Undergraduate Course: Financial Services Marketing (BUST10033)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 10 (Year 3 Undergraduate) |
Availability | Available to all students |
| SCQF Credits | 20 |
ECTS Credits | 10 |
| Summary | The financial services sector has undergone a dramatic process of change initiated by new competition, sophisticated consumer demand, technological opportunities and legal regulations. As electronic methods replace people and physical documentary activities, the definitions of financial services itself are changing. The course ¿financial services marketing¿ tries to make sense of this rapidly evolving sector and shows the role and power of marketing management in this context.
AIMS
This course aims to build knowledge of marketing strategies used in the financial services sector and to advance understanding of real-time challenges in this industry. On completion of the course, students should be able to critically evaluate different marketing initiatives for financial services and to design such strategies at different stages of the marketing process. To achieve this, the course guides students through the financial services marketing environment, key elements of the financial services marketing mix, managing customer relationships and key differences between the B2B and B2C markets.
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| Course description |
Not entered
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
Students MUST have passed:
Marketing (BUST08004)
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | Visiting students should have at least 3 Business Studies courses (including at least one Marketing course) at grade B or above (or be predicted to obtain this). We will only consider University/College level courses.
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Course Delivery Information
| Not being delivered |
Learning Outcomes
After completing this course students will be able to:
-Understand the differences between services and product marketing
-Understand the market environment of financial services
-Understand the challenges facing financial consumers in financial decision-making
-Evaluate marketing initiatives for financial services
-Design strategies with respect to:
-The product characteristics including new product development
-Pricing
-Communication and customer relations
-Distribution and channel management
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Reading List
Financial Services Marketing, Christine Ennew and Nigel Waite, Second Edition, Routledge 2013 (first Edition published by Butterworth Heinemann 2007 will also be sufficient).
OR
Financial Services Marketing, Tina Harrison, Prentice Hall, 2000. |
Additional Information
| Graduate Attributes and Skills |
Not entered |
| Keywords | FSM |
Contacts
| Course organiser | Dr Tina Harrison
Tel: (0131 6)50 3820
Email: |
Course secretary | Mrs Anna Domagala
Tel: (0131 6)50 3900
Email: |
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