N_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).
Guaranteed by
Kristina Lenkova, Ph.D.
Department of Finance – Departments – University of Finance and Administration
Contact Person: Ivana Plačková
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.
Learning outcomes
Student will be able to: - Define basic marketing methods and procedures - analyze the specificities of marketing in the financial sector - describe classic marketing methods in financial services - describe modern marketing methods - describe new invasive methods of e-marketing - to characterize the evaluation of the effectiveness of individual marketing methods
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
  • 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.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
    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: 12 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 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.

N_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).
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
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.
Learning outcomes
Student will be able to: - Define basic marketing methods and procedures - analyze the specificities of marketing in the financial sector - describe classic marketing methods in financial services - describe modern marketing methods - describe new invasive methods of e-marketing - to characterize the evaluation of the effectiveness of individual marketing methods
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
  • 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.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
    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: 12 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 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2023.

N_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2021
Extent and Intensity
2/0/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Petra Jílková, Ph.D. (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/vFPH: Sat 6. 2. 9:45–11:15 S11, 11:30–13:00 S11, Sat 6. 3. 9:45–11:15 S11, 11:30–13:00 S11, Sat 20. 3. 14:00–15:30 S23, 15:45–17:15 S23, P. Jílková
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.
Learning outcomes
Student will be able to: - Define basic marketing methods and procedures - analyze the specificities of marketing in the financial sector - describe classic marketing methods in financial services - describe modern marketing methods - describe new invasive methods of e-marketing - to characterize the evaluation of the effectiveness of individual marketing methods
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
  • 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.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
    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: 12 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 2018, Summer 2019, Summer 2020, Summer 2022, Summer 2023.

N_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2020
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Petra Jílková, Ph.D. (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: each even Monday 12:15–12:59 S23, each even Monday 13:00–13:45 S23, each even Monday 14:00–14:44 S23, each even Monday 14:45–15:30 S23, P. Jílková
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.
Learning outcomes
Student will be able to: - Define basic marketing methods and procedures - analyze the specificities of marketing in the financial sector - describe classic marketing methods in financial services - describe modern marketing methods - describe new invasive methods of e-marketing - to characterize the evaluation of the effectiveness of individual marketing methods
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
  • 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.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
    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 2018, Summer 2019, Summer 2021, Summer 2022, Summer 2023.

N_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2019
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: each even Tuesday 14:00–14:44 S11, each even Tuesday 14:45–15:30 S11, each even Tuesday 15:45–16:29 S11, each even Tuesday 16:30–17:15 S11, 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.
Learning outcomes
Student will be able to: - Define basic marketing methods and procedures - analyze the specificities of marketing in the financial sector - describe classic marketing methods in financial services - describe modern marketing methods - describe new invasive methods of e-marketing - to characterize the evaluation of the effectiveness of individual marketing methods
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
  • 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.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
    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 2018, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

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.

N_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2017
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: each even Wednesday 10:30–11:14 S22, each even Wednesday 11:15–12:00 S22, each even Wednesday 12:15–12:59 S22, each even Wednesday 13:00–13:45 S22, V. Ezr
N_MarFS/vFPH: Sat 25. 2. 8:00–9:30 S22, 9:45–11:15 S22, Fri 24. 3. 15:45–17:15 S24, 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. 11th Marketing tools. 12th Marketing differencies in finnacial services.
Literature
    required literature
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
    not specified
  • 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 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

N_MarFS Marketing in Financial Services

University of Finance and Administration
Summer 2016
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: Wed 8:45–9:29 S22, Wed 9:30–10:15 S22, except Wed 23. 3. ; and Wed 30. 3. 8:00–8:44 S22, Wed 6. 4. 8:00–8:44 S22, V. Ezr
N_MarFS/vFPH: Fri 12. 2. 15:30–17:00 S13, Fri 11. 3. 13:45–15:15 S13, 15:30–17:00 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 concept. 3th Marketing Communications. 4th Communication mix - 1 section. 5th Communication mix - 2 section. 6th Identifying market segments. 7th Marketing segment. 8th Marketing research - an introduction. 9th The process of marketing research. 10th Research Methods. 11th Marketing mix. 12th Distribution and promotion. 13th Any topic of the students choice concerned with this area.
Literature
    required literature
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • 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.
    not specified
  • 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. It depends on interactive discussion during semminars and lessons as well on form and content of presentation at PowerPoint.
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 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

N_MarFs Marketing in Financial Services

University of Finance and Administration
Summer 2015
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: each even Wednesday 14:00–14:44 S13, each even Wednesday 14:45–15:30 S13, each even Wednesday 15:45–16:29 S13, each even Wednesday 16:30–17:15 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. 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 concept. 3th Marketing Communications. 4th Communication mix - 1 section. 5th Communication mix - 2 section. 6th Identifying market segments. 7th Marketing segment. 8th Marketing research - an introduction. 9th The process of marketing research. 10th Research Methods. 11th Marketing mix. 12th Distribution and promotion.
Literature
    required literature
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
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. It depends on interactive discussion during semminars and lessons as well on form and content of presentation at PowerPoint.
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 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

