Checking date: 22/04/2024

Course: 2024/2025

Financial and service marketing
Bachelor in Business Administration (Plan: 395 - Estudio: 204)

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 6.0 ECTS


Requirements (Subjects that are assumed to be known)
- Students will know the main marketing principles and their application to services, in general, and to financial services in particular. - Students will acquire knowledge about different tools and methodologies that allow them to evaluate marketing variables that are relevant for financial services. - Students will obtain a current view of key concepts in financial services, such as internet distribution, relationship marketing programs and positioning practices.
Skills and learning outcomes
Description of contents: programme
This course will develop three main topics: first, central concepts of service marketing; second, it explains the application of these concepts to financial services, stressing subjects as service quality, satisfaction and profitable relationships; and third, stresses the more modern subjects, going beyond the 4 Ps. The program is organized in the following sections: - Service marketing. Services vs products. Servuction. - Financial services marketing - Marketing strategies in the financial sector. Profitable relationship management, satisfaction and loyalty. - Service quality, management and models - Consumer behavior in financial firms - The financial sector customer: customer insights and advanced customer models - The 4 Ps: Price y Product in the financial sector - The 4 Ps: Place (distribution) and Promotion (communication) in the financial sector - The other 3Ps: People (internal marketing) and Physical evidence - The other 3Ps: Processes and service innovation methodology (design thinking, lean startup, agile)
Learning activities and methodology
This course combines theoretical and practical knowledge. In the theoretical sessions, the key concepts of marketing and their application to the financial sector will be introduced. In the practical sessions, articles and cases exemplifying what was explained in class will be analyzed. Students will acquire learning competences and attitudes through the lectures and by analyzing financial marketing cases and presenting them both individually and in groups. - Students will consult the books of reference and will have the material prepared by the professor for this specific course. - Articles and practical cases will be analyzed both in groups and individually; which allows students to improve their skills on diagnosis, evaluation, synthesis, as well as their writing and presentation abilities. In this course, students are not allowed to use artificial intelligence tools for completing assignments or exercises proposed by the instructor.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50

Calendar of Continuous assessment

Extraordinary call: regulations
Basic Bibliography
  • Castelló. Gestión comercial de servicios financieros. ESIC. 2007
  • Eiglier, Langeard. Servucción: Marketing de Servicios. McGrawHill. 1989
  • Embid, Davila, Zorrilla. Marketing Financiero. McGrawHill. 1998
  • Ennew, Watkins, Wright. Marketing Financial Services. Butterworth Heinemann. 2000
  • Hoffman, Bateson. Fundamentos de Marketing de Servicios. Thomson. 2002
  • Lovelock. Services Marketing. Prentice Hall International. 1996
  • Lovelock, Vandermerwe, Lewis. Services Marketing. Prentice Hall Europe. 1999
  • McGoldrick, Greenland. Retailing of financial services. McGrawHill. 1994
  • McGoldrick, Greenland. Retailing of financial services. McGrawHill. 1994
  • McGoldrick, Greenland. Retailing of financial services. McGrawHill. 1994
  • Meidan. Marketing Financial Services. Macmillan. 1996
  • Rivera Camino, Mas Hernández. Marketing financiero: Estrategia y planes de acción para mercados complejos. ESIC. 2015
  • Rust, Zahorik, Keiningham. Service Marketing. Harper Collins. 1996
  • Sebastián González. Gestión bancaria: los nuevos retos en un entorno global. MacGraw-Hill. 2001
  • Wirtz, Lovelock. Services Marketing: People, Technology, Strategy. World Scientific. 2016
  • Zeithaml. Marketing de servicios: un enfoque de integración del cliente a la empresa. McGraw-Hill. 2002
Additional Bibliography
  • Berry, Parasuraman. Marketing de Servicios: La calidad como meta. Gestion y Empresa-Parramón. 1993
  • Huete, D'Andrea, Reynoso, Lovelock. Administración de Servicios. Pearson-PrenticeHall. 2004
  • Zeithaml, Parasuraman, Berry. Delivering quality service : balancing customer perceptions and expectations. Free Press. 1990

The course syllabus may change due academic events or other reasons.