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Studentenmarketing bei Kreditinstituten

Studentenmarketing bei Kreditinstituten

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Technische Universität Dortmund, Sprache: Deutsch, Abstract: "Allenfalls ein Kopfschütteln ernteten Studenten noch vor kurzem, wenn Sie in einer Bank nach einem Kredit fragten. Studenten und Kredite - das passte einfach nicht zusammen. Schließlich hat kaum ein Jungakademiker ein solides Einkommen, Einfamilienhäuser oder sonstige Sicherheiten. Doch der Wind hat sich gedreht: Plötzlich sprechen die Banken von einer interessanten Zielgruppe, den Besserverdienenden von morgen - und zaubern Kreditangebote speziell für Studenten aus den Schubladen." So begann ein Artikel im Stern zum Thema Studienkredite vom 13. Oktober 2005. Die Frankfurter Allgemeine Sonntagszeitung schrieb am 23. Juli 2006: "Das Thema Studiengebühren treibt derzeit junge Akademiker auf die Straße. Während Sie protestieren, haben die Banken reagiert: Sie werben mit zahlreichen Angeboten, die die magere staatliche Förderung ergänzen sollen." Woher kommt dieser Sinneswandel bei deutschen Kreditinstituten? Das Interesse an der Zielgruppe "Studenten" ist durch das am 26. Januar 2005 ergangene Urteil des Bundesverfassungsgerichtes zur Einführung von Studiengebühren ausgelöst worden. Seit der Verkündung des Urteils werden in der Öffentlichkeit Ansätze zur Finanzierung der Studiengebühren diskutiert. Hier entsteht für Kreditinstitute ein neues Geschäftsfeld, obwohl die Finanzbranche die Gewinnmarge bei Bildungskrediten eher als gering ein-schätzt. Vielmehr ist der "Aufbau viel versprechender Kundenbeziehungen" entscheidend. Laut Ederer et al. (2000) verdiente ein Abiturient mit Hochschulabschluss im Jahre 2000 durchschnittlich 108.384 DM (= 55.416 ). Damit liegt das Einkommen Im Schnitt 46 % höher als bei einen Abiturienten ohne Hochschulabschluss. Daraus lässt sich ein höchstwahrscheinlich überdurchschnittliches Ertragspotenzial für die Kundengruppe Studenten ableitenDie Zeitschrift Sparkassenm


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Product Details
  • ISBN-13: 9783638948487
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 195 gr
  • ISBN-10: 363894848X
  • Publisher Date: 05 Jun 2008
  • Height: 210 mm
  • No of Pages: 142
  • Series Title: German
  • Sub Title: Grundlagen, Marktanalyse und Handlungsempfehlungen
  • Width: 148 mm


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