All financial institutions, including consumer banks and corporate finance services, practice some form of marketing to create competitive value. The objective of this course is to introduce students these marketing practices of financial services.

This course operationalizes several marketing concepts such as segmentation, targeting, and positioning. By the end of this course, students will know how to segment customers, what kind of data are required to do so, what are the different ways to segment, which customers to target, how to determine the best positioning of your brand in customers’ minds, how to develop and price new financial products/services that add value to consumers and firms and/or how to co-brand financial services.