SCHOOL OF ECONOMICS, FINANCE & BANKING

UUM COLLEGE OF BUSINESS

SEMESTER A151
No.

Information on Course

1.

Course Name :

MARKETING FINANCIAL SERVICES

2.

Course Code: BWBB3053

3.

Name(s) of Academic Staff:

4.

Rationale for the inclusion of the course in the programme:

ZUNARNI KOSIM

This is one of the elective courses offered for all Bachelor of Banking (Honours) students.
5.

6.

Semester/Year Offered:

5/3

Total Student Learning Time (SLT)

L = Lecture

Face to face
L

28

10

SL

TLT

71.3

119.6

T = Tutorial
P = Practical

O = Others
7.

Credit Value: 3

8.

Pre-requisite (if any):

Nil

9.

Objective(s) of Course :
Students are expected to
1.
2.
3.
4.
5.

understand the importance of marketing aspect in the financial institutions,

particularly the banking sector.
understand the marketing techniques and how they can be applied in the
financial service industry.
understand the important role of integration and consumer behavior for
successful in financial service marketing industry.
understand the importance of marketing information system for competitive
advantage.
analyze, comments, critics and discuss on the current issues related to the

marketing financial services and suggest any practical solutions.

10.

Course Learning Outcomes:

Upon completion of the course, students are able to
1. explain the basic concepts of marketing financial services (C1, P1, A1).
2. define the meaning, role and importance of marketing financial services (C2, P2,
A2).
3. explain the process of marketing financial services (C3, P2, A2).
4. analyze how the marketing financial services helps the banking institution in
making appropriate business decisions (C4, P2, A3).

11.

Transferable Skills:
1. Writing: report writing and analysis of problems.
2. Communications: discuss and comments on issues.
3. Critical thinking and problem solving.

12.

Teaching-learning and assessment strategy:

Mixed method between teacher-centred and students-centred. For the assessment strategy it
is a continuous assessment.

13.

Synopsis:
This course presents the theory and application of marketing in financial institutions. It
focuses on the importance of marketing in financial institutions, marketing techniques and
tools that can be applied in the financial institutions for competitive advantage. This course
also covers topics such as basic marketing concept, bank marketing strategies, bank products,
consumer behaviour and attitudes, market segmentation and others. The emphasis is on the
practical application of principles, concepts and tools of marketing management.

14.

Mode of Delivery:
This course will be conducted in the forms of lectures, tutorials and assignments.

15.

Assessment Methods and Types:

Coursework (60%)
Final Examination (40%)

16.

Mapping of the course/module to the Programme Aims

Course Learning Outcomes

Programme Aims

The aim of the Bachelor of Banking (Honours)

program is to produce bank managers who are
fully equipped with knowledge and skills to
manage and lead the banking industry, both
ethically and professionally.
17.

Mapping of the course/module to the Programme Learning Outcomes

Course Learning Outcomes

Programme Learning Outcomes

1

Identify key principles and major disciplines

in banking which are critical to understanding
the business environment.

Apply practical and technical skills in solving

problems and arriving at appropriate solutions.

Integrate interpersonal skills and negotiation

abilities to enhance networking in creating
conducive working environment.

Display high level of professionalism, positive

values and attitudes.

Develop strong teamwork abilities

effective communication skills.

Apply critical and lateral thinking in solving

problem systematically.

Execute good time management,

managerial and entrepreneurial skills.

and

both

Utilize ICT and MIS to produce timely and

accurate information for decision making.
Assimilate leadership values to manage
stakeholders interests and to create wealth.

18.

Content outline of the course/module and the SLT per topic

Topic

1.0 THE FINANCIAL SERVICES

ENVIRONMENT
1.1 Introduction
1.2 Objective
1.3 The Socio-Economic Environment
1.4 The Regulatory Environment
1.5 The Technological Environment
1.6 Evolution of Financial Services Sector
1.7 Strategies Responses to The Challenges
of The Financial Services Environment
2.0

