Marketing Of Financial Services

1. Explain core marketing concepts and their application to financial services
2. Analyze consumer behavior and decision-making processes in financial contexts
3. Develop effective segmentation, targeting, and positioning strategies
4. Evaluate the impact of technology on marketing channels
5. Design integrated marketing communication campaigns
6. Apply marketing research techniques to the financial service industry

13 weeks, about 61 hours in total. Yours will differ.

1. Week 1Module 1:

   • Unit 1: The Nature And Scope of Marketing · 4 hours

     Define marketing and explain its nature and scope.. Discuss the functions of marketing and the marketing mix elements.. Analyze the marketing environment..

   • Unit 2: Review of Marketing of Services · 3 hours

     Differentiate between services and goods.. Explain the challenges of services marketing.. Identify and explain services marketing strategies..

2. Week 2Module 1:

   • Unit 3: Overview of Financial Services · 4 hours

     Define financial services and explain their characteristics.. Outline financial service products and discuss marketing strategies.. Understand the role of finance in wealth creation..

   • Unit 4: Service and Customer Orientation · 3 hours

     Define service customer orientation and its requirements.. Compare customer orientation with other orientations adopted by firms.. Identify the steps towards customer orientation..

3. Week 3Module 2:

   • Unit 1: Retail and Wholesale Banking · 4 hours

     Explain the concept and application of retail transactions in banking.. Describe the concept and application of wholesale transactions in banking.. Define e-banking and explain its application..

4. Week 4Module 2:

   • Unit 2: The Nature and Scope of Consumer Behaviour/Decision Making Process · 4 hours

     State the meaning of consumer behavior.. Identify the stages in the consumer decision-making process.. State the factors influencing consumer buying decision process..

5. Week 5Module 2:

   • Unit 3: Segmentation, Targeting and Portioning (STP) · 5 hours

     Define the concepts of segmentation, targeting, and positioning.. Explain segmentation, targeting, and positioning.. Identify the importance of STP in financial services marketing..

6. Week 6Module 2:

   • Unit 4: Financial Service Development and Management · 4 hours

     State the meanings of financial service development and management.. Understand the process of financial service development.. Identify the techniques for financial service development..

7. Week 7Module 2:

   • Unit 5: Marketing Channels and the Effect of Technology · 4 hours

     Explain the concept of marketing channel.. Identify types and classifications of marketing channels.. Explain the influence of technology on marketing channels..

8. Week 8Module 3:

   • Unit 1: The Nature and scope of Advertising · 4 hours

     State the meaning of advertising.. Outline the objectives of advertising.. Explain the types of advertising and advertising media..

9. Week 9Module 3:

   • Unit 2: The Nature and Scope of Sales Promotion · 4 hours

     State the meaning of sales promotion.. Identify customer-oriented and trade-oriented sales promotion types.. Discuss sales promotion management..

10. Week 10Module 3:

    • Unit 3: Branding and Brand Management · 4 hours

      Define brand, branding, and brand management.. Identify the types and functions of branding.. Explain the application of branding to marketing management..

11. Week 11Module 3:

    • Unit 4: Marketing Staff Retention and Loyalty · 4 hours

      Appreciate the general nature of marketing staff retention and loyalty.. Outline the factors that drive marketing staff retention and loyalty.. Discuss the benefits that firms derive from retaining marketing staff..

12. Week 12Module 3:

    • Unit 5: Marketing Research for Financial Service Industry · 4 hours

      Explain the relationship between marketing research and marketing decision-making.. Identify the types of marketing research.. Explain the marketing research process..

13. Week 13Module 1-4

    • Final Revision · 6 hours

      Review all modules and units.. Complete assignments and prepare for final examination..