國立政治大學(xué)商學(xué)院風(fēng)險(xiǎn)管理與保險(xiǎn)學(xué)系

1、國立政治大學(xué)商學(xué)院風(fēng)險(xiǎn)管理與保險(xiǎn)學(xué)系財(cái)務(wù)行銷九十四學(xué)年度第一學(xué)期2005年9月-2006年1月週四 9：10 a.m.-12：00 p.m.Instructor: 謝耀龍教授Office：商學(xué)院大樓十樓 # 261015Tel: 2938-7646；Fax: 2939-3864Office Hours: 9-11 a.m., WednesdayE-mail：.twWebsite: .tw/modules/faculty/yjhsieh/default.htmTexts:1. 謝耀龍教授著，壽險(xiǎn)行銷，華泰書局總經(jīng)銷，第三版

2、，2004年2月。2. Tina Harrison, Financial Services Marketing, Pearson Education Limited, 2000,First edition, 雙葉書廊有限公司經(jīng)銷。 Objectives:The purposes of this course are to provide you an introduction to1. marketing strategies suitable for managers in the financial services industry,2. the challenges that mark

3、eting managers encounter,3. appropriate attitudes and strategies that these managers should have to competein the market, and4. an integrated framework of financial services marketing.Course Tactics:1. Lectures will cover the textbooks Financial Services Marketing by Harrison, and壽險(xiǎn)行銷by professor Hs

4、ieh, current events, and other interesting materials.2. Three cases will be discussed during the semester.3. Class participation will be largely encouraged, as long as it is appropriate.4. Ten financial services marketing related films will be reviewed.Grading Policy:Class participation11 %Mid-term

5、Exam30 %Case oral presentations 9 %Case written reports30 %Final reports20 %Total100 %Class Participation:Your class participation involves how you participate in the class meeting.Case study presentations and reports:Case study presentations and reports can be completed individually or by a group o

6、f three students or under. Each group of student(s) should hand in a written report when a particular class meeting is scheduled for case discussion. The grading policy for case study can be found in Appendix I.Final Report:Each student is required to complete a final report by himself/herself. This

7、 report is consistent of two components: first, describe what you have learned in this class; you are encouraged to utilize any framework that you have learned from this class and cover as many relevant materials as possible. Second, your comments on this class. The deadline for this report is Decem

8、ber 22. Those who have done an excellent job in this assignment will be chosen to present their reports in the class January 5, 2005.Exam:The mid-term exam will consist of five essay questions that are from your textbooks, class lectures, or handouts. The exam should be taken with the class as sched

9、uled. Any exception is not welcomed (really!) and should be approved in advance.Have fun and be happy !財(cái)務(wù)行銷九十四學(xué)年度第一學(xué)期2005年9月-2006年1月TENTATIVE COURSE OUTLINEDatesTopics壽險(xiǎn)行銷/FSMINTRODUCTION9/15Financial services marketing concepts一章STRATEGIC PLANNING9/22&29Environmental Influence & 二四章/chap 1the MOST

10、frameworkUNDERSTANDING CUSTOMERS NEEDS & PURCHASE BEHAVIOR10/6Market research & segmentation五六章/chap 310/1320Exploring customers behavior七十章/chaps 2-3,1110/27CASE ISATISFATIFYING CUSTOMERSNEEDS11/3 & 10Product & pricing strategies十一章/ chaps 4, 711/17 Promotion Strategy十二十六章/chap 811/24Mid-term Exam

11、12/1Case II MAINTAINING AND ENHANCINGCUSTOMER RELATIONSHIPS12/8Distribution strategy十二章/chaps 5-612/15Case III 12/22Service quality & improvement十七十八章/ chaps strategies9-10INTERNAL MARKETING & MARKETING CONTROL12/29Organizing & controlling十九、二十、marketing efforts二十五章/1/5/2006Final report presentation

12、sAppendix I-Case Report Evaluation1. Oral presentationa. Preparation (30 %)b. Skill (15 %)c. Content (35 %)d. Response (20 %)2. Written report, due at the time of the oral presentationa. Skill (20 %)b. Content (80 %)3. A group score will be assigned to each presenting group.4. Member score: If every

13、 member of the group agrees, each member of the group will receive the same score. In case of a dispute among the members, a self-and-peer-evaluation will be conducted to determine the relative contribution of each member to the report. Each member will then receive a score computed based on his or her contribution.Presentation Score SheetDate: Case: Group: Equal Contribution: