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

face to face

Type

compulsory

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

2025

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