Sales and Marketing for Financial Institutions

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FIN235 sales and marketing for financial institutions Master of Applied Finance INTRODUCTION TOPIC 1 TOPIC 2 TOPIC 3 TOPIC 4 TOPIC 5 TOPIC 6 TOPIC 7 TOPIC 8 TOPIC 9 INTRODUCTION DISCLAIMER These materials are issued by Kaplan Higher Education on the understanding that: 1. Kaplan Higher Education and individual contributors are not responsible for the results of any action taken on the basis of information in these materials, nor for any errors or omissions; and 2. Kaplan Higher Education and individual contributors expressly disclaim all and any liability to any person in respect of anything and of the consequences of anything done or omitted to be done by such a person in…show more content…
I sincerely wish you all the best with your studies. Mark Coggins Chief Executive Officer Kaplan Asia Pacific Contents Introduction Topic 1 Topic 2 Topic 3 Topic 4 Topic 5 Topic 6 Topic 7 Topic 8 Topic 9 Introduction to marketing Introduction to sales The financial services customer Marketing and sales strategy Acquiring customers Making the most of channels Managing customer relationships Legal compliance and ethics in marketing and sales The bottom line — measuring the effectiveness of marketing and sales Introduction Subject aims In a competitive, demand-driven financial services environment, an understanding of sales and marketing is crucial to success. This subject provides an understanding of the key elements of sales and marketing, with a focus on market evaluation, strategy, customer acquisition, delivery channels, customer relationship management and legal compliance. Subject learning outcomes After successfully completing this subject students should be able to: describe the marketing and sales functions in a financial institution design a marketing plan and sales plan for a financial institution assess different buyer behaviour models and how these relate to the various market segmentation approaches assess the different promotional and communication activities used by financial institutions to acquire customers and manage customer relationships evaluate product or service distribution channels for the purposes of marketing and
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