PEMNKMAF Marketing of Financial Services

School of Business Administration in Karvina
Summer 2019
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
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
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
    recommended literature
  • VAŠTÍKOVÁ, M., SÝKOROVÁ, P. Marketing služeb. Karviná: SU OPF, 2014. ISBN 978-80-7248-984-8. info
  • HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8. info
  • LOŠŤÁKOVÁ, H. Diferencované řízení vztahů se zákazníky. Praha: Grada, 2009. ISBN 978-80-3155-1. 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
  • 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
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
ActivityDifficulty [h]
Konzultace6
Ostatní studijní zátěž67
Přednáška6
Zkouška40
Summary119
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2020, Summer 2021, Summer 2022, Summer 2023, summer 2024.
  • Enrolment Statistics (Summer 2019, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2019/PEMNKMAF