KFBAMR Banking Marketing

Faculty of Economics and Administration
Autumn 2008
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Jan Krajíček, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Božena Petrjánošová, CSc.
Department of Finance – Faculty of Economics and Administration
Contact Person: Iva Havlíčková
Timetable
Sun 26. 10. 16:20–18:45 P312, Sun 23. 11. 16:20–18:45 P312
Prerequisites (in Czech)
Absolvování kurzu Bankovnictví I a Bankovnictví II
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The main objective of the course is to acquire knowledge in the field of bank marketing. The course deals with the bank marketing as a whole, including its orientation to a client. The structure of indivudual lectures focuses on the role of bank management in the market conditions, information systems, a position of bank employees, acquisition activities, services and their quality. The emphasis is put on the position of the information system and bank acquisition activities, the assessment of the acquisition activities and the quality of services. At the end of this course, students should be able to make up basic bank marketing strategies of their own.
Syllabus
  • 1 Introduction
  • 2 Conception and bank marketing management
  • 3 Client and his role in bank marketing
  • 4 Client – client segmentation in bank marketing
  • 5 Marketing mix of bank products
  • 6 Product and service strategy in banking sector
  • 7 Price making – pricing of bank products and services
  • 8 Price making – pricing strategy of bank products and services
  • 9 Complex communication strategy, internal and external communication in banking sector
  • 10 Bank communication channels
  • 11 Distribution policy, its principles, systems and strategy in banking sector
  • 12 Distribution channels in banking sector
  • 13 Quality of services in banking sector
Literature
  • KORAUŠ, Anton. Marketing v bankovníctve a poisťovníctve. Bratislava: Sprint, 2000, 297 s. ISBN 80-88848-52-0. info
  • Marketing management. Edited by Philip Kotler. 10. rozšířené vyd. Praha: Grada, 2001, 719 s. ISBN 8024700166. info
  • KRAJÍČEK, Jan. Marketing v peněžnictví (Marketing in finance). MU Brno ESF, 2005, 140 pp. ISBN 80-210-3659-1. info
  • 1. DVOŘÁK, P.: Komerční bankovnictví pro bankéře a klienty, Linde, Praha 1999. 475 s. ISBN 80-7201-141-3.
  • 2. PAYNE, A.: Marketing služeb. Grada, 1. vydání Praha1996, 247 s. Bibliografie, ISBN 80-7169-276
  • 3. VERWILST, H.: The future of retail banking in Europe: the fortis view, The Joint office of the World Savings Banks Institute, Brussels 2001, 15 s. Perspectives; 40.
Assessment methods
The course is completed by a written test. The first requirement for successful completion is a submission of a semester paper and its assessment by a tutor with the grade passed. The seminar papers should be submitted according to a time schedule and serve as a proof of student home preparation within his self-study mode. The second requirement is passing two scheduled in-term tests. A final grade consists of: A written part of exam (80 %) + assessment of a student self-study part consisting of the seminar papers and in-term tests (20 %). Tutorials are scheduled in three two-hour blocks; their content corresponds to topics as follows: 1st tutorial: Topic 1-4
2nd tutorial: Topic 5 – 8, in-term test 1
3rd tutorial: Topic 9 – 13, int-term test 2
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Autumn 2007.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2008/KFBAMR