OPF:MARNKMAF Marketing of Financial Service - Course Information

MARNKMAF Marketing of Financial Services

Extent and Intensity

0/0. 4 credit(s). Type of Completion: zk (examination).

Teacher(s)

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

Prerequisites

None

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• Business Economics in Trade and Services (programme OPF, N_EKOMAN)
• Marketing and Management (programme OPF, N_EKOMAN)

Course objectives

To acquaint students with specific problems of services marketing in the financial sector. The course explains the specifics of financial services and marketing mix in financial services-7P. Attention is also paid to customer behaviour, segmentation of financial markets, marketing research, marketing strategy creation and issue of building long-term and mutually beneficial relationships with customers - CRM.

Syllabus

• 1. The role of marketing in financial services.
  2. Customer behaviour and segmentation of financial markets.
  3. Product - Financial Services.
  4. Marketing of credit cards.
  5. Pricing in Financial Services.
  6. Distribution of financial services and physical environment of financial branch.
  7. Marketing communications in financial services.
  8. New trends in financial communications in financial services.
  9. The human factor in financial services.
  10. Processes in Financial Services.
  11. Marketing Planning and Strategy in Financial Services.
  12. Marketing research in financial services.
  13. Active relationships with financial clients - CRM.
  

Literature

required literature
• MATUŠÍNSKÁ, K. Marketing finančních služeb. Karviná: SU OPF, 2009. ISBN 978-80-7248-520-8. info
• WAITE, N. and CH. T. ENNEW. Marketing of Financial Services. Oxford: Elsevier, 2007. ISBN 978-0-7506-6997-9. info
• JUŘÍK, P. Platební karty: velká encyklopedie 1870-2006 (vybrané kapitoly). Praha: Grada, 2006. ISBN 80-247-1381-0. info
• PIRRIE, A. and P.MUDIE. Services Marketing Management. 3rd. Oxford: Elsevier, 2006. ISBN 978-0-7506-6674-9. info
• JANEČKOVÁ, L. Marketing finančních služeb. Karviná: SU OPF, 2003. ISBN 80-7248-197-5. info

recommended literature
• EHRLICH, E. a D. FANELLI. The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results. 2012. ISBN 9781118222409. info
• VYSEKALOVÁ, J., MIKEŠ, J. Image a firemní identita (vybrané kapitoly). Praha: Grada, 2009. ISBN 978-80-247-2790-5. info
• SVOBODA, V. Public relations moderně a účinně (vybrané kapitoly). Praha: Grada, 2009. ISBN 978-80-247-2866-7. info
• NAGDEMAN, J. The Professional´s Guide to Financial Services Marketing: Bite-sized Insights for Creating Effective Approaches. 2009. ISBN 9780470467534. info
• VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
• ENNEV, CH. T., WAITE, N. Financial services Marketing: an international guide to principles and practice. Amsterdam: Elsevier Butterworth-Heinemann, 2007. ISBN 0-7506-6997-7. info
• CHLEBOVSKÝ, V. CRM-Řízení vztahů se zákazníky. Brno: Computer Press, 2005. ISBN 80-251-0798-1. info
• MEDVEĎ, J. Finančný a bankovný marketing. Bratislava: Sprint, 2003. ISBN 80-89085-25-3. info
• KORAUŠ, A. Marketing v bankovníctve a poisťovníctve (vybrané kapitoly). Bratislava: Sprint, 2000. ISBN 80-88848-52-0. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods

Written exam

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.

Teacher's information

seminar paper, final written exam

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	67
Přednáška	6
Zkouška	40
Summary	119

• Enrolment Statistics (Summer 2014, recent)
  
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