B_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2024
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Kristina Lenkova, Ph.D. (seminar tutor)
Guaranteed by
Kristina Lenkova, Ph.D.
Department of Finance – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_MarFS/vFPH: Sat 10. 2. 14:00–15:30 E305, 15:45–17:15 E305, Sat 24. 2. 14:00–15:30 E305, 15:45–17:15 E305, Sat 9. 3. 14:00–15:30 E305, 15:45–17:15 E305, K. Lenkova
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to get acquainted with the basics of Marketing, its components, the creation of marketing strategies and the communication mix. Students will get acquainted with specific marketing peculiarities in the field of financial services. In providing examples, they will learn how to use the various components of the marketing and communication mix and understand their added value for the company's growth.
Learning outcomes
- Understand the context of Marketing - Understand the goals and the role of Marketing in the financial sector - Knowledge of the essence of each one of the elements of the communication mis and their correct usage - Tools and metrics for evaluating the effective usage of the marketing/communication elements - Trends and development of Marketing over time
Syllabus
  • 1. Marketing - Definition and its strategic goal 2. Elements of the Marketing mix - Product and Price 3. Elements of the Marketing mix - Place and Promotion 4. Communication Mix 5. Advertising and its measurement 6. PR as a key element of the Communication Mix 7. Other elements of the communication mix 8. Digital Marketing 9. BtoB Marketing 10.Alternative Marketing 11.Brand positioning and the creative concept preparation 12.Tender for a creative agency
Literature
    required literature
  • Jana Přikrylová, Hana Jahodová, Moderní Marketingová Komunikace, 2010
    recommended literature
  • Petr Pištělák, Zvyšte obrat a zisk firmy, 2018
  • Miroslav Karlíček a kolektiv, Marketingová komunikace, dotisk 2020
Teaching methods
Interactive lectures, students´ presence at lectures is compulsory.
Assessment methods
The course is ended up with a final written exam. If the student will be granted a "pass" mark depends not only on the result of the exam but the results on a quiz and the student's participation in class will also be considered.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
Teacher's information
consultations during consultation hours, via email or by an individual agreement with the lecturer
The course is also listed under the following terms Summer 2022, Summer 2023, Summer 2025.
  • Enrolment Statistics (Summer 2024, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2024/B_MarFS