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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

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
LO6: 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