COMSATS University Islamabad

Attock Campus
Department of Management Science

Course Title: Marketing of Financial Services Class: BS (A&F)- VI &VII

Catalogue Description

Lecturer: Dr. Zoya Wajid Satti

Course Code: MGT 526
Credit Hours: Three (3)
Semester: Fall 2021
Email: [email protected]
Course Description .
The importance of reputation, particularly since the financial crises and through this economic
cycle, makes managing the customer experience and interactions across all sales and service
touch points an important element. The role of a brand – its relevance, ability to drive
differentiation and loyalty - is different from more traditional consumer businesses. And ability
to think globally together with understanding of local differences often matters, as does
managing through mergers and acquisitions, given the period of industry consolidation.
This course builds on key principles of marketing management and places them in the context of
the Financial Services sector. There is a growing need for marketing professionals in the
Financial Services sector and these professionals need to understand the sector from both
strategic as well as tactical perspectives. This course will give students an overview of the
marketing landscape in financial services.
This is a 3(3,0) credit hour course, comprising 3 hours of teaching per week without any Lab
work. However, students will be expected to bring their laptops to classes so that they can learn
the skills by practicing.
Contacting your Module Instructor .
You can contact your module instructor in the following ways:
1. Email: [email protected]
2. Meeting: During the office hours
I encourage students to bring their questions and concerns to office hours to discuss in person. I
can also be reached by e-mail.
Course Objective .
As this course is offered as one of the electives in Marketing, so the main purpose of this course is
to introduce students to the important issues of Financial Service Marketing.
 CLO1: To understand about the concepts of Marketing of Financial Services, and explain
how Marketing of Financial Services build strong customer relation.
 CLO2: To examine both applied and theoretical perspectives and the effect of
differences on the processes and systems associated with managing Financial Service
Marketing strategies across national boundaries, as in the case of multinational
corporations.
 CLO3: To understand that how Marketing differs in personal and non-personal
communication.
  CLO4: Analyze business cases of Financial Service Marketing.
 CLO5: Evaluate diverse perspectives on corporate social responsibility practice in
Financial Service Marketing.
 CLO6: Communicate effectively in front of others especially understanding Marketing
practices for customers and able to communicate with them (i.e., Expatriate) and others.
 CLO7: Collaborate effectively with team members (i.e., understanding the challenges
faced by Expatriate, analyze them with team members.
PLO PLO PLO PLO PLO PLO PLO PLO PLO PLO PLO PLO
1 2 3 4 5 6 7 8 9 10 11 12
Mapping CLO/PLO

SCR E&
Cultural & G Entre
Comm Prob. Team Diversit Lead Ethic Envi I&C Know. . Learn
  Know. . Solv. perf. y . s . T Speci. orient .
CLO
√
1
CLO
√
2
CLO
3 √
CLO
4 √
CLO
5 √
CLO
√
6
CLO
7 √
Assessment:
a: Quiz
b: Assignment
 c: Sessional I
d: Sessional II
e: Final Examination
f: Semester Project
g: Class participation
Assessment Criteria .
Students will be assessed on the following criteria:

ITEM ASSESSMENT TASK WEIGHT TOTAL MARKS

1 Quizzes 15% 15

2 Assignments 10% 10

3 1st Sessional 10% 10

4 2nd Sessional 15% 15

5 Final Examination 50% 50

Recommended Books .
Ennew, C., Waite, N., & Waite, R. (2013). Financial services marketing: An international guide
to principles and practice. Routledge.
Ehrlich, E., & Fanelli, D. (2012). The financial services marketing handbook: Tactics and
techniques that produce results (Vol. 150). John Wiley & Sons.
Relevant case studies and further readings will be provided.

Lecturers’ Delivery Plan .

Week Topic Reading List

#1 Chapter 1
Introduction to the course and discussion of Course Outline

Discussion of the Final Project

The role, contribution and context of financial services
 Economic development
 Government welfare context
 Lifetime income smoothing
 The management of risk
 Financial exclusion
 Mutual and proprietary supply
 Regulation of financial services

Assignment # 1
 The financial services marketplace: structures, products and
#2 participants Chapter 2 & 3
 Some historical perspectives
 The geography of supply
 An outline of product variants
 Banking and money transmission
 Lending and credit
 Saving and investing
 Life insurance
 General insurance
Introduction to financial services marketing
 Defining financial services
 The differences between goods and services
 The distinctive characteristics of financial services
 The marketing challenge
 Classifying services
Quiz #1
Analyzing the marketing environment
#3  The marketing environment Chapter 4
 The macro-environment
 The market environment
 The internal environment
 Evaluating developments in the marketing environment

Assignment # 2
Strategic development and marketing planning
#4  Strategic marketing Chapter 5 &6
 Developing a strategic marketing plan
 Tools for strategy development
Internationalization strategies for financial services
 Internationalization and the characteristics of financial services
 The drivers of internationalization
  Firm-specific drivers of internationalization
 Macro level drivers of internationalization
 Globalization strategies
 Strategy selection and implementation

Quiz #2
 Understanding the financial services consumer
#5  Consumer choice and financial services Chapter 7
 Consumer buying behavior in financial services
 Industry responses

#6 Sessional 1

Mid-term Presentation of Project

Assignment # 3
Segmentation targeting and positioning
#7  The benefits of segmentation and targeting Chapter 8
 Successful segmentation
 Approaches to segmenting consumer markets
 Approaches to segmenting business-to-business markets
 Targeting strategies
 Positioning products and organizations
 Repositioning
Customer acquisition strategies and the marketing mix
#8  Short-term marketing planning Chapter 9&10
 The role of the financial services marketing mix
 The financial services marketing mix: key issues
 Customer acquisition and the financial services marketing mix
Product policies
 The concept of the service product
 Islamic financial instruments
 Influences on product management
 Managing existing product lines
 New product development

Quiz # 3
Promotion
#9  Principles of communication Chapter 11
  Planning a promotional campaign
 Forms of promotion

Assignment # 4
 Pricing
#10  The role and characteristics of price Chapter 12 &
 The challenges of pricing financial services 13
 Methods for determining price
 Price differentiation and discrimination
 Price determination
 Pricing strategy and promotional pricing
Distribution channels: routes-to-market

 Distribution: distinguishing features

 Distribution methods and models

 Distribution channels

Quiz #4
Customer relationship management strategies
#11  Drivers of change Chapter 14
 Customer persistency – acquiring the right customers
 Retaining the right customers Customer retention strategies
 The customer relationship chain
 Lifetime customer value
 Relationship marketing in specific contexts
 Customer data management
#12 Sessional 2

Pre- final Presentation of Project

Service delivery and service quality
#13  The service profit chain Chapter 15 &
 Defining service quality 16
 Models of service quality
 The gap model of service quality
 The outcomes of service quality
  Service failure and recovery
Customer satisfaction, customer value and treating customers fairly
 Consumer evaluations: value and satisfaction
 Managing customer expectations
 The measurement of satisfaction
 Treating customers fairly
Customer relationship management in practice
#14  People and culture Chapter 17
 Product considerations
 Pricing and value
 Advertising and promotion
 Distribution and access
 Processes
 Evaluating marketing performance
 Corporate social responsibility (CSR)
 Towards a sustainable future

#15 Final Project Presentation

#16 Revision for Final Exam