Financial Services Marketing or "Marketing Applied to the Financial Sector" introduces students to specialized marketing principles, strategies, and practices essential for success in banking, insurance, investment, and other financial services industries. The course addresses the challenges of marketing intangible financial products and services in a highly regulated, trust-dependent environment.
The course prepares students to marketing roles in financial institutions through a dual approach: building theoretical knowledge of financial services marketing concepts (lectures), while developing practical application skills through case studies and projects. Students will explore critical themes including customer relationship management, digital marketing in finance, regulatory compliance, brand positioning, customer acquisition and retention, and marketing analytics in financial contexts.
The course is designed to enhance strategic thinking and decision-making capabilities applied to financial marketing challenges. Students will develop essential marketing competencies through real-world case studies, digital marketing simulations, and collaborative projects that bridge theoretical frameworks with contemporary financial sector challenges including fintech disruption, changing customer expectations, and digital transformation.