Financial Services Marketing (VS1) (U04299)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : SBE-3-FSM-VS-S1

The aims of the course are two-fold: firstly, to highlight the specific nature of financial services and the implications for marketing management and, secondly, to enable students to develop a critical appreciation of the theory and practice of marketing in the financial services sector.

? Keywords : The financial services sector; the financial services marketing environment; competition from non-traditional providers; financial services development; pricing; branch networks; technology-driven distribution channels; relationship banking; customer loyalty and retention.

Entry Requirements

? This course is only available to part year visiting students.

? This course is a variant of the following course : BS0204

? Pre-requisites : Marketing (BS0028)

Subject Areas

Home subject area

Business Studies, (School of Business and Economics, Schedule H)

Delivery Information

? Normal year taken : 3rd year

? Delivery Period : Semester 1 (Blocks 1-2)

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
23/09/2008	11:00	13:00	Faculty Room North, David Hume Tower	Central

All of the following classes

Type	Day	Start	End	Area
Lecture	Monday	11:10	13:00	Central

Summary of Intended Learning Outcomes

At the end of the course students should be able to:
- appreciate the dynamism of the financial services sector and the impact on marketing management
- understand the specific nature of financial services and how they differ from goods and other services
- critically appraise the marketing strategies and operations of financial institutions

Assessment Information

One piece of continuous assessed work (a group project) and by an open book examination at the end of the course. It should be noted that all sessions potentially are examinable in the open book exam, including the case discussions and group project.

Overall assessment will be based upon: Group project (40%): Research report 30%; Peer Evaluation of group project 10%.
Open book examination 60%

The project accounts for 40% of the final grade. A maximum of 30 marks will be obtained by submitting a final group research report, a maximum of 10 marks will be awarded through a peer evaluation process.

Open book exam: two essay questions from six. The exam will take place during week 12 of Semester 1. The questions will be distributed to students at the end of week 11; answers to be returned by the end of week 12. Suggested word count per answer is 2000-2500 words. Guidance on preparing for the exam will be given throughout the course.