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