CAIB 216 - Marketing Financial Services (3)

This course examines what motivates customers to purchase financial services and teaches how to develop a successful marketing plan. Topics include: developing a marketing plan, promotion, delivery channels, sales and sales management, product development, research techniques, communications and public relations, and future trends. There is also a special focus on customer satisfaction and service quality, and on advancements in technology for new products, new delivery systems, and new advertising forms. The course also reviews the increasing importance of social responsibility, community support, and concern for the natural environment.