• 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

The objective of this course is to introduce students to the marketing of financial services. All financial institutions, including retail or consumer banks, business and institutional lenders, retirement saving and superannuation fund managers, financial advisers, consumer and business insurers and other consumer and corporate finance services, practice some form of marketing. Marketing is the process of creating, communicating, delivering and sustaining value exchanges with customers or critical stakeholders, and capturing value for the firm. Some firms market themselves better than others, as evidenced in their ability to capture differential value in their brands.

This course will highlight the contribution of marketing to the success of the firm and its business model. It 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 operationalises 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 and effectively manage a brand, how to plan and manage distribution and communication channels (including digital channels) and how to align marketing to the organisation’s purpose and social license to operate.

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:

  1. Describe a financial service organisation’s marketing-critical internal and external environments
  2. Apply marketing theories, models, and/or frameworks appropriate to a financial service organisation’s marketing environment
  3. Analyse the financial services industry marketing environment using extant theories and frameworks for both empirical and theoretical insights
  4. Create marketing strategies in a financial services industry setting based on relevant empirical and theoretical analytical insights
  5. Generate differentiated value propositions for a financial services organisation based on appropriate theories, models, and/or framework
  6. Defend both verbally and in written forms, strategies or strategic alternatives to facilitate organisational marketing decision-making and problem-solving in the financial services sector

Indicative Assessment

  1. Typical assessments may include, but is not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project, oral presentation and defence of project, and other assessment deemed appropriate to show attainment of the learning outcomes set for the course . Further details will be made available via the Class (100) [LO 1,2,3,4,5,6]

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Students taking this course are expected to commit 130 hours to completing the work. For semester length offerings this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.

Inherent Requirements

This course has no inherent requirements.

Requisite and Incompatibility

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

Prescribed Texts

Information about the prescribed textbook (if any) will be made available via the Class Summary.



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

Commonwealth Support (CSP) Students
If you 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). More information about your student contribution amount for each course at Fees

Student Contribution Band:
Unit value:
6 units

If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found 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
2023 $4560
International fee paying students
Year Fee
2023 $5820
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

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There are no current offerings for this course.

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