Brief Course Description

Given the financial-infrastructure linkages between Hong Kong and mainland China, the role of marketing financial services is strategically important to future growth. This course not only provides students with an appreciation of concepts and techniques of managerial marketing management, but also offers an overview of industry trends, market opportunities, strategic issues and management challenges critical to business performance.
It ultimately aims to foster awareness that effective marketing in the sector will require marketers to go beyond the traditional marketing boundaries, understand the service-dominant marketing logic, and manage customers’ service participation behaviour so as to co-create value. Furthermore, the value-oriented marketing approach will be adopted for this subject to supplementing the traditional marketing perspective. This allows students to better understand customers and service firms' service behaviour and learn how to design a marketing mix to support the chosen marketing strategy that aims to integrate customers, suppliers, and other partners into the service firm's marketing process.

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Last Update: 12 Jan 2022