Management and Marketing of Financial Institutions

  • Credits: 6
  • Ending: Examination
  • Range: 2P + 2C
  • Semester: winter
  • Year: 2
  • Faculty of Economics and Finance

Teachers

Included in study programs

Financial Markets and Investing

Teaching results

After successful completion of this course students should be able to:
(a) recognize the concepts, theories and frameworks of the management and marketing of financial institutions
(b) understand the various elements of management and marketing concepts for financial corporations
(c) evaluate the strengths and weaknesses of marketing concepts
(d) to provide balanced judgment on key developments in the management and marketing of financial institutions
Skills:
a) ability to discuss at a high professional level on the issue - to process presentations on selected topics and marketing plan
b) ability to develop and present various management and marketing solutions for the field of banking and insurance
c) the ability to learn to work professionally and effectively in teams

Indicative content

By completing the course, the student acquires theoretical and practical knowledge in selected areas of management and marketing of financial corporations with an emphasis on banks and insurance companies. The course provides information on economics and management of financial institutions, the use of marketing as a business philosophy in the creation of strategic documents of financial institutions. Emphasis is placed on the financial management system using information systems and the application of marketing using the methods of analysis of financial institutions.

Syllabus

1. The position and roles of marketing and management in financial institutions. Theoretical definition of business in selected institutions. 2. Organizational structures in financial institutions. Objectives, planning, strategic and tactical planning in financial institutions. 3. Management system, controlling, reporting. 4. Business and financial plan. Annual report. 5. Supervision and tax issues in selected financial institutions. 6. Internal audit of financial institutions. 7. External audit of financial institutions. 8. Marketing information system, marketing in the digital age. 9. Marketing mix of financial institutions. 10. Marketing communication and marketing communication mix - external and internal communication, communication channels, distribution of financial services, distribution strategies and channels. 11. Business staff. Compliance. Code of ethics. 12. Acquisition activity. Customer. 13. Corporate identity of financial institutions.

Requirements to complete the course

10 % written test
30 % preparation and presentation of projects, marketing plan, essays
60 % written exam

Date of approval: 10.02.2023

Date of the latest change: 06.04.2021