1
课程详述
COURSE SPECIFICATION
以下课程信息可能根据实际授课需要或在课程检讨之后产生变动。如对课程有任何疑问,请联
系授课教师。
The course information as follows may be subject to change, either during the session because of unforeseen
circumstances, or following review of the course at the end of the session. Queries about the course should be
directed to the course instructor.
1.
课程名称 Course Title
金融营销学 Financial Marketing
2.
授课院系
Originating Department
金融系 Department of Finance
3.
课程编号
Course Code
FIN101
4.
课程学分 Credit Value
3
5.
课程类别
Course Type
专业选修课 Major Elective Courses
6.
授课学期
Semester
秋季 Fall
7.
授课语言
Teaching Language
中英双语 English & Chinese
8.
他授课教师)
Instructor(s), Affiliation&
Contact
For team teaching, please list
all instructors
Jerry Yang 杨旭宁
Email: yangxn@sustc.edu.cn
Office: Huiyuan 3-325#
9.
/
方式
Tutor/TA(s), Contact
待公布 To be announced
10.
选课人数限额(不填)
Maximum Enrolment
Optional
授课方式
Delivery Method
习题/辅导/讨论
Tutorials
实验/实习
Lab/Practical
其它(请具体注明)
OtherPlease specify
总学时
Total
11.
学时数
Credit Hours
9 (Case Study)
48
2
12.
先修课程、其它学习要求
Pre-requisites or Other
Academic Requirements
None
13.
后续课程、其它学习规划
Courses for which this course
is a pre-requisite
Financial Accounting/ Micro Economics/ Macro
Economics/ Corporate Finance/ Financial Economics/
Fixed Income/场与险管 Financial Market and Risk Management/币金
The Economic of Money, Banking and Financial Market
14.
其它要求修读本课程的学系
Cross-listing Dept.
教学大纲及教学日历 SYLLABUS
15.
教学目标 Course Objectives
本课程将重点关注应用现代金融营销理论和金融科技解决实际问题。课程将从对传统金融营销的概念和工具的介绍开始,
然后将重点介绍如何应用金融科技工具——包括人工智能、大数据、金融云、移动互联网、APP 等,为不同的金融资产和
金融机构制定金融营销计划。
This course will focus on both the theoretical development of marketing and Fintech to real-world problems. We will begin
our course with a review of traditional marketing concepts and tools. We will then focus on how to apply Fintech tools,
such as AI/Big Data/Financial Cloud/MobileAPP etc. to deploy financial marketing plan for different financial assets and
institution.
16.
预达学习成果 Learning Outcomes
学完本课程后,学生将能够了解基本的金融营销概念和工具,并掌握金融营销的基本框架。基于传统的营销定理,学生应
该了解传统金融营销与金融科技环境下营销的区别。最后,学生可以使用各种金融科技工具制定金融营销计划。
After taking this course, students will be able to know fundamental marketing concepts and tools and have a financial
marketing frame work. Based on traditional marketing theorem, students should understand the difference between
traditional financial marketing and Fintech marketing. Finally, students could make financial marketing plan using various
Fintech tools.
17.
课程内容及教学日历 (如授课语言以英文为主,则课程内容介绍可以用英文;如团队教学或模块教学,教学日历须注明
主讲人)
Course Contents (in Parts/Chapters/Sections/Weeks. Please notify name of instructor for course section(s), if
this is a team teaching or module course.)
第一讲:金融营销管理介绍(3 学时)
本讲主要介绍营销管理的基本概念,包括市场营销的定义、营销管理过程、了解市场和客户的需求等内容。通过快消品和
金融产品的案例对比分析,探究金融行业营销与其他行业营销的相同与不同,理解金融产品与服务的无形特点,深入
理解金融营销的重点。学习后掌握基本的营销概念与金融行业营销的特点。
Lecture 1: Introduction to Financial Marketing Management (3 Hours)
This lecture mainly introduces the basic concepts of marketing management, including the definition of marketing,
marketing management process, understanding of the market and customer needs. Through the comparative analysis of
the case of FMCG and financial products, explore the similarities and differences between financial industry marketing
and other industry marketing, understand the “intangible” characteristics of financial products and services, and deeply
understand the key points of financial marketing. After learning, master the basic marketing concepts and characteristics
of financial industry marketing.
第二讲:理解金融市场与客户价值(3 学时)
本讲介绍金融市场及其主要参与方(银行、证券、保险、信托、基金等),金融产品及其服务的对象客户,并进一步探究
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如何建立客户关系,如何从客户身上获取价值,如何动态博弈竞争,以及金融营销未来发展的可能方向。课堂上以银行与
股票市场为案例分析不同客户对不同金融机构的重要意义。学习后应明晰金融产品与服务是客户的重要需求之一,对于金
融机构而言客户具有重要意义。
Lecture 2: Understanding Financial Markets and Customer Value (3 Hours)
This lecture introduces the financial market and its main players (banks, securities, insurance, trusts, funds, etc.), target
customers of financial products and services, and further explores how to establish customer relationships, how to obtain
value from customers, how to play games dynamically, and the possible direction of future development of financial
marketing. The bank and stock market are used as examples to analyse the significance of different customers to
different financial institutions. After learning, it should be clear that financial products and services are one of the
important needs of customers. For financial institutions, customers are of great significance.
