Series: APR 2024

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SMM – APRIL 2024 – L4 – Q6 – Evaluating Alternative Distribution Channels

Explain five criteria that can be used to evaluate alternative channels for distributing bank products and services, in the context of marketing strategy formulation.

Distribution is a key element of Marketing Strategy formulation. In your role as the Head of Business Development of your Bank, your Deputy Managing Director-Operations, has asked you to to write a report explaining five (5) criteria that can be used to evaluate Alternative Channels of distributing bank products and services.

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SMM – APRIL 2024 – L4 – Q5 – Financial Services, Inseparability, Customer Service Personnel, Marketing Strategy, Personnel Quality, Improvement Methods, Banking Sector, Ghanaian Context

Explain five ways a bank can maintain and improve the quality of its customer service personnel and their performance in service delivery, in the context of inseparability in financial services.

One of the key characteristics of Financial Services is that of inseparability. The selling of the service cannot be separated from the individual rendering the service. This implies that Customer Service personnel constitute an important element of Financial Services Marketing Strategy. In your role as the Head of Customer Service in your Bank, your Chief Executive Officer has asked you to write a report explaining five (5) ways in which the bank can maintain and improve the quality of its personnel and their performance in Customer Service Delivery.

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SMM – APR 2024 – L4 – Q4 – Internal Marketing Communications

Write a memorandum explaining the importance of internal marketing communications in banks and prepare an outline of an internal marketing plan for presentation.

The increased recognition and use of Internal Marketing Communications by banks throughout the world suggests that Bank employees can be regarded as an important but often neglected target audience. In your role as the Head of Marketing and Corporate Affairs Department in your Bank, write write a memorandum on the subject to be sent to the Head of Human Resource. Explain briefly why Internal Marketing Communications are important. Prepare an outline of an Internal Marketing Plan for presentation at the next Management meeting.

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SMM – APR 2024 – L4 – Q3 – Price Elasticity in Banking Products

Explain five reasons why demand for some banking products price elastic is while for others it is price inelastic, in the context of training Treasury Officers.

In your role as the Head of Marketing in your Bank, your Head of Human Resource Management has asked you to run a workshop for newly recruited Treasury Officers. Explain with five (5) reasons why the demand for some banking products is Price Elastic and the demand for others Price Inelastic.

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SMM – APR 2024 – L4 – Q2 – Factors for Selecting a West African Market under AfCFTA

Write a paper explaining five factors with examples for a multinational bank to consider before selecting a West African market to enter, leveraging the AfCFTA initiative.

In your role as Head of Business Development of a multinational Bank planning to enter the West Africa market to take advantage of the African Continental Free Trade Area (ACFTA) initiative, your Managing Director has asked you to write a paper to Management. Explain, with examples, five (5) factors the bank should take into consideration before selecting a particular market in West Africa.

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SMM – APR 2024 – L4 – Q1 – Development of 5-Year Strategic Marketing Plan for New Investment Product

Develop a 5-Year Strategic Marketing Plan for a new investment product targeted at high-net-worth bond holders affected by Ghana's DDEP, focusing on value creation in the banking sector.

Any investment decision should be aimed at a coherent objective of creating value. As a result of Ghana’s Domestic Debt Exchange Programme (DDEEP), the value of Government of Ghana Bonds as well as sales has reduced considerably. Potential and existing investors who are highnetwork individuals are now diversifying their investments from the bonds.

Your Bank after market research on bonds purchased has decided to develop a new investment product targeted at those potential and existing bond holders. The success of any New Product Development includes the development of a Strategic Marketing Plan for the product. As the Head of Business Development of your Bank, you have been asked by the Chairman of the Product Development Committee to develop a 5-Year Strategic Marketing Plan for the new product.

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RM – APR 2024 – L4 – Q8 – Liquidity Management and Governance Measures

Discusses five internal or regulatory measures to avoid bank liquidation due to poor liquidity and governance.

Improper Liquidity Management and weak Corporate Governance practices have caused the collapse of Ghanaian banks in the past.

Discuss any five (5 internal or regulatory measures that these banks could have resorted to in a bid to avoid liquidation.

(20 marks)

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RM – APR 2024 – L4 – Q7 – Outsourcing and Collaboration Risks

Discusses five key risk implications from outsourcing and collaborations with Telecom and Fintech.

Discuss at least five (5) key risk implications arising from the inevitable outsourcing of aspects of the banks’ operations and collaboration with Telecommunication and Fintech companies. (Hint – Discuss operational risk perspectives)

(20 marks)

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RM – APR 2024 – L4 – Q6 – Treasury Policy Areas

Discusses five key areas for a Treasury Policy and their criticality.

Discuss broadly five (5) key areas to be addressed by a Treasury Policy, indicating why these are critical for the effective functioning of the Treasury Department in its capital maintenance, liquidity and income generation functions.

(20 marks)

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RM – APR 2024 – L4 – Q5 – Cyber Security in Information Security Management

Defines Cyber Security, sources of vulnerabilities, and its importance in banking.

