Course Objectives 

This course is designed to introduce you to the fundamentals of contemporary marketing through the discussion of theoretical and practical aspects of modern marketing management and application of marketing principles to a real-world case. Students will learn the basic concepts of the marketing definition, consumer behaviour, and the principal marketing functions: strategy, product development, branding, pricing, distribution, communication, research, and planning.

Learning Outcomes

Understanding the marketing of financial services, principles, marketing of banking services, market analysis, market features, marketing targets, market segmentation principles, marketing variables in banking services, marketing at consumer banking, institutional marketing at banks, direct marketing techniques, insurance marketing, importance of marketing at insurance sector, marketing planning, new product and price development, promotion policy, advertising, distribution channels, direct selling, agency and brokers.