Marketing Application in Financial Industry
Course name: Marketing Application in Financial Industry
Course Instructor: Professor Jane Wu 吴佩勋 教授
Type of course: elective
Pre-requisite: some exposure or knowledge about management or marketing
course description: This course will be conducted in 3 stages. The first stage will be an over view of the current practical application of marketing framework and tools in the Chinese financial industry. The second stage will be an analysis of the strengths and weaknesses of what's available at the moment and identify areas of necessary improvement. The third stage is a hands on process of finding proper solutions for the current inadequacies All the case illustrations will be Chinese companies and we will have company visit when feasible. .
Purpose of the course: This course will enhance the students' understanding of how marketing principles and tools are applied in the financial industry and learn how to apply their management knowledge under real world constraints.
Major topics that will be covered in the course:
1. Market segmentation, targeting and positiong in the financial industry
2. 4p in finance industry
3. consumer behavior in retail banking
4. brand management in finance industry
5. applications of marketing tools in finance industry
6. successful case analysis
Course Grading：
Weekly mini cases (6) 30%
Final Case 50%
Participation20%
Text Book:
The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, 2nd EditionWiley; Author: Evelyn Ehrlich, PhD, Duke Fanelli