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Wahrnehmung von Studienkrediten

Wahrnehmung von Studienkrediten

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Leipzig (Institut für Betriebswirtschaft insb. Marketing), Sprache: Deutsch, Abstract: Erfolgreich im Markt für Ausbildungsfinanzierung werden jene Anbieter sein, denen es gelingt, eine Studienfinanzierung anzubieten die den Ansprüchen, Wünschen und Bedürfnissen der Studierenden gerecht wird. Die Deutsche Bank Privat- und Geschäftskunden AG hat mit dem db StudentenKredit als erstes privates Kreditinstitut in Deutschland, im Oktober 2005, einen Studienkredit angeboten. Doch wie wird dieses Angebot von der Zielgruppe wahrgenommen? Um diese Frage zu beantworten, wird der Verfasser einen Überblick über bestehende Angebote an Studienkrediten geben und aktuelle Vergleichstests analysieren. Dabei stehen die Finanzierungskonzepte der Deutschen Bank und des Bildungsfonds von Career Concept im Fokus. Diese beiden Finanzierungskonzepte wurden ausgewählt, da sie sehr unterschiedliche Ansätze verfolgen und damit die große Bandbreite der verschiedenen Konzepte dokumentieren. In Interviews mit Studenten soll festgestellt werden, wie der db StudentenKredit im Vergleich zum Bildungsfonds von Career Concept und einem von den Probanden selbst entwickelten Idealkredit individuell wahrgenommen wird. Bei der Befragung wird die Repertory Grid-Technik angewandt, eine qualitative Befragungsmethode zur subjektiven Wahrnehmung von Produkten aus der Sicht der Zielgruppe. Ziel dieser Arbeit ist es, zu erörtern wie Studienkredite durch die relevante Zielgruppe wahrgenommen werden. Dazu werden aus den Interviews die Kriterien analysiert, welche für die Bewertung und Selektion von Studienkrediten aus der Sicht der Zielgruppe relevant sind. Aufbauend auf die Erkenntnisse aus den Befragungen wird eine Stärken-Schwächen-Analyse des db StudentenKredits der Deutschen Bank durchgeführt. Dabei werden die spezifischen Produktmerkmale aufzeigt die ihn von den Wettbewerbern unterscheiden.


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Product Details
  • ISBN-13: 9783638939959
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638939952
  • Publisher Date: 09 May 2008
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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