Financial Services Marketing

Catalog description

Financial services marketing challenges many of the precepts and approaches of traditional marketing. The objective of the course is to use financial services marketing and its complexity and constant disruption as the framework for understanding and navigating marketing in non tangible categories; health insurance, insurance, etc. By the end of the course students will learn about the differences between financial services marketing and marketing more tangible product and services, identify the challenges and how to overcome them in financial services marketing, apply a marketing framework to develop marketing strategies for new to market financial services offerings, and how to foster marketing innovation in this highly competitive, legislated category. Prerequisite(s): ENT 1020 , MAR 1001 .