Marketing of Financial Services

Major: Marketing
Code of subject: 6.075.02.E.100
Credits: 4.00
Department: Marketing and Logistics
Lecturer: Igor P. Taranskiy, PhD, Associate Professor of Economics
Semester: 8 семестр
Mode of study: денна
Learning outcomes: Apply theoretical knowledge to solve practical problems in the field of marketing. Use digital information and communication technologies, as well as software products necessary for proper marketing activities and the practical application of marketing tools. Demonstrate the ability to apply an interdisciplinary approach and the marketing functions of a market entity. Perform functional duties in the group, offer sound marketing solutions. The ability to demonstrate knowledge of the characteristics of different types of goods and services, market types and their impact on the organization's marketing activities. The ability to organize an effective procurement process, taking into account international experience in the functioning of the service quality management system. Communicating information, ideas, problems, solutions and personal experience in the field of professional activity to specialists and non-specialists. Responsibility for the professional development of individuals and groups of individuals. Ability for further learning with a high level of autonomy.
Required prior and related subjects: Prerequisites: Logistic, Purchase Marketing Co-requisites: –
Summary of the subject: The essence of the definition and classification of financial services. Marketing in Financial Services. The marketing information system (MIS) and marketing research system of financial and credit institutions. Study of demand and market segmentation State regulation of the financial services market. The product strategy. The organizational structure of financial and credit institutions. Process control marketing activities.
Assessment methods and criteria: Current control (30%): work at practical lessons. Final control (70%): exam.
Recommended books: 1. Іванова Л.О., Семак Б.Б., Вовчанська О.М. Маркетинг послуг : навч. посіб. Львів : Вид-во Львівського торговельно-економічного університету, 2018. 508 с. 2. Буднікевич І. М. Маркетинг у галузях і сферах діяльності: навч. посіб. К. : Центр учбової літератури, 2019. 536 с. 3. Маркетинг у банках: навч. посіб. Безус Р.М. та ін., Дніпро : Журфонд, 2019. 320 с. 4. Фінансовий ринок: навч. посіб. / С. С. Арутюнян та ін. К : Гуляева В. М., 2018. 484 с. 5. «4Р» маркетингу страхових компаній : монографія / О.В. Козьменко, С. М. Козьменко, Т. А. Васильєва, Д. Р. Абрамітова, К. В. Багмет. Суми : Унів. кн., 2014. 431 c.