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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
9. OBJECTIVES
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.
Assessment strategy:
Formative
Summative
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
13. SYNOPSIS
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, discussions and presentations.
Main reference:
1. Jillian Farquhar & Arthur Meidan. 2010. Marketing Financial Services. 2nd
Edition. Palgrave Macmillan: Hampshire.
Additional references: