N_MarFs Marketing in Financial Services

University of Finance and Administration
Summer 2013
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Naďa Blahová, Ph.D. (seminar tutor)
Guaranteed by
Ing. Naďa Blahová, Ph.D.
Department of Finance – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
N_MarFs/pFPH: each odd Tuesday 10:30–11:14 S01, each odd Tuesday 11:15–12:00 S01, each odd Tuesday 12:15–12:59 S01, each odd Tuesday 13:00–13:45 S01, N. Blahová
N_MarFs/vFPH: Fri 22. 2. 15:30–17:00 S24, Fri 12. 4. 13:45–15:15 S24, 15:30–17:00 S24, N. Blahová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Course subject Marketing in Financial Services (MarFS) is designed as a single-term credit is terminated. At the end of this course the student will be able to understand marketing as applied in financial services, especially in banking  . It will also be able to explain   marketing methods and techniques used in   specific types of financial services. The structure of the lectures is therefore based not only on   tasks of marketing, as a way of corporate governance in   the competitive environment, but also on the specific conditions of its application in the financial services area  . Students will be able to survey the market and selection, analysis of internal strengths and weaknesses of the financial institution, making a strategy and plan work   product, labor and price, distribution and communication. Students will be able to use information dedicated to marketing information system, work with the client  , human resources management, electronic banking, controlling etc.
Syllabus
  • First The essence of marketing and its role in the financial market  . Second Peculiarities of financial services. Third Analysis of the external and internal conditions of the operations of the   financial services. 4th Analysis of consumer behavior in the financial market and the behavior of competitors. 5th Segmentation of customers (clients) on the financial market. 6th Creating a strategy and plan. 7th Price policy. 9th Distribution of financial services. 10th Marketing communications and financial services. 11th   Work with human resources. 12th The importance and role of the environment in the financial services area  .
Literature
    required literature
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
Teaching methods
Teaching takes the form / lectures / seminars / workshops / full-time study / group consultations and managed in the form of study. Minimum mandatory attendance at seminars / workshops in full-time studies is 75%, the controlled group consultations in combined form 50%. Students who fail to meet the mandatory level of participation may be given during the semester additional study obligations (to the extent that will demonstrate academic achievement and acquired competencies necessary for successful completion of course).
Assessment methods
Course is successfully completed credit. Interactive form of lectures, examples and content presentation PowerPoint lectures   Assessment methods: Credit based on written test
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb0.
Information on the extent and intensity of the course: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2009, Summer 2010, Summer 2011, summer 2012, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.
  • Enrolment Statistics (Summer 2013, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2013/N_MarFs