B_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2022
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Ing. Aleš Hes, CSc. (seminar tutor)
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/pFPH: Tue 17:30–18:14 E307, Tue 18:15–19:00 E307, K. Lenkova
B_MarFS/vFPH: Sat 12. 2. 14:00–15:30 E307, 15:45–17:15 E307, Sat 12. 3. 14:00–15:30 E401, 15:45–17:15 E401, Sat 9. 4. 14:00–15:30 E401, 15:45–17:15 E401, 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 communication mix. Students will get acquainted with specific marketing stands in the field of financial services. In providing examples, they will learn to use the various components of the marketing mix and understand their added value for the company's growth.
Learning outcomes
- Definition of Marketing
- Objectives and roles of Marketing in financial services
- Elements of communication mix and their appropriate use
- Measurability of marketing tools
- Trends and shifts in Marketing in the last two years
Syllabus
  • 1. Definition of Marketing and its strategic goal
  • 2. Communication Mix
  • 3. PR as a key element of Marketing
  • 4. Advertising and its evaluation
  • 5. Other elements of the communication mix
  • 6. CSR, Sponsoring, Event management
  • 7. Brand positioning and creation of a creative concept
  • 8. Internal communication as an element of integrated marketing communication
  • 9. Marketing BtoB
  • 10. Creative agency tender conduction
  • 11. Digital marketing
  • 12. Summary of course content
Literature
    recommended literature
  • Petr Pištělák, Zvyšte obrat a zisk firmy, 2018
  • Miroslav Karlíček a kolektiv, Marketingová komunikace, dotisk 2020
  • Jana Přikrylová, Hana Jahodová, Moderní Marketingová Komunikace, 2010
Teaching methods
Interactive lectures
Assessment methods
Participation in the discussion within the lectures, 2 quizzes within the course, final written exam
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
consultation via email or by agreement in person
The course is also listed under the following terms Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2022, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2022/B_MarFS