OPF:PEMNPMFS Marketing of Financial Service - Course Information

PEMNPMFS Marketing of Financial Services

Extent and Intensity

2/1/0. 5 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 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-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.
  

Literature

required literature
• VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha: Grada Publishing, 2014. ISBN 978-80-247-5037-8. info
• MATUŠÍNSKÁ, K. Marketing finančních služeb. Karviná: SU OPF, 2009. ISBN 978-80-7248-520-8. info

recommended literature
• TAHAL, R. Marketingový výzkum: postupy, metody, trendy. Praha: Grada Publishing, 2017. ISBN 978-80-271-0206-8. info
• MATUŠÍNSKÁ, K. a M. STOKLASA. Marketingová komunikace. Karviná: SU OPF, 2014. ISBN 978-80-7510-000-9. info
• ENNEW, CH. and N. WAITE. Financial Services Marketing: An International Guide to Principles and Practice. 2nd ed. Oxon: Routledge, 2013. ISBN 978-0-415-52168-0. info
• KOTLER, P. a K. L. KELLER. Marketing and management. Praha: Grada Publishing, 2013. ISBN 978- 80-247-4150-. info
• JAKUBÍKOVÁ, D. Strategický marketing: strategie a trendy. Praha: Grada Publishing, 2013. ISBN 978-80-247-4670-8. info
• EHRLICH, E. and D.FANELLI. The Financial Services Marketing: Tactics and Techniques that Produce Results. New Jersey: John Wiley & Sons, 2012. ISBN 978-1-118-06571-6. info
• VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
• PŘIKRYLOVÁ, J. a H. JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. 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

attendance in seminars 50 %, seminar paper, defence of seminar paper, final written exam

Activity	Difficulty [h]
Ostatní studijní zátěž	40
Přednáška	26
Seminář	13
Zkouška	40
Summary	119

• Enrolment Statistics (Summer 2019, recent)
  
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