- 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 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.
Upon successful completion, students will have the knowledge and skills to:
- Describe a financial service organisation’s marketing-critical internal and external environments
- Apply marketing theories, models, and/or frameworks appropriate to a financial service organisation’s marketing environment
- Analyse the financial services industry marketing environment using extant theories and frameworks for both empirical and theoretical insights
- Create marketing strategies in a financial services industry setting based on relevant empirical and theoretical analytical insights
- Generate differentiated value propositions for a financial services organisation based on appropriate theories, models, and/or framework
- Communicate strategies or strategic alternatives both in writing and verbally to facilitate organisational marketing decision-making and problem-solving in the financial services sector
- 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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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
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.
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Offerings, Dates and Class Summary Links
Class summaries, if available, can be accessed by clicking on the View link for the relevant class number.