Banking Marketing and Financial Behavior

A compulsory course of the second semester of the Master’s Programme “Banking-Insurance and Finance”.

Course details

Code: MBAF08
Semester: 2nd
Credits: 5 ECTS
Teaching hours: 2 per week (lectures and practical exercises)
Course type: Specialisation Course (ME)
Prerequisites: none
Language of teaching and examinations: Greek and/or English
Offered to Erasmus students: yes, upon relevant request
Mode of delivery: distance learning, synchronous and asynchronous
Total workload: 150 hours
Taught by: Androniki Katarachia

Learning outcomes

The course aims at describing and understanding the particular features of financial services (products, prices, distribution, people involved, processes, physical evidence) and at acquiring all the knowledge of marketing management necessary in the field of financial services. It also focuses on the analysis and understanding of purchasing and investment behaviour in respect of financial products, examining, within the framework of Behavioural Finance, the principal socio-psychological factors determining investment behaviour
The characteristics of financial services, and in particular of banking services, and their influence on key strategic issues in the marketing of financial services are studied
Emphasis is placed on the importance of employees for the effective delivery of services and on matters relating to the operations involved in producing the service, the development of new services, two-way communication, the distribution and the pricing of services, as well as on customer trust, loyalty and satisfaction

On successful completion of the course, the student should:

Have understood the basic concepts, general principles and particular features of the marketing of financial services, as well as the importance of applying it to the operation and development of the financial services sector
Have understood the particular features and the factors that influence purchasing and investment behaviour
Have become familiar with the full range of processes and functions of the marketing of financial and banking services
Have acquired the ability to select and apply appropriate tactical measures and marketing strategies, particularly in the banking sector

Syllabus

Introduction and characteristics — properties of services
The environment of financial and banking services marketing. The Greek financial market
Research and marketing information systems in financial services
Purchasing behaviour in financial services. Segmentation, targeting, positioning
Investment behaviour and Behavioural Finance
The marketing mix in banks
The product in financial services. Types of banking products and services
The sales and distribution network for financial and banking products and services
Pricing policy
The promotion and communication mix in banking services
The additional elements of the services marketing mix. The human factor, the processes and the physical evidence of banking services
Relationship management systems, quality and customer and employee satisfaction
The organisation of marketing in banks and their financial subsidiaries

Assessment

Assessment is carried out in two ways: the preparation of assignments, counting for up to 30% of the total mark — the structure and presentation of the text, the quality of the analysis and the bibliographical references are taken into account above all — and a written final examination, counting for 70%. Language of assessment: Greek.