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.
  • Enrolment Statistics (Summer 2015, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2015/N_MarFs