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Financial Services Marketing

Course Code: MARK 3500
Faculty: Commerce & Business Administration
Department: Marketing
Credits: 3.0
Semester: 15 Weeks X 4 Hours per Week = 60 Hours
Learning Format: Lecture, Seminar
Typically Offered: TBD. Contact Department Chair for more info.
course overview

Marketing in the financial services sector has experienced significant growth and change in recent years, fuelled by new technologies, increased competition, changing consumer attitudes, and product development. Marketers in this field are constantly challenged, and require a broad skill set and a variety of approaches to execute their marketing activities successfully. This course will explore how financial institutions develop an understanding of their target consumers to enable them to design appropriate products and services, and then how they market their products and services effectively. The marketing mix for financial services will be covered, along with the concepts of marketing as they apply to the unique nature of services. Relationship marketing, attracting and retaining customers, marketing tools and techniques, and strategy development will all be emphasized.

Course Content

  1. The concept of services marketing, and services marketing as it applies to financial institutions
  2. Understanding and valuing the financial services customer as a key to organizational success
  3. Designing products and services tailored to the target customers, respecting their risk profile and their needs
  4. Integrating advertising, sales promotions, public relations and personal selling for effective marketing
  5. Understanding regulations, ethics and social responsibilities.
  6. Managing, defining and measuring customer satisfaction.
  7. Understanding the variety of tools and resources available to comprehend, evaluate, and manage customer relations
  8. The process of delivering financial services effectively and efficiently
  9. Managing the financial institution's physical presence
  10. The challenge of stellar website and technology design
  11. People issues:  managing financial institution marketing and sales staff
  12. Service issues and remedial strategies
  13. Customer acquisition and retention strategies:  exceeding customer expectations
  14. Financial services marketing planning:  putting all of the elements together for seamless service

Methods of Instruction

The course will involve a blend of lectures, discussions, videos, cases, on-line activities, and seminars.  Presentations by students are an integral part of the course.

Means of Assessment

Projects, Cases & Presentations        50%
Midterm examination  20%
Final examiniation  20%
Course participation  10%
Total 100%


Learning Outcomes

At the end of the course, the successful student should be able to:

  1. demonstrate an understanding of the key concepts and the nature of financial services marketing
  2. explain the importance and  the challenges involved in marketing in financial institutions
  3. demonstrate an understanding of consumer lifestyle and lifestage in the development of products and services
  4. design marketing research, customer analysis, loyalty, acquisition and retention, and promotion initiatives for the financial services sector
  5. create a set of relevant metrics for measuring marketing and corporate progress
  6. utilize industry standard software to analyze marketing data and produce reports and presentations
  7. develop strategies and tactics for effective marketing in the financial services industry

course prerequisites

MARK 1120 (Introductory Marketing) and MARK 2150 (Personal Selling)

OR MARK 1120 AND currently active in Post-Degree Diploma in Marketing

OR currently active in one of the following:
Post-Degree Diploma in Financial Planning
Post-Baccalaureate Diploma in Finance

curriculum guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester/year of the course, consider the previous version as the applicable version.

course schedule and availability
course transferability

Below shows how this course and its credits transfer within the BC transfer system. 

A course is considered university-transferable (UT) if it transfers to at least one of the five research universities in British Columbia: University of British Columbia; University of British Columbia-Okanagan; Simon Fraser University; University of Victoria; and the University of Northern British Columbia.

For more information on transfer visit the BC Transfer Guide and BCCAT websites.


If your course prerequisites indicate that you need an assessment, please see our Assessment page for more information.