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Library Overview

This e-learning course on BBM - Marketing is designed to help users understand the marketing aspect of services of a bank. Further, customer relationship management is also dealt in detail within the course.

Learning Objective

Essential elements of marketing of bank services
Meaning of market research and its benefits
Promoting and Pricing strategy of bank services
Application of marketing principles to banks
Three facets of customer relationship management
Six elements of customer relationship management
The phases of implementation of a CRM strategy
The ten determinants of service quality

Target Audience

Those who are interested in understanding the marketing aspect of services of a bank.

1. Introduction to Marketing

This course provides an understanding of:

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

2. Marketing of Bank Services

This course provides an understanding of:

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

3. Customer Relationship Management

This course provides an understanding of:

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