- Code MKTG2003
- Unit Value 6 units
- 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
- Craig Tapper
- Mode of delivery In Person
Second Semester 2020
See Future Offerings
All required activities in this course can be completed remotely, but some can be taken remotely or on-campus. Details on Wattle at start of Week 1
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.
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:
- define, explain and illustrate some of the frameworks and approaches that are helpful in marketing financial services;
- 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;
- outline how to identify which customers to target; and,
- 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.
See the course outline on the College courses page. Outlines are uploaded as they become available.
Assessment will consist of written assignments (50%), examination (35%), and tutorial contributions and presentations (15%).
In response to COVID-19: Please note that Semester 2 Class Summary information (available under the classes tab) is as up to date as possible. Changes to Class Summaries not captured by this publication will be available to enrolled students via Wattle.
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Students taking this course are expected to commit at least 10 hours per week to completing the work. This will include 3 hours per week in class and at least 7 hours a week on average (including non-teaching weeks) on course reading, research, writing and assignment work.
Requisite and Incompatibility
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.
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- 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.
Offerings, Dates and Class Summary Links
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.