Banking Certificate Course:
Marketing, Customer Service & Business Ethics
Learning Objectives:
1 To enable candidates understand and describe the importance of marketing in the financial services industry.
2. To enable candidates identify the needs and wants of a customer and match them against a suitable service.
3. To enable candidates identify and describe the manner in which a bank can structure its marketing organisation i.e. to enable you determine the best way to price, promote and distribute products and banking services.
4. To build candidates awareness of the nature of the changing financial services market and the need for new services.
5. To examine the different means of communication between banker and customer.
6. To uplift the students’ confidence, trust and morality in private and public conduct guided by their consciences and professional ethics.
7. To increase the students’ performance on the basis of efficiency and effectiveness principles which are essential tools for integral development.
8. To increase the students’ awareness about the ethical requirements necessary to work and stay successfully in a bank; viz. the ability, qualification, quality and willingness of a bank employee to work


Learning Objectives:

(1) To enable candidates understand what is marketing and its orientations.
(2) To enable candidates understand and appreciate the market concept and environment in which they operate.
(3) To enable candidates understand the marketing mix which the financial services industry can use.
(4) To enable candidates understand the market segmentation of its bank customers.
(i) Definition and meaning of marketing
(ii) Marketing orientations
(iii) The difference between marketing and selling
(iv) The marketing concept
(v) Marketing research
(vi) The branch’s marketing plan
(vii) The present day importance of marketing in the financial services industry.
The Marketing Mix

Learning Objectives:
To enable candidates understand the Marketing Mix in the context of the financial services industry.
(i) Product/Service decision:
- Bank products
- Product/service life cycle
- Management of new product development.
(ii) Promotion Decisions:
- Communication with customers
- Persuading customers to buy
- Role of advertising
- Branch displays
- Direct mail
- Personal selling
- Cold calling
- Telephone selling
- Sales promotions
- Promotional campaigns.

Place/Distribution Decisions:
- Means of delivery of bank services to customers
- Levels of service bank’s customers want
- Impact of technology on distribution.


Price decisions:
- Pricing policies
- Pricing methods and its applications
- Price determinants and interest rate settings
- The role of branches and head office in price decisions.

Behaviour of Customers

Learning Objective:
1. To enable candidates understand the identity and nature of corporate, commercial and personal customers both existing and commercial.
2. To enable candidates describe such customers and segment them in terms appropriate for marketing action.
(i) The nature of bank markets/banks customers.
(ii) Business customers.
(iii) Personal customers.
(iv) Potential and lost customers.
(v) The decision to buy.
(vi) The 80/20 rule or pareto effect.
(vii) Market segmentation for banking services.
(viii) Why do customers buy financial services.

Learning Objective
To enable candidates identify and describe the services that customers expect from the bank and how they can be obtained.
(i) Bank Services available to customers:
  (a) Current accounts and related products
  (b) Plastic cards
  (c) Money transmission
  (d) Lending products
  (e) Savings and Investment services
  (f) Executor and Trustee Services
  (g) Insurance Services
  (h) Discounting
  (i) Foreign Exchange Services
  (j) Foreign/International Trade
  (k) Computer based cash management services.
(ii) Customer care:
  (a) Quality and interpersonal skills.
  (b) The cost of poor customer service and care.

Learning Objective:
1. To enable candidates understand and describe the range of competition in the financial services market.
2. To enable candidates identify bank’s main competitive together with the types of service they offer to the public.
(i) Types/areas of competition the banks/financial institutions falls.
  (a) Commercial Banks
  (b) Non-bank Financial Institutions
• Investment Banks - e.g. TIB
• Finance Companies - e.g. TDFL
• Pension Funds - e.g. NPF, PPF
• Bureaux de change
• Insurance Companies - e.g. NIC
  (c) Non-bank Institutions
• Solicitors
• Accountants
• Super markets
• Petrol stations
(ii) Determinants of Competition.
1. Definition of ethics
Public trust and morality. Fiduciary responsibility of bankers. Professional ethics in a banking career, basic laws and regulations of a professional banker; tax quality cycle concepts.
2. The distinction between moral good and moral evil in thought, act and deed within the banking system
Scandals and codes, moral codes in business and limitation of codes. The Code of Conduct for bankers.
3. Stake holders
Customer as kings, customer as victims, customer demands with moral costs.
4. Employees: The employment contract, responsibilities with employment, fairness between employees, congruence of individual objectives and corporate objectives. Equal opportunities and gender issues.

Stakeholders: Obligations of shareholders, small vs. institutional shareholders, ethical investment, shareholding as a desirable form of ownership.

Society/community: The ethics of privatization (sale of state-owned enterprises and for profit public issues); the moral value of environmental issues. The weighting of environmental factors in business ethics, with specific reference to bank lending.
Time Allowed: 3 hrs.

Examination Structure:
The examination should consist of three parts/sections
1. Marketing - 4 questions
2. Customer Services and the Competitive Environment - 2 questions
3. Business Ethics - 2 questions
Type of Questions

Certificate Level
• Short questions
• A question should be broken into at least two (2) parts to offer candidates more choices.
Questions to be done:
1. Marketing section should be a compulsory section and candidates should do three questions out of four. Points to be allocated 1 question 20 points, 3 other questions 10 points each. Total points 50%.
2. Customer Service and the Competitive Environment; questions set are 2 but candidates have to do 1 question. Each question to have 25%.
3. Business Ethics; questions set are 2 but candidates have to do 1 question. Each question to have 25%.

Recommended Readings:
(a) William J. Stanton, Fundamentals of Marketing, 5th edition, 1978.
(b) S. Palmer and C. Mayall, 1993 Customer Services: Marketing and the Competitive Environment.
(c) J. Cheese, A. Day and G. Wills, Handbook of Marketing and Selling Bank Services, Volume 6 No. 3 of 1988 MCB University press.
(d) J.R. Marsh, Managing Financial Services Marketing (Pitman) 1988.

(e) BPP, Customer Services - Marketing and the Competitive Environment: Study Text (BPP Publishing) 1992.