Brief Course Description
1. Course Title:
(EN) Marketing of Financial services
2. Language of Instruction:
Tiếng Anh
3. Course Code:
BAN606017
4. Credits:
3
5. Course Objectives:
6. Brief Description of Course Content:
This course provides students with deep knowledge about financial service marketing in financial institutions and necessary skills to formulate Marketing strategy, Marketing plans. This course is structured around the core marketing principles: financial buyer behaviour, market segmentation, product/service development, pricing, distribution channels (both traditional and modern ones), promotion and customer relationship management. Financial Services Marketing gives students the opportunity to examine the contribution that marketing can make to the success of an organization that operates in this industry. Key topics include the financial services environment; the financial services customer; identifying and targeting financial prospects; development and management of financial products; traditional channels of distribution; technology-driven delivery channels; pricing for financial services; communication and promotion; building customer relationships.