Financial Services Marketing of Credit Card Receptive to University Students in UK

Bachelor Thesis from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: A, King`s College London, language: English, abstract: Credit cards have become a popular payment system used in many UK universities. Students in universities are turning to credit card companies for financial assistance with the aim of boosting their income and building credit history. This dissertation delves into the issue of marketing financial services of credit cards receptive to university students in UK.

Chapter 1 presents the background of research, aims and objectives, and justification of study. The main aim of this research is to investigate the attitudes of students towards credit card services, and present student friendly promotional strategies expected from financial institutions. Chapter 2 provides an analysis of literature on the emergence of marketing financial services in UK and major aspects of credit card services in universities. This research integrates questionnaires with secondary sources, as discussed in chapter 3. The major findings in chapter 4 indicate that many students are not satisfied with credit card services because they lack financial knowledge. Further analysis in chapter 5 indicates that banks need to focus on financial education, personal selling, and internet marketing when promoting credit cards. Banks should collaborate with universities to promote credit card services and establish a long time relationship with students.