Efficiency estimation of the marketing campaign of Bank’s Products

Student: Rodin Nikolay

Faculty: HSE Tikhonov Moscow Institute of Electronics and Mathematics (MIEM HSE)

Educational Programme: Applied Mathematics (Bachelor)

Year of Graduation: 2019

The object of the study is marketing campaigns. The purpose of the work is to create a mathematical model of a marketing campaign focused on the banking environment. The work consists of three chapters. In the first chapter, an analysis of marketing management systems was carried out, mathematical methods of managing marketing campaigns were investigated, the specifics of banking marketing was analyzed. In the second chapter, a mathematical model of conducting marketing campaigns based on the discretization of information transmission channels was developed, and its effectiveness was investigated. In the final chapter, the Bank Marketing Management System was designed - a tool designed to increase the efficiency of planning and conducting marketing campaigns of banking products. The results can be useful to the marketing departments of various banks.

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