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DRPS : Course Catalogue : Business School : Business Studies

Undergraduate Course: Financial Services Marketing (BUST10033)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 10 (Year 3 Undergraduate) AvailabilityAvailable to all students
SCQF Credits20 ECTS Credits10
SummaryThe financial services sector has undergone a dramatic process of change initiated by new competition, sophisticated consumer demand, technological opportunities and regulatory developments. As electronic methods replace people and physical documentary activities, the definitions of financial services too are changing. The course Financial Services Marketing provides an opportunity to examine and make sense of this rapidly evolving sector and critically evaluate the role and power of marketing management in this context.
Course description This course aims to build knowledge of marketing strategies used in the financial services sector and to advance understanding of real-time challenges in this industry. On completion of the course, students should be able to critically evaluate different marketing initiatives for financial services and to design such strategies at different stages of the marketing process. Students will also have a deeper appreciation of the challenges facing financial services consumers in decision-making. To achieve this, the course guides students through the financial services marketing environment, key elements of the financial services marketing mix, understanding decision-making and managing customer relationships.

Introduction to financial services marketing
The financial services sector and financial services marketing environment
The financial services consumer and financial decision-making
Financial literacy, capability and inclusion
The role of technology in financial services
The role of trust and relationships
Pricing and price-based competition
Developing and managing the financial services offering
Moral and ethical issues in financial services marketing practice
Alternatives to conventional banking models

Student Learning Experience
Overall, the course aims to provide students not only with in-depth, subject-specific knowledge of the topics covered, but also with enhanced abilities to evaluate marketing in action in the context of financial services and to question, challenge and critique the actions of financial institutions in a mature and reasoned way. The way in which the course is designed and delivered can improve general learning and study skills, in particular the application of acquired knowledge to a real life practical scenario, thus preparing students for work-related learning.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Students MUST have passed: Marketing (BUST08004)
Prohibited Combinations Other requirements Years 3 & 4. Business Studies Honours Entry.
Information for Visiting Students
Pre-requisitesVisiting students must have at least 4 Business courses at grade B or above. This MUST INCLUDE at least one Marketing course at intermediate level. This course cannot be taken alongside BUST08004 Marketing. We will only consider University/College level courses.

High Demand Course? Yes
Course Delivery Information
Academic year 2024/25, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 200 ( Lecture Hours 20, Programme Level Learning and Teaching Hours 4, Directed Learning and Independent Learning Hours 176 )
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% Coursework: -
30% Individual Assignment (Assesses LO 1, 2 & 3)
70% Group Project (incl. 20% peer review) (Assesses LO 2, 3, 4 & 5)

The individual assignment accounts for 30% of the final grade. It comprises a short piece of individual written work (maximum 1,500 words excluding references). Details of the individual assignment will be given at the start of the course.

The course project accounts for 70% of the final grade. A maximum of 70 marks will be obtained from the group research report grade of which 20% will be moderated through the peer evaluation process. Details of the research project will be outlined further at the start of the course. The group report will include a group reflection on how they have worked as a group and what they have learned from this.
Feedback Individual/ group feedback on your coursework, together with individual marks, will be available on Learn.

No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the differences between services and product marketing.
  2. Understand and discuss the market environment of financial services.
  3. Understand and discuss the challenges facing financial consumers in financial decision-making.
  4. Critically evaluate marketing initiatives for financial services.
  5. Design strategies with respect to markting mix elements.
Reading List
The course uses one core book. All relevant chapters are available in Learn.
The Routledge Companion to Financial Services Marketing, 2015, Tina Harrison and Hooman Estelami (Eds.), ISBN: 978041582914-4.
Additional core reading (where relevant) is provided on a week-by-week basis.
All relevant reading is provided in Learn.
Additional Information
Graduate Attributes and Skills Cognitive Skills
After completing this course, students should be able to:
- Understand how to manage and sustain successful individual and group relationships in order to achieve positive and responsible outcomes, in a range of virtual and face-to-face environments

Autonomy, Accountability and Working with Others
After completing this course, students should be able to:
- Understand oneself and others, through critical reflection, diversity awareness and empathic development, in order to maximise individual and collective resilience, and personal and professional potential.

Communication, ICT, and Numeracy Skills
After completing this course, students should be able to:
- Critically evaluate and present digital and other sources, research methods, data and information; discern their limitations, accuracy, validity, reliability and suitability; and apply responsibly in a wide variety of organisational contexts.

Practice: Applied Knowledge, Skills and Understanding
After completing this course, students should be able to:
- Apply creative, innovative, entrepreneurial, sustainable and responsible business solutions to address social, economic and environmental global challenges.

Knowledge and Understanding
After completing this course, students should be able to:
- Demonstrate a thorough knowledge and understanding of contemporary organisational disciplines; comprehend the role of business within the contemporary world; and critically evaluate and synthesise primary
and secondary research and sources of evidence in order to make, and present, well informed and transparent organisation-related decisions, which have a positive global impact.
- Identify, define and analyse theoretical and applied business and management problems, and develop approaches, informed by an understanding of appropriate quantitative and/or qualitative techniques, to explore and solve them responsibly.

Course organiserMs Kitty Shaw
Course secretaryMiss Lauren Dunn
Tel: (01316) 513758
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