The Lee Kong Chian School of Business Academic Year 2015 /16 Term 1

Transcription

1 The Lee Kong Chian School of Business Academic Year 2015 /16 Term 1 FNCE 225 CONSUMER BANKING Instructor Name : Siew Tong FOCK Title : Professor of Finance (Practice) Tel : stfock@smu.edu.sg Office : LKCSB #5034 COURSE DESCRIPTION This course is structured in two segments seeking to provide participants with a foundational and macro understanding of the practice and emerging importance of the consumer banking business in the banking industry, especially for universal banks and local banks operating in Asia. The first segment starts with gaining a macro understanding on what are the five main competence categories of capabilities that characterize excellent consumer banks. This is followed with obtaining an appreciation of the major challenges and important future trends that lie ahead for leading consumer banks in Asia and for those preparing to ascend to the top in the world of consumer banking. Rounding up the first segment, the importance of branding in the consumer banking business as in other consumer based industries will be discussed. In the second segment of the course, an overview of the function and the impact of the use of credit and leverage in the structuring and distribution of consumer banking products and services is being first discussed. This is followed by a detailed review of the structure, sale, delivery and distribution of the main spectrum of consumer banking products such as credit cards, home mortgage loans, car loans, short term personal loans, wealth management products such as unit trust products and insurance products. The course ends with an appreciation of how the delivery of service excellence in consumer banking and services differentiates the successful branding of top consumer banks in meeting the needs of consumer banking customers. LEARNING OBJECTIVES By the end of the course, students will be able to: Gain insightful knowledge on the emerging importance of consumer banking in the overall operations of universal banks, regional and local banks in Asia, and why consumer banking is on the cusp of a new era in Asia. Explain the five main competence categories of capabilities related to the importance of having a performance-oriented corporate leadership, sophisticated marketing and sales capability, differentiated and efficient distribution, cost-efficient processes and use of information technology, and superior credit policy that characterize excellent consumer banks. Discuss the use and application of the full spectrum of consumer banking products and services to meet the financial needs of consumer banking customers. Appreciate the most important role of the delivery of service excellence that distinguishes excellent consumer banks. On an individual basis, avoid the pitfalls of the excessive use of credit and leverage in using consumer banking products to meet one s wants and not needs in life. PRE-REQUISITE/ CO-REQUISITE/ MUTUALLY EXCLUSIVE COURSE(S) Please refer to the Course Catalogue on OASIS for the most updated list of pre-requisites / co-requisites for this particular course. Do note that if this course has a co-requisite, it means that the course has to be taken together with another course. Dropping one course during BOSS bidding would result in both courses being dropped at the same time. 1

2 ASSESSMENT METHODS Class discussion and participation in case discussions in class: 20% (throughout the term) Mid-Term Quiz (Week 7) 20% Group Project Assignment/Presentation (Weeks 11 & 12): 30% Final quiz (Week 13): 30% Total: 100% ACADEMIC INTEGRITY All acts of academic dishonesty (including, but not limited to, plagiarism, cheating, fabrication, facilitation of acts of academic dishonesty by others, unauthorized possession of exam questions, or tampering with the academic work of other students) are serious offences. All work (whether oral or written) submitted for purposes of assessment must be the student s own work. Penalties for violation of the policy range from zero marks for the component assessment to expulsion, depending on the nature of the offence. When in doubt, students should consult the course instructor. Details on the SMU Code of Academic Integrity may be accessed at INSTRUCTIONAL METHODS AND EXPECTATIONS Interactive class seminars Readings of current financial news Case studies Group project presentation Mid-Term Quiz Final Quiz Class participation: Participants will be graded on quality of participation in class and engagement in the course. Participants are strongly encouraged to read ahead of the session and to read widely on current financial news as the course encompasses wide coverage of bank financing. Participants are expected to comment and share their thoughts on current financial news that impacts the business of bank lending at the beginning of each class session. Participants are expected to prepare and participate actively in class case discussions. Project: Group Assignment/Presentation aims to provide participants with the opportunity to learn by doing (internalization of concepts) in groups of up to five. The assignment involves a thorough study and analysis of a lending case or actual financial event. The deliverable will be the PowerPoint slides. Presentations will be strictly limited to 20 minutes (excluding 5 minutes of Q&A). The group size will be taken into account when grading (group sizes should be between two and five). Mid-Term Quiz given during the course serves to allow participants to measure what they have learned, internalized and applied the concepts taught in class. Participants will be assessed on their ability to synthesize, depth of analysis and application of concepts. Final quiz: The format will be multiple choice questions and written analysis on topics covered in the course. It will be a closed book quiz. RECOMMENDED TEXT AND READINGS Title: Achieving Excellence in Retail Banking Edited by Reinhold Leichtfuss (RL) Publisher: John Wiley & Sons, Inc, ISBN: Title: Banking in Asia: The End of Entitlement Authors: Dominic Casserley et al. (DC) Publisher: John Wiley & Sons (Asia) Pte Ltd, ISBN:

3 WEEKLY LESSON PLANS Week # (Week Commencing) Topic / Assignments Readings 1 & 2 Emerging importance of consumer banking in the banking industry in line with the rise of Asia s middle class. How do consumer banks stand out from the rest of the pack and to achieve excellence in consumer banking? Focus on five main competence categories of capabilities to achieve excellence in consumer banking. Critical success factors in implementing consumer banking strategy. Challenges of Asian consumer banks. Important trends in consumer banking in Asia beyond 2013 and how consumer banks can help its clients to invest in Asia s growth over the next decade. Introductions and course administration Context of importance of consumer banking to universal banks, regional and local banks operating in the world and particularly in Asia. Emerging importance of consumer banking in line with Asia s rising middle class, and wealth redistribution of wealth in Asia, and implications for consumer banking and wealth management business. Challenges of Asian consumer banks and important future trends in consumer banking. Introduction of analytical framework of the following five main competencies categories of capabilities to achieve excellence in consumer banking:- i. Performance-oriented corporate