1. Introduction:
o Marketing - meaning and philosophy
o Types of Marketing
o Marketing Process
o Services Marketing
o Macro Trends and Opportunities of Pakistan’s financial marketing arena
2. Understanding the Market, Identifying Opportunities, and Developing the Marketing Strategy
2.1 Consumer Markets and Consumer Buying Behavior
o Characteristics affecting consumer behavior
o Types of buying decision behavior
o The Buyer Decision Process
o The Buyer Decision Process for New Banking Products
2.2 Business and Corporate Markets and their Buying Behavior
o Business and Corporate Markets
o Business and Corporate Buying Behavior
o Institutional and Government markets
2.3 Marketing Research and Information Systems
o Marketing research – meaning and key concepts
o Different methods and types of marketing research
o Application and significance in the financial industry
o The Marketing Information System – concepts, uses, analysis, inferences and application
o Measuring and monitoring Service Quality
o Media Research
o Media planning and buying
2.4 The Domestic Market
o Competitor Analysis / Competition scan
o Key features of the Pakistani Society – market intelligence
2.5 Developing the Marketing Strategy
o Identifying the Target Market
o Developing the Positioning Strategy
2.6 Competitive Strategies: Building Lifetime Customers
o Defining customer value and satisfaction
o Customer Relationship Management – concept and strategies
Delivering Customer Value and Satisfaction
3. Developing and Implementing the Marketing Program
3.1 Product and Services Strategy
o What is a product?
o Product classification
o Individual product decisions
3.2 Brand Management
o Brand management concepts
o Brand strategy
o Managing brand equity
3.3 Services Marketing
o Nature and Characteristics of Services marketing
o Consumer Behavior towards Services sector
o Customer Expectation of the Services sector
o Customer Perception of the Service industry
o Strategies for influencing customer perceptions
o Service Leadership
3.4 New Product Development and Product Life Cycle Strategies
o New Product Development Strategy
o Product Life Cycle Strategies
3.5 Pricing Products and Services
o Factors to consider when setting prices
o Pricing for financial services
o Fee Income and Interest income
3.6 Pricing Products and Services; Pricing Strategies
o New Product pricing strategies
o Product-mix pricing strategies
o Price-adjustment pricing
o Price changes
3.7 Bank’s distribution network and Alternate delivery channels
o The nature of distribution channels
o The nature of branch behavior and the Bank
o Channel design decisions
o Channel management decisions
o Physical distribution and logistics management
o Online Marketing and Electronic Commerce
3.8 Integrated Marketing Communication Strategy
o The marketing communication mix and the communication process
o Setting the total promotional budget mix
o The changing face of marketing communication
3.9 Advertising, Sales Promotion and Public Relation in Banks
o Major decisions in advertising
o Sales Promotion
o Public Relations
o Event management
o Brand activation
3.10 Personal Selling
o Define Personal Selling
o Personal selling vs. advertising
o Personal selling process
o The Role of Personal Selling in
a. Retail Banking
b. Corporate Banking
o Managing the Sales Force
o Ethical issues in personal selling
3.11 Direct/Indirect Marketing
o What is Direct/Indirect marketing?
o Types of Direct and Indirect marketing communication
3.12 Marketing Audit
o Importance and need
o Four Characteristics
o Essential components
3.13 Strategic Marketing and marketing mix
o Strategic marketing
o Concept of strategic marketing
o Marketing mix
o Components of Banks marketing mix
4. The Global Market
o Marketing to Pakistani Nationals in Foreign Countries
o Global marketing trends – challenges and opportunities
5. Social and Ethical Issues in Marketing
5.1 Social Criticism of Marketing
o Citizen and Public action to regulate Marketing
o Business Action towards Socially Responsible Marketing
o Principles for Public Policy towards Marketing
o What is PEMRA? Its role in the electronic media regulation?
o Pakistan Advertising Society (PAS)
o Public Policy and Ethical Issues in direct marketing
1. Office of fair practices
2. Code of advertising practices
3. Competition ordinance
