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

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 flowsThe 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

Upon completion of this module you will be able to

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.