Summary module description:

Aims:
This module aims to deliver insights into how lessons from regulated firms’ sales and marketing strategies, consumer preferences and decision-making, biases and resultant buyer behaviour can be understood in a financial sector context and what this means for regulators

Assessable learning outcomes:

Additional outcomes:

Outline content:
The module will begin by introducing the ‘experience economy’ and using cases and examples will discuss topics such as how firms map and influence the customer journey, customer management strategies and the impact that modern technological advances have on marketing within the financial sector. In conjunction with this study of marketing the module will explore academic literature and academic/practitioner research on the motives for, approaches to and models of consumer decision-making. The module will conclude by teasing out the regulatory challenges presented by financial firms’ marketing and consumer behaviour and the implications for key stakeholders and in particular vulnerable customers who are often confronted with complex choices and responsibilities for long-term financial decision-making.

Brief description of teaching and learning methods:

Contact hours:
  Autumn Spring Summer
Lectures 4
Seminars 10
Guided independent study 86
       
Total hours by term 100.00
       
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 100

Other information on summative assessment:

Formative assessment methods:

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:

Requirements for a pass:
50% weighted average mark

Reassessment arrangements:
By written assignment, as part of the overall examination arrangements for the MSc programme.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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