PROJECT OF COMMUNICATION AND MARKETING OF BANKING SERVICES FOR PUPILS, SECONDARY SCHOOL STUDENTS AND STUDENTS

We live in a time when the banking market is flooded with services. All market participants face daily questions about their competitive advantages, which represent an advantage in acquiring new clients and retaining existing ones. In the tenth chapter of the diploma thesis, she will conduct a survey, process it graphically and finally record the findings that confirm or reject the assertions of the diploma thesis.

Problem

We live in a time when the banking market is flooded with services. All market participants face daily questions about their competitive advantages, which represent an advantage in acquiring new clients and retaining existing ones. The once passive waiting of banks for clients is today changing into an active fight for their acquisition and retention, and the entire banking policy is adapting to this.

The organisational objectives of client acquisition and service marketing are processes whose result is the right services, proper communication and successful sales. Service marketing and communication has become an interesting field of study with the growth of service companies, as it differs significantly from product marketing, although the starting points are similar. There is an increasing emphasis on approaching and adapting the banking offer to clients.

The role of a bank is largely defined by the environment in which it operates and the needs of its clients. Every bank that wants to be successful must monitor the needs of clients, whilst at the same time being able to satisfy them in a short time and under competitive conditions. Therefore, the author found it sensible to present in detail the project of communication and marketing of banking services to the target group of children and young people at bank xy.

In the second chapter of the diploma thesis, she will briefly present the development of banking and bank xy. In the third chapter of the diploma thesis, she will present the specifics of banking services and the difference between indirect and direct communication and marketing. The fourth to ninth chapters inclusive are dedicated to showing the implementation of the project of personal presentation of bank xy.

Results

In the tenth chapter of the diploma thesis, she will conduct a survey, process it graphically and finally record the findings that confirm or reject the assertions of the diploma thesis.