Postgraduate - UnitMKF9790 - Marketing Financial Services

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (Evening)
Coordinator(s)	Professor Steve Worthington

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.

Outcomes

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%

Chief examiner(s)

Professor Steve Worthington

Contact hours

3 hours per week