A) ASSESSMENT NORMS AND
REGULATIONS

1. Assessment conditions: It
is forbidden to access the classroom with any device allowing for data
transmission and/or warehousing when any of the evaluations is taking place
(mobile phones, smart watches, etc.).

2. Identification of
students: each student must demonstrate its identity according to prevailing
norms.

B) TYPES OF GRADES

1.GRADE OF "NO
PRESENTADO"

It corresponds to students
who only participate in assessment activities that are worth under 20% of the
final grade, regardless of their grade.

4. STUDENTS WHO ARE
ACKNOWLEDGED WITH PART-TIME REGISTRATION AND " DISPENSA ACADÉMICA DE
EXENCIÓN DE ASISTENCIA"

For those students with
part-time registration and "dispensa académica de exención de
asistencia", 100% of their final grade will originate from their results
in the multiple-choice test exam.

C. ASSESSMENT OPPORTUNITIES

1. FIRST AND SECOND
OPPORTUNITY

The aforementioned evaluation
criteria will apply to both the first and the second opportunity, including
Erasmus and other exchange students.

2.ANTICIPATED CALL

Assessment conditions for the
anticipated opportunity (Art. 19 of the "Normas de Avaliación, Revisión e
Reclamacións das Cualificacións dos Estudos de Grao e Mestrado
Universitario") will be specific for that opportunity. It will be assessed
through a multiple-choice questions type of exam that will be worth 100% of the
final grade.

D. OTHER ASSESSMENT COMMENTS

Those students who fail the
multiple-choice exam will receive the exam grade as final course grade in any
of the opportunities.

The grade obtained by
students from continuous evaluation, coming from their team projects (up to
30%) and attendance checks (up to 10%), will be valid only for the ongoing
academic year.

Fraud or cheating in any of
the exams or assignments will directly result in a grade of failed
"0" in the corresponding opportunity of the course, therefore
invalidating any grade already obtained in any of the assessment activities
towards the extraordinary opportunity.

Learning outcomes	Study programme competences
Aprender a identificar oportunidades e ameazas comerciais no sector bancario Comprender o proceso de comercialización de servizos financeiros Comprender a relevancia da implantación do cumprimento normativo e a ética no sector financeiro	AJ17 AJ18	BJ4 BJ11 BJ24 BJ25 BJ26 BJ27 BJ28
Desenvolver competencias comerciais orientadas ao asesoramento financeiro e a venda personal de servizos financeiros Adquirir ferramentas básicas para a mellora da responsabilidade social e a sustentabilidade en entidades financeiras Habilidades para superar el examen de certificación EFA	AJ17 AJ18	BJ4 BJ11 BJ15 BJ23 BJ24 BJ25 BJ26 BJ27 BJ28

Topic	Sub-topic
TEMA I: Ética, sostenibilidad y responsabilidad social corporativa (RSC) en el sector financiero	1. Conceptos y herramientas básicas: sostenibilidad y dimensiones ASG (medioambiental, social y gobierno), RSC. Mapeo de grupos de interés y análisis de materialidad 2. Aplicaciones prácticas en finanzas sostenibles: banca ética y sostenible, inversión (socialmente) responsable, educación financiera 3. Entorno normativo. Normas deontológicas. Conflictos de interés.
TEMA II: Competencias comerciales: de la transaccionalidad a la venta personal de servicios de asesoramiento financiero	1. El nuevo paradigma del marketing financiero: transformación digital, nuevos competidores, omnicanalidad, experiencia de cliente 2. La venta personal de servicios de asesoramiento financiero: fases de la venta, estilos de venta personal y herramientas. Comunicación persuasiva y negociación
TEMA III: FUNDAMENTOS DE MARKETING ESTRATÉGICO EN EL SECTOR FINANCIERO: OPORTUNIDADES COMERCIALES, SEGMENTACIÓN Y POSICIONAMIENTO	1. INTRODUCCIÓN: EVOLUCIÓN, CONCEPTO Y FINALIDAD 2. ORIENTACION AL MERCADO 3. SERVICIOS: DEFINICIÓN, CARACTERÍSTICAS Y MARCO DE CALIDAD 4. COMPORTAMIENTO DEL CONSUMIDOR EN EL SECTOR FINANCIERO 5. LA PLANIFICACIÓN ESTRATÉGICA, SU APLICACIÓN AL SECTOR FINANCIERO 6. SEGMENTACIÓN DE MERCADOS FINANCIEROS 7. POSICIONAMIENTO DE LOS PRODUCTOS/SERVICIOS FINANCIEROS

Methodologies / tests	Competencies	Ordinary class hours	Student’s personal work hours	Total hours
Guest lecture / keynote speech	A17 A18 B4 B23 B25	7	14	21
Supervised projects	A18 B11 B15 B23 B24 B25 B26 B27 B28	5	5	10
Oral presentation	A18 B11 B15 B24 B26 B27	2	2	4
Seminar	A18 B23 B28	4	4	8
Multiple-choice questions	B25 B26	1	1	2

