OPF:PEMNKMAF Marketing of Financial Service - Course Information

PEMNKMAF 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
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.
  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

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

• Enrolment Statistics (Summer 2019, recent)
  
• Permalink: https://is.slu.cz/course/opf/summer2019/PEMNKMAF