Ders Planı

CLASS 3

CLASS 4

Lesson plan / BANK AND INSURANCE MARKETING

Lesson Information

Course Credit	2.0
Course ECTS Credit	3.0
Teaching Language of Instruction	Türkçe
Level of Course	Associate's Degree, TYYÇ: Level 5, EQF-LLL: Level 5, QF-EHEA: Short Cycle
Type of Course	Compulsory
Mode of Delivery	Face-to-face
Does the course require compulsory or optional work experience?	Z
Course Coordinator	Assist. Prof. Dr. YEŞİM UZUN
Instructor (s)	Assist. Prof. Dr. YEŞİM UZUN
Course Assistant

Purpose and Content

The aim of the course	The main objective of this course is to inform Marketing and service marketing concept, the characteristics of banking and insurance services and strategies
Course Content	In this course, students will be informed about marketing, service marketing, marketing in banking and insurance, customer oriented marketing, the factors affect service quality, pricing, distribution, promotion (advertising, public relations, sales promotion, internet sales), target market, segmentation, positioning

Learning Outcomes

The students have basic knowledge of the Bank, insurance, economics and finance issues
The students have the basic information about an insurance agency management.
The students have basic information about the legal regulatory field.
The students have management, quality, customer satisfaction has a basic knowledge.
They can reach.information related to their field and evaluate and apply.
They have the ability to use the basic information on the banking and insurance
They have the analyzing, interpreting and evaluating ability of the information for their field
They have the analyzing, interpreting and evaluating ability of the information for their field
They have the culture of lifelong learning.
They follow and participate the training programs of professional development required.
They have knowledge of a foreign language to follow at the level of professional developments
They can use information technology effectively and follow up to date.
They use written and oral communication effectively
They prone to team work.
They track , comment and apply legislation in term of banking and insurance matters in force
They can manage an insurance agent, they can function as the insurance expert.
They have enough conciousness about universality of social rights, the quality and cultural values with environmental protection issues,
Monitor legislation in force in the banking and insurance issues, reviews and implements.
Manage an insurance agency.
The organization adheres to the values of culture and business ethics.
Have sufficient consciousness on the universality of social rights, quality and cultural values and environmental protection issues

Weekly Course Subjects

1	Definition and importance of marketing, marketing orientations, Customer Relationship Managemnet (CRM)
2	Marketing mix concept: product, pricing, distribution, promotion
3	1. Product concept: produc categorization , product life cycle, new product development, branding, and brand strategies
4	2. Pricing concept: pricing methods and strategşies of new product pricing
5	3. Distribution: direct and indirect distribution, distribution policies, relationships in the distribution channel, wholesalers, retailers
6	4. promotion concept: promotion methods, strategies, advertiisng, public relations, direct marketing, internet marketing, private selling
7	Market segmentation, target marketing, positioning
8	Service marketing: definition, types, charactersitics
9	Mid Term exam
10	Banking and insurance pricing
11	Distribution of banking and insurance services
12	Promotion of Banking services
13	Promotion of insurance services
14	Quality in banking and insurance services

Resources

1- Principles of marketing, Prof Dr. İsmet Mucuk,İstanbul,2009,
2.Marketing of Banking services: A.Aslan Şendoğdu&Mete Sezgin

CLASS 1

CLASS 2

CLASS 3

CLASS 4

Lesson Information

Purpose and Content

Learning Outcomes

Weekly Course Subjects

Resources

ABOUT IAU

COMMITTEE

PUBLICATIONS

MEDIA CENTER