Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
2BNS 124Banking and Insurance Marketing3+0+03326.10.2026
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 Compulsory
Course Delivery Method Face To Face
Objectives of the Course To give information about the concept of marketing and service marketing, the marketing features and strategies of bank and insurance services.
Course Content The concept and definition of marketing, marketing in banking, marketing in insurance, consumer markets and satisfaction, micro and macro environment, strategic planning, target market and determination and segmentation, market segmentation strategies, customer-oriented marketing, factors affecting service quality, pricing of banking and insurance services. , distribution of services, promotion (advertising, public relations, sales promotion, sales on the internet), target market, positioning will be discussed.
Course Methods and Techniques Lectures, reinforcing examples and in-class competitions, assignments, and examinations.
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr. Sema Mercanoğlu Erin
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources NOMER, Cahit, YUNAK Hüseyin; Sigortanın Genel Prensipleri.Milli Reasürans T.A.Ş. Mart 2000
Course Notes 1. The Concept of Banking: Definition, Historical Evolution, Classification, and Functions
2. The Concept of Banking: Definition, Historical Evolution, Classification, and Functions
3. The Relationship Between Marketing and Banking; The Concept of Services Marketing
4. The Relationship Between Marketing and Banking; The Concept of Services Marketing
5. Banking Services and Their Characteristics
6. Pricing in Banking Services
7. Distribution Channels in Banking Services
8. Midterm Examination
9. Promotion in Banking Services
10. The 7 Ps of Marketing Mix in Banking
11. Insurance: Definition, Historical Evolution, and the Relationship Between Insurance and Marketing
12. Insurance: Definition, Historical Evolution, and the Relationship Between Insurance and Marketing
13. Marketing Mix in the Insurance Sector
14. Marketing Mix in the Insurance Sector
15. Final Examination

Course Category
Social Sciences %30
Field %70

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 3 42
Assignments 14 2 28
Mid-terms 1 8 8
Final examination 1 12 12
Total Work Load   Number of ECTS Credits 3 90

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Define the concept of service and explain the features of the service.
2 Have basic banking information.
3 Have basic insurance knowledge.
4 It can distinguish between services and goods.
5 He learns the marketing mix and has an idea of ??what to do when delivering a service.
6 Learns the definition and importance of marketing. Understanding the importance of marketing in business life will help the student.
7 Can establish the relationship between service and marketing.
8 Knows what banking and insurance services are and their marketing strategies.

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Bank concept, definition, historical development, classification and functions. Reading 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
2 Bank concept, definition, historical development, classification and functions. The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
3 Marketing and banking relationship, service marketing concept. The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
4 Services and features in banking The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
5 Services and features in banking The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
6 Pricing in banking services The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
7 Distribution in banking services The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
8 MIDTERM EXAM
9 Promotion in banking services. The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
10 Definition of insurance, historical development, relationship between insurance and marketing. The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
11 Definition of insurance, historical development, relationship between insurance and marketing. The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
12 Marketing mix in insurance The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
13 Marketing mix in insurance The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
14 General repetition of the lesson. The most recently covered topics and the topics to be covered in the new week are reviewed in advance using printed and digital resources and online content. 1. Marketing in Banking and Insurance, Asst. Prof. Dr. Aziz ÖZTÜRK, Ömer Faruk GÜVEN, Beta Publishing. 2. Principles of Marketing: Prof. Dr. İsmet Mucuk, Istanbul, 2009, 17th Revised Edition, Türkmen Publishing. 3. Marketing of Banking Services: A. Aslan Şendoğdu & Mete Sezgin, Literatür Publishing.
15 FINAL EXAM

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
All 4 2 1 2 2 1 3 1
C1
C2
C3
C4
C5
C6
C7
C8

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