The course introduces students to the concept and role of marketing in the financial services delivery industry: how services are different and the implications of these differences for services marketing; the special characteristics of financial services: understanding customer/client behavior and decision processes in the service sector; customer orientation: developing brand and customer loyalty in the financial services industry; marketing segmentation; targeting and positioning in the service industry; developing financial services/products and product and brand management in the financial services industry; developing and managing distribution channels in the financial services industry: the impact of technology on service distribution system; developing and managing marketing communication process in the financial services industry; developing competitive strategies in the financial services industry: pricing policies and practices in the service industry; internal and external environmental factors affecting marketing in the financial services industry.


 


Level of Study: 400 Level