• Offered by Research School of Management
  • ANU College ANU College of Business and Economics
  • Course subject Marketing
  • Areas of interest Commerce, Finance, Marketing
  • Academic career UGRD
  • Mode of delivery In Person
  • Offered in Second Semester 2016
    See Future Offerings

The objective of this course is to introduce students to the marketing of financial services. All financial institutions, including consumer banks and corporate finance services, practice some form of marketing. Some firms market themselves better than others, as evidenced in the competitive value of their brands.

This course will demonstrate to students the benefits of using an analytical approach to marketing in the financial services industry, and will show students how to undertake that analysis. An analytical approach helps firms to  (1) identify marketing options, (2) calibrate the opportunity costs associated with each option, and (3) choose the best option to achieve the firm's business goals.

This course operationalizes several marketing concepts such as segmentation, targeting, and positioning. By the end of this course, students will know how to segment customers, what kind of data are required to do so, what are the different ways to segment, which customers to target, how to determine the best positioning of your brand in customers' minds, how to develop new products/services that add value to consumers and firms, how to price financial products,  how to efficiently manage multiple brands across multiple segments in order to meet corporate bottom-line goals, how to develop a brand, how to migrate a brand when brands are acquired or merged, and how to co-brand financial services.

The pedagogic philosophy in this course is that of learning by doing. Therefore, students will go beyond learning conceptual marketing material to learning how to do marketing, using real and simulated data from the financial services industry.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

Upon successful completion of the requirements for this course, students will be able to:

  1. define, explain and illustrate some of the frameworks and approaches that are helpful in marketing financial services;
  2. describe how:
  • marketing contributes to success in modern financial institutions;
  • the marketing of services like financial services differs from tangible goods marketing;

     3. discuss how:


  • segmentation is used to understand and manage customer behaviour;
  • to position value propositions, products and brands in customers’ minds;
  • to develop new products (goods and services) that add value to consumers and firms;
  • to price financial products;


  1. outline how to identify which customers to target; and,
  2. outline how to efficiently manage multiple product or brand portfolios across multiple customer segments, and how to develop an effective marketing strategy in modern financial service organisations.

Other Information

See the course outline on the College courses page. Outlines are uploaded as they become available. 

Indicative Assessment

Assessment will consist of written assignments (50%), examination (35%), and tutorial contributions and presentations (15%).

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Requisite and Incompatibility

To enrol in this course you must have completed a STAT course

Preliminary Reading

A text that provides a reasonably good conceptual basis for the financial services aspect of the course is,
Marketing Financial Services, by Hooman Estelami, Dog Ear Publishing, ISBN:1598581899.
For quantitative aspects of the course, the recommended texts are, Marketing Engineering: Computer-Assisted Marketing Analysis and Planning;, Revised Second Edition, Gary Lilien and Arvind Rangaswamy, Trafford Publishing, ISBN: 1-4120-2252-5
Principles of Marketing Engineering, Gary L. Lilien, Arvind Rangaswamy, and Arnaud De Bruyn, Trafford Publishing, ISBN: 1-4251-1314-1



Tuition fees are for the academic year indicated at the top of the page.  

If you are a domestic graduate coursework or international student you will be required to pay tuition fees. Tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.

Student Contribution Band:
Unit value:
6 units

If you are an undergraduate student and have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). You can find your student contribution amount for each course at Fees.  Where there is a unit range displayed for this course, not all unit options below may be available.

6.00 0.12500
Domestic fee paying students
Year Fee
2016 $3480
International fee paying students
Year Fee
2016 $4638
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

The list of offerings for future years is indicative only.
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.

Second Semester

Class number Class start date Last day to enrol Census date Class end date Mode Of Delivery Class Summary
7927 18 Jul 2016 29 Jul 2016 31 Aug 2016 28 Oct 2016 In Person N/A

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