• Class Number 7424
  • Term Code 3060
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Craig Tapper
    • Craig Tapper
  • Class Dates
  • Class Start Date 27/07/2020
  • Class End Date 30/10/2020
  • Census Date 31/08/2020
  • Last Date to Enrol 03/08/2020
SELT Survey Results

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.

Research-Led Teaching

This course draws insights from scholarly research, industry publications, case studies, contemporary business media commentary, and market analyses. Students are able to develop and apply their understanding of the content through assessments that link research and practice. 

Field Trips

This course does not have field trips.

Additional Course Costs

This course does not have additional costs.

Examination Material or equipment

This course does not have an examination.

Required Resources

Ennew, C., Waite, N. and Waite, R. (2018). Financial Services Marketing: An International Guide to Principles and Practice 3rd Edition, Routledge: New York.



Cost: approx. $50.00 to rent or $90.00 to purchase

ISBN: 9781315543765

URL: https://www.routledge.com/Financial-Services-Marketing-An-International-Guide-to-Principles-and/Ennew-Waite-Waite/p/book/9781138684522


Print Edition

Cost: Approx. $112.00

ISBN: 9781138684522

URL: https://www.routledge.com/Financial-Services-Marketing-An-International-Guide-to-Principles-and/Ennew-Waite-Waite/p/book/9781138684522



The ebook is available from the Library for 2-hour short loan.

The seminars include additional insights from various marketing textbooks, journals, trade magazines, and business media. References for these sources will be on the lecture slides.

Staff Feedback

Students will be given feedback in the following forms in this course:
  • Written comments
  • Verbal comments
  • Feedback to the whole class, to groups, to individuals, focus groups

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Class Schedule

Week/Session Summary of Activities Assessment
1 Part 1: Foundations & Frameworks Marketing Concepts, Financial Services & MKTG2003 Reading: Ch. 2 & 9
2 Sustainability - CSR, CSV, Ethics & Values Reading: Ch. 17
3 The Nature of Financial Services Reading: Ch. 3
4 Part 2: Strategy Development Marketing Strategy & the Environment Reading: Ch. 4 & 5
5 Understanding Consumers Reading: Ch. 6 Group formation in seminars Online Assignment Due 08.59am Tuesday
6 Segmenting, Targeting & Positioning Reading: Ch. 7
7 Part 3: Value Propositions Creating Value (Products) Reading: Ch. 10 Topic Report Due 11:59pm Monday
8 Communicating Value Reading: Ch. 11
9 Delivering Value Reading: Ch. 15 & 16
10 Sustaining Value Reading: Ch. 14 Case Study - Video Presentation Due 08:59am Monday
11 Capturing Value Reading: Ch. 12
12 Part 4: Closing Perspectives The Future of Marketing in Financial Services Reading: Contemporary Readings to be provided in Wattle Case Study - Report Due 11:59pm Wednesday

Tutorial Registration

The course design integrates weekly 2-hour seminars with at-home preparation activities. Preparation for, and participation in, all seminars is encouraged to support the learning experience and outcomes. Further details about the structure and teaching activities for this course will be available on the course Wattle site by start of Week 1.

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Online Assignment 20 % 18/08/2020 01/09/2020 1,2
Topic Report 40 % 21/09/2020 05/10/2020 1,2,5
Case Study - Video Presentation 15 % 12/10/2020 26/10/2020 1,2,3,4,5
Case Study - Report 15 % 28/10/2020 03/12/2020 1,2,3,4,5
Class Participation - Reflections 10 % * *

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

Assessment Requirements

The ANU is using 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. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.


Preparation for, and participation in, all seminars and tutorials is encouraged to support the learning experience and outcomes.


This course does not have an examinations.

Assessment Task 1

Value: 20 %
Due Date: 18/08/2020
Return of Assessment: 01/09/2020
Learning Outcomes: 1,2

Online Assignment

Worth: 20%

Type: Individual

Words: 1000 words

Submission: via Turnitin

Due: 08:59 (08:59am) Monday Week 5

Return: Within two weeks of submission



The online assignment comprise a series of short answer questions designed to assess understanding and application of models, concepts and frameworks covered in the course readings and lecture topics from weeks 1 to 3 (inclusive). This is a time-limited task that starts in Wattle at 9.00am on Friday of Week 4 and closes at 9.00am on Tuesday of Week 5. Information regarding the question style, learning resources, marking criteria (rubric), and online instructions will be posted on Wattle by the end of Week 1 and discussed in the first seminar.


Late submissions are not accepted.

