1. NAME OF COURSE  / MODULE MARKETING FINANCIAL SERVICES
2. COURSE CODE MCD4013
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME This course is designed for students to equip them with knowledge of marketing skills specifically dealing with financial services.
5. SEMESTER & YEAR OFFERED Semester 5/ Year 3 & Semester 7/Year 4
6. TOTAL STUDENT LEARNING TIME (SLT) Face to face:

L T P O
28 26 5

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

120
7. CREDIT VALUE 120/40 = 3.00 (credit); 2+2
8. PREREQUISITE (IF ANY) NIL
9. OBJECTIVES 1.To familiarize the applicants with the basic concepts of marketing, its scope and application in the corporate arena specifically in banks

2.To provide an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services

3.To equip students with ample knowledge to demonstrate the selected principle of marketing in ongoing dynamic and ever-changing banking industries.

10. LEARNING OUTCOMES At the end of the course, learners will be able to:

1.Illustrate the importance of marketing aspects and the roles of marketing in the financial sector especially the banking sector. (LO1,C3)

2.Reproduce suitable marketing strategies for financial services and offer them to the public at large.(LO4-CS3, P3)

3.Identify and react on new regulation made by regulators on Islamic financial services issues. (LO8-ES1, P3)

11. TRANSFERABLE SKILLS Student should be able to develop a good understanding of Marketing of Financial Services through a process of lectures, tutorial and group assignment.
12. TEACHING-LEARNING AND ASSESSMENT STRATEGY Teaching-learning strategy:

·The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities and various textbooks. Collaborative teamwork will be fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

Assessment strategy:

·Formative

· Summative

13. SYNOPSIS The objective of this course is to impart the knowledge the understanding on the principles and practices of marketing in relation to financial services. The area of financial services that are to be looked into are banking, risk management, unit trusts, trust organisations, investment services, hajj management and other related services. The main aspects that are to be adrressed are legal relationship between the providers of financial services, roles of marketers, organisation of marketing departments, planning and sales management. This course will be delivered through lectures, tutorials, discussions and presentations.
14. MODE OF DELIVERY Lectures and tutorial (SCL)
15. ASSESSMENT METHODS AND TYPES
Component %
Continuous Assessment 50
Final examination 50
Total 100
16. CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC
TOPIC lecture tutorial Test/Quiz/Exam Assignment Assessment(Library Seacrh) Self-study Total
The Islamic Financial Services Environment & Consumer 4 4 6 14
Identifying and Targeting Financial Prospects & Development of Financial Products 4 4 6 14
Channels of Distribution – Traditional and Technology Driven 4 4 6 14
Pricing for Financial Services 2 2 3 7
Communication and Promotion : Building Customer Relationship and Customer Retention and Loyalty 6 6 9 21
Corporate Financial Services 2 2 3 7
Marketing Islamic Financial Services & Products : Evaluation and Comparison with Conventional Products in Marketplace 4 4 6 14
Discussion on Current Issues : Ethics and Social Responsibility in Marketing Financial 2 2 3 7
Continous Test/Quiz/Assessment 2 6 4 12
FINAL 3 9 12
TOTAL 28 26 5 6 13 42 120
17. REFERENCES Main reference:

1.Jillian Farquhar & Arthur Meidan. 2010. Marketing Financial Services. 2nd Edition. Palgrave Macmillan: Hampshire.

Additional references:

1. Hooman Estalami. 2006. Marketing Financial Services. Dog Ear Publishing LLC.

2. Ennew, C.T. and Waite, Nigel. 2007. Financial Services Marketing: An International Guide to Principles and Practice. Butterworth-Heinemann: London, Boston, Amsterdam.

3.American Bankers Association. 2009. 7th Edition. Marketing Financial Services.

4.Harrison, T. 2000. Financial Services Marketing. Prentice Hall.

 

Mapping of the course/module to the Programme Learning Outcomes

TOPIC Contact hours

(week)

Lesson Learning Outcome

(Students are able to…)

CLO KI Teaching & Learning Activities Assessment Tasks
The Islamic Financial Services Environment & Consumer

  • Introduction
  • Objectives
  • The socio economic, regulatory, and technological environments
  • Evolution of the financial services sector
  • Financial services decision making
4 1.Classify the trends in strategic response of financial institutions towards an increasingly competitive marketplace

2.Illustrate financial needs and motives

LO1  

 

o Lecture

o Tutorial

o Discussions on relevant issues during tutorial

· Feedback on library search
Identifying and Targeting Financial Prospects & Development of Financial Products

  • Introduction
  • Objectives
  • Segmentation strategies
  • Benefits of market segmentation
  • Development of new financial services
  • Management of existing products
 

4

1.Classify various bases for market segmentation

2.Show factors affecting financial services product strategy

LO1 o Lecture

o Tutorial activity – exercises

·Feedback on tutorial activity
Channels of Distribution – Traditional and Technology Driven

  • Introduction
  • Objectives
  • Types of distribution channels
  • The impact of technology on the delivery of financial services
  • IT tools
4 1.Reproduce the characteristics and functions of the direct sales force.

2.Respond to various forms of self-service technology and their application to financial services

LO4

LO8

CS3

ES1

o Lecture

o Tutorial activity – exercises

·Feedback on tutorial activity
Pricing for Financial Services

  • Introduction
  • Objectives
  • Factors affecting price
  • Pricing of specific financial products
  • Trends in pricing
4 1.Respond to covert and overt pricing methods.

2.Trace the factors affecting pricing decisions for financial products and services.

LO4 CS3 o Lecture

o Tutorial activity – exercises

 

·Feedback on tutorial activity
Communication and Promotion : Building Customer Relationship and Customer Retention and Loyalty

  • Introduction
  • Objectives
  • Communication process, and message
  • Factors affecting the promotion of financial services
  • The promotional mix
  • Concept of relationship marketing
  • The process of relationship development
  • Customer retention and loyalty
10 1.Trace the communication process and its importance in the promotion of financial services.

2.Respond to the concept of relationship marketing strategy for customer retention.

LO4 CS3 o Lecture

o Article searching via internet / library

· Feedback on article searching
Corporate Financial Services

  • Introduction
  • Objectives
  • Corporate financial services needs
  • Corporate banking relationship
8 1.Illustrate the key differences between the personal and corporate markets.

2.Show some of the variables used to segment corporate markets.

LO1 o Group active reading

o Preparation of concept map

o Presentation

o Group active reading

o Preparation of concept map

·  Presentation

Marketing Islamic Financial Services & Products : Evaluation and Comparison with Conventional Products in Marketplace

  • Product knowledge
  • Comparison of Islamic and conventional financial products
8 1.Trace the Islamic financial products which are currently in the market. LO8 ES1 o Lecture

o Article searching via internet / library

· Feedback on article searching
Discussion on Current Issues : Ethics and Social Responsibility in Marketing Financial Services

  • Current issues pertaining to the financial services industry
4 1.   Respond to the current issues in financial services-related industry and provide with suggestion

 

LO4 CS o Group active reading

o Preparation of concept map

o Presentation

o Group active reading

o Preparation of concept map

  • Presentation