第三讲:客户驱动型营销战略与营销组合(3 学时)
本讲以指定客户驱动型营销战略为出发点,以市场营销理为公司导向,制定整合市场营销方案,深入剖析 6R 模式——
(Right Time)当的(Right Price)当的(Right Place)当的(Right Pattern)当的
(Right Product)与适当的顾客(Right Customer)。以 VCPE 私募基金为案例分析如何应用 6R 模型制定营销战略组合。
Lecture 3: Customer-Driven Marketing Strategy and Marketing Mix (3 hours)
This lecture takes the designated customer-driven marketing strategy as the starting point, takes marketing management
as the company orientation, formulates the integrated marketing plan, and deeply analyses the 6R model—Right Time,
Right Price, Right Place, Right Pattern, Right Product, and Right Customer. Taking VC and PE private equity funds as a
case study, explore how to apply the 6R model to develop a marketing strategy combination.
第四讲:金融科技背景下的营销战略(3 学时)
本讲介绍金融史上三次革命对金融营销带来的冲击,分别是资产组合管理、期权等衍生品定价、金融科技,建立技术与理
论革命对于金融市场、金融营销的冲击,重点是目前正在变革演进过程中的金融科技发展对金融产品与服务的供给与需求
的改变,尤其是金融科技背景下带来的金融服务外延的不断扩大产生的新的营销理念与策略。选择两个案例:招行摩羯智
投和 2015 中泰券网上开户的弯道车。学习后理解营战略与传统的差异布置第一次案分享作业:选择一
商,制定投行业务的营销方案。
Lecture 4: Marketing Strategy in the Background of Fintech (3 Hours)
This lecture introduces the impact of three revolutions in financial history on financial marketing, namely, asset portfolio
management, pricing of derivatives such as options and fintech, research the impact of technological and theoretical
revolutions on financial markets and financial marketing. The focus is that the development of fintech changes the supply
and demand of financial products and services, especially the new marketing ideas and strategies resulting from the
expansion of financial services in the context of fintech. Two cases were chosen: China Merchants Bank Machine Gene
Investment and the 2015 China Net Securities online account opening overtaking. Understand the difference between
marketing strategy and tradition after learning. Arrange the first case-sharing assignment: Choose a brokerage and
develop a marketing plan for the investment banking business.
第五讲:金融科技背景下的营销组合(3 学时)
本讲从金融科技的五个主要方面——大数据、云计算、移动互联、人工智能和区块链技术介绍其相互之间的联系及其共同
给金融营销带来的机遇与挑战,在新的环境下如何应用 6R 型制定营销战组合。选择保险公司为案例分析标的,介
如何应用大数据、AI 与区块链技术制定营销组合策略。学习后应该掌握金融科技背景下制定金融营销组合的基本框架。
Lecture 5: Marketing Mix in the Background of Fintech (3 Hours)
This lecture introduces the relationship between the five main aspects of financial technology - big data, cloud
computing, mobile internet, artificial intelligence and blockchain technology, and the opportunities and challenges they
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bring to financial marketing. Explore how to apply a 6R model to develop a marketing strategy portfolio in a new
environment. Select the insurance company as the case and introduce how to apply big data, AI and blockchain
technology to develop marketing mix strategy. After studying, students should master the basic framework for
formulating financial marketing portfolios under the background of fintech.
第六讲:人类行为与智能手机(3 学时)
本讲介绍智能手机的发展历史,从中引出智能手机发展对金融营销革命性的变化。未来营销的主战场在移动终端,在相当
长一段时间内是以智能手机为代表的智能终端,通过研究人们使用智能手机的方式、信息传递与获取的碎片化和智能化,
了解智能手机营销与传统媒介金融营销的异同,把握未来金融营销的发展方向。布置第二次案例分析分享作业:以智能手
机为营销平台,为一家银行制定理财产品营销组合。
Lecture 6: Human Behaviour and Smartphones (3 Hours)
This lecture introduces the history of the development of smart phones and introduces the revolutionary changes in the
development of smart phones. The main battlefield of future marketing is in the mobile terminal, which is represented by
smart phones for a long time. By studying the way people use smart phones, the fragmentation and intelligence of
information transmission and acquisition, understand the similarities and differences between traditional media financial
marketing and the smart phone marketing, grasp the future development direction of financial marketing. Arrange the
second case study to share the assignment: use a smart phone as a marketing platform to develop a marketing mix for
wealth management products for a bank.
第七讲:新媒体营销的发展(3 学时)
本讲继续关注移动互联大背景下的营销战略与营销组合的变化,引入金融新媒体营销的概念,带领学生探究移动互联网下
新媒
段。
Lecture 7: The Development Of New Media Marketing (3 Hours)
This lecture continues to focus on the changes in marketing strategy and marketing mix in the context of mobile internet,
introduces the concept of financial new media marketing, and leads students to explore the main features and
importance of developing new financial media marketing under the mobile Internet, and understand its development.
Learn the strategies and means of major financial new media marketing.
第八讲:金融营销案例分享-13 学时)
本讲学生分享 4 个第一次作业:证券行业投行业务的营销方案。课堂讨论与点评,总结未来发展趋势。
Lecture 8: Financial Marketing Case Sharing -1 (3 hours)
In this lecture, students share 4 first assignments: the marketing plan of the securities industry investment banking
business. Discuss and comment in class to summarize future trends.
第九讲:金融营销应用-银行(3 学时)
本讲介绍银行业营销发展历史与未来发展方向。通过研究银行产品与服务的特点、目标客户的特点,介绍金融科技 5G
背景下的营销新思维、新模式、新趋势。选择三家不同特点的银行-国有银行、商业银行、城商行作为案例对其营销组合与
策略的异同进行分析。
Lecture 9: Financial Marketing Application - Bank (3 Hours)
This lecture introduces the history and future development direction of banking industry marketing. By studying the
characteristics of bank products and services and the characteristics of target customers, this lecture introduces new
thinking, new models and new trends in marketing under the background of fintech and 5G. Banks with three different
characteristics - state-owned banks, commercial banks, and city commercial banks were selected as examples to