N_FM Financial Marketing

University of Finance and Administration
Summer 2020
Extent and Intensity
0/2/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
Ing. Petra Jílková, Ph.D. (seminar tutor)
Guaranteed by
doc. Ing. Aleš Hes, CSc.
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_FM/vMPH: Fri 7. 2. 14:00–15:30 S24, 15:45–17:15 S24, Fri 6. 3. 17:30–19:00 S24, P. Jílková
Prerequisites
Basics of marketing
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to apply marketing principles to the financial services industry. The Marketing in Financial Services course is completed with a credit. At the end of this course, students will be able to understand marketing as it is applied in financial services, especially in banking and insurance. They 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 the role of marketing, as a way of managing companies within the competitive environment, but also on the specific conditions of its application in the area of ​​financial services. Students will be able to research and select the market, analyze internal strengths and weaknesses of the financial entity, create strategy and plan, work with the product, work and price, distribution and communication. Students will be able to use information about marketing information system, work with clients, human resources management, electronic banking, controlling etc.
Learning outcomes
Students will be able to: - define basic marketing methods and procedures - analyze the specifics of marketing in the financial sector - describe classical methods of marketing in financial services - describe modern methods of online marketing.
Syllabus
  • 1. Marketing in Financial Services - Introduction. 2. Strategic marketing in the context of a financial institution. 3. Marketing environment, competition analysis and SWOT. 4. Segmentation, targeting, differentiation. 5. Positioning, Brand and Customer Insights. 6. Consumer behavior in the financial market and customer experience 7. Marketing mix in services. 8. Role of product manager and lean product management. 9. Marketing management and planning including market research. 10. Communication mix. 11. Online marketing tools. 12. Managing a communication campaign in financial services.
Literature
    required literature
  • • KOTLER, T., ARMSTRONG A.: Complete Principles of Marketing, Global 17th Edition.- ISBN 10: 1292220171 • PRIDE, William M. a O. C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning. 2016. 687 p. ISBN 978-1-285-85834-0.
  • KARLÍČEK, M., KRÁL, P.: Marketingová komunikace: jak komunikovat na našem trhu, 1. vyd., Praga: Grada Publishing, 2016, ISBN 978-80-247-3541-2, s. 213.
  • KAŠÍK, Milan and Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2. info
  • HAVLÍČEK, Karel. Marketing management and marketing controlling of SME´s. European Research Studies Journal. Greece: University of Piraeus, 2011, Vol. XIV, Issue 4, p. 39-54, 15 pp. ISSN 1108-2976. info
    recommended literature
  • KOTLER, P. and G. ARMSTRONG. Marketing. 1. vydání. Praha: Grada Publishing, 2004. info
  • KAŠÍK, Milan and Karel HAVLÍČEK. Podnikový marketing: Jak získat a udržet zákazníka. Praha: VŠFS, 2004, 192 pp. ISBN 80-86754-31-6. info
Teaching methods
Lecture and e-learning consultation.
Assessment methods
Final written test and oral examination.
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.
  • Enrolment Statistics (recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2020/N_FM