MKF9790

Banking and financial services marketing

Mr David Ballantyne

6 points · One 3-hour class per week · Second semester · Caulfield

Objectives On completion of this subject, students will be able to understand the marketing concept, its particular relevance in service industries, and its application in banking and financial services, including a knowledge of the tools and techniques used.

Synopsis The marketing topics in this subject will include the defining characteristics of services, market research for financial services, service quality measurement and management, internal marketing, buyer behaviour and the financial services customer, pricing and promoting financial services, trust and word of mouth advocacy, relationship marketing, and the internationalisation of the Australian financial services sector and the consequences for marketing.

Assessment Examination (2-hours): 40% · Major assignment (5000 words): 30% · Syndicate assignment (including class presentation): 30%

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