Distribution strategies and customer perspective
Brief description
- Strategic sales goals
- Strategic sales planning
- Operational sales planning
- Sales reporting
- Sales controlling
- Customer experience
- Controlling activities
- Sales income statement
- Incentive systems (target agreement & remuneration)
- Sales organization
- Distribution of banking products
- MIFID II
- customer experience
- expectations of customers
- customer satisfaction
- future challenges for the bank management
- changing of customer behaviour
- tailoring products to customer’s needs
- enhancing the banking customer value proposition through technology-led innovation
Mode of delivery
Präsenzveranstaltung
Type
Pflichtfach
Recommended or required reading and other learning resources/tools
Lay, J. (2020): Banking on Digital Growth: The Strategic Marketing Manifesto to Transform Financial Brands, Lioncrest Publishing.
Ingram T. et al (2021): Sales Management: Analysis and Decision Making, 8th Edition, M.E.Sharpe, 2012.
Planned learning activities and teaching methods
Lecture, discussions, case studies and group work
Assessment methods and criteria
Final written exam (70%) and continuous assessment (30%) where Group works, group presentations on selected case studies and class participation will be evaluated.
Prerequisites and co-requisites
None
Infos
Degree programme
International Banking and Finance (Master)
Cycle
Master
ECTS Credits
3.00
Language of instruction
English
Curriculum
Part-Time
Academic year
2024
Semester
1 WS
Incoming
Yes
Learning outcome
After successful completion of the course, students can
- explain and differentiate goals in sales management
- define the term “customer experience” and specify the possible gaps between customer experience and view of product management and sales controlling.
- describe customer expectations according to bank products in different countries.
- define distribution channels in retail and corporate banking
- understand relevant legal frameworks for sales management in different European regions.
- explain future challenges for future sales management
- measure and control deviations from sales targets
- apply customer segmentation in respect to sales goals, selected distribution channels and legal frameworks
- evaluate the distribution channels in respect to the sales goals and choose the most appropriate ones.
- assist in creating incentive systems
Course code
0230-17-01-BB-EN-06