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Bilkent University

Online Academic Catalog

Undergraduate and Graduate Programs 2020-2021

MAN 435 Financial Services Marketing

The course is designed to expose students to the main concepts and approaches of marketing of financial services. To this end, the course will allow students to understand financial consumers' characteristics and priorities in product preference and decision making process. In addition, students will learn the unique characteristics of major financial services and comprehend their pricing, advertising and distribution methods. As such, the course is geared towards equipping students with necessary marketing tools applicable to the financial products and hence prepares them for the financial services industry from the marketing perspective. Although the basics of the financial products will be covered and used throughout the course, emphasis will be on devising strong and well established marketing strategies for these products - not on their financial structures or technical details. Credit units: 3 ECTS Credit units: 5, Prerequisite: MAN 335.

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