ABSTRACT
The evolution of
marketing, made us to understand it has been from the days of our ancestors and
as such continue its growth. The reason that marketers are left working
overtime daily created a belief that marketing activities may not grow beyond
the orbit it is now. E- marketing is not different from marketing other than
been operated in the Internet. The strategy rationale for the merge of fidelity
bank PLC with the old FSB international Bank and Manny Bank PLC was to bring
together banks of complementary competencies to create value in a vastly
changing financial services market place. In this research work the hypothesis
and the important of the study were stated, as the case study researcher, other
institutions/industries and I need it. The scope and limitation of the study
were stipulated, a generalized description of the study was briefly
highlighted.
However, the purpose of
the study was exposed, where deliberations were made regarding the historical
highlight of the case study in consonance with its objectives as relating the
e- marketing in the banking industries. The definition of e- marketing was
concisely define by Gloss (1995) as the application of digital technologies
which form online channel to contribute to marketing activities aimed at
achieving profitable acquisition and retention of customers via improving
customers knowledge, then delivering integrated target communications and
online service through Internet that matters, their individual needs, the
application of e- marketing, new technology for banking development, new
contribution to e-marketing, common problem of e- marketing and solutions.
TABLE OF CONTENT
Chapter One
Introduction
1.1 Background
of the
study
1.11
Profile Of Fidelity Bank Plc
Aba
1.2 Statement
of the
problem
1.3 Objectives
of the
study
1.4 Research
hypothesis
1.5 Research
question
1.6 Significance
of the
study
1.7 Scope
and limitation of the
study
1.8 Definition
of
terms
Chapter Two
Literature Review
2.1
What is e-
marketing?
2.2
Relevance of e- marketing for
banks
2.3
Application of e- marketing in
banks
2.3.1
Web advert or catalogues
online
2.4 New
technology for bank product
Development
2.5
Interactive
marketing
2.5 Marketing
on the Internet business as
Usual
2.6.1
Product and service
marketing
2.6.2
Fulfillment
2.6.3
Advertising and
promotion
2.6.4
Customer service and business
tracking
2.6.5
Customers service and
support
2.6.6
Corporate
communications
2.6.7
Building better customer
Relationship
2.7
How can Banks maximize the Power of The
Web
2.7.1
Global
Access
2.7.2
Virtually Infinite
Space
2.7.3
Multi-Media
2.7.4
Database Driven
Information
2.7.5
Interactivity
2.7.6
Datamining and User
Tracking
2.8
Problems of E-marketing
2.9
Suggested Ways to handle These Problems
Chapter three
Methodology
Introduction
3.1 Design
of the
study
3.2 Area
of The
Study
3.3 Population
of the
study
3.4 Sample
and sampling
techniques
3.5 Method
of data
collection
3.6 Method
of data
analysis
Chapter Four
4.1 Presentation
and analysis of data
4.2 Testing
of
hypothesis
4.3 Discussion
of
findings
Chapter Five
Summary, Conclusion And
Recommendation
5.1
Restatement of
Problem
5.2
Summary of
findings
5.3
Conclusion
5.4
Recommendation
5.5
Suggestions For Further
Studies
Questionnaire
References
LIST OF TABLES
4.1 Analysis
of the returned questionnaires.
4.2 Showing
their sex distribution
4.3 Showing
the marital status
4.4 Showing
the age grade
4.5 Showing
their academic qualification
4.6 Showing
whether the bank uses e- marketing or not
4.7 Showing
the bank’s knowledge of e- marketing
4.8 Showing
their benefit from e- marketing
4.9 Analyzing
the levels of the e- marketing enhancement
4.10 Showing
if the bank allows marketing personnel in utilizing the idea
4.11 Showing
if they have received positive response from the marketing personnel
4.12 Showing
the level of bank motivation of staff
4.13 Showing
if banks have trained staff to use e- marketing
4.14 Showing
if banks confine on the marketers
4.15 Showing
if they enjoy the old style
4.16 Showing
if Nigeria is a good environment for e- marketing
4.17 Showing
the bank’s facilities to carry out e- marketing
4.18 Showing
the bank’s lack of knowledge of e- marketing towards the growth
4.19 Showing
the subjection of marketers to marketing overtime
4.20 Showing
the isolation of marketing from online business
4.21 Denial
of marketing professional’s place
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
E-marketing in Nigerian
banking sector is an aspect of electronic universe in which messages and
information streak across the continent or around the world at the speed of
light. It is a place where you can find facts, meet customers, transact
business, receives customers complaints, and handle them, meet thousand of
their things without ever leaving your home o office.
Marketing activities is
as old as man lives. The development of marketing started many years ago. The
history behind the development made us understand that there is an era
where marketing activities were less regarded forgetting it is the
hallmark of every business growth.
Customers’ needs were
not investigated, the marketers were not train and no attention paid to them.
Firms can produce whatever they want (sales oriented) and force them to the
customer through untrained entities. Till the recent time where the customers
orientation became the order of the day, but still, the marketers even when
they were paid preferential care were found on the road
every day by day to have transaction with the customers out there. This
has hindered effectiveness; marketing has gone beyond the face of walking under
the sun day by day in search of customers and their needs to be met. Therefore,
the idea of e-marketing set in, where too many things can be done without
coming under the sun. the introduction of this course is a realm of myriad
opportunities destined to forever alter the way marketing transaction in
the banking sector is done. Also the problem facing E-Commerce and the
prospects in the banking sector will be pointed out.
1.1.1 PROFILE OF THE
COMPANY OF THE CASE STUDY
The accident life
of Fidelity Bank has been over taken by the new consolidated foundation.
Legally, the new and enlarged Fidelity emerged on 23rd December
2005. When court approval was obtained for the merge of Fidelity Bank Plc
with the Old FSB International Bank and Manny Bank Plc. The fusion of the
operation of the three banks did not materialize until January 2, 2006, when
the Governor of the central Bank of Nigeria announced (a day earlier) The banks
that scaled the capitalization hurdle and licensed operate in the country. The
strategies rationale for merger of the three banks was to bring
together banks of complementary competencies to create value
in a vastly changing financial services market place
Prior to the
pronouncement of the approved 25 commercial banks by the CBN, Governor, the
operating environment was very different in many respects. Post consolidation,
the industry has been laden with challenges of integration (process staff,
technology and products) and customer growth. Our bank has had its close of
these challenges. The integration challenges having been summoned and a one of
the fastest growing banks, our institution is poised to deliver
even better results in the year ahead. It is in this regard that we are confident
that the result of the year to come would be more impressive because our
bank has not yet fully leveraged on the synergies of the consolidation.
OBJECTIVES OF THE CASE
STUDY
a. Considering the need to grow the economic base
of the nation through the liberalization of market forces and this development
of the small and medium scale enterprises (SME). Fidelity Bank has the
objectives to provide peculiar services to a core of specialized clientele
b. To have a
retail-banking infrastructure that will enable her serve chosen market.
c. To build small
companies to big and big ones to bigger, Boldeer better and confident to
competence all areas of their business.
ACHIEVEMENTS OF THE CASE
STUDY
So far, from the above
listed objectives, the fidelity Bank Plc achieved the following
a. She has been able to
deploy electronic touch point like Automated Teller machine (ATM) and point of
sales terminals to complement the brick and mortar branches. The introduction
if the “Fidelity Mobile Banker” an SMS product which enables the
customer to track movements in his account through the mobile phone. Also
is the saving package (save right) Fidelity Annual Report (2006)
1.2
STATEMENT OF PROBLEMS
This areas helped us
focus on the problems facing banking growth and causing setback to them thereby
identifying e- marketing as it is the hallmark of all profit oriented
organization. The problems and prospects of it and suggestion on its uses in
the banking industries and other growth oriented organization for innovation.
a. lack of Knowledge of
e-marketing in the Nigerian Banking sector led to recession in its development.
b. Subjection of marketers to
working over times limited their technical process towards exploring the
idea.
c. Isolation of marketing
activities in the on line business hinders banks productivities.
d. Denial of marketing
professional position brought about stunted growth in its operations.
1.3
OBJECTIVE OF STUDY
Every research
work of this kind must have an objective, and these are:
1. To identify the impact of e-business in the
banking sectors.
2. To discover why the marketing activities fail in
online sector.
3. To find out how e-marketing system can be
adopted in the banking sectors.
4. To outline the activities of e-marketing proper
and its usefulness in the banks.
5. To know if there is a way marketing job can be
restricted to banking on line marketing and sales on it without
facing the challenges of the scorching sun in the field.
6. To suggest a usable pattern to protect or secure
the e-marketing activities in the banking sectors and other industries.
1.4
RESEARCH QUESTIONS
We are able to
focus on the direction to the solicitations of the problems stated above in1.2.
To achieve this, the research questions are formulated. Also it was used to
formulate the hypotheses that were tested. Thus, we have;
1. Does banks make use of electronic marketing?
2. Does banks understand what e-marketing
stand for?
3. Does your bank know the relevant of this
system?
4. Does your bank allow her marketing personnel to
work on the idea?
5. Are marketers well treated or motivated to
provide the needed result?
6. What is the impact level your bank have made so
far relating on the traditional method of sourcing customers?
7. What steps has your bank taken to upgrade her
performance and productivity?
1.5
RESEARCH HYPOTHESIS
Research hypothesis was
drawn from the research questions asked in the previous page. We have two types
of hypothesis:
The Null Hypothesis (Ho) says there is no difference while the Alternate (Hi)
says there is a difference. Thus we have:
Hoi =
Lack of knowledge of e-marketing in the Nigeria Banking sector does not lead to
recession in its development.
Hii =
lack of knowledge of e-marketing in the Nigerian banking sector leads to
recession in this development.
2. Ho2 =
Subjection of marketers to working over time does not limit their technical
prowess towards exploiting the idea.
H12=
Subjection of marketers to working over time limited their technical
prowess towards exploiting the idea.
3. Ho3 =
Isolation of marketing activities in the on-line business does not hinder banks
productivity.
H13 =
Isolation of marketing activities in the online business hinders banks
productivity
4. Ho4 =
Denial of marketing professional position does not bring about stunted growth
in its operations.
H14 =
Denial of marketing professionals’ position brought about stunted growth in its
operations.
1.6 SIGNIFICANCE
OF THE STUDY
Significance of
e-marketing in the banking sector in Nigeria cannot be overemphasized
especially in the areas of this study to the banks and other industries which
lower growth to the use of computer of on-line in their marketing duties ie.
(usage scale businesses).
1. It will enhance the
productivity and performance of the business expectations.
2. It is also a
prerequisite to the students or the researcher for the award of the Higher
National diploma Certificate.
3. It will help
ascertain some of the problem lingering or hampering the effective functioning
of e-marketing in the banking industries. It will create room for mental
alertness to the society technological advancement and
consciousness in technology.
4. Finally, it is an
avenue for further researcher where necessary to other scholars like me.
1.8
DEFINITION OF TERMS
Banking Sector: Banking Units, environment where
transactions are made to satisfy both the customers and the shareholders.
Consumers: The end user of such products achieved by
the bankers.
Customers: Are the immediate clients to the banker
E-marketing: An aspect of e-commerce and marketing is a
systematic way of discovering the demands of the consumers and preferring
solution to it with satisfaction to the firm itself. E marketing is then
the electronic device in the internet through which marketing activities streak
across nations at the speed of light.
E-Mail: The Telecommunication equivalent of the
ordinary posted services which delivers letters houses and offices.
FTP (File Transfer
Protocol): Helps in file
transfer to any location you want.
Internet: A medium through which the globe is
researcher with one message at a time and with ease and low cost
On- Line Business: the means of reaching the world as to
business unit in the Internet
Personnel setting: Face to face interaction of a
market with the customer or consumer
Telnet: helps you to log on to a remote computer to
search library and catalogues, explore information system using
menus and so on.
| Department | Banking and Finance |
| Project ID Code | BFN0232 |
| Chapters | 5 Chapters |
| No of Pages | 83 pages |
| Methodology | Chi Square |
| Reference | YES |
| Format | Microsoft Word |
| Price | ₦4000, $15 |
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