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FIN235 Sales and Marketing for Financial Institutions

In a competitive demand-driven environment, an understanding of sales and marketing is crucial to success. This subject examines the key elements of sales and marketing within the financial services environment, with a focus on market evaluation, strategy, customer acquisition, delivery channels, customer relationship management and legal compliance.

For more information, please refer to the subject outline.

  • Learning outcomes
    • At the completion of this subject students should be able to:

      1. Describe the marketing and sales functions in a financial institution. 
      2. Design a marketing plan and sales plan for a financial institution.
      3. Assess buyer behaviour models and how these relate to various market segmentation approaches.
      4. Assess the different promotional and communication activities used by financial institutions to acquire customers and manage customer relationships.
      5. Evaluate product or service distribution channels for the purposes of marketing and sales promotion and communication.
      6. Explain legal compliance and ethics issues in financial services marketing and sales.
      7. Measure the effectiveness of sales and marketing activities in financial services.
  • Subject content
    • Topic Title
      Topic 1 Introduction to marketing
      Topic 2 Introduction to sales
      Topic 3 The financial services customer
      Topic 4 Marketing and sales strategy
      Topic 5 Acquiring customers
      Topic 6 Effective channel management
      Topic 7 Managing customer relationships
      Topic 8 Legal compliance and ethics in marketing and sales
      Topic 9 The bottom line – measuring the effectiveness of marketing and sales

  • Assessment
  • Prerequisites
    • Students enrolling in a Masters level elective subject are assumed to have the pre-requisite knowledge in the three core subjects (FIN101, FIN102, FIN103 and FIN114 (for students enrolled before 2014)).

  • Course transition subject equivalence
    • Students who transition from a SIA/Finsia course and have completed the following subject within the course completion time frame may not also complete the subject:

      • M02 Marketing Financial Products and Services
  • Reading list
    • There are no prescribed texts for this subject.

      Details of any required and further readings for this subject are provided in the subject room.  Purchase of any text other than a prescribed text is not required.