B_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2023
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: Ivana Plačková
Timetable of Seminar Groups
B_MarFS/pFPH: Wed 14:00–14:44 E225, Wed 14:45–15:30 E225, K. Lenkova
B_MarFS/vFPH: Fri 24. 2. 14:00–15:30 E224, 15:45–17:15 E224, Sat 11. 3. 14:00–15:30 E224, 15:45–17:15 E224, Fri 14. 4. 14:00–15:30 E224, 15:45–17:15 E224, 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 subject is to get students acquainted with the basics of Marketing, its components, the creation of marketing strategies and the communication mix. Students will also become familiar with the specifics of Marketing in the field of financial services, mainly based on practical examples of marketing activities in the financial/banking sector in the Czech Republic. As part of the provided examples, they will learn how to use and work with different components of the marketing and communication mix and understand their added value for the company's business growth.
Learning outcomes
After completing the course, the student will be able to understand and work with the following: - Definition of Marketing;
- Objectives and roles of Marketing in financial services;
- Elements of communication mix and their appropriate usage;
- Measurability of marketing tools;
- Marketing trends and shifts in time;
Syllabus
  • 1. Definice Marketingu a jeho strategický cíl 2. Elementy Marketingového mixu - Produkt a Cena 3. Elementy Marketingového mixu - Místo a Reklama 4. Komunikační Mix 5. Reklama a její hodnocení 6. PR jako klíčový element komunikačního mixu 7. Ostatní elementy komunikačního mixu 8. Digitální Marketing 9. Osobní prodej a Marketing BtoB 10.Alternativní Marketing 11.Brand positioning a tvorba kreativního konceptu 12.Výběr kreativní agentury
Literature
    recommended literature
  • Petr Pištělák, Zvyšte obrat a zisk firmy, 2018
  • Jana Přikrylová, Hana Jahodová, Moderní Marketingová Komunikace, 2010
  • Miroslav Karlíček a kolektiv, Marketingová komunikace, dotisk 2020
Teaching methods
Interactive lecturesa and students´presence at the lectures.
Assessment methods
Active class engagement - 10%, 2 quizzes within the course - 10% each, final written exam - 70%
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 upon agreement in person
The course is also listed under the following terms Summer 2022, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2023, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2023/B_MarFS