OPF:PEMNPMAF Marketing of Financial Service - Course Information
PEMNPMAF Marketing of Financial Services
School of Business Administration in KarvinaSummer 2018
- Extent and Intensity
- 2/1/0. 4 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Veronika Kopřivová, Ph.D. (seminar tutor)
Ing. Kateřina Matušínská, Ph.D. (seminar tutor) - 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. - 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
- Marketing and Management (programme OPF, N_EKOMAN)
- Business Economics and Management (programme OPF, N_EKOMAN, specialization Marketing and Trade)
- 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.
- 1. The role of marketing in financial services.
- Literature
- required literature
- VAŠTÍKOVÁ, M., SÝKOROVÁ, P. Marketing služeb. Karviná: SU OPF, 2014. ISBN 978-80-7248-984-8. info
- 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
- recommended literature
- HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8. info
- VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
- JAKUBÍKOVÁ, D. Strategický marketing. Praha: Grada Publishing, 2008. ISBN 978-80-247-2690-8. 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
- KOTLER, P., V. WONG, J. SAUNDERS a G. ARMSTRONG. Moderní marketing. Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2. info
- MEDVEĎ, J. Finančný a bankovný marketing. Bratislava: Sprint, 2003. ISBN 80-89085-25-3. 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
- https://elearning.opf.slu.cz/course/view.php?id=768
attendance in seminars 50 %, seminar paper, defence of seminar paper, final written examActivity Difficulty [h] Ostatní studijní zátěž 40 Přednáška 26 Seminář 13 Zkouška 40 Summary 119
- Enrolment Statistics (Summer 2018, recent)
- Permalink: https://is.slu.cz/course/opf/summer2018/PEMNPMAF