PEMNAMFS Marketing of Financial Services

Obchodně podnikatelská fakulta v Karviné
léto 2022
Rozsah
2/1/0. 6 kr. Ukončení: zk.
Vyučující
Ing. Kateřina Matušínská, Ph.D. (přednášející)
Garance
Ing. Kateřina Matušínská, Ph.D.
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
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Osnova
  • 1. The role of marketing in financial services.
    Definition of financial marketing, financial market, services, characteristics of financial services and services marketing mix – 7Ps. Current trends in the international financial services market. Fintech companies. Automation and the use of robots. Brief description of the crucial financial institutions in the Czech Republic and the comparison with the situation abroad. Financial literacy.
    2. The process STP in financial markets and consumer behaviour.
    The process STP - segmentation, targeting and positioning. Segmentation definition. Segmentation criteria. Characteristics of segments. The clients of retail banking and corporate banking. Private banking. Targeting definition. Targeting strategies. Positioning definition. Strategies of positioning. Positional map. Behaviour of customers in financial services.
    3. Marketing mix of services – I. Part.
    Product as financial service definition. Financial product strategies, financial product life cycle. Cross-selling and up-selling. Specifics of payment cards marketing. Price in financial services definition. Types of prices in financial area. Pricing strategies focusing mainly on pricing goals and methods. Distribution strategy in financial area definition. Various types and methods of structuring distribution channels (tradition versus new types of branches, technological distribution, virtual banking). Multichannel distribution of financial services. Marketing communication is explained through a marketing communication mix with focus on new (ambient) media.
    4. Marketing mix of service – II. Part.
    People in financial services. Internal marketing. The importance of non-verbal communication. Multilevel marketing. Dress code. Processes in financial services. Processes according to complexity and diversity. Consumer demand management. Business process reengineering. Quality of financial processes. The importance of physical evidence in financial services. Actual trends – the use of sensory marketing, merchandising and new IT implementation.
    5. Marketing strategy in financial services and CRM.
    Strategic marketing planning. Proactive approaches to customers, win-win relationships, values, partnership and CRM software. Benefits of CRM. Analytical and operational CRM. Difference between transactional marketing and relationship marketing (v-CRM). The processing of financial customers data. The benefits of database marketing for targeted marketing programs determination.
    6. Marketing research in financial services.
    The basic concepts of this field are explained, as well as the process (preparatory and implementation phase), methods and techniques of marketing research. The particular attention is paid to significant research method - mystery shopping.
Vyučovací jazyk
Angličtina
Předmět je zařazen také v obdobích zima 2021, léto 2024, zima 2024.