N_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2018
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Vladimír Ezr, CSc. (seminar tutor)
Guaranteed by
Ing. Vladimír Ezr, CSc.
Department of Finance – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
N_MarFS/pFPH: Thu 14:00–14:44 S23, Thu 14:45–15:30 S23, V. Ezr
N_MarFS/vFPH: Fri 23. 2. 17:30–19:00 S13, Fri 9. 3. 17:30–19:00 S13, 19:15–20:45 S13, V. Ezr
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. Information will be given about marketing specialities, like viral, guerilla, buzz etc marketing.Students will be able to use information dedicated to marketing information system, work with the client  , human resources management, electronic banking, controlling etc.
Syllabus
  • 1th Marketing in Financial Services - Introduction. 2th The marketing in progress. 3th Marketing Environment and Communications. 4th Marketing informational system. 5th Market segmentation. 6th Consumer´s Bahavior sheme on the market. 7th Marketing Mix. 8th Product, Price, Place, Promotion. 9th The process of marketing management, planning and research. 10th The latest types of modern marketing, viral maketing. 11th Marketing tools. 12th Marketing differencies in finnacial services.
Literature
    required literature
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
    recommended literature
  • Finanční trhy, 4. vydání. 2014, Oldřich Rejnuš, GRADA Publishing Praha, ISBN 978-80-247-3671-6
    not specified
  • Titul:* Marketing 4.0 : Moving From Traditional to Digital *Autoři:* Kotler, Philip Kartajaya, Hermawan Setiawan, Iwan, Hoboken, New Jersey : Wiley. 2017
  • HAVLÍČEK, Karel, KAŠÍK, Milan. Marketing při utváření podnikové strategie. 3. aktualizované vydání, 2015. 264 s. ISBN 978-80-7408-100-2.
  • JAKUBÍKOVÁ,, D. Marketingová aplikace. Plzeň: ZČU, 1997. info
  • KOTLER,, P., D.H. HAIDER, and I. REIN,. Marketing places. 1993. info
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 by credit. The credit depends on the slide presentation on agreed topics and interactive discussion during semminars and lessons.
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: 6 hodin KS/semestr.
The course is also listed under the following terms Summer 2009, Summer 2010, Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.
  • Enrolment Statistics (Summer 2018, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2018/N_MarFS