Key Features:

- No of Pages: 85

- No of Chapters: 05

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Introduction:

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

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)