Assessment Task 2

Value: 40 %
Due Date: 21/09/2020
Return of Assessment: 05/10/2020
Learning Outcomes: 1,2,5

Topic Report

Worth: 40%

Type: Individual

Words: 2000 words

Submission: via Turnitin

Due: 23:59 (11.59pm) Monday Week 7

Return: By the start of Week 9



The topic report involves explaining the nature and relevance of contemporary best practice models, frameworks and concepts in an applied setting of marketing financial services, examining real-life examples of the issues, and developing evidence-based recommendations for marketers. Information about the topics from which to select, the report requirements, and the marking criteria (rubric) will be posted on Wattle and discussed in seminars no later than Week 2. Additional class activities and resources are in place to support this task.   

Assessment Task 3

Value: 15 %
Due Date: 12/10/2020
Return of Assessment: 26/10/2020
Learning Outcomes: 1,2,3,4,5

Case Study - Video Presentation

Worth: 15%

Type: Group

Format: Narrated PowerPoint

Submission: via Wattle

Due: 08:59 (08.59am) Monday Week 10

Return: Within two weeks of submission



The Case Study - Video Presentation is linked to the Case Study - Report assignment (Assessment 4)


Overall, the Case Study project involves analysing the marketing strategy and tactics used by a financial services organisation for one of the products in their brand portfolio and developing evidence-based recommendations for the organisation. Groups deliver their work in two parts: a video presentation and a written report. The requirements and marking criteria for each part differ to suit the progress stages and communication methods. 


The video presentation involves preparing a narrated PowerPoint presentation (or equivalent audio-visual format such as video clip agreed with the Course Convenor).    

 The due date for submitting video presentations via Wattle is the same for all groups (11.59pm Sunday Week 9). Groups are also required to submit a journal or summary of each group member’s contribution to the task.


Information about the project requirements and marking criteria will be posted on Wattle and discussed in seminars no later than Week 4. Group formation and allocation of organisations is scheduled for Week 5 seminars. Various class activities and resources are also in place to support the collaborative completion of this task. 

Assessment Task 4

Value: 15 %
Due Date: 28/10/2020
Return of Assessment: 03/12/2020
Learning Outcomes: 1,2,3,4,5

Case Study - Report

Worth: 15%

Type: Group

Words: 3000 words plus contributions summary (up to 1 page per group member)

Submission: via Turnitin

Due: 23.59 (11:59pm) Wednesday Week 12

Return: After release of final grades



The Case Study - Report assignment continues from the Case Study - Video Presentation (Assessment 3).


For the final report, groups prepare a written document that clarifies, details, and extends the work from their video presentation. The report should reflect, or address, feedback received from the video presentation stage.


Groups also prepare a journal or summary of team member contributions outlining the roles and contributions of each group member in the case study project. This provides individuals with an opportunity to demonstrate their skills and involvement. The details provide a point of reference if issues arise around unequal contributions.


Information about the project requirements and marking criteria will be posted on Wattle and discussed in seminars no later than Week 4. Group formation and allocation of organisations is scheduled for Week 5 seminar. Various class activities and resources are also in place to support the collaborative completion of this task. 

Assessment Task 5

Value: 10 %
Learning Outcomes: 

Class Participation - Reflections

Worth: 10%

Type: Individual

Words: 200-250 words per reflection (one reflection for each seminar over 12 weeks)

Submission: via Turnitin

Due: By 08.59 (08:59am) Monday of the week following each seminar

Feedback: within one week of discussion closing

This course is designed to be optimise learning progressively by shared reflective practice. Which means that each student is expected to contribute to the shared learning of the whole course. The extent to which you contribute to shared understanding through participating in the discussion of concepts, models and frameworks, cases and materials discussed in articles or media examples highlighted in seminars will influence your class participation mark.

Each student is expected to provide a short reflection each week on specific topics highlighted by the Seminar Leader in that week's seminar. Your contributions/reflections will be marked each week against relevant Course Learning Outcomes as Satisfactory/Not Satisfactory. You will have 12 classes (Weeks 1-12 inclusive) to earn the marks, with the best 10 of 12 counting towards the 10% (i.e. 1% each). A running total of your participation score will be available via the Wattle Gradebook with weekly updates.

You will be provided with more information in the Week 1 class on how participation will be graded. But in general, this course values quality more than quantity, so students who provide insightful applications or discussions of the practical value of course concepts, models and frameworks will be rewarded.

If you cannot participate in a session or post a reflection by the deadline due to extenuating circumstances (e.g. medical), please inform the Course Convener via email and an extension for submission may be considered.

Late submissions are not accepted.

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

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.

Hardcopy Submission

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item. Late submission is not accepted for take-home examinations, Assessment Task 1 or 5.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Please see relevant assessment task details above.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

Unless specified otherwise in the assignment requirements, resubmissions are not allowed.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).
Craig Tapper

Research Interests

Digital marketing; Artificial intelligence and machine learning; Customer experience and human centred design.

Craig Tapper

By Appointment
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Craig Tapper
6125 6737

Research Interests

Craig Tapper

By Appointment
By Appointment

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