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2010/1 Module Catalogue
Module Provider: School of Management Short Name: IFSO2
Level: M Module Co-ordinator: MASON A Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern

Unit(s) of Assessment 

Weighting Towards Module Mark (%) 

Individual Assignment


Two Hour Closed Book Examination 


Qualifying Condition(s) 


Module Overview
This module introduces students to the financial services marketing environment, the key characteristics of financial services marketing that distinguish it from product marketing and non-financial services marketing, and the impact of these characteristics on consumer behaviour, product design, brand management and communication.
Module Aims
Through the successful completion of this module students will gain a comprehensive understanding of the issues and challenges relating to financial services marketing. Students will consider these issues from the perspective of both consumers and producers of financial products, with a focus on the (financial) retail sector.  Through comparing the challenges, issues, and strategies of the financial services sector with those faced by marketers in non-financial service industries students will further develop their skills of analysis and evaluation, whilst gaining a sound understanding of a range of different approaches.  Case studies are used and analysed to illustrate theory relating to the environment, key issues relating to financial services product development and customer management, international strategies, and the importance of managing for profit.
Learning Outcomes

On successful completion of the module students will be able to:   

  • Explain the nature and characteristics of financial services marketing, its customers and products   
  • Identify and critically analyse the range of wider financial services environmental factors and issues that impact on the development of financial services marketing strategies   
  • Discuss and evaluate different approaches to customer segmentation   
  • Discuss different approaches to product development and distribution   
  • Explain the role of customer value and product pricing in managing for profit   
  • Evaluate approaches to customer relationship management   
  • Discuss and evaluate approaches to brand management and communication in different contexts   
  • Apply marketing theory and tools  to different financial services contexts and problems   
  • Apply decision-making skills in a marketing-related context   
  • Discuss and defend various marketing approaches and designs 
  • Identify, interpret and critically evaluate a range of published industry and academic resources, research and papers relating to financial services marketing   
  • Produce logical arguments in a range of appropriate formats that clearly and concisely explain, analyse and evaluate key issues, strategies and tactics in financial services marketing making use of both academic and industry research and relevant examples
Module Content


  • The Environment for Financial Services Marketing: Understanding Customers and Products   
  • Customer Segmentation   
  • Managing for Profit: Customer Value  
  • Product Development and Distribution  
  • Managing for Profit: Product Pricing   
  • Customer Relationship Management  
  • Brand Management   
  • Communicating with Customers   
  • Strategies and Issues in Financial Services Marketing  


Methods of Teaching/Learning

The teaching and learning strategy is designed to support students’ understanding of key concepts and the development of their intellectual, practical and transferable skills as stated in the module aims and learning outcomes.   

Teaching and learning will be from ifs’ City campus and will be through a combination of intensive face-to-face block teaching in the form of lectures and seminars (including contributions from senior industry practitioners) and learning centred on the virtual learning environment, supported by students’ independent study.  

Each block of learning at the ifs campus will consist of:  

  • Two hours of lectures including discussion time per week   
  • One hour of seminar/industry workshops (the latter taking place when industry guests are invited)   
  • Two hours of weekly office hours   

Students will be provided with a core text and course handbook.  Where relevant, the module will make use of industry-derived case studies.  

E-Learning support via U-Learn and myifslearning will include:  

  • Learning materials   
  • E-book and e-Journal access   
  • Discussion forums   
  • Lecturer/tutor support   
Students will also be encouraged to identify and share relevant readings and other links with the course group to support their own knowledge creation.
Selected Texts/Journals


Farquhar, J.D. and Meidan, A., 2010. Marketing Financial Services. 2nd ed. Basingstoke : Palgrave Macmillan


Supplementary reading   

Harrison, T., Financial Services Marketing, (FT Prentice Hall: London , 2000)  
 Farquhar, J., and Meidan, A., , Marketing Financial Services (2nd Edition, Palgrave Macmillan, 2009)  

Other indicative reading   

There are a number of other journals that could contain relevant material. Students need to ensure they are keeping up-to-date with both marketing issues and those relating to financial services. This short selection provides a starting point:   

  • ABA Bank Marketing 
  • The Banker 
  • Financial World (students will receive this automatically as members of ifs) 
  • Journal of Banking and Finance 
  • International Journal of Bank Marketing 
  • Journal of Financial Services Marketing 
  • Journal of Marketing Research 
  • Journal of Financial Services Research 
  • Journal of Marketing 
  • Journal of International Marketing 
  • Journal of Relationship Marketing 
  • Journal of Retail Banking 
  • Marketing Week 
  • Money Marketing 
  • Services Marketing Quarterly
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