Monday, May 5, 2014
Executive Certificate in Banking and Financial Services
Part 1 - Introduction to the Marketing of Financial Services
- The role of Marketing in the financial service sector
Part 2 - Marketing as a Management Function
- Marketing management and information
- the organization of marketing
- Marketing strategy and planning
Part 3 - Market Segmentation
- Marketing Segmentation
Part 4 - Market Research
- Market Research : Techniques
- Market Research : Application
Part 5 - Marketing Mix
- Managing the Product Range
- Planning the product portfolio
- New Product Development
- Pricing
- Promotion planning
- Distribution
Part 6 - People in the Marketing Mix
- The sales force
- Customer Care
Part - 7 - The Environment of Financial Services Marketing
- The operating environment
- The micro environment
- The impact of information technology
Part - 8 - Bank Advertising and Public Relation
- Advertising Planning
- Media Planning
- The Bank Public
Part - 9 - Branding
Part - 10 - The Future of Banking
- Understanding consumer behavior
- Understanding personal customer
- Organizational buyer behaviors
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