Beruflich Dokumente
Kultur Dokumente
The objective of this course is to familiarize the applicants with the basic concepts of marketing, its scope and application in the corporate arena specifically in banks. Concepts of brand equity, marketing management and customer relationship management are discussed in detail. Also, information on developing the marketing mix, distribution of products and logistics management is covered. Primarily this course aims to provide an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services.
Learning Objectives/Outcomes:
After the successful completion of this course, participants will be able to: Have knowledge and understanding of: o Marketing, its philosophy and significance o The 4 Ps Product, Price, Place and Promotion o Concept of Services Marketing o Emerging trends and challenges of global markets o Social and ethical issues in Marketing Be able to understand the scope of and develop effective marketing strategies and programs for financial services Be well versed with the concept of brand equity and brand management Be able to effectively utilize the concepts of CRM for marketing success Have working knowledge of Marketing Research concepts, its application and importance Have thorough understanding and knowledge of the following: o Citizens and public action to regulate marketing o Business action towards socially responsible marketing o Principles of public policy towards marketing o PEMRA Rules and policies
Course Topics:
1. Introduction:
o o o o o Marketing - meaning and philosophy Types of Marketing Marketing Process Services Marketing Macro Trends and Opportunities of Pakistans financial marketing arena
2. Understanding the Market, Identifying Opportunities, and Developing the Marketing Strategy
2.1 Consumer Markets and Consumer Buying Behavior
o o o o Characteristics affecting consumer behavior Types of buying decision behavior The Buyer Decision Process The Buyer Decision Process for New Banking Products
2.2
2.3
2.4
2.5
2.6
3.2
Brand Management
o o o Brand management concepts Brand strategy Managing brand equity
3.3
Services Marketing
o o o o o o Nature and Characteristics of Services marketing Consumer Behavior towards Services sector Customer Expectation of the Services sector Customer Perception of the Service industry Strategies for influencing customer perceptions Service Leadership
3.4
3.5
3.6
3.7
3.8
3.9
3.10
Personal Selling
o o o o Define Personal Selling Personal selling vs. advertising Personal selling process The Role of Personal Selling in a. Retail Banking b. Corporate Banking Managing the Sales Force Ethical issues in personal selling
o o
3.11
Direct/Indirect Marketing
o o What is Direct/Indirect marketing? Types of Direct and Indirect marketing communication
3.12
Marketing Audit
o o o Importance and need Four Characteristics Essential components
3.13
Public Policy and Ethical Issues in direct marketing 1. Office of fair practices 2. Code of advertising practices 3. Competition ordinance