«The development of marketing communications in terms of bank «ZENIT».

<ol><li><strong>The topic of diploma project</strong></li></ol><p>&ldquo;The development of marketing communications in example of Nizhny Novgorod branch of Zenit bank.&rdquo;</p><ol><li value="2"><strong>Key terms:</strong></li></ol><p>Marketing communications, banking sphere, SWOT analysis, Ansoff matrix, communication strategy matrix, the market of services for individuals.</p><ol><li value="3"><strong>Brief paper characteristics:</strong></li></ol><p><strong>The aim of the research</strong> is to analyze the existing communication strategy of Zenit bank and design the practical recommendations for its development on the market of lending for individuals.</p><p><strong>The object of the research</strong> is Zenit bank, which is a major universal bank oriented mostly on complex services for major companies and wealthy private clients.&nbsp; The bank was established in 1994.</p><p><strong>The research question:</strong></p><p>How should be the marketing communication of the bank done for strengthening of its position on the market of lending for individuals?</p><p>The following <strong>objectives</strong> were met in the present paper:</p><ol><li>To discover the bank&rsquo;s positioning on the banking services market</li><li>To analyze strengths and weaknesses of marketing communication complex of the bank.</li><li>To design practical recommendations for marketing communications development on the market of lending for individuals.</li></ol><p style="margin-left:54.0pt;">According to the research aim and objectives set the search <strong>method of the study</strong> has been chosen. The main <strong>instrument</strong> of the empirical research is a poll survey.</p><p style="margin-left:54.0pt;"><strong>The extent of problem development</strong> of the research held in the frameworks of this study</p><p style="margin-left:54.0pt;"><strong>The practical implementation</strong> of this paper allows to increase the effectiveness of marketing communications and to strengthen the bank&rsquo;s positioning.</p><p style="margin-left:54.0pt;"><strong>The novelty of the investigation</strong> lays in the adaptation of research instruments to the present research situation.</p><ol><li value="4"><strong>Diploma project structure</strong></li></ol><p style="margin-left:21.3pt;">The present paper consists of three chapters:</p><p style="margin-left:21.3pt;"><strong>The first chapter</strong> includes are the theoretical aspects of the marketing communications system development, especially the communications on the bank market. The phenomena of marketing communications, its forms and functions were described. The methodology of the empirical study was defined.</p><p style="margin-left:21.3pt;"><strong>The second chapter</strong> there general characteristics of Zenit were given and its marketing communications were analyzed.</p><p style="margin-left:21.3pt;"><strong>The third chapter</strong> contains the propositions for marketing communications development in Zenit bank.</p><p style="margin-left:21.3pt;">The volume of the diploma project is 73 pages. There are 56 literature pieces analyzed. The paper includes 20 tables and 12 graphs.</p>