Опис курсу

The subject of the academic discipline “Financial Marketing” is a set of theoretical principles, methodological approaches and practical tools for marketing management of the activities of financial market entities (banks, insurance companies, investment institutions and other financial organizations), as well as the processes of forming, promoting and selling financial products and services, taking into account the needs of consumers and the competitive environment.

The purpose of studying the academic discipline “Financial Marketing” is to form in the applicants a system of comprehensive knowledge on marketing support for the development of the financial services market, mastering modern concepts, technologies and tools of financial marketing to ensure the competitiveness of financial institutions and fully meet the needs of consumers of financial products and services.

The objectives of the discipline “Financial Marketing” are:

• to reveal the essence, principles and functions of marketing and the features of their implementation in the financial sector;
• to master the theoretical and practical foundations of the formation of the financial marketing complex;
• to form the skills of conducting marketing research in the financial market;
• mastering the tools of segmentation, positioning and development of marketing strategies for financial institutions;
• studying the features of banking, insurance and investment marketing;
• acquiring the skills to develop product, pricing, communication and sales policies of a financial institution;
• developing the ability to make marketing decisions in conditions of competition and uncertainty.