Distribution strategies and customer perspective

Lehrinhalte

  • 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

Art der Vermittlung

Präsenzveranstaltung

Art der Veranstaltung

Pflichtfach

Empfohlene Fachliteratur

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.

Lern- und Lehrmethode

Lecture, discussions, case studies and group work

Prüfungsmethode

Final written exam (70%) and continuous assessment (30%) where Group works, group presentations on selected case studies and class participation will be evaluated.

Voraussetzungen laut Lehrplan

None

Schnellinfos

Studiengang

International Banking and Finance (Master)

Akademischer Grad

Master

ECTS Credits

3.00

Unterrichtssprache

Englisch

Studienplan

Berufsbegleitend

Studienjahr, in dem die Lerneinheit angeboten wird

2024

Semester in dem die Lehrveranstaltung angeboten wird

1 WS

Incoming

Ja

Lernergebnisse der Lehrveranstaltung

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

Kennzahl der Lehrveranstaltung

0230-17-01-BB-EN-06