N_MarFs Marketing in Financial Services

University of Finance and Administration
Summer 2014
Extent and Intensity
2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Vladimír Ezr, CSc. (lecturer)
doc. JUDr. Ing. Otakar Schlossberger, Ph.D. (lecturer)
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: Wed 14:00–14:44 S14, Wed 14:45–15:30 S14, V. Ezr
N_MarFs/vFPH: Fri 14. 2. 12:00–13:30 S24, Fri 28. 2. 15:30–17:00 S24, 17:15–18:45 S24, 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. 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 concept. 3th Marketing Communications. 4th Communication mix - 1 section. 5th Communication mix - 2 section. 6th Identifying market segments. 7th Marketing segment. 8th Marketing research - an introduction. 9th The process of marketing research. 10th Research Methods. 11th Marketing mix. 12th Distribution and promotion.
Literature
    required literature
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
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 2013, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

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.

N_MarFs Marketing in Financial Services

University of Finance and Administration
summer 2012
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: Thu 8:45–9:29 S14, Thu 9:30–10:15 S14, N. Blahová
N_MarFs/vFPH: Fri 9. 3. 15:30–17:00 S01, Fri 23. 3. 13:45–15:15 S01, 15:30–17:00 S01, N. Blahová
Prerequisites (in Czech)
Zvláštní předpoklady nejsou požadovány
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Kurz předmětu Marketing ve finančních službách (MarFS) je koncipován jako jednosemestrový o rozsahu 6 x 2 vyučovací hodiny. Kurs je ukončen zápočtem. Cílem kurzu je umožnit studentům získat znalosti v oboru marketingu tak, jak je uplatňován ve finančních službách, především v bankovnictví. Dále pak poskytnout studentům informace o metodách a technikách marketingu, používaných v konkrétních typech finančních služeb. Struktura jednotlivých přednášek tedy vychází nejen z úlohy marketingu, jako způsobu řízení podniků v rámci konkurenčního prostředí, ale také ze specifických podmínek jeho uplatnění v oblasti finančních služeb. To znamená průzkumu a výběru trhu, analýzy vnitřních silných a slabých stránek daného finančního subjektu, tvorby strategie a plánu, práce s produktem, práce a cenou, distribucí a také komunikací. Obsahuje také části věnované marketingovému informačnímu systému, práci s klientem, řízení lidských zdrojů, elektronickému bankovnictví, controllingu atd.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1.Podstata marketingu a jeho úloha v oblasti finančního trhu. 2.Zvláštnosti finančních služeb. 3.Analýza vnějších a vnitřních podmínek činnosti subjektu v oblasti finančních služeb. 4.Analýza chování zákazníků na finančním trhu a chování konkurence. 5.Segmentace zákazníků (klientů) na finančním trhu. 6.Tvorba strategie a plánu. 7.Marketingové pojetí finančních produktů a práce s marketingovým mixem. 8.Cenová politika. 9.Distribuce finančních služeb. 10.Marketingová komunikace a finanční služby. 11. Práce s lidskými zdroji. 12.Význam a úloha prostředí v oblasti finančních služeb. 13.Marketingový informační systém. 14.Hodnoceni kvality finančních služeb.
Literature
    required literature
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
Teaching methods (in Czech)
Výuka probíhá formou / přednášek / cvičení / seminářů / v prezenční formě studia /a řízených skupinových konzultací v kombinované formě studia. Minimální povinná účast na cvičení / semináři v prezenční formě studia je 75%, na řízených skupinových konzultacích v kombinované formě studia 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijní povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).
Assessment methods (in Czech)
Interaktivní forma přednášek, příklady a prezentace obsahu přednášek v PowerPointu Metody hodnocení: Zápočet na základě zápočtového testu
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 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

