BANKING AND INSURANCE MARKETING

BUSINESS ADMINISTRATION BANKING AND INSURANCE MARKETING

0212100032
DEPARTMENT OF ECONOMICS AND STATISTICS
EQF6
BUSINESS ADMINISTRATION
2022/2023

OBBLIGATORIO
YEAR OF COURSE 3
YEAR OF DIDACTIC SYSTEM 2016
SPRING SEMESTER
CFUHOURSACTIVITY
530LESSONS
Objectives
KNOWLEDGE AND UNDERSTANDING
THE AIM OF THE COURSE IS TO TRANSFER KNOWLEDGE AND ABILITY TO UNDERSTAND THE WAYS ACCORDING TO WHICH COMPANIES OPERATING IN THE FINANCIAL SECTOR DEFINE STRATEGIES AND POLICIES FOR APPROACHING END MARKETS. IN PARTICULAR, STUDENTS WILL HAVE KNOWLEDGE OF THE MODELS USED BY BANKS AND INSURANCE COMPANIES. TO ANALYZE THE NEEDS AND EXPECTATIONS OF CUSTOMERS, FOR THE CONSEQUENT DEFINITION OF A PROPOSAL OF DISTINCTIVE VALUE IN COMPARISON WITH THE COMPETITION.
APPLYING KNOWLEDGE AND UNDERSTANDING
AT THE END OF THE COURSE, STUDENTS WILL BE ABLE TO ANALYZE THE CHARACTERISTICS OF BANKING AND INSURANCE MARKETS. AFTER UNDERSTANDING THEIR COMPETITIVE DYNAMICS, THEY WILL BE ABLE ALSO TO ANALYZE THE MODELS THAT DEFINE SAVINGS AND INVESTMENT CHOICES, AND TO DEFINE MARKET STRATEGIES AND OPERATIONAL CHOICES CONSISTENT WITH NEEDS AND EXPECTATIONS OF CUSTOMERS, ALSO CONSIDERING THE POTENTIAL THAT NEW TECHNOLOGIES HAVE MADE AVAILABLE TO ECONOMIC ACTORS.
Prerequisites
NONE.
Contents
INTRODUCTION TO MARKETING AND MARKETING MANAGEMENT PROCESS. MARKETING SKILLS IN THE BANKING AND INSURANCE SECTOR. MARKETING BUDGET. USE OF MARKETING RESEARCH. THE ORGANIZATION OF THE MARKETING FUNCTION. THE WEB AND NEW TECHNOLOGIES. MARKETING FOR BANKS AND INSURANCE: A ROADMAP FOR THE MANAGEMENT.
Teaching Methods
FRONTAL LESSONS. CASE STUDIES. CORPORATE SEMINARS.
Verification of learning
THE EXAMINATION IS AN ORAL INTERVIEW OF ABOUT 30 MINUTES ON THE THEORETICAL AND METHODOLOGICAL CONTENT OF THE COURSE, AIMING TO UNDERSTAND, ACCORDING TO THE KNOWLEDGE ACQUIRED, THE EXPLANATORY CAPACITIES OF THE STUDENT, HIS ABILITIES IN TERMS OF PROBLEMS COMPREHENSION AND INDIPENDENT ELABORATION OF SOLUTIONS. EVALUATION IS EXPRESSED IN THIRTY POINTS.
Texts
FOGLIO A., IL MARKETING BANCARIO, HOEPLI, 2017. OTHER CHOICE: ANCARANI, F., & MUSILE TANZI, P. (2012). IL MARKETING PER LE BANCHE E LE ASSICURAZIONI. COMPETENZE SPECIFICHE E PRATICHE DI SUCCESSO. MILANO: EGEA. OTHER TEXTBOOKS TO AGREE WITH THE PROFESSOR. ENGLISH CHOICE: ENNEW, C., WAITE, N., & WAITE, R. (2017). FINANCIAL SERVICES MARKETING: AN INTERNATIONAL GUIDE TO PRINCIPLES AND PRACTICE. LONDON: ROUTLEDGE.
More Information
NONE.
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