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Semester 1

Financial Services Marketing (BUST10033)


Business Studies





Normal Year Taken


Delivery Session Year



Visiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.

Course Summary

The financial services sector has undergone a dramatic process of change initiated by new competition, sophisticated consumer demand, technological opportunities and regulatory developments. As electronic methods replace people and physical documentary activities, the definitions of financial services too are changing. The course Financial Services Marketing provides an opportunity to examine and make sense of this rapidly evolving sector and critically evaluate the role and power of marketing management in this context.

Course Description

This course aims to build knowledge of marketing strategies used in the financial services sector and to advance understanding of real-time challenges in this industry. On completion of the course, students should be able to critically evaluate different marketing initiatives for financial services and to design such strategies at different stages of the marketing process. Students will also have a deeper appreciation of the challenges facing financial services consumers in decision-making. To achieve this, the course guides students through the financial services marketing environment, key elements of the financial services marketing mix, understanding decision-making and managing customer relationships. SYLLABUS: Introduction to financial services marketing; The financial services sector and financial services marketing environment; The financial services consumer and financial decision-making; Financial literacy, capability and inclusion; The role of technology in financial services; The role of trust and relationships; Pricing and price-based competition; Developing and managing the financial services offering; Moral and ethical issues in financial services marketing practice; Alternatives to conventional banking models. STUDENT LEARNING EXPERIENCE: Overall, the course aims to provide students not only with in-depth, subject-specific knowledge of the topics covered, but also with enhanced abilities to evaluate marketing in action in the context of financial services and to question, challenge and critique the actions of financial institutions in a mature and reasoned way. The way in which the course is designed and delivered can improve general learning and study skills, in particular the application of acquired knowledge to a real life practical scenario, thus preparing students for work-related learning.

Assessment Information

Written Exam 0%, Coursework 100%, Practical Exam 0%

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