• 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 2021
    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:

  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. Communicate strategies or strategic alternatives both in writing and verbally to facilitate organisational marketing decision-making and problem-solving in the financial services sector

Indicative Assessment

  1. Typical assessment may include, but is not restricted to: exams, assignments, quizzes, presentations and other assessment as appropriate. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6]

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Workload

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.

Inherent Requirements

Not applicable

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.

Majors

Fees

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:
3
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.

Units EFTSL
6.00 0.12500
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

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
7274 26 Jul 2021 02 Aug 2021 31 Aug 2021 29 Oct 2021 In Person N/A

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