(a) What is “Cyber Security” in the context of Information Security Management? (10 marks)

(b) What are the key sources of vulnerabilities in the Cyber Space of Banking Businesses? (5 marks)

(c) Why has Cyber Security assumed such importance in Contemporary Banking? (5 marks)

[Total: 20 marks]

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MFS – APR 2024 – L4 – Q6 – Criteria for Selecting Advertising Agency

Explain six criteria for selecting the right Advertising Agency.

Selection of the right media and sending right messages are the means by which Advertising objectives are achieved. It involves the need for expertise which is normally provided by Advertising Agencies. In your role of a Marketing Consultant of a bank, the Head of Marketing and Corporate Affairs of the Bank has asked you to write a report explaining six (6) criteria that will guide them in the selection of a right Advertising Agency.

(20 marks)

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MFS – APR 2024 – L4 – Q5 – Benefits of Competitor Analysis

Explain four key benefits from understanding competitors' activities

Key to gaining a sustainable Competitive Advantage over a bank’s competitors is through Competior Analysis. In your role as the Head of Marketing of your Bank who needs some resources to enable you conduct effective Competior Analysis, you are to submit a paper to your Chief Executive Officer explaining the four (4) key benefits the bank will derive from understanding the activities of your competitors.

(20 marks)

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MFS – APR 2024 – L4 – Q4 – PR Mix and Methods for Bank’s Image

Outline four PR Mix elements and five PR methods for enhancing bank's image and awareness

Public Relations (PR) is one of the key Promotional Mix elements that have been gaining increased attention with the rising cost of Advertising. As the Head of Marketing and Corporate Affairs of your Bank, you have been asked by your Managing Director to submit a paper outlining four (4) PR Mix and any five (5) PR methods or techniques for enhancing the Bank’s corporate image and products’ awareness.

(20 marks)

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MFS – APR 2024 – L4 – Q2 – Importance of Distribution Channels for Retail Banking

Explain the relative importance of five channels for distributing Retail Banking products

Distribution Strategies make the product available when and where the market wants it. In your role as the Head of Retail Banking Department of your Bank, your Managing Director has asked you to submit a report explaining the relative importance of five (5) channels for distributing Retail Banking products.

(20 marks)

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MFS – APR 2024 – L4 – Q1 – Benefits and Negative Image of Direct Marketing

Explain four benefits of Direct Marketing for Retail Banking and two reasons for its negative image.

Direct Marketing is a key factor in the promotion of Retail Banking products and services. In your role as the Head of Marketing in your bank, your Chief Executive Officer has asked you to submit a paper explaining four (4) benefits of Direct Marketing and two (2) reasons for its negative image.

(20 marks)

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MP – APR 2024 – L2 – Q6 – Staff Turnover and Hertzberg’s Theory

Recommend motivational techniques to reverse staff turnover and explain Hertzberg's Two-Factor Theory with adoption for satisfaction.

a) You have received a report from your Human Resource Manager revealing an increasing rate of Staff Turnover. As a newly appointed Manager of your unit, explain five (5) motivational techniques you will recommend to reverse this trend. (10 marks)

b) Explain briefly Hertzberg’s Two-Factor Theory of Motivation. Indicate how the theory can be adopted to enhance employee satisfaction in your organization.

[Total: 20 marks]

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MP – APR 2024 – L2 – Q5 – Strategic Management Concepts

Write brief notes on mission statement, vision statement, core values, and stakeholder analysis in strategic management.

In the context of Strategic Management, write brief notes on the following concepts:

a) Mission Statement (5 marks)

b) Vision Statement (5 marks)

c) Core Values (5 marks)

d) Stakeholder Analysis (5 marks)

[Total: 20 marks]

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MP – APR 2024 – L2 – Q4 – Workplace Grievances and Resolution

Define grievances with examples and discuss strategies for a Human Capital Manager to resolve them

a) Using examples, define grievance(s) in the workplace (5 marks)

b) As the Human Capital Manager, discuss five (5) strategies you can use to resolve grievance(s) (15 marks)

[Total: 20 marks]

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MP – APR 2024 – L2 – Q3 – Time Management and Employee Empowerment

Define time management and its importance, strategies for a busy supervisor, and discuss employee empowerment's importance.

a) Define Time Management. Why is it important? (5 marks)

b) As a Supervisor/Manager of a busy office or branch, identify and explain five (5) strategies you can adopt to better manage your time. (10 marks)

c) Discuss the importance of Employee Empowerment in the workplace. (5 marks)

[Total: 20 marks]

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MP – APR 2024 – L2 – Q2 – Improving Staff Performance as Supervisor

As a new supervisor in an underperforming office, list skills to improve performance and respond to the claim that delegation is just sharing work.

You have taken over as Supervisor in an office where, from the output of work, staff are underperforming in their various areas of work.

a) Mention five (5) skills you would need to be able to improve the performance of your staff.

(10 marks)

b) What response will you give to someone who claims that “Delegation” is a simple matter of sharing out work to be done? [Total: 20 marks]

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