THE RELEVANCE OF MARKETING TO THE BANKING INDUSTRY (A CASE STUDY OF UBA PLC)

TABLE OF CONTENTS

CERTIFICATION

DEDICATION

ACKNOWLEDGEMENT

TABLE OF CONTENTS

CHAPTER ONE:- INTRODUCTION

• Background to the study
• Statement of research problem
• Aim and objectives of the study
• Significance of the study
• Scope of the study
• Limitation and constrains to the study

CHAPTER TWO:- LITERATURE REVIEW

• Concept of marketing
• Marketing mix Variables
• Marketing philosophies
• Functions of marketing
• The Evolution of Bank in Nigeria
• Types of bank
• Functions of Bank
• The Role of Marketing in the Banking Industries

CHAPTER THREE:-RESEARCH METHODOLOGY

• Research design
• Definition of Population

3.3   Data Collection Method

CHAPTER FOUR:- DATA PRESENTATION AND

    ANALYSIS

• Brief History of Case
• Data Presentation
• Data Analysis

CHAPTER FIVE:- SUMMARY, CONCLUSION AND RECOMMENDATION  

• Summary findings
• Conclusion
• Recommendations
• Reference
• Appendix

CHAPTER ONE

INTRODUCTION

• BACKGROUND TO THE STUDY

In the early age of banking in Nigerian, bank paid little or no attention to marketing of their services but due to the development and new tend in the banking industry.

It has been noted that there is new competition going on between various bank especially the commercial banks on how to make their service especially their latest service acceptable to the customers.

However, in order to meet up with the new development in banking industry, it is very important for the bank to include moderns marketing techniques in putting forward their services to their customers.

Moreover, according to chartered institute of marketing, marketing is also defined as the management process responsible for identifying anticipating and satisfying customer’s requirement profitable.

Furthermore F.O. Peter (1958)m also views marketing as an orderly, purposely and create need wants and creative capacity and skill of an industrial society toward the design of new and better product and new distribute concept and process, while banking service can be defined as the broad spectrum of service that will normally be available and also offered customer by any given financial ( banking) institution with the aim of satisfied the need of the customer profitable.  This definition varies from institution to another.

Marketing of banking service therefore fall within the specialized of services and services marketing provides wants satisfied that are not necessary tired to sales products.

This therefore gives us a strong introduction as to the banking sector in Nigeria and three bank includes commercial bank e.g United Banks for Africa (UBA) Nigeria Plc.  The project work is aimed at reaveling the need for the marketing service in banking industry in Nigeria banking service.

• STATEMENT OF RESEARCH PROBLEM

The focus of the research will be to identify the relevance of marketing to commercial banking industry in Nigeria.  In the cause of research answer will be provided to the following research question problems.

1. What is the historical background of relevance of marketing to commercial banking in Nigeria?
2. What is the reason for marketing operation to commercial banks?
3. What are the step involved in the marketing operation to the commercial banks?
4. Does the relevance of marketing to commercial have and prospect for banks?
5. Does the regulatory authority have roles and impact on the marketing operation to the commercial banks.
6. What are the effects of marketing operation to the commercial bank on Nigeria economy?
7. What are the likely problem facing the marketing operation to the commercial bank?

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