Increasing brand awareness of bank's mutual funds

Date of Publication

11-25-2021

Document Type

Master's Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Rachel Quero

Defense Panel Chair

Maria Victoria Tibon

Defense Panel Member

Marissa Marasigan
Jeanne Sarmiento

Abstract/Summary

This Insider Action Research addressed the low level of brand awareness of a bank’s Mutual Funds. Communicating to clients need to be efficient and fast with the use of digital platforms, such as social media, emails, and webinars Our team was guided by several frameworks, particularly, the Customer Journey Mapping, Basic Design Principles, and Keller’s Brand Equity Model. For Cycle 1, our team maximized the use of available digital platforms through social media marketing, mainly Facebook. This online initiative was further supported by email marketing and development of marketing materials. To further increase our online presence, for Cycle 2, we incentivized clients who will take advantage of our available digital payment platforms. The results of this action research enabled our team to increase the public’s awareness of our bank’s Mutual Funds through the online channel.

Abstract Format

html

Language

English

Keywords

Mutual funds—Marketing

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Embargo Period

2-21-2022

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