Banking product marketing and financial performance

With a view to facilitating the professional integration of its students, the University of Dschang has set up professional training courses, including the Banking-Insurance-Stock Exchange course. To obtain a professional Master’s degree in this field, students must complete a work placement, at the end of which they must write and defend a dissertation. It was with this in mind that we applied for and obtained an academic placement at BICEC in Bafoussam. During our placement, we noted shortcomings in the distribution, communication and customer relations departments. We started from the premise that the innovation of banking products in line with technological developments and good marketing and distribution techniques for banking products would help to improve the bank’s financial performance. It is with this in mind that this work aims to make a significant contribution, on the one hand to increasing sales of BICEC products, including the acquisition of the bank’s best market share at national level, and on the other hand to increasing its financial performance.