The main objective of this course is to introduce students to marketing of financial products and services which is a unique and highly specialized branch of marketing. It is more complex than that of other forms of goods or services in many ways. Students are expected to analyze financial consumers’ characteristics -like risk appetite, return expectation, maturity preference, product knowledge, financial literacy, etc. which have unique effects on the product preference and decision making process. Students will analyze economic, business and regulatory environments in which financial services are marketed, and which are becoming more competitive and complex, and thus make the marketing of financial services increasingly challenging.
1. Learn the main concepts and approaches in financial services marketing.
2. Absorb the characteristics of major financial services and products.
3. Learn different methods for pricing, advertising and distributing financial products and services.
4. Understand financial consumer’s characteristics and priorities in product preference and decision making process.
5. Mapping of financial consumer’s characteristics and priorities to financial products and services.
6. Create marketing strategies and marketing plans for different financial products services.