Course Description

Marketing for financial service poses distinctive challenges to marketers that differ from marketing of packaged goods. This course intends to acquaint students with the distinctive characteristics of financial services and the set of problems and issues involved in the marketing of financial services.  A framework for developing a marketing strategy for financial services is presented and recent developments in the field will be introduced to the students.  The course mainly consists of three parts.  Part one introduces the strategy and planning elements for marketing of financial services such as the marketing environment, the strategic marketing process, the consumer behaviours and the segmentation targeting and positioning.  Part two highlights the customer acquisition strategies through marketing.  Part three is dedicated to the customer development strategies through relationship marketing. The focus is on service quality, customer satisfaction, value creation and customer retention. 





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Last Updated: 1 September  2011