Bank Management

CRM, Market and Client Analysis in Banking

Project thesis, 3.00 ECTS


Course content

Comprehensive market and customer analysis is key to the customer-oriented management of abank. This course introduces methods of market and customer analysis and discusses their application (a) when entering new markets or expanding one's customer base, and (b) as a competitive advantage within one's customer relationship management.

The core contents of this course include:
[1] Theory of bank product consumption: classification and segmentation of customer groups, identification of customer needs, analysis of customers' risk appetite;
[2] Qualitative and quantitative-statistical methods for market and customer analysis;
[3] Analysis of new customer groups and markets; support of sales strategies such as market entrance or expansion of customer base;
[4] Analysis of current customer base: clustering of clients, CRM to facilitate cross selling, estimation of purchase probabilities; key account management.
Optional contents can include:
[5] Tailoring sales strategies to customer needs;
[6] E-commerce and CRM in banking.

Learning outcomes

Successful participants in this module possess detailed knowledge of market and customer analysis in banking. This provides a basis when taking demand-oriented distribution decisions, or when assessesing various ways of acquiring and retaining bank customers (customer relationship management). Students learn to measure performance in the sales area of a bank, and are experienced in drawing conclusions when analysing key indicators.

Post completion of the course, students have compentence regarding the sales management in banks. Particular attention is given to the evaluation of business models and selecting appropriate distribution channels. During a group project, students have an opportunity to strengthen their social, team and presentation skills.

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

Module GBS (9)

Assessment methods and criteria

PT: assessment of active course participation, grading of project work