ou

MARKETING FINANCIAL SERVICES

1. NAME OF COURSE / MODULE
(PEMASARAN PERKHIDMATAN KEWANGAN)
2. COURSE CODE MCD4013
3. NAME(S) OF ACADEMIC STAFF DR HANIM MISBAH
RATIONALE FOR THE INCLUSION
This course is designed for students to equip them with knowledge of marketing
4. OF THE COURSE/MODULE IN
skills specifically dealing with financial services.
THE PROGRAMME
5. SEMESTER & YEAR OFFERED Semester 5/ Year 3 & Semester 7/Year 4
Face to face:
Total Guided and
L PBL P O
TOTAL STUDENT LEARNING Independent Learning:
6. 24 16 - 5
TIME (SLT)
120
L=lecture ;PBL=Problem Based Learning;
P=Presentation; O=Others (Exam)
7. CREDIT VALUE 120/40 = 3.00 (credit); 3+0
8. PREREQUISITE (IF ANY) NIL

1. To familiarize the applicants with the basic concepts of marketing, its scope and
application in the corporate arena specifically in banks
2. To provide an in-depth appreciation and understanding of the unique challenges
9. OBJECTIVES
inherent in managing and delivering quality services
3. To equip students with ample knowledge to demonstrate the selected principle
of marketing in ongoing dynamic and ever-changing banking industries.

At the end of the course, learners will be able to:

1. Illustrate the importance of marketing aspects and the roles of marketing in the
financial sector especially the banking sector. (LO1,C3)
10. LEARNING OUTCOMES 2. Reproduce suitable marketing strategies for financial services and offer them to
the public at large.(LO4-CS3, P3)
3. Identify and react on new regulation made by regulators on Islamic financial
services issues. (LO8-ES1, P3)

Student should be able to develop a good understanding of Marketing of Financial

11. TRANSFERABLE SKILLS
TEACHING-LEARNING AND
12.
ASSESSMENT STRATEGY
Services through a process of lectures and group discussion including problem
based learning.
Teaching-learning strategy:
The course will be taught through a combination of formal lectures,
exercise, group work, using authentic materials, informal activities and
various textbooks. Collaborative teamwork will be fosters throughout the
course. The use of examination and internal reporting assessment will
assess the students ability to apply theoretical concept in context.

Assessment strategy:
Formative
Summative

The objective of this course is to impart the knowledge the understanding on the
principles and practices of marketing in relation to financial services. The area of
financial services that are to be looked into are banking, risk management, unit
trusts, trust organisations, investment services, hajj management and other related
13. SYNOPSIS
services. The main aspects that are to be adrressed are legal relationship between
the providers of financial services, roles of marketers, organisation of marketing
departments, planning and sales management. This course will be delivered
through lectures, discussions and presentations.

14. MODE OF DELIVERY Lectures and group activities (SCL)

15. ASSESSMENT METHODS AND Component %

TYPES Continuous Assessment 50
Final examination 50
 Total 100

CONTENT OUTLINE OF THE

16. COURSE/MODULE AND SLT PER
TOPIC

Main reference:

1. Jillian Farquhar & Arthur Meidan. 2010. Marketing Financial Services. 2nd
Edition. Palgrave Macmillan: Hampshire.

Additional references:

1. Hooman Estalami. 2006. Marketing Financial Services. Dog Ear Publishing

17. REFERENCES
LLC.
2. Ennew, C.T. and Waite, Nigel. 2007. Financial Services Marketing: An
International Guide to Principles and Practice. Butterworth-Heinemann:
London, Boston, Amsterdam.
3. American Bankers Association. 2009. 7th Edition. Marketing Financial Services.
4. Harrison, T. 2000. Financial Services Marketing. Prentice Hall.
5. Bexley, J. B. 2011 Selling Financial Products: A Practical Guide for Successful
Bank Sales with Case Studies. Pearson.
Mapping of the course/module to the Programme Learning Outcomes

Contact Lesson Learning Outcome Teaching & Learning Assessment

TOPIC CLO KI
hours (Students are able to) Activities Tasks
The Islamic Financial Services
Environment & Consumer
Introduction
Objectives 1. Classify the trends in strategic response of financial o Lecture
The socio economic, regulatory, institutions towards an increasingly competitive Feedback on
4 LO1 o Problem Based Learning
and technological environments marketplace library search
Evolution of the financial services 2. Illustrate financial needs and motives
sector
Financial services decision
making
Identifying and Targeting Financial
Prospects & Development of Financial
Products
Introduction
1. Classify various bases for market segmentation o Lecture
Objectives
2. Show factors affecting financial services product LO1 o Problem Based Learning Feedback on
Segmentation strategies 6 PBL
strategy
Benefits of market segmentation
Development of new financial
services
Management of existing products
Channels of Distribution Traditional
and Technology Driven
Introduction 1. Reproduce the characteristics and functions of the
direct sales force. o Lecture
Objectives
6 2. Respond to various forms of self-service
LO4 CS3
o Problem Based Learning Feedback on
Types of distribution channels LO8 ES1 PBL
technology and their application to financial
The impact of technology on the
services
delivery of financial services
IT tools

Pricing for Financial Services

Introduction
Objectives 1. Respond to covert and overt pricing methods. o Lecture
Factors affecting price 4 2. Trace the factors affecting pricing decisions for LO4 CS3 o Problem Based Learning Feedback on
Pricing of specific financial financial products and services. PBL
products
Trends in pricing
 Contact Lesson Learning Outcome Teaching & Learning Assessment
TOPIC CLO KI
hours (Students are able to) Activities Tasks
Communication and Promotion :
Building Customer Relationship and
Customer Retention and Loyalty
Introduction
Objectives
Communication process, and
1. Trace the communication process and its o Lecture
message
importance in the promotion of financial services. Feedback on
Factors affecting the promotion of 6 LO4 CS3 o Problem Based Learning
2. Respond to the concept of relationship marketing article searching
financial services
strategy for customer retention.
The promotional mix
Concept of relationship
marketing
The process of relationship
development
Customer retention and loyalty

Corporate Financial Services

Introduction o Group active
1. Illustrate the key differences between the personal o Lecture
Objectives reading
and corporate markets.
Corporate financial services 4 LO1 o Problem Based Learning o Preparation of
2. Show some of the variables used to segment
needs concept map
corporate markets.
Presentation
Corporate banking relationship

Marketing Islamic Financial Services &

Products : Evaluation and Comparison
with Conventional Products in o Lecture
Marketplace 6 1. Trace the Islamic financial products which are LO8 ES1 o Problem Based Learning
Feedback on
currently in the market. article searching
Product knowledge
Comparison of Islamic and
conventional financial products

Discussion on Current Issues : Ethics o Group active

and Social Responsibility in Marketing 1. Respond to the current issues in financial services- o Lecture reading
Financial Services 4 related industry and provide with suggestion LO4 CS o Problem Based Learning o Preparation of
Current issues pertaining to the concept map
financial services industry Presentation