MN HC

MARKETING NGN HNG

ThS. Ng th Xun HNH TP.HCM Copyright 2006 Bnh Pearson Education, Inc.

Mc tiu
Ni dung: Gii thiu cho sinh vin nhng kin thc c bn v hot ng marketing trong lnh vc dch v. To iu kin cho sinh vin v cc ngn hng c th thc hin vic phn tch, nghin cu, la chn khch hng v th trng mc tiu cng nh s dng cc cng c ca Marketing nng cao nng lc cnh tranh v hi nhp trn c s tha mn nhu cu khch hng. K nng: S dng kin thc v marketing ngn hng c th nh gi c hiu qu hot ng marketing ca mt ngn hng.
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NI DUNG

Phn 1 Tng quan v Marketing Ngn hng Phn 2 Nghin cu MKT trong kinh doanh ngn hng ? Phn 3 Chnh sch Sn Phm & DV Phn 4 Chnh sch Gi Phn 5 Chnh sch phn phi Phn 6 Chnh sch truyn thng marketing Phn 7- Chnh sch con ngi & MARKETING ni b
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PHNG PHP HC

Tip cn thc tin thng qua kin thc c bn .

Lm vic nhm v c nhn

Trao i, tho lun v trnh by ti lp trong cc

bi tp tnh hung c giao.

C CU IM MN HC

10% Bi c nhn Bi tp d n nhm 20% Kim tra cui k 60% SV c im qu trnh <30% s khng
Tham gia y cc bui hc 10% iu kin thi cui k.
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TI LIU THAM KHO

Financial Services Marketing 2e-Christine Ennew &

Nigel Waite - published by Routledge 2013

Marketing Ngn hng Ts.Trnh Quc Trung NXB Thng K 2009

Marketing Ngn Hng - TS. Nguyn T Minh Hin

NXB 2003

GT Nguyn L Tip Th - Philip Kotler

Bi kim tra c nhn

Chn 1 trong hai cu hi di y, tr li chi tit vi phn phn tch dn chng v kt lun r rng. S ch t 500700, c ch 14, font ch time new roman, khong cch hng 1.5. Hn np bng email: trc 12pm th 3 ngy 1/10/2013, nh dng tn file: BTCANHAN_HOTENSINHVIEN_LT13NH06.doc 1. Nhng thay i no v chnh sch qun l ca nh nc trong lnh vc ngn hng nhng nm gn y (2008 -2013) tc ng mnh m lm thay i su sc hot ng kinh doanh Ngn hng ni chung v hot ng Marketing ngn hng ni ring ti Vit nam. 2. Hy phn tch mt s bin ng v mi trng kinh doanh nh hng ( v lm thay i) hnh vi mua ca khch hng ngn hng ti Vit Nam trong nhng nm gn S7 y?

BI TP D N NHM
Mi nhm 7-8 bn, chn 1 trong nhng ti sau y chun b thuyt trnh, bi np bng email hn cui vo th su 18/10/2013. nh dng tn folder ( c th bao gm nhiu tp tin khc nhau): BTNHOMX_TENNGANHANG_LT13NH06 1. Phn tch chnh sch to s khc bit trong chin lc nh v thng hiu ca 3 ngn hng bt k ( i din cho 3 nhm NH sau y: NHTM c vn ca nh nc, )NHTMCP, NH Nc ngoi) - 2 nhm trnh by vo tun 2 2. Chnh sch pht trin SPDV v nh gi SP-DV ca ngn hng- 1 nhm trnh by vo tun 3 3. Chin lc la chn th trng mc tiu ca NH - 1 nhm - 1 nhm trnh by vo tun 3
S8

BI TP D N NHM (tt)

4.Chnh sch pht trin v qun l knh phn phi ca ngn hng - 1 nhm trnh by vo tun 4 5. Chin lc qun tr mi quan h KH & gia tng s tho mn ca KH - 1 nhm trnh by vo tun 4 6. Chnh sch bn cho SP-DV hiu qu ca NH - 1 nhm trnh by vo tun 5 7. ng dng Internet & truyn thng x hi trong hot xc tin bn hn (truyn thng marketing) ca NH - 1 nhm trnh by vo tun 5. 8. Chnh sch con ngi trong hot ng MKT NH - 1 nhm trnh by vo tun 6 9. Vai tr ca MKT ni b trong chin lc thng hiu ca NH - 1 nhm trnh by vo tun 6
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