PEMNPMAF Marketing of Financial Services

School of Business Administration in Karvina
Summer 2026
Extent and Intensity
2/1/0. 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.
Timetable
Thu 8:55–10:30 AULA
  • Timetable of Seminar Groups:
PEMNPMAF/01: Tue 12:15–13:00 A111, K. Matušínská
PEMNPMAF/02: Tue 13:05–13:50 A111, K. Matušínská
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(N) && FORMA(P) && !PEMNPMFS Marketing of Financial Services
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 73 student(s).
Current registration and enrolment status: enrolled: 67/73, only registered: 4/73
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 and issue of building long-term and mutually beneficial relationships with customers - CRM.
Learning outcomes

Students will understand the role of marketing in financial services and the STP process. They will be able to identify trends in consumer behaviour and broaden their knowledge of financial literacy. They will learn to apply the extended marketing mix (7Ps) and understand the specific characteristics of financial services. They will become familiar with current trends, particularly sensory marketing, biometrics, digitalization, phygital marketing, and the use of AI. They will gain an overview of innovations, the development of new financial products, and their life cycle. They will be able to analyze pricing and distribution policies in financial institutions, including pricing strategies and distribution channels, with an emphasis on the physical environment. They will understand the principles of marketing communication in the financial sector and the differences between online and offline approaches. They will understand the importance of internal marketing and employer branding. They will gain knowledge of the role of people and processes in financial services. They will be able to apply marketing research methods, particularly mystery shopping and the Net Promoter Score (NPS), in evaluating customer experience. Students will also be able to critically assess and design appropriate retention programmes aimed at building long-term customer relationships.

Syllabus

1. The Role of Marketing in Financial Services


Definition of financial marketing and the financial market. Services marketing, characteristics and classification of services. The services marketing mix – 7Ps. Entities operating in the financial market. Current trends in financial services from the customer’s perspective and from the perspective of financial institutions. The impact of robotization and automation on financial services. Financial literacy. Financial arbitrator. Financial market segmentation. Targeting strategies. Positioning and repositioning. Customer behaviour – hierarchy of financial needs, the decision-making process when purchasing a financial service, types of financial clients – affluent clients, specific features of private banking.


2. Financial Service


Classification and elements of financial services. Core and supplementary financial products. Emotional added value. Product mix of a financial institution. Product policy tools. Life cycle of financial products. Development and objectives of new products in the financial market. Payment card marketing – basic terminology, types of payment cards. Contactless payments. Marketing programmes. New trends and technologies in payment cards, including biometric identification methods.


3. Pricing and Distribution Policy in Financial Services and the Importance of Physical Evidence


Definition and types of prices. Pricing objectives. Pricing methods and factors affecting price setting. Pricing strategies and tactics. Price elasticity. Packaging in financial services. Protection of clients’ interests in the pricing policy of financial institutions. Client Mobility Code. Factors influencing the choice of distribution strategy, types of distribution strategies and distribution channels. Types of branches. New distribution trends – technology-based distribution, non-traditional branches, franchising. Physical environment of a financial institution, spatial and emotional effects of various stimuli, sensory marketing, merchandising.


4. Marketing Communication of Financial Services in Online and Offline Environments


Objectives of marketing communication, communication process. Basic terminology in marketing communication. Legislative restrictions on the promotion of financial products. Marketing communication mix of a financial institution in offline and online environments. Emotions and endorsers in financial advertising. Corporate identity and image of a financial institution. New trends in marketing communication and their application in the financial sector.


5. People and Processes in Financial Services


Internal marketing of a financial institution and its objectives, improving employee quality, control and motivation systems. Categorization of employees in financial institutions. Tasks, activities, skills and characteristics of salespeople in the marketing process. Psychology of personal selling and the importance of non-verbal communication. Long-term customer relationship building – churn management, retention campaigns, types of customer loyalty. Definition and categorization of processes. Customer involvement in processes, complaint handling, consumer demand management. Types of customer contact. Reengineering.


6. Specific Aspects of Marketing Research in Financial Services


Basic concepts and methods. Trends in marketing research applicable to financial services. Selected qualitative research methods. Mystery shopping in financial services. Customer experience research in financial services – NPS (Net Promoter Score).

Literature
    required literature
  • MATUŠÍNSKÁ, Kateřina. Marketing finančních služeb: Distanční studijní text (Marketing of Financial Services). 2nd ed. Karviná: Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné, 2021, 266 pp. ISBN 978-80-7510-447-2. info
  • Zapletalová, Š., Kopřivová, V., & Matušínská, K. (2025). Marketing služeb. SU OPF Karviná.
    recommended literature
  • Jakubíková, D., & Janeček, P. (2023). Strategický marketing – Strategie a trendy (3. vyd.). Grada Publishing.
  • KARLÍČEK, M and KOL. Základy marketingu. 2nd ed. Praha: Grada Publishing, 2018. ISBN 978-80-247-5869-5. info
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2025). Marketing 6.0 – Budoucnost ve znamení zážitků. Grada Publishing.
  • PŘIKRYLOVÁ, Jana. Moderní marketingová komunikace. 2nd ed. Praha: Grada Publishing, 2019. ISBN 978-80-271-0787-2. info
  • TAHAL, R. Marketingový výzkum: postupy, metody, trendy. Praha: Grada, 2017. ISBN 978-80-271-0206-8. info
  • VYSEKALOVÁ, J and KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
Teaching methods
Případová studie, metoda „bzučících skupin“, metoda skupinové diskuze a skupinového řešení problémů, brainstorming, skupinová argumentace.
Assessment methods

Student Requirements: Attendance at seminars (minimum 50% participation).


Assessment Methods: Team semester project and its presentation (40% of the final grade), final written examination (60% of the final grade).

Language of instruction
Czech
Further Comments
Study Materials
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, summer 2024, Summer 2025.
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