Overview

This module is no longer open for new registrations and has been replaced by Marketing in Financial Services.

The focus of this unit is how financial services organisations identify customer needs, deliver products to meet these needs and promote them in the marketplace. A key aspect is understanding the importance of being aware of changes in the marketplace which, whilst outside the control of the organisation, will have a significant impact on its customers and the way it interacts with them.

It introduces a range of marketing tools, techniques and concepts and examines how these can be used in practice. Attention is paid to how financial services organisations employ marketing practices to ensure sustained and profitable growth in their business.

Particular attention is paid to the importance of effective customer relationship management and the appropriateness of particular types of delivery channels. The linkages between marketing and sales are explored and developed, as is the importance of understanding and meeting the needs, expectations and aspirations of customers to ensure the effectiveness of an organization’s marketing effort. The syllabus topics have been chosen to provide relevant learning about the role of marketing as a core and significant component of management activity in organisations, and its contribution to sales, customer service and profitability.

Covers:

• The fundamental principles of marketing
• The marketing environment
• Understanding customers and their needs
• Delivery channels
• Selling and managing sales
• The underlying principles of customer relationship management
• Managing customer relationships

Course details

Cost

The cost of this module depends on the study method you choose:

Distance learning
£735.00

Flexible learning (incl 3 workshops)
£895.00

Approved Provider costs are arranged on an individual basis with the academic centre. Please contact Admissions, Academic Management and Student Services Office on +44 (0) 1227 829499 to discuss.

Next course start date

1 May 2012

Programme application deadline 1 March 2012 (new students)

Module registration deadline 2 April 2012 (existing students)

Credits

30 credits

Studying for this module

The course of study lasts 24 weeks and the overall study time for the module is 300 hours (approximately 12 hours per week), including assessment preparation time. You will be guided through your studies by the learning materials and supported by your associate lecturer.

Learning support

There are a number of study methods available, allowing you to select the approach that is best suited to your support needs. Choose from:

• Distance learning: a more flexible approach to studying, which allows you to fit your learning around your job and other commitments. You will be supported by a subject associate lecturer who can provide guidance on how to study and answer any questions you have about the course content.
• Approved provider: the ifs School of Finance has an international network of approved academic centres that provide tuition and support to students. As a student at an approved centre you will have regular tutorials led by an ifs approved associate lecturer. You will benefit from access to the learning resources of the academic centre, as well as meeting regularly with your student colleagues.
• Flexible learning: allows you to fit your studies around your life but still benefit from face-to-face contact with an associate lecturer. A series of 3 1-day workshops, run by specialist associate lecturers, are scheduled at regular intervals throughout the course of study. Workshops cover specific module topics and are an opportunity to ask questions and meet other students.

Learning resources

For each module you will receive a core text, written by industry experts and updated regularly to reflect the fast-changing nature of the financial services industry. ifs learning materials are developed specifically around each module syllabus and learning outcomes.

Through the ifs secure website you will have access to the following additional resources:

• student induction materials that provide guidance study skills and tips on preparing for assessment
• our e-library, ifs KnowledgeBank, which contains a wide range of current research and management data to help you with your studies. It gives you the opportunity to access a wealth of study material, which includes textbooks, financial glossaries and articles from leading journals. ifs KnowledgeBank is an important tool in enabling you to expand your knowledge and read around particular subject areas 
• module discussion forums – you can use these to post questions to a web tutor, raise a query with the ifs or chat to other students
• electronic copies of learning materials giving you greater flexibility to choose when and where you study
• specimen assessment material.

Assessment

This module has 3 assessment components:

1. A 1-hour multiple-choice examination (30%)
2. Coursework (20%)
3. End of Course Assignment (50%)

Further details

View the Customers and their Needs summary syllabus.

View the full-length Customers and their Needs module specification, which includes the syllabus for the Professional Certificate in Banking.

View the Customer and their Needs module specification for the Professional and Applied Diplomas (please note these qualifications are being phased out and are no longer open to registration, for further information please see the transitional arrangements).

If you are already registered for this module you should refer to your course website to view the module specification that relates to your session of study. You will need to log on to my ifslearning to access the course website for your module.

Click to view the objective test, coursework and end of course assignment sample assessments.

View other FHEQ Level 4 modules.