MKF9790 - Banking and financial services marketing

Leader(s): Professor Steve Worthington

Offered

Caulfield First semester 2009 (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.

Objectives

The learning goals associated with this unit are to:

• enable discrimination amongst the general principles of financial services marketing
• provide an ability to evaluate the opportunities and challenges that are inherent in the marketing of banking and other financial services
• enable critical evaluation of the tools and techniques used in the marketing of services generally and to judge to what extent these can be used in the marketing of banking and financial services.

Assessment

Within semester assessment: 50%
Examination (2.5 hours): 50%

Contact hours

3 hours class contact or equivalent per week