Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
2BNS 136Financial Services Marketing2+0+02326.10.2026
Course Details
Language of Instruction Turkish
Level of Course Unit Associate Degree
Department / Program Banking and Insurance
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Hybrid
Objectives of the Course The purpose of the course is to enable students to master the practices and techniques for financial services marketing.
Course Content This course; Concepts, methods, practices and techniques related to financial services marketing cover the financial services environment, financial service customers, market research, product development, pricing, distribution channels (traditional), distribution channels (technology-based) and credit cards.
Course Methods and Techniques Lectures, question-and-answer sessions, case studies, assignments, and examinations.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr. Sema MERCANOĞLU ERİN
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Sevgi Ayşe ÖZTÜRK, Hizmet Pazarlaması, Ekin Yayınevi, Bursa, 2011.
Mucuk, İ., Pazarlama İlkeleri, Türkmen Kitabevi.
Öztürk, A. ve Güven, Ö. F., Bankacılık ve Sigortacılıkta Pazarlama, Beta Yayınları.
Şendoğdu, A. A. ve Sezgin, M., Banka Hizmetleri Pazarlaması, Literatür Yayınları.
Course Notes Lecture notes and presentations on financial services marketing, financial service customers, market research, product development, pricing, and distribution channels will be provided to students. Students are encouraged to study traditional and technology-based distribution channels, credit cards, and customer relationship management in financial services. Case studies, practical examples, and current marketing strategies from the banking and finance sector will be discussed to support the learning process.

Course Category
Social Sciences %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 14 2 28
Hours for off-the-c.r.stud 14 2 28
Mid-terms 1 10 10
Final examination 1 15 15
Total Work Load   Number of ECTS Credits 2,5 81

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
Bilgi 
1 Explains the marketing characteristics of banking, insurance, investment, and pension services.
Beceri 
2 Defines the stratAnalyzes customer behavior, trust, loyalty, and risk perception in financial services.egic marketing plan within the framework of macro and micro environment relations and market analysis in financial service marketing.
3 Applies the components of the 4Ps and 7Ps marketing mix to financial services.
4 Evaluates market segmentation, targeting, and distribution channel decisions.
5 Interprets the impact of digitalization, brand management, and data analytics on financial services marketing.
6 Develops a marketing strategy within the framework of legal regulations and ethical responsibilities.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 The Financial Services Sector and Basic Concepts of Marketing Reading
2 Characteristics of Banking, Insurance, Investment and Pension Services The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
3 Customer Behavior in Financial Services The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
4 Formation of Trust, Loyalty and Risk Perception The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
5 The 4P Marketing Mix in Financial Services The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
6 The 7P Approach: Physical Evidence, Process and People The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
7 Market Segmentation and Identification of Customer Needs The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
8 Midterm
9 Distribution Channels in Financial Services The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
10 Digitalization and the Impact of Financial Technologies on Marketing The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
11 Brand Management and Customer Experience The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
12 Data Analytics in Financial Services Marketing The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
13 Legal Regulations and Ethical Responsibilities The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
14 Developing Marketing Strategies: Case Studies The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
15 General Review The topics covered most recently and the topics to be covered in the new week are reviewed in advance using the related printed and digital resources and online content.
16 Final Exam

 
Recommended Optional Programme Components
BNS 235 Digital Marketing
Sustainable Development Goals
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
All 4 3 4 4 1 2 3 1 3 3 1
In1
Sk2
Sk3
Sk4
Sk5
Sk6

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant