- The meaning of marketing - The essential elements of marketing - The concept of market research - The benefits of market research - The product characteristics - The pricing strategy - The methods of promotion
2. Marketing of Bank Services
- The meaning of services - The differences between products and services - The characteristics of services - Marketing of bank services - Application of marketing principles to banks
3. Customer Relationship Management
- The meaning of the term 'customer' and explain the importance - Different types of customers - Three facets of customer relationship management - customer acquisition, customer retention, and customer attrition - Six elements of customer relationship management - The phases of implementation of a CRM strategy - The ten determinants of service quality
