BA4729 MARKETING OF FINANCIAL PRODUCTS AND SERVICES
| Course Code: | 3124729 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | |
| Offered Semester: | Fall and Spring Semesters. |
Course Objectives
Marketing of financial products and services 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. Financial consumers’ characteristics -like risk appetite, return expectation, maturity preference, product knowledge, financial literacy, etc.- have unique effects on the product preference and decision making process. Economic, business and regulatory environments in which financial services are marketed, are becoming more competitive and complex, and thus make the marketing of financial services increasingly challenging. Financial clients prefer simpler products, where risks and return are easy to understand, and want to have a greater control on their product choices. Hence marketing of financial products and services evolves as a unique and highly specialized branch of marketing and thus strategies and plans in this field require different approaches and techniques. This course is designed to capture and convey the fundamentals of this unique area of marketing by providing both underlying theories along with examples from real life. The course is geared towards equipping the participants with the necessary marketing tools applicable to the financial products and hence prepare them to the financial services industry from the marketing perspective. Although the basics of the financial products will be covered and used throughout the course, emphasis will be on devising strong and well established marketing strategies for these products - not on their financial structures or technical details.
Course Content
Attributes of financial services; marketing environment of financial services ,financial consumer; financial products, pricing of financial products and services; promotion and distribution of financial products and services; product development; market segmentation; customer satisfaction; regulatory environment; strategic marketing of financial products and services.
Course Learning Outcomes
On successful completion of this course, students should be able to:
Course Specific Skills:
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.
Discipline Specific Skills:
5. Learn to develop maps of financial consumer’s characteristics and priorities to financial products and
services.
6. Create marketing strategies and marketing plans for different financial products services.
Personal and Key Skills:
7. Develop team work skills and capabilities.
8. Improve presentation skills.
9. Develop critical reading and writing skills via case studies.
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution