MKF9790

Banking and financial services marketing (6 points)

(BUS)

Leader: Professor Steve Worthington

Offered:
Caulfield Second semester 2003 (Evening)
Caulfield Second semester 2004 (Evening)

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%

Contact Hours: 3-hour class per week