During the course, the key knowledge and topics of strategic marketing in financial services will be explored.
Course Prerequisites
No special prerequisites are required.
Teaching Methods
Applications of key strategic marketing concepts and tools in the financial sector will be explored through lectures, case studies, discussions, testimonials, simulations and group work.
Assessment Methods
Examinations will be in presence. Mode: oral Grading scale:0-30 Examination preparatory material: see under “texts" section Procedure for returning examination results: results will be made public the following day on the Studentionline/essetre platform Weights and assessment criteria: for those attending, the overall assessment will also take into account the results of the Project Work
Texts
Sergio Spaccavento - Innovazione Finanziaria
Anna Claudia Pellicelli - Introduzione al Marketing Strategico
Documents on the kiro platform
Contents
- Introduction and definitions: the financial system, financial institutions, instruments/products. Focus on banks. - Marketing analysis: sector, competition, demand, internal analysis - Strategy and Marketing. Marketing strategy formulation - Business model - Value Proposition and Customer Experience - Financial innovation and Fintech. - Introduction to Design Thinking and Banking Innovation Lab (project work)
Course Language
Italian
More information
Students enrolled in the Inclusive Learning Modalities programme (“Modalità didattiche inclusive) are requested to contact the Professor and the Degree Course Coordinator in order to assess specific needs and define targeted support actions.
