VSFS:B_MarFS Marketing in Fin. Services - Course Information
B_MarFS Marketing in Financial Services
University of Finance and AdministrationSummer 2025
- Extent and Intensity
- 2/0/0. 3 credit(s). Type of Completion: z (credit).
- Guaranteed by
- Kristina Lenkova, Ph.D.
Department of Finance – Departments – University of Finance and Administration
Contact Person: Dita Egertová - 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
- Enrolment Statistics (recent)
- Permalink: https://is.vsfs.cz/course/vsfs/summer2025/B_MarFS