PEMNKMFS Marketing of Financial Services

School of Business Administration in Karvina
summer 2024
Extent and Intensity
16/0/0. 5 credit(s). Type of Completion: zk (examination).
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
Ing. Kateřina Matušínská, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Fri 23. 2. 9:45–11:20 B206, Fri 15. 3. 9:45–11:20 B206, Fri 12. 4. 9:45–11:20 B206
Prerequisites (in Czech)
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 10 student(s).
Current registration and enrolment status: enrolled: 6/10, only registered: 0/10
fields of study / plans the course is directly associated with
  • 1. The role of marketing in financial services Defining financial marketing and market. Service marketing, properties and classification of services. Marketing mix in services - 7Ps. Financial market participants. Current trends in financial services from the perspective of the customer and from the perspective of financial institutions. Influence of robotics and automation on financial services. Financial literacy. Financial Arbiter. Financial market segmentation. Targeting strategies. Positioning and repositioning. Customer behavior - hierarchy of financial needs, decision-making process of purchasing a financial service, types of financial clients - affluent client, specifics of private banking. 2. Financial service Classification and elements of financial services. Basic and supplementary financial product. Emotional added value. Product mix of a financial institution. Product policy tools. Life cycle of financial products. Development and goals of new products on the financial market. Payment card marketing - basic concepts, types of payment cards. Contactless payments. Marketing programs. New trends and technologies in the field of payment cards (biometric identification methods). 3. Pricing and distribution policy in the field of financial services. The importance of the physical evidence. Defining, types of prices. Price targets. Methods and factors of pricing. Pricing strategy and tactics. Price elasticity. Package in financial services. Protection of clients' interests in the pricing policy of financial institutions. Standard of clients´mobility. Factors influencing the choice of distribution strategy, types of distribution strategies and channels. Types of branches. New distribution trends - technological distribution, non-traditional branches, franchising. Physical evidence of a financial institution, spatial and emotional effects of various stimuli, sensory marketing, merchandising. 4. Marketing communication of financial services in online and offline environment Objectives of marketing communication, communication process. Basic terminology in the field of marketing communication. Legislative restrictions on the presentation of financial products. Marketing communication mix of a financial institution in the concept of off-line and on-line. Emotions and recommenders in financial advertising. Corporate identity and image of a financial institution. New trends in marketing communication and their applications in the financial sphere. 5. People and processes in financial services. Internal marketing of a financial institution and its goals, increasing the quality of employees, control and motivation systems. Categorization of financial institution employees. Tasks, activities, abilities and characteristics of salespeople in the marketing process. Psychology of personal sales, the importance of nonverbal communication. Long-term building of relationships with customers - Churn management, retention campaigns, types of customer loyalty. Defining and categorizing processes. Client involvement in processes, complaint handling, consumer demand management. Types of contacts with the customer. Reengineering. 6. Specifics of marketing research in financial services Basic concepts and methods. Trends in marketing research applicable in the field of financial services. Selected methods of qualitative research. Mystery shopping in the field of financial services. Research of customer experience in financial services - NPS (Net Promoter Score).
    required literature
  • MATUŠÍNSKÁ, Kateřina. Marketing finančních služeb: Distanční studijní text (Marketing of Financial Services). 2nd ed. Karviná: Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné, 2021, 266 pp. ISBN 978-80-7510-447-2. info
  • VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha: Grada Publishing, 2014. ISBN 978-80-247-5037-8. info
    recommended literature
  • EHRLICH, E. and D.FANELLI. The Financial Services Marketing: Tactics and Techniques that Produce Results. New Jersey: John Wiley & Sons, 2012. ISBN 978-1-118-06571-6. info
  • ENNEW, CH. and N. WAITE. Financial Services Marketing: An International Guide to Principles and Practice. 2nd ed. Oxon: Routledge, 2013. ISBN 978-0-415-52168-0. info
  • KARLÍČEK, M. Základy marketingu. Praha: Grada Publishing, 2013, 2013. ISBN 978-80-247-4208-3. info
  • KOTLER, P., KELLER, L., K. Marketing management. Praha, 2014. ISBN 978-80-247-4150-5. info
  • JAKUBÍKOVÁ, D. Strategický marketing: strategie a trendy. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8. info
  • TAHAL, R. Marketingový výzkum: postupy, metody, trendy. Praha: Grada Publishing, 2017. ISBN 978-80-271-0206-8. info
  • VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
Assessment methods
compulsory active participation in seminars at least 50 %, seminar work and its presentation (40 % of evaluation), exam test (60 % of evaluation), min. required 60 % points of the total number of points
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 16 HOD/SEM.
The course is also listed under the following terms Summer 2023.
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