LOMA | Evaluated Learning Experience
Marketing in Financial Services (LOMA 321)
Varies - independent study.
November 2014 - Present.
Upon successful completion of course, students will be able to: define marketing and the elements of the marketing mix and describe factors in the marketing environment that interact with and affect the marketing mix; describe the steps in a customer’s purchase decision process and explain how companies use customer relationship marketing to manage the customer relationship; identify how companies use internal databases, marketing intelligence, and marketing research to acquire marketing information; explain the marketing management process and how companies use market segmentation and target marketing; identify characteristics of financial services that are unique from consumer products and describe the concepts of product development and product pricing as they apply to financial services; describe the marketing communication process and the promotion tools of personal selling, advertising, and publicity; describe the characteristics of direct (company-controlled) distribution channel and an indirect distribution channel that uses intermediaries and explain factors a company considers when selecting a type of distribution channel; describe the personal selling process financial professionals use to identify, contact, and qualify prospects and explain how they generate proposals, make sales presentations, answer objections, and close sales; and describe the four types of fraudulent, misleading, or unethical sales activities that financial professionals are prohibited from engaging in and specific regulatory oversight, from entities such as FINRA, the SEC and NAIC, aimed at preventing these practices.
This is an online interactive course that uses a variety of media to present basic marketing principles and to show how these principles are used in the financial services industry to satisfy customers' needs and to create profitable relationships. The course utilizes extensive example and interactive exercises so that learners will be able to understand and apply marketing principles in their own work environments.
In the lower division baccalaureate/associate degree category, 3 semester hours in Business Administration or Marketing (11/14) (3/20 revalidation).