Checking date: 03/04/2018

Course: 2018/2019

Financial Marketing
Study: Master in Marketing (269)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 3.0 ECTS


Students are expected to have completed
Not required
Competences and skills that will be acquired and learning results.
Skills to be acquired General skills *CG1: Solid theoretical knowledge of Marketing and Market Research. *CG8: Ability to solve real problems. Specific skills: *CE12: Analysis, evaluation and marketing decisions on specific sectors (services marketing and quality management, tourism and financial marketing, marketing of non-profit public organizations and international marketing). Learning objectives: ¿ Understand the financial marketing concepts and principles
Description of contents: programme
1. Introduction: Markets products and financial institutions. Banking and bank diversification. Financial Services. 2. Adaptation of marketing concepts to financial products and services. 3. Financial consumer behavior. 4. Customer satisfaction and loyalty. 5. Strategic and operational marketing in the financial sector. 6. Corporate social responsibility and ethical management
Learning activities and methodology
Classes may involve lectures, small group exercises, case analyses and discussions. The lectures will serve to establish the conceptual foundations. Practical classes are designed so that students can develop skills and abilities required properly established. Student contributions are an important part of the course. Students are expected to read assigned materials for each class; attend class, participate and contribute to discussions.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Basic Bibliography
  • Mary Ann Pezzullo . Marketing Financial services. American Bankers Association. 1998

The course syllabus and the academic weekly planning may change due academic events or other reasons.