Financial Service are the economic services provided by the finance industry including banks, insurance companies, stockbrokerages, investment funds, etc. Given the characteristic of financial services, this course introduce the theory of marketing and consumer behavior and further applied in the financial service industry.
「金融行銷」又稱為「財務行銷」,包含了銀行、保險、基金、信託、投顧與證券等各金融業的行銷。透過了解金融產業及產品的特性,將行銷及消費者行為等理論帶入,進而滿足顧客財富管理、風險管理、權益保障等需求,並創造公司利潤。