Bank Branch Marketing

This course is designed to help understand the marketing aspect of services of a bank. Further, customer relationship management is also dealt in detail within the course.

Introduction to Marketing

• The meaning of marketing
• The essential elements of marketing
• The concept of market research
• The benefits of market research
• The product characteristics
• The pricing strategy
• The methods of promotion

Duration: 1 Hour

Marketing of Bank Services

• The meaning of services
• The differences between products and services
• The characteristics of services
• Marketing of bank services
• Application of marketing principles to banks

Duration: 1 Hour

Customer Relationship Management

• The meaning of the term ‘customer’ and explain the importance
• Different types of customers
• Three facets of customer relationship management – customer acquisition, customer retention, and customer attrition
• Six elements of customer relationship management
• The phases of implementation of a CRM strategy
• The ten determinants of service quality

Duration: 1 Hour

Bank Distribution
Discusses how financial services are marketed and what are the various ways in which the financial services are distributed to the customers.

• Describe the means of distributing financial services
• Define various modes of distribution adopted by banks
• State the factors affecting branch networks
• Identify various types of bank branches
• Recognize electronic methods of distributing financial services

Duration: 1 Hour

Pricing Strategy and its Application in Banking
Highlights the various pricing strategies and decisions that are used in marketing of banking services. The course focuses on the concept of pricing that is undergoing fast change in the banking scenario.

• Describe how pricing affects profitability
• Describe various pricing strategies and decisions
• Discuss the effect of pricing policies on marketing of banking services
• Recognize the concept of pricing in banking sector

Duration: 1 Hour

Product Strategy and Product Delivery
Provides an insight into the product/service concept. It presents in detail, the concept of product life cycle and the strategies adopted at each stage. The course further explains how banks develop new products and what is the process cycle adopted. It explains the importance of branding and packaging in bank marketing. Lastly, it provides an overview of how banks deliver their products.

• Understand the concept and significance of product and services
• Describe the product life cycle
• Recognize the product strategies applicable to banking services
• Identify the process of product development and analysis
• Recognize the need of branding in marketing
• Describe the process of product development and delivery

Duration: 1 Hour