Individual Assignment (20%):
Successful Marketing Plan for Financial Services
Students need to apply knowledge and concepts learned from the course to interpret and
analyze the business case. More specifically, you need to understand the nature and
characteristics of financial services and their customers, markets, and competitive landscapes.
And it would be best if you analyzed the financial companies’ strategies to
develop, market, and manage related matters, including
develop, market, and manage the related matters, including the aspects of service delivery and
customer satisfaction.
Requirements
Assume that you work as a marketing manager for a domestic, commercial bank in Shanghai,
China. The bank has been developing a “bond fund” which invests in corporate bonds, with
40% of the fund is invested in overseas corporate bonds and 60% in domestic corporate bonds.
The bank’s marketing team has already done some preliminary market research. It has come
down to the decision that the bank will market this financial services product to the domestic
market in mainland China. You are required to develop a “marketing plan” to address the
topics mentioned above and issues. The marketing plan is about 1,500 words and is
suggested to include the following items:
- Executive Summary (about 150 words)
- Main Body
Students are encouraged to conduct further market analyses
, explore different market insights for the main body
,
and explore additional market insights. And its format may vary, including using
tables and charts, etc.
- Implications
- Conclusion
To develop a successful marketing plan for marketing this financial services product,
you may need to conduct in-depth market research to address the related issues in the
strategic market planning process.
Notes:
– This is an individual assignment. It would be best if you did not discuss it with your classmates; the
work submitted must be all your own. All assignments need to be submitted via
Moodle will be analyzed using the turn-it-in anti-plagiarism software.
– Please pay attention to the notes on referencing and plagiarism, and provide explicit
referencing of sources used.
Individual Assignment (20%):
Successful Marketing Plan for Financial Services
Students need to apply knowledge and concepts learned from the course to interpret and
analyze the business case. More specifically, you need to understand the nature and
characteristics of financial services and their customers, markets, and competitive landscapes.
And it would be best if you analyzed the financial companies’ strategies to
develop, market, and manage related matters, including
develop, market, and manage the related matters, including the aspects of service delivery and
customer satisfaction.
Requirements
Assume that you work as a marketing manager for a domestic, commercial bank in Shanghai,
China. The bank has been developing a “bond fund” which invests in corporate bonds, with
40% of the fund is invested in overseas corporate bonds and 60% in domestic corporate bonds.
The bank’s marketing team has already done some preliminary market research. It has come
down to the decision that the bank will market this financial services product to the domestic
market in mainland China. You are required to develop a “marketing plan” to address the
topics mentioned above and issues. The marketing plan is about 1,500 words and is
suggested to include the following items:
- Executive Summary (about 150 words)
- Main Body
Students are encouraged to conduct further market analyses
, explore different market insights for the main body
,
and explore additional market insights. And its format may vary, including using
tables and charts, etc.
- Implications
- Conclusion
To develop a successful marketing plan for marketing this financial services product,
you may need to conduct in-depth market research to address the related issues in the
strategic market planning process.
Notes:
– This is an individual assignment. It would be best if you did not discuss it with your classmates; the
work submitted must be all your own. All assignments need to be submitted via
Moodle will be analyzed using the turn-it-in anti-plagiarism software.
– Please pay attention to the notes on referencing and plagiarism, and provide explicit
referencing of sources used.