N_MarFs Marketing in Financial Services

University of Finance and Administration
Summer 2011
Extent and Intensity
2/0. 2 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: Wed 14:00–14:44 S13, Wed 14:45–15:30 S13, N. Blahová
N_MarFs/vFPH: Sat 26. 2. 9:45–11:15 S24, 11:30–13:00 S24, Sat 12. 3. 9:45–11:15 S24, N. Blahová
Prerequisites (in Czech)
Zvláštní předpoklady nejsou požadovány
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Kurz předmětu Marketing ve finančních službách (MarFS) je koncipován jako jednosemestrový o rozsahu 6 x 2 vyučovací hodiny. Kurs je ukončen zápočtem. Cílem kurzu je umožnit studentům získat znalosti v oboru marketingu tak, jak je uplatňován ve finančních službách, především v bankovnictví. Dále pak poskytnout studentům informace o metodách a technikách marketingu, používaných v konkrétních typech finančních služeb. Struktura jednotlivých přednášek tedy vychází nejen z úlohy marketingu, jako způsobu řízení podniků v rámci konkurenčního prostředí, ale také ze specifických podmínek jeho uplatnění v oblasti finančních služeb. To znamená průzkumu a výběru trhu, analýzy vnitřních silných a slabých stránek daného finančního subjektu, tvorby strategie a plánu, práce s produktem, práce a cenou, distribucí a také komunikací. Obsahuje také části věnované marketingovému informačnímu systému, práci s klientem, řízení lidských zdrojů, elektronickému bankovnictví, controllingu atd.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1.Podstata marketingu a jeho úloha v oblasti finančního trhu. 2.Zvláštnosti finančních služeb. 3.Analýza vnějších a vnitřních podmínek činnosti subjektu v oblasti finančních služeb. 4.Analýza chování zákazníků na finančním trhu a chování konkurence. 5.Segmentace zákazníků (klientů) na finančním trhu. 6.Tvorba strategie a plánu. 7.Marketingové pojetí finančních produktů a práce s marketingovým mixem. 8.Cenová politika. 9.Distribuce finančních služeb. 10.Marketingová komunikace a finanční služby. 11. Práce s lidskými zdroji. 12.Význam a úloha prostředí v oblasti finančních služeb. 13.Marketingový informační systém. 14.Hodnoceni kvality finančních služeb.
Literature
    required literature
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
Teaching methods (in Czech)
Výuka probíhá formou / přednášek / cvičení / seminářů / v prezenční formě studia /a řízených skupinových konzultací v kombinované formě studia. Minimální povinná účast na cvičení / semináři v prezenční formě studia je 75%, na řízených skupinových konzultacích v kombinované formě studia 50%. Studentům, kteří nesplní povinný rozsah účasti, mohou být v průběhu semestru zadány dodatečné studijní povinnosti (v míře, která umožní prokázat studijní výsledky a získané kompetence nezbytné pro úspěšné zakončení předmětu).
Assessment methods (in Czech)
Interaktivní forma přednášek, příklady a prezentace obsahu přednášek v PowerPointu Metody hodnocení: Zápočet na základě zápočtového testu
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/semestr.
The course is also listed under the following terms Summer 2009, Summer 2010, summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

N_MarFs Marketing in Financial Services

University of Finance and Administration
Summer 2010
Extent and Intensity
2/0/0. 2 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Naďa Blahová, Ph.D. (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Naďa Blahová, Ph.D.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Lenka Pokorná
Timetable of Seminar Groups
N_MarFs/pFPH: Thu 14:00–14:44 S14, Thu 14:45–15:30 S14, N. Blahová
N_MarFs/vF2PH: Sat 20. 3. 8:00–9:30 S24, Sat 10. 4. 11:30–13:00 S24, 14:00–15:30 S24, N. Blahová
N_MarFs/vF3PH: Fri 19. 3. 13:45–15:15 S26, Sat 20. 3. 11:30–13:00 S26, Sat 10. 4. 9:45–11:15 S26, N. Blahová
Prerequisites (in Czech)
Zvláštní předpoklady nejsou požadovány
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Kurz předmětu Marketing ve finančních službách (MarFS) je koncipován jako jednosemestrový o rozsahu 6 x 2 vyučovací hodiny. Kurs je ukončen zápočtem. Cílem kurzu je umožnit studentům získat znalosti v oboru marketingu tak, jak je uplatňován v bankovní sféře a v oblasti pojišťovnictví. Dále pak poskytnout studentům informace o metodách a technikách marketingu, používaných v konkrétních typech finančních služeb. Struktura jednotlivých přednášek tedy vychází nejen z úlohy marketingu, jako způsobu řízení podniků v rámci konkurenčního prostředí, ale také ze specifických podmínek jeho uplatnění v oblasti finančních služeb. To znamená průzkumu a výběru trhu, analýzy vnitřních silných a slabých stránek daného finančního subjektu, tvorby strategie a plánu, práce s produktem, práce a cenou, distribucí a také komunikací. Obsahuje také části věnované marketingovému informačnímu systému, práci s klientem, řízení lidských zdrojů, elektronickému bankovnictví, controllingu atd.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1.Podstata marketingu a jeho úloha v oblasti finančního trhu. 2.Zvláštnosti finančních služeb. 3.Analýza vnějších a vnitřních podmínek činnosti subjektu v oblasti finančních služeb. 4.Analýza chování zákazníků na finančním trhu a chování konkurence. 5.Segmentace zákazníků (klientů) na finančním trhu. 6.Tvorba strategie a plánu. 7.Marketingové pojetí finančních produktů a práce s marketingovým mixem. 8.Cenová politika. 9.Distribuce finančních služeb. 10.Marketingová komunikace a finanční služby. 11. Práce s lidskými zdroji. 12.Význam a úloha prostředí v oblasti finančních služeb. 13.Marketingový informační systém. 14.Hodnoceni kvality finančních služeb.
Literature
    required literature
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
Assessment methods (in Czech)
Interaktivní forma přednášek, příklady a prezentace obsahu přednášek v PowerPointu Metody hodnocení: Zápočet na základě zápočtového testu
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: 6hodin/semestr.
The course is also listed under the following terms Summer 2009, Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.

