Marketing of Financial Services 2600-MSFRdz2rkdiMUF
1. Introduction
• Fundamentals of holistic marketing
• Marketing transformation from product to virtualization
• Specificity of financial services marketing
• Main marketing concepts
2. Next -Tech marketing
• Model 5A combined with advanced technologies
• Predictive marketing / Data and its application
• Contextual marketing / Personalization of content, in time and place
• Extended marketing/virtualization of marketing activities
3. Financial services and the customer in the era of FinTech
• Specificity of services, including financial services
• Financial service combined with a product/good
• Chain service => profit
• Digital customer relationship processes in financial services => End to End online
4. Customer experience and path ( Customer Experience & Customer Journey & User Experience )
• Care for the employee and the customer
• Structuring the sales process based on digital customer paths
• Identifying, segmenting and selecting potential customers
• New forms of product/service: Subscription
• Technologies supporting CX/MAP
5. 7P components and application
• Theory
• Practice
• Technology
6. Communication with the Client
• Identification of needs / Revealed and hidden needs
• Offer preparation
• Benefits based presentation
• Ways of argumentation
• Offer presentation
Type of course
Mode
Learning outcomes
Student after completing the course:
In terms of knowledge:
• Knows and understands marketing terminology and theoretical models in marketing management (K_W01)
• Knows and understands at an advanced level the principles, procedures and practices regarding service marketing: 7 P (K_W02).
• Knows and understands at an advanced level the principles and procedures relating to the marketing mix and the related business efficiency of the company. Identifies relationships with various entities operating in the company's competitive environment (K_W02).
• Knows and understands technological, social, legal, economic and ecological processes and phenomena developed in the enterprise in the area of marketing and their impact on the functioning of the organization, in particular in relation to marketing activities (K_W05)
• Knows and understands the basic principles of creating and developing various forms of entrepreneurship based on marketing tools (7P) (K_W06)
In terms of skills:
• Is able to use the marketing mix and marketing theory to recognize, diagnose and solve problems related to the functioning of a customer -centric organization on the market (K ¬_U01)
• Is able to independently and collectively prepare analyses, diagnoses and reports on the functioning of the organization and sector and present them communicatively, using IT and communication tools (K_U03)
• Is able to plan and organize own and team work (K_U05)
• Has the ability to self-educate and improve acquired qualifications (K_U06)
In terms of attitudes:
• Is ready to assess and critically approach situations and phenomena related to the functioning of marketing on the market (K_K01)
• Is ready to think and act in an enterprising and creative way (K_K02)
• Is ready to comply with ethical standards related to marketing activities (K_K03)
Assessment criteria
Learning outcomes will be verified on an ongoing basis through tasks performed by participants during exercises and finally during the seminar (test).
50% Final test (open and closed questions) (individual assessment - online)
40% Solution 1 Case study (team assessment - presentation)
10% Attendance and activity
In total, you will be able to earn 100 points during the classes, the number of which will determine the final grade:
0-50 points – grade 2
51-60 points – grade 3
61-70 points – rating 3.5
71-80 points – grade 4
81-90 points – rating 4.5
91-100 points – grade 5
Bibliography
Basic item:
Ph.D. Kotler and K. Keller (2017), Marketing, Publishing House : Pearson Rebis
J. Mazur (2001), Service marketing management, Difin
Additional items:
K. Dziewanowska, A. Kacprzak (2013), Experience Marketing, PWN Scientific Publishing House
Ph . Kotler, Hermawan Kartajaya , Iwan Setiawan (2021), Marketing 5.0. Technologies Next Tech, MT Biznes
D. Chaffey F.Ellis -Chadwick Digital Marketing Strategy, implementation and Practice, Pearson
E. T. Bradlow, K. E. NiederMeier , P. Williams (2009). Marketing for Financial Advisors , The Wharton School
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: