| Author | Do Thu Ha |
| Note | A project submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | In the banking business, deposit mobilization from customers is one of vital important role
since it represents the growth of a bank. Deposit growth in term of scale and effectiveness
helps to build a foundation for bank breakthrough in the years to come and the liquidity
and operation safety will be improved. In particular, when the bank has effective deposit
mobilization, the bank will increase profitability.
Many factors affect the bank's deposit mobilization. However, this project will focus on
analysing the subjective factors. One of list subjective factors is the marketing strategy
which plays a crucial role in the efficient deposit mobilization. A good marketing strategy
also contributed to improve the bank’s image, service quality and profit margins.
Marketing mix (7Ps) concept is very important in conducting bank marketing plan.
Besides, bank need to build customer satisfactions, customer retention and strong brand
image. This will lead customer preference and loyalty to bank.
The project used primary and secondary data to analysis its actual deposit mobilization and
pointed out some limitations. The project concentrated to recommend on People, Process,
Products; Promotions, Technologies and Brand. |
| Year | 2013 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Sununta Siengthai, Bechter, Clemens; |
| Examination Committee(s) | soundarapandian, Victor Anandkumar ; |