Banks and all financial institutions apply marketing activities to create competitive value. The aim of this course is to introduce students to marketing activities for financial services.

This course operationalizes various marketing concepts such as market segmentation, targeting and positioning. At the end of this course, students will learn how to segment consumers, what information is needed to do so, the methods that can be used for segmentation, which consumers to target, how to determine how best to position the brand in the minds of consumers, the development and pricing of new financial products/services that create value for consumers and firms, and/or co-brand management in financial services.