The course is mainly concerned with marketing of financial institutions like banks and insurance companies. Fixed marketing objectives of financial service organisations are profitability, a high return on investment, achieving certain market shares and growth rates, development of certain images achieving a spread of customer types in order to minimize risks and business fluctuations. In the last few years a number of factors have significantly affected the marketing of financial services. These are changing customer behavior, deregulation and government intervention and also competition. The intent of this course is to provide decision makers set up marketing strategy. It includes a very clear definition of target customers development of a marketing mix to satisfy the customers at a profit to the bank, planning for each of the market and marketing organisation and administration.
- Teacher: Tuncer Tokol