and Presenting Case Studies | 6 | 12 | 72 |
| Final examination | 1 | 8 | 8 |
| Total Work Load | 160 | ||
| Total Work Load / 25 (h) | 6.4 | ||
| ECTS Credit of the Course | 6 |
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