Module Annotation

This course is focused on an analysis of the main principles and concepts related to financial reporting of companies. The four financial statements (balance sheet, income statement, statement of equity, cash flow statement will be analysed. Students will also gain an overview of financial ratios.  The course will also provide a deep overview into the International Financial Reporting Standards (IFRS), selecting some for an in-depth insight


Module Targets

The main goal of the course is to create financial innovation. The course emphasizes the 7Ps: product, price, promotion, place (distribution), people, process and physical evidence, as well as planning, research, and organization required to implement marketing concepts. We examine the marketing of both consumer and industrial products and services. Also, we study the managerial, economic, social, and legal implications of marketing activities, policies, and strategies in the fiels of finance. New trends in in the marketing sphere will be addressed as well as the global market and its implications on the marketing process. Exploration into future trends will also take place.


Module Structure

  1. Marketing in financial services.
  2. Strategic marketing in the context of financial institution.
  3. Marketing environment, competitive analyses and SWOT.
  4. Segmentation, targeting, differentiation.
  5. Positioning, brand a Customer Insights.
  6. Customer Experience, customer way and its implications on the financial market.
  7. Marketing mix in services.
  8. The role of product manager a lean product management.
  9. Marketing management and planning, marketing research.
  10. Communication Mix.
  11. Online marketing tools.
  12. Communication campaign in financial services.


Recommended  Literature

  • PRIDE, William M. a O. C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning. 2016. 687 p. ISBN
  • KOTLER, T., ARMSTRONG A.: Complete Principles of Marketing, Global 17th Edition.- ISBN 10: 1292220171 PRIDE, William M. a O. C. FERRELL. Marketing. 2016 ed. Boston: Cengage Learning. 2016. 687 p. ISBN
  • LAMB, Charles W, Joseph F HAIR a Carl D MCDANIEL. Marketing. 12th ed. Mason, OH: South-Western/Cengage Learning, c2013, 1 v. (various pagings). ISBN 11-118-2164-X.
  • SCOTT, David Meerman. The new rules of marketing & PR: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. Sixth edition. Hoboken, New Jersey : John Wiley & Sons, Inc, 2017. 42
  • CALLEBAUT, Jan; HENDRICKX, Hendrik; JANSSENS, Madeleine; FAUCONNIER, Christophe. The Naked Consumer Today. 2. vydání. Antwerpen - Apeldoorn: Garant, 2003, 219 s. ISBN 90-441-1480-8. 
  • CÉSAR, Jan. I zázrak potřebuje reklamu. Computer Press, a.s., 1. vydání, 2007, 199 s. ISBN 978-80-251-1688-3.
  • HINGSTON, Peter. Efektivní marketing. 1. vydání. Praha: Euromedia Group - Knižní klub, 2002, 192 s. ISBN 80-242-0893-8.
  • KARLÍČEK, Miroslav a Petr KRÁL. Marketingová komunikace: jak komunikovat na našem trhu. 1. vyd. Praha: Grada, 2011, 213 s. ISBN 978-80-247-3541-2.
  • VYSEKALOVÁ, Jitka; MIKEŠ Jiří. Jak dělat reklamu. 2. vydání. Praha: Grada Publishing, a.s., 2007. 184 s. ISBN 978-80-247-2001-2.
  • YOUNG, Antony. Brand media strategy: integrated communications planning in the digital era. New York: Palgrave Macmillan, 2010, 239 s. ISBN 978-0-230-10474-7
Pietro Andrea Podda, Ph.D.

Pietro Andrea Podda, Ph.D.---

Lektor anglických programů na European Business School SE a Ústavu práva a právní vědy, o.p.s.

Pietro Andrea Podda is a lecturer of financial and legal subjets at various universities in the Czech Republic.