N_MarFs Marketing in Financial Services

University of Finance and Administration
Summer 2009
Extent and Intensity
2/0. 2 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Pavel Babka, MBA (seminar tutor)
doc. Ing. Antonín Kubíček, CSc. (seminar tutor)
Ing. Miloslav Vaňák (seminar tutor)
Guaranteed by
Ing. Miloslav Vaňák
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
N_MarFs/pFPH: Tue 17:30–18:14 S37, Tue 18:15–19:00 S37, P. Babka, M. Vaňák
N_MarFs/vFPH: Sat 7. 2. 14:00–15:30 S32, Sat 21. 2. 11:30–13:00 S32, 14:00–15:30 S32, M. Vaňák
Prerequisites (in Czech)
Předpoklady: Zvláštní předpoklady nejsou požadovány
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives (in Czech)
Anotace je stejná pro obě formy studia. Cíl kurzu: Kurz předmětu Marketing ve finančních službách (MarFS) je koncipován jako jednosemestrový o rozsahu 6 x 2 vyučovací hodiny. Kurs je ukončen zápočtem. Cílem kurzu je umožnit studentům získat znalosti v oboru marketingu tak, jak je uplatňován v bankovní sféře a v oblasti pojišťovnictví. Dále pak poskytnout studentům informace o metodách a technikách marketingu, používaných v konkrétních typech finančních služeb. Struktura jednotlivých přednášek tedy vychází nejen z úlohy marketingu, jako způsobu řízení podniků v rámci konkurenčního prostředí, ale také ze specifických podmínek jeho uplatnění v oblasti finančních služeb. To znamená průzkumu a výběru trhu, analýzy vnitřních silných a slabých stránek daného finančního subjektu, tvorby strategie a plánu, práce s produktem, práce a cenou, distribucí a také komunikací. Obsahuje také části věnované marketingovému informačnímu systému, práci s klientem, řízení lidských zdrojů, elektronickému bankovnictví, controllingu atd.
Syllabus (in Czech)
  • Tato osnova je určena pro prezenční studium, průběh výuky pro kombinované studium je uveden ve studijních materiálech formou metodického listu (ML). Obsah přednášek: 1.Podstata marketingu a jeho úloha v oblasti finančního trhu. 2.Zvláštnosti finančních služeb. 3.Analýza vnějších a vnitřních podmínek činnosti subjektu v oblasti finančních služeb. 4.Analýza chování zákazníků na finančním trhu a chování konkurence. 5.Segmentace zákazníků (klientů) na finančním trhu. 6.Tvorba strategie a plánu. 7.Marketingové pojetí finančních produktů a práce s marketingovým mixem. 8.Cenová politika. 9.Distribuce finančních služeb. 10.Marketingová komunikace a finanční služby. 11. Práce s lidskými zdroji. 12.Význam a úloha prostředí v oblasti finančních služeb. 13.Marketingový informační systém. 14.Hodnoceni kvality finančních služeb.
Literature
  • Janečková, L., Buštíková, M: Marketing služeb. Praha: Grada Publishing, 2001.
  • Spáčil, A.: Péče o zákazníky. Praha: Grada Publishing, 2003.
  • Vaňák, M., Nahodil, F.: Základy marketingu. Praha: VŠFS, 2007.
  • Kotler, P., Armstrong, G.: Marketing. Praha: Grada Publishing, 2004.
  • Krajíček, J.: Marketing v peněžnictví. MU Brno ESF, 2005.
  • Payne, A.: Marketing služeb. Praha: Grada Publishing, 1996.
  • Torres, M., Bernardo, I., Cikánková, S.: Marketing bankovních služeb. Praha: Bankovní institut, 1998.
Assessment methods (in Czech)
Vyučující metody: Interaktivní forma přednášek, příklady a prezentace obsahu přednášek v PowerPointu Metody hodnocení: Zápočet na základě zápočtového testu
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 za semestr.
The course is also listed under the following terms Summer 2010, Summer 2011, summer 2012, Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023.
  • Enrolment Statistics (recent)