MKF9790

Banking and financial services marketing

(BUS)

Mr David Ballantyne

6 points + 3-hour class per week + Second semester + Caulfield

Synopsis: 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 (2.5 hours): 50% + Major syndicate assignment (3000 words): 30% + Group project including class presentation (2000 words): 20%