City University of Hong Kong. Information on a Course offered by Department of Marketing with effect from Semester B in 2012/2013

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1 City University of Hong Kong Information on a Course offered by epartment of Marketing with effect from Semester B in 2012/2013 Part I Course Title: Course Code: Course uration: Marketing Financial Services MKT Semester Credit Units: 3 Level: Medium of Instruction: Prerequisites: (Course Code and Title) Precursors: (Course Code and Title) Equivalent Courses: (Course Code and Title) Exclusive Courses: (Course Code and Title) B4 English CB 2601 Marketing NIL NIL NIL Part II Course Aims 1. To introduce the nature and key concepts of marketing. 2. To provide student knowledge about designing effective marketing strategies on financial products and services 1

2 Course Intended Learning Outcomes (CILOs) Upon successful completion of this course, students should be able to: No. CILOs Weighting EC- related dimension 1. To assess the essential characteristics of marketing 2. Critically discuss the application of marketing concepts to organizations 3. emonstrate competence in selecting, analyzing practice of marketing services organizations 4. Suggest solutions to marketing problems and issues facing by current institutions 1 Attitude 2 Ability 3 Ability 2 Accomplishment 5. Work productively as part of a team, and in 3 Ability particular, communicate and present marketing information effectively in written and electronic formats in a collaborative environment. (1: Minor focus; 2: More important focus; 3: Most important focus) Teaching and Learning Activities (TLAs) (Indicative of likely activities and tasks designed to facilitate students achievement of the CILOs. Final details will be provided to students in their first week of attendance in this course) TLA1: Seminars Concepts and general knowledge of marketing are explained through lectures and classroom discussions. Students are given exercises that cover relevant topics and are encouraged to work-along with the lecturer and their peers. These exercises help students to visualize the applications of the concepts. TLA2: Group iscussion Knowledge and applications of marketing concepts to organizations are discussed through class activities. Students are given various activities such as work-along practice questions, group presentations, self-test questions and ideas sharing sessions, etc. 2

3 TLA3: Presentations Students in groups conduct presentations on cases and/or projects about marketing problems and solutions for a specific financial institution in the field of. CILO No TLA1: Seminar TLA2: iscussion TLA3: Presentations CILO CILO CILO CILO CILO5 2 2 (1: Minor focus on the ILO; 2: Main focus on the ILO) Assessment Tasks/Activities (Indicative of likely activities and tasks designed to assess how well the students achieve the CILOs. Final details will be provided to students in their first week of attendance in this course) AT1: Class iscussion (20%) Class activities (individual/group class exercises, case study discussion, brief discussion on marketing concepts and/or raising questions during project presentations, etc.) are arranged to provide students the opportunity to discover ideas effectively. AT2: Group Presentation (15%) Students work in groups to present to the class on an assigned topic relating to a practice of marketing within a time limit. The presentation is designed to gauge students understanding of the relevant issues, communication and presentation ability as well as working effectively as a team. Peer evaluation will be conducted. AT3: Group Reports (25%) Students work in groups to submit a summary of their idea, research or comments on assigned topics. The reports are designed to gauge students understanding of the relevant issues, discovery attitude, communication ability as well as working effectively as a team. Peer evaluation will be conducted. 3

4 AT4: Final Examination (40%) The examination is designed to assess the student s grasp on marketing concepts and knowledge, as well as the ability to apply them to solve problems. CILO No AT1: Class iscussion AT2: Group Presentation AT3: Group Reports AT4: Final Examination CILO CILO CILO CILO CILO (1: Minor focus on the ILO; 2: Main focus on the ILO) Regulation of the course 1. Students fail to meet the attendance requirement of the ept. of Marketing in the course may be failed. 2. Students are required to pass both coursework and examination components in order to be awarded a pass. Grading of Student Achievement: Grading Criteria of Assessment Task 1: Class iscussion A+ A A 1. Able to always present answers to class exercises excellently in oral and/or written format. B+ B B 1. Able to frequently present and communicate answers to class exercises in oral and/or written format. C+ C C 1. Occasionally present answers to class exercises in oral and/or written format. 1. Occasionally present answers to class fairly in oral and/or written format. 2. Proactively participate in class discussion by offering innovative ideas and asking questions related to the services 2. Proactively participate in class discussion by offering some innovative ideas and asking questions related to the practice of marketing strategy in 2. Occasionally active when urged to participate in class discussion by offering some acceptable ideas and asking limited questions related to the services 2. Reactively participate in class discussion by offering very limited ideas and asking very few questions related to the services 4

