Financial and Service Marketing

Universidad Carlos III de Madrid

Course Description

  • Course Name

    Financial and Service Marketing

  • Host University

    Universidad Carlos III de Madrid

  • Location

    Madrid, Spain

  • Area of Study

    Accounting, Business Administration, Economics, Finance, Management, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    - 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.

    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

    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.

    - 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

    - 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

    - 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

Course Disclaimer

Please note that there are no beginning level Spanish courses offered in this program.

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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