Retail Banking and iGen: Now What?
In completing this assignment, students should be able to:
1. Develop a marketing strategy based on knowledge of the consumer decision-making process specific to the brand and market dynamics
2. Analyze specific generational demographic, psychographic, and cultural changes that might affect developed marketing strategy and tactics
3. Apply data to create varying marketing communication tactics for a defined target market
This critical incident is designed for use in upper-level undergraduate marketing management, buyer behavior, or integrated marketing communication courses. This case allows students to discuss and develop strategic plans and tactics for a new market segment in the banking industry for iGen/late millennials based on an actual situation and data collected from consulting work.