5 Grading Criteria of Assessment Task 2: Group Presentation A+ A A 1. Present and communicate ideas effectively and excellently on an assigned topic in oral and electronic format. B+ B B 1. Present and communicate ideas effectively on an assigned topic in oral and electronic format. C+ C C 1. Present and communicate ideas acceptably on an assigned topic in oral and electronic format (with some areas need improvement). 1. ly present ideas on an assigned topic in oral and electronic format (with major areas need improvement). 2. Show excellent coverage of materials and contents and demonstrate excellent time management skills. 2. Show good coverage of materials and contents and demonstrate good time management skills. 2. Fair coverage of materials and contents and acceptable time management skills. 2. coverage of materials and contents and poor time management skills. 3. Provide quality answers to questions raised in the 3. Provide good answers to questions raised during the 3. Provide acceptable answers to questions raised during the 3. Provide fair answers to questions raised during the Grading Criteria of Assessment Task 3: Group Reports A+ A A 1. Show excellent command of all aspects by integrating major financial services marketing concepts to analyze the consumers behaviors, environments deeply, and consolidate lots of insights and implications for strategy formulation. B+ B B 1. Show good command of all aspects by integrating major marketing concepts to analyze the consumers behaviors, environments and suggest some implications for strategy formulation. C+ C C 1. Show acceptable command of most aspects by integrating major financial services marketing concepts to analyze the consumers behaviors, environments and partially able to link them up with strategy formulation. 1. Show marginal command of a few aspects of major marketing concepts to analyze the consumers behaviors, environments but unable to link them up with strategy formulation. 2. emonstrate excellent ability to apply the learnt concepts and develop outstanding marketing programs to tackle current marketing problems faced by financial institutions. 2. emonstrate good ability to apply the learnt concepts and develop effective marketing programs to tackle current marketing problems faced by financial institutions. 2. emonstrate acceptable ability to apply the learnt concepts and develop fair marketing programs to tackle current marketing problems faced by financial institutions. 2. emonstrate marginal ability to apply the learnt concepts and develop marginal marketing programs to tackle current marketing problems faced by financial instititions. marketing information excellently in an a report format. marketing information in an organized report format. marketing information fairly in a report format. marketing information fairly in a report format. 5

6 Grading Criteria of Assessment Task 4: Final Examination A+ A A- 1. Show superior grasp of all aspects of the course, with the ability to integrate major concepts of financial services marketing to analyze the consumers environments deeply. B+ B B- 1. Show good and reasonable coverage of most aspects of the course, with the ability to integrate major concepts of marketing to analyze the consumers environments. C+ C C- 1. Show acceptable coverage of most aspects or the course, with the ability to partially integrate some concepts of marketing to analyze the consumers environments. 1. Show marginal coverage of some aspects or the course, with the ability to partially integrate a few concepts of financial services marketing to analyze the consumers environments. 2. Show excellent command of critically discuss the marketing planning process and its key roles in 2. Show good command of critically discuss the marketing planning process and its key roles in 2. Show acceptable command of discussing the marketing planning process and its key roles in financial services 2. Show marginal command of discussing the marketing planning process and its key roles in financial services 3. emonstrate excellent competence in services 3. emonstrate good competence in services 3. emonstrate acceptable ability in services 3. emonstrate marginal ability in practice of marketing strategy in 4. Show excellent command of applying both managerial analytical approaches to current marketing problems and issues in the sector. 4. Show good command of applying both managerial analytical approaches to current marketing problems and issues in the financial services sector. 4. Show acceptable command of applying both managerial analytical approaches to current marketing problems and issues in the sector. 4. Show marginal command of applying both managerial analytical approaches to current marketing problems and issues in the financial services sector. 6

7 Keyword Syllabus Main features of, Marketing environment in Financial Services, Bank Marketing, Insurance Marketing, Financial Planning, Buying Behaviour in, Financial Market Segmentation & Positioning, Marketing Mix of, Relationship Marketing, Competitive strategies in. Recommended Reading Text(s) 1. Tina Harrison, Financial Services Marketing, Prentice Hall. 2. Arthur Meidan, Marketing Financial Services, MacMillan Press. 3. Christopher Lovelock, Services Marketing, Prentice Hall. 4. Philip Kotler & Gary Armstrong, Principles of Marketing, Prentice-Hall. Online Resources Nil. 7

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