Personalized attention		5	0	5

(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies	Description
Guest lecture / keynote speech	Exposición oral complementada con el uso de medios audiovisuales y la introducción de algunas preguntas dirigidas a los estudiantes, con la finalidad de transmitir conocimientos y facilitar el aprendizaje. La clase magistral es también conocida como “conferencia”, “método expositivo” o “lección magistral”. Esta última modalidad se suele reservar a un tipo especial de lección impartida por un profesor en ocasiones especiales, con un contenido que supone una elaboración original y basada en el uso casi exclusivo de la palabra como vía de transmisión de la información a la audiencia.
Supervised projects	Desarrollo de un trabajo independiente por parte del alumno, bien individualmente o en grupo, sobre un caso real o cuestión práctica planteada por el profesor que lo irá tutelando. Podrá presentarse por escrito u oralmente.
Oral presentation	Intervención inherente a los procesos de enseñanza-aprendizaje basada en la exposición verbal a través de la que el alumnado y profesorado interactúan de un modo ordenado, planteando cuestiones, haciendo aclaraciones y exponiendo temas, trabajos, conceptos, hechos o principios de forma dinámica. Puede asociarse a discusiones dirigidas, presentación de trabajos tuteados o role play
Seminar	Participación en conferencias invitadas a cargo de profesionales del sector financiero, cuyos contenidos serán evaluables
Multiple-choice questions	Examen tipo test donde solo una respuesta es correcta y existe penalización para las respuestas incorrectas (penalización de un tercio del valor de la pregunta).

Methodologies	Competencies	Description	Qualification
Seminar	A18 B23 B28	Attendance to all face-to-face sessions is compulsory, including seminars and guest lectures, and will be duly assessed	0
Oral presentation	A18 B11 B15 B24 B26 B27	All team members participating in group presentations will get the same grade regardless of format (oral/written, face-to-face/virtual)	0
Supervised projects	A18 B11 B15 B23 B24 B25 B26 B27 B28	The grade corresponding to continuous evaluation comes from adding up individual attendance to all sessions of the course, be it theoretical or interactive, including seminars and guest lectures; participation in the individual and/or group practical assignments; and oral presentations. Mere attendance to sessions, without participation in other assignments (supervised projects, oral presentations, seminars) will weight a maximum of 10% of the final grade	40
Multiple-choice questions	B25 B26	A multiple-choice type of test exam, that may be administered via Campus Virtual in the classroom, where only one option is correct, will be taken. Wrong answers entail a penalty of one third of the value of correct ones. It is strictly necessary to pass the exam (with a grade equal or superior to 5,00 in a 0-10 grading system) in order to pass the course.	60

Assessment comments
A) ASSESSMENT NORMS AND REGULATIONS 1. Assessment conditions: It is forbidden to access the classroom with any device allowing for data transmission and/or warehousing when any of the evaluations is taking place (mobile phones, smart watches, etc.). 2. Identification of students: each student must demonstrate its identity according to prevailing norms. B) TYPES OF GRADES 1.GRADE OF "NO PRESENTADO" It corresponds to students who only participate in assessment activities that are worth under 20% of the final grade, regardless of their grade. 4. STUDENTS WHO ARE ACKNOWLEDGED WITH PART-TIME REGISTRATION AND " DISPENSA ACADÉMICA DE EXENCIÓN DE ASISTENCIA" For those students with part-time registration and "dispensa académica de exención de asistencia", 100% of their final grade will originate from their results in the multiple-choice test exam. C. ASSESSMENT OPPORTUNITIES 1. FIRST AND SECOND OPPORTUNITY The aforementioned evaluation criteria will apply to both the first and the second opportunity, including Erasmus and other exchange students. 2.ANTICIPATED CALL Assessment conditions for the anticipated opportunity (Art. 19 of the "Normas de Avaliación, Revisión e Reclamacións das Cualificacións dos Estudos de Grao e Mestrado Universitario") will be specific for that opportunity. It will be assessed through a multiple-choice questions type of exam that will be worth 100% of the final grade. D. OTHER ASSESSMENT COMMENTS Those students who fail the multiple-choice exam will receive the exam grade as final course grade in any of the opportunities. The grade obtained by students from continuous evaluation, coming from their team projects (up to 30%) and attendance checks (up to 10%), will be valid only for the ongoing academic year. Fraud or cheating in any of the exams or assignments will directly result in a grade of failed "0" in the corresponding opportunity of the course, therefore invalidating any grade already obtained in any of the assessment activities towards the extraordinary opportunity.

Basic	Castelló Muñoz, Enrique (2005). GESTIÓN COMERCIAL DE SERVICIOS FINANCIEROS. MADRID, ESIC José María Barrutia Leganeta (2002). MARKETING BANCARIO EN LA ERA DE LA INFORMACIÓN. EDICIONES PIRÁMIDE Pedro Embid Herraz, Miguel Martín Dávila, Victor Zorrilla Fernández (1998). MARKETING FINANCIERO. Mc Graw Hill Jaime Rivera Camino y Carlos Mas Hernández (2015). Marketing financiero. Estrategia y planes de acción para mercados complejos. MADRID, ESIC Arjan Sundardas Mirchandani (2005). MARKETING FINANCIERO. NUEVAS ESTRATEGIAS PARA EL S.XXI. Mc Graw Hill Jose Ramón Sánchez Guzmán (1997). MARKETING FINANCIERO. PRINCIPIOS Y ESTRATEGIAS. EDITORIAL CIVITAS Reggy de Feniks y Roger Peverelli (2011). REINVENTAR LOS SERVICIOS FINANCIEROS. Prentice Hall
	A bibliografía básica e complementaria actualizada se indicará en Campus Virtual (artigos, capítulos, informes, casos, materiais de soporte audiovisual, etc.)
Complementary	(). .

Other comments