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Financial and Service Marketing
OVERVIEW
CEA CAPA Partner Institution: Universidad Carlos III de Madrid
Location: Madrid, Spain
Primary Subject Area: Marketing
Other Subject Area: Business
Instruction in: English
Course Code: 13205
Transcript Source: Partner Institution
Course Details: Level 300, 400
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: Marketing
DESCRIPTION
This course will develop three main topics: first, central concepts of service marketing; second, it explains the application of these concepts to financial services, stressing subjects as service quality, satisfaction and profitable relationships; and third, stresses the more modern subjects, going beyond the 4 Ps.
The program is organized in the following sections:
- Service marketing. Services vs products. Servuction.
- Financial services marketing
- Marketing strategies in the financial sector
- Service quality, management and models
- Consumer behavior in financial firms
- The financial services customer: relationship management, satisfaction and loyalty
- Strategic marketing The 4 Ps: Price, Product/Service, Place and Communication
- The other Ps
- Digital marketing
The program is organized in the following sections:
- Service marketing. Services vs products. Servuction.
- Financial services marketing
- Marketing strategies in the financial sector
- Service quality, management and models
- Consumer behavior in financial firms
- The financial services customer: relationship management, satisfaction and loyalty
- Strategic marketing The 4 Ps: Price, Product/Service, Place and Communication
- The other Ps
- Digital marketing
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