Financial and Service Marketing

COMPETENCES AND SKILLS THAT WILL BE ACQUIRED AND LEARNING RESULTS.
- Students will know the main marketing principles and their application to services, in general, and to financial services in particular.
- Students will acquire knowledge about different tools and methodologies that allow them to evaluate marketing variables that are relevant for financial services.
- Students will obtain a current view of key concepts in financial services, such as internet distribution, relationship marketing programs and positioning practices.

DESCRIPTION OF CONTENTS: PROGRAMME
This course will develop three main topics: first, central concepts of service marketing; second, it explains the application of these concepts to financial services, stressing subjects as service quality, satisfaction and profitable relationships; and third, stresses the more modern subjects, going beyond the 4 Ps.

The program is organized in the following sections:
- Service marketing. Services vs products. Servuction.
- Financial services marketing
- Marketing strategies in the financial sector
- Service quality, management and models
- Consumer behavior in financial firms
- The financial services customer: relationship management, satisfaction and loyalty
- Strategic marketing ¿The 4 Ps¿: Price, Product/Service, Place and Communication
- Key subjects about the 4 Ps
- The other Ps

LEARNING ACTIVITIES AND METHODOLOGY
This course combines theoretical and practical knowledge. In the theoretical sessions, the key concepts of marketing and their application to the financial sector will be introduced. In the practical sessions, articles and cases exemplifying what was explained in class will be analyzed. Students will acquire learning competences and attitudes through the lectures and by analyzing financial marketing
cases and presenting them both individually and in groups.
- Students will consult the books of reference and will have the material prepared by the professor for this specific course.
- Articles and practical cases will be analyzed both in groups and individually; which allows students to improve their skills on diagnosis, evaluation, synthesis, as well as their writing and presentation abilities.

ASSESSMENT SYSTEM
- Final exam: 60% (There is a minimum grade of 4/10 requirement in order to sum up the practical grade)
- Practical work: 40%
. Cases and articles analysis: 20%
. Work in group: 20%
% end-of-term-examination: 60
% of continuous assessment (assigments, laboratory, practicals?): 40

BASIC BIBLIOGRAPHY
- Ennew, Watkins, Wright Marketing Financial Services, Butterworth Heinemann, 2000
- Lovelock, Vandermerwe, Lewis Services Marketing, Prentice Hall Europe, 1999
- Meidan Marketing Financial Services, Macmillan, 1996
- Rust, Zahorik, Keiningham Service Marketing, Harper Collins, 1996
- Embid, Davila, Zorrilla Marketing Financiero, McGrawHill, 1998
- Sebastián González Gestión bancaria: los nuevos retos en un entorno global, MacGraw-Hill, 2001
- Zeithaml Marketing de servicios: un enfoque de integración del cliente a la empresa, McGraw-Hill, 2002
- Hoffman, Bateson Fundamentos de Marketing de Servicios, Thomson, 2002
- Eiglier, Langeard Servucción: Marketing de Servicios, McGrawHill, 1989
- Lovelock Services Marketing, Prentice Hall International, 1996
- McGoldrick, Greenland Retailing of financial services, McGrawHill, 1994
- Castelló Gestión comercial de servicios financieros, ESIC, 2007

ADITIONAL BIBLIOGRAPHY
- Berry, Parasuraman Marketing de Servicios: La calidad como meta, Gestion y Empresa-Parramón, 1993
- Huete, D'Andrea, Reynoso, Lovelock Administración de Servicios, Pearson-PrenticeHall, 2004
- Zeithaml, Parasuraman, Berry Delivering quality service : balancing customer perceptions and expectations, Free Press, 1990