3.0

THE ROLES OF MARKETING IN

FINANCIAL SERVICES
2.1 The Goal of Financial Services
Organisation
2.2 What is Marketing and Marketing
Management Strategy?
2.3 Different Marketing Management
Philosophies
2.4 Element of Marketing
2.5 How is Services Marketing Different?
2.6 Types of Marketing in Services Firm
MARKETING FOR FINANCIAL
INSTITUTIONS
3.1 The Banking Marketing Environment
3.2 Marketing in Banking
3.3 Market Segmentation
3.4 Macroenvironment &
Microenvironment
3.5 Competition in Financial Services
3.6 Positioning

4.0 MARKETING MIX FOR FINANCIAL

SERVICES

Learning
Outcomes

Face to Face

SL

TLT

P/O

1, 2

4.1
4.2
4.3
4.4
4.5

Financial Services Distinctive Features

Services Marketing Mix
Six Generic Need of Customer
Distribution Channels
New Product Developments

5.0 CONSUMER BEHAVIOR AND

CONSUMER BANKING
5.1 The Study of Consumer Behavior
5.2 Market Segments
5.3 Maslows Hierarchy of Needs
5.4 Segment Characteristics in Banking
5.5 Segmentation Criteria
5.6 Market Targeting
5.7 Cognitive Dissonance
5.8 Consumer Banking
6.0 MARKETING RESEARCH, PRICING &
NPD
6.1 Marketing Research
6.2 Purpose of Marketing Research
6.3 Research Contact Methods
6.4 MIS
6.5 MIS for Profitability Analysis
6.6 Pricing
6.7 New Product Development
7.0 ADVERTISING & COMMUNICATIONS
7.1
7.2
7.3
7.4
7.5
7.6

The roles of Advertising

Advertising Channels
Promotions
Personal Selling
Publicity
The Contribution of Advertising and
Communications to The Bank
Marketing Program
8.0 COMMUNICATION & PROMOTION
8.1 Objectives
8.2 The Role of Promotion
8.3 The Communication Process
8.4 Communication Objectives
8.5 Communication Message
8.6 Factors Affecting The Promotion of

8.7

Financial Services
The Promotional Mix

9.0 MARKETING STRATEGIES FOR

FINANCIAL SERVICES
9.1 Objective and Goals
9.2 Corporate Planning
9.3 Formulating a Marketing Strategy
9.4 Types of Marketing Strategies for
Banks
9.5 Selecting a Bank Marketing Strategy

10.0 BUILDING CUSTOMER

RELATIONSHIPS
10.1 Objectives
10.2 The concept of Relationship Marketing
10.3 Rationale for Relationship
Development
10.4 Do Customers Want Relationships?
10.5 With Whom Should Relationships be
Built?
10.6 The Process of Relationship
Development
10.7 The Components of a Relationship

11.0 BANK MARKETING PLAN

11.1 Introduction
11.2 Different Between Financial service
Marketing and Marketing Consumer
Product or Production and Industries
Services
11.3 Marketing Plan
11.4 Marketing Strategy for Market
Penetration

12.0 DISCUSSION ON ISSUES IN

MARKETING
12.1 Seminar

12.2 Bankers Talk

12.3 Group Presentation
28
Assessment

10

42

84

Face to Face

SL

TLT

Coursework

60%

45.9

60.3

106.2

Final examination

40%

2.5

11

13.4

48.4

71.3

119.6

Total Notional Hours

Credit Hours

Main Reference:
Jillian Dawes Farquhar & Arthur Meidan (2010). Marketing Financial Services. Palgrave Macmillan,
USA.
Additional References:
Tina Harrison (2000). Financial Services Marketing. Harlow: Pearson Education, USA.
Lovelock, Christopher H. (1996). Services Marketing. Prentice Hall, Inc: New Jersey.
Meidan, Arthur (1996). Marketing Financial Services. MacMillan Press Ltd, London.
Pezzullo, Mary Ann (1998). Marketing Financial Services. Prentice Hall, Inc: New Jersey.
Shamsudin Ismail (2003). Pengurusan Bank Perdagangan di Malaysia. Dewan Bahasa &
Pustaka, Kuala Lumpur.
S. M. Jha (2000). Bank Marketing. Himalaya Publishing House, Mumbai.
Additional Information:

Emails: zunarni@uum.edu.my
Extension numbers: x6897
Room numbers: 335(SBM Building)
Consultation hours: Sunday and Wednesday 11.30 a.m to 1.00 p.m