Core Module Information
Module title: Marketing Financial Services (HK)

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

Module code: FIN09903
Module leader: Edward Sasu
School The Business School
Subject area group: Accounting and Finance
Prerequisites

N/A

Timetables
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
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

Full Details of Teaching and Assessment
2023/4, Trimester 1, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
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 44
Independent Learning Guided independent study 154
Face To Face CL_TST 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 ALL 10 HOURS= 0, WORDS= 2000
Centrally Time Tabled Examination 70 ALL 14-15 HOURS= 2, WORDS= 0
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100
2023/4, Trimester 2, BLENDED,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: HONG KONG
Partner:
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 44
Independent Learning Guided independent study 154
Face To Face CL_TST 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Centrally Time Tabled Examination 70 ALL 14/15 HOURS= 00.00, WORDS= 0
Component 1 subtotal: 0
Component 2 subtotal: 70
Module subtotal: 70

Indicative References and Reading List - URL:
Contact your module leader