XPEM2852 Marketing of Financial Services

School of Business Administration in Karvina
Summer 2018
Extent and Intensity
0/0. 4 credit(s).
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 offered to students of any study field.
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.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
Teacher's information
https://elearning.opf.slu.cz/course/view.php?id=707
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