MARNPMAF Marketing of Financial Services

School of Business Administration in Karvina
Summer 2014
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Kateřina Matušínská, Ph.D. (seminar tutor)
Ing. Michal Stoklasa, Ph.D. (seminar tutor)
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
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-1.part.
    8. Marketing communications in financial services-2.part
    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
Skills demonstration
Seminar classes
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.
Teacher's information
attendance in seminars 70 %, seminar paper, defence of seminar paper, final written exam
ActivityDifficulty [h]
Ostatní studijní zátěž40
Přednáška26
Seminář13
Zkouška40
Summary119
The course is also listed under the following terms Summer 2013.
  • Enrolment Statistics (recent)
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