L’activité de marketing en banque privée : La différentiation de l’offre de produits et services financiers dans un secteur de plus en plus règlementé et concurrentiel

Abstract : My internship took place within the Marketing Department, in the Wealth Management Support service. My mission was focused on two main aspects: the concurrence’s study and the financial communication. For both activities, a deep knowledge of the financial products such as funds, stocks or derivatives was necessary, but I also had to know about the economic and financial news. The concurrence research concentrated both on marketing and financial aspects. The financial communication requires to have good writing skills and to master the financial and technical language. Since the economic crisis, new regulations (in particular MIFID) have been set up to protect the investors and we have to take it into account when we write a document which will be read by clients. The role of the Marketing department is to promote the bank’s financial products and services and the funds range, while respecting the current regulation. The main objective of the department is to provide clients with clear, transparent and non-misleading communication tools. During this internship I had the opportunity to use my knowledge about financial products and services in private banking and to learn more about it, in particular concerning the third party funds, the open architecture and the bonds and shares selection process. My mission also allowed me to know more about the laws and regulations, which are very important in the banking business.
Document type :
Master thesis
File URL :
http://docnum.univ-lorraine.fr/prive/ESM_M_2011_FANELLI_ELISABETH.pdf
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https://hal.univ-lorraine.fr/hal-01959264
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Submitted on : Tuesday, December 18, 2018 - 3:45:13 PM
Last modification on : Thursday, December 20, 2018 - 1:03:15 AM

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  • HAL Id : hal-01959264, version 1

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Élisabeth Fanelli. L’activité de marketing en banque privée : La différentiation de l’offre de produits et services financiers dans un secteur de plus en plus règlementé et concurrentiel. Gestion et management. 2012. ⟨hal-01959264⟩

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