Thesis Abstract

Abstract
This research project investigates the relationship between marketing concepts and the performance of deposit money banks in Uyo metropolis. The study focuses on understanding how marketing strategies and practices impact the overall performance of banks in the competitive financial services sector. By examining the application of marketing concepts such as branding, customer relationship management, and market segmentation, the research aims to provide valuable insights into the strategies that can enhance the performance and competitiveness of deposit money banks in Uyo. The research methodology involves a mixed-method approach, combining both qualitative and quantitative techniques to gather data from both primary and secondary sources. Surveys and interviews will be conducted with bank managers, marketing professionals, and customers to collect relevant data on marketing strategies, customer perceptions, and financial performance indicators. Additionally, financial reports and industry publications will be analyzed to provide a comprehensive overview of the marketing practices and performance of deposit money banks in Uyo. The research findings are expected to contribute to the existing body of knowledge on marketing in the banking sector, particularly in the context of deposit money banks in Uyo metropolis. By exploring the relationship between marketing concepts and bank performance, the study aims to identify key factors that influence the success and competitiveness of banks in a dynamic and competitive market environment. The results of the research will offer practical recommendations for bank managers and marketing professionals to enhance their marketing strategies and improve overall performance. Overall, this research project seeks to bridge the gap between marketing theory and practice in the banking sector, with a specific focus on deposit money banks in Uyo metropolis. By examining the impact of marketing concepts on bank performance, the study aims to provide valuable insights that can help banks develop effective marketing strategies, enhance customer relationships, and achieve sustainable competitive advantage in the market. The research findings are intended to be of interest to academics, practitioners, and policymakers in the banking and marketing fields, offering insights into the strategies that can drive the success and growth of deposit money banks in Uyo metropolis.

Thesis Overview