Learning objectives
The educational goal of the course is to provide the necessary knowledge to enable understanding of the methods through which banks can create value, by creating value for the customers. After having illustrated the essential characteristics of the competitive environment in which the Italian banks work and the strategic choices adopted by the latter to deal with this environment, the course will proceed to cover the topics of bank marketing and strategic control, providing conceptual references and operating methods to be adopted to ensure success in customer relations. The course topics will be presented both from the theoretical-conceptual point of view and from the practical-operational point of view, thanks to the contribution of experts from the sector.
Prerequisites
The course requires knowledge of the basic concepts of economics and management of financial institutions.
Course unit content
<br />The evolution of the competitive environment in the Italian banking system.<br />The strategic response of the banks and the role of concentrations<br />The creation of value and market relations.<br />The management of banks as service companies.<br />The segmentation of the clientele: problems and solutions.<br />The concept of the banking product.<br />The value chain and competitive strategies.<br />The pricing of banking services.< /P> <br />The role of communication.<br />The distribution of banking services and multi-channel concept.<br />The importance of personnel management.<br />The computer system and business intelligence.<br />Management control and Commercial Performance Indicators.<br />Quality control andcustomer satisfaction.<br />The concept and tools of Customer Relationship Management.<br />Elements of activity based costing in banks.
Full programme
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Bibliography
<br />Selection of books suggested by the professor.
Teaching methods
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In addition to traditional lectures, the course will also include practical activities, discussions of case studies and seminars with experts in the sector. Students will also be invited to take part in a banking game in which they will be able to apply the concepts described in the theory lectures.
Assessment methods and criteria
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Other information
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