Core Module Information
Module title: Marketing Financial Services

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

Module code: FIN09103
Module leader: Edward Sasu
School The Business School
Subject area group: Accounting and Finance

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

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

Full Details of Teaching and Assessment
2023/4, 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: Edward Sasu
Module Organiser:

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 CL_TST 2
Total Study Hours200
Expected Total Study Hours for Module200

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

Indicative References and Reading List - URL:
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