Module title: Marketing Financial Services

SCQF level: 09:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: FIN09103
Module leader: Graeme Dalziel
School The Business School
Subject area group: Accountancy Finance and Law
Prerequisites

There are no pre-requisites for this module to be added

2019/0, Trimester 1, Face-to-Face, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Graeme Dalziel
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment to LOs

This module is delivered in taught and distance learning mode and study guides are made available to students which take them through the syllabus. Each learning outcome is allocated either one or two units in the study guide. On the full-time taught mode there is one two hour class per week across twelve weeks. An introductory lecture and a summary at the end of the semester along with one hour allocated to each unit in the syllabus. The first hour is in lecture mode with some discussion of key issues while the second consists of group work incorporating a powerpoint presentation and discussion. The presentation topics are related to the learning outcomes although, due to the need for everyone to partisipate in a presentation, some outcomes have more than one topic. The overall structure endeavours to encourage students to understand how theory and practice can be linked and every piece of assessment requires students to demonstrate a good understanding of theory and then combine this in an appreciation of how that theory is or is not applied in practice.

Embedding of employability/PDP/scholarship skills

Key employability skills are embedded: Group work in that students prepare their tutorial presentations in small teams. Communication - written through coursework and examination and oral in the delivery of the group presentation. IT throught the preparation of the powerpoint presentation. Business awareness through the efforts made to blend theory with the practical financial services environment.

Assessment (formative and summative)

Formative assessment incorporates four short essays of up to 500 words. Essay 1 covers LOs 1 and 2, essay 2 covers LO 3, essay 3 covers LO 5 and essay 4 covers LO 6. The essays may be submitted at set dates throughout the semester or else, all together in week 12. In each case, you are asked to demostrate your understanding of a concept and demonstrate h

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 12
Independent Learning Guided independent study 14
Independent Learning Guided independent study 160
Face To Face Centrally Timetabled (Digital) Exam 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 30 1 - 3, 5 - 6 3 - 12 HOURS= 0, WORDS= 2000
Centrally Time Tabled Examination 70 1 - 6 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100
2019/0, Trimester 1, Blended,
Occurrence: 004
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Graeme Dalziel
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching methods including their alignment to LOs

This module is delivered in distance learning mode and study guides are made available to students which take them through the syllabus. Each learning outcome is allocated either one or two units in the study guide. Students work through the study guides which consist of a module text and a student guide with self-assessment questions and suggested answers. Support is provided by telephone, e-mail and through WebCT and there are three two-hour Saturday morning tutorials where these are viable and can be attended by students. Three study notes containing a review of each section of the syllabus along with specimen examination questions and answres are circulated to all students after the tutorials or at appropriate times where no tutorials take place. The overall structure endeavours to encourage students to understand how theory and practice can be linked and every piece of assessment requires students to demonstrate a good understanding of theory and then combine this in an appreciation of how that theory is or is not applied in practice.

Embedding of employability/PDP/scholarship skills

Key employability skills are embedded: Communication - written through coursework and examination and oral in tutorial discussion. Independent study skills through the nature of the delivery mode. Business awareness through the efforts made to blend theory with the practical financial services environment.

Assessment (formative and summative)

Formative assessment incorporates four short essays of up to 1,000 words. Essay 1 covers LOs 1 and 2, essay 2 covers LO 3, essay 3 covers LO 5 and essay 4 covers LO 6. The essays may be submitted at set dates throughout the semester or else, all together in week 12. In each case, you are asked to demostrate your understanding of a concept and demonstrate how it is applied within an organisation in the sector. Summative assessment is an end of semester examination co

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Independent Learning Guided independent study 198
Face To Face Centrally Timetabled (Digital) Exam 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 30 1, 2, 3, 5, 6 12 HOURS= 0, WORDS= 2000
Centrally Time Tabled Examination 70 ALL 14/15 HOURS= 0, WORDS= 2
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Description of module content:

The role of marketing and its development within financial services;
The macro and micro marketing environment and the way in which the forces have influenced marketing strategy within the sector;
The features of financial services marketing - intangibility, inseparability, heterogeneity, perishability, fiduciary responsibility and two-way information flows
The marketing mix with the additional elements of the services mix;
Segmentation strategies and their importance, particularly within the personal financial services sector;
The importance of service quality as a route to differential advantage;
Recent marketing developments within the sector with particular reference to the impact and importance of information technology in areas such as product development and delivery

Learning Outcomes for module:

LO1: Interpret and understand the influence of the principal forces within the financial services marketing environment and analyse their impact on marketing decisions
LO2: Highlight and appraise the features of financial services marketing which distinguish it from the marketing of tangible goods and critically review the management challenges which result
LO3: Analyse consumer buying behaviour and the variety of influences which can impact on the buying decision
LO4: Clearly understand the importance of market segmentation and define and demonstrate the various bases used for segmentation within the sector
LO5: Critically assess the financial services marketing mix and understand its significance in implementing marketing strategy
LO6: Clearly understand the importance of service quality and define its role in achieving differential advantage for organisations within the sector

Indicative References and Reading List - URL:

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