Bank Management

Sales Management in Banking

Project thesis, 3.00 ECTS


Course content

During times of social and technological change, it becomes vital to understand and drive a bank's distribution strategy to ensure business success. This course deals with product sales by banks from both an operational and strategic point of view. Both the functional role and legal/regulatory aspects of the sales process are discussed.

The core contents of this course include:
[1] Sales strategies; organisation of distribution; multi-channel distribution;
[2] Planning the sales process;
[3] Strategic vs. operational sales controlling; reporting and benchmarking; performance measures, actual vs. target analysis, measures of control;
[4] Managing employee motivation (MBO, incentive schemes, etc.);
[5] Legal framework for sales management in banking (consumer protection, taxation, guidelines such as MiFid II); role of regulation;
[6] Case Study: sales strategy.
Optional contents can include:
[7] Examples of potential challenges in sales controlling;
[8] Use of modern sales channels (internet, social media).

Learning outcomes

Graduates deepen their skills in the areas of: strategic and analytical thinking, customer orientation, identifying opportunities
Perform/Execute: Critical information search, result orientation, initiative
Influence competencies: Strategic influence, networking in business life,
Selfmanagement: self-development, independence

Recommended or required reading and other learning resources / tools

References: Duderstadt (2012): Wertorientierte Vertriebssteuerung durch ganzheitliches Vertriebscontrolling: Konzeption für das Retailbanking, DUV. Effert/Köhler (2004): Wettbewerb der Vertriebssysteme: Strategien und Lösungen für das Privatkundengeschäft der Banken, Gabler. Ledig (2008): Customer Relationship Management in Banken, VDM Dr. Müller. Mueller (2011): Sales Management Control Strategies in Banking: Strategic Fit and Performance Impact, Gabler. Ziegler/Sohl (2010): Moderner Bankvertrieb im Dienst des Kunden, Gabler.
Academic journals: -

Mode of delivery

3 ECTS: Project (PT)

Prerequisites and co-requisites

Modules 4;9

Assessment methods and criteria

PT: active course participation, project assignment