OPF:PEMNAMFS Marketing of Financial Service - Informace o předmětu

PEMNAMFS Marketing of Financial Services

Rozsah

2/1/0. 6 kr. Ukončení: zk.

Vyučující

Ing. Kateřina Matušínská, Ph.D. (přednášející)

Garance

Ing. Kateřina Matušínská, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.

Rozvrh

St 11:25–13:00 AULA

• Rozvrh seminárních/paralelních skupin:

PEMNAMFS/01: St 13:05–13:50 AULA, K. Matušínská

Předpoklady

FAKULTA(OPF) && TYP_STUDIA(N) && FORMA(P)

Omezení zápisu do předmětu

Předmět je určen pouze studentům mateřských oborů.

Předmět si smí zapsat nejvýše 58 stud.
Momentální stav registrace a zápisu: zapsáno: 25/58, pouze zareg.: 4/58

Mateřské obory/plány

• Economics and Management (program OPF, N_EME)

Výstupy z učení

Students will understand the role of marketing in financial services and the STP process. They will be able to identify consumer behavior trends and expand their knowledge of financial literacy. They will learn to apply the marketing mix (7P) including contemporary concepts and understand the characteristics of financial services. They will gain an overview of innovations and the development of new financial products and their life cycle. They will be able to analyze pricing and distribution policies in financial institutions with an impact on the material environment. They will understand the principles of offline and online marketing communication in the financial sector. They will grasp the importance of internal marketing and employer branding. They will acquire knowledge about the significance of the human factor and processes in financial services. They will be able to apply marketing research methods, particularly mystery shopping and the Net Promoter Score (NPS).  Students will be able to critically assess and propose appropriate retention programs to build long-term customer relationships.

Osnova

1. The role of marketing in financial services.
Definition of financial marketing, financial market, services, characteristics of financial services and services marketing mix – 7Ps. Current trends in the international financial services market. Fintech companies. Automation and the use of robots. Brief description of the crucial financial institutions in the Czech Republic and the comparison with the situation abroad. Financial literacy.
2. The process STP in financial markets and consumer behaviour.
The process STP - segmentation, targeting and positioning. Segmentation definition. Segmentation criteria. Characteristics of segments. The clients of retail banking and corporate banking. Private banking. Targeting definition. Targeting strategies. Positioning definition. Strategies of positioning. Positional map. Behaviour of customers in financial services.
3. Marketing mix of services – I. Part.
Product as financial service definition. Financial product strategies, financial product life cycle. Cross-selling and up-selling. Specifics of payment cards marketing. Price in financial services definition. Types of prices in financial area. Pricing strategies focusing mainly on pricing goals and methods. Distribution strategy in financial area definition. Various types and methods of structuring distribution channels (tradition versus new types of branches, technological distribution, virtual banking). Multichannel distribution of financial services. Marketing communication is explained through a marketing communication mix with focus on new (ambient) media.
4. Marketing mix of service – II. Part.
People in financial services. Internal marketing. The importance of non-verbal communication. Multilevel marketing. Dress code. Processes in financial services. Processes according to complexity and diversity. Consumer demand management. Business process reengineering. Quality of financial processes. The importance of physical evidence in financial services. Actual trends – the use of sensory marketing, merchandising and new IT implementation.
5. Marketing strategy in financial services and CRM.
Strategic marketing planning. Proactive approaches to customers, win-win relationships, values, partnership and CRM software. Benefits of CRM. Analytical and operational CRM. Difference between transactional marketing and relationship marketing (v-CRM). The processing of financial customers data. The benefits of database marketing for targeted marketing programs determination.
6. Marketing research in financial services.
The basic concepts of this field are explained, as well as the process (preparatory and implementation phase), methods and techniques of marketing research. The particular attention is paid to significant research method - mystery shopping.

Vyučovací jazyk

Angličtina

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Studijní materiály

• Statistika zápisu (nejnovější)
  
• Permalink: https://is.slu.cz/predmet/opf/leto2026/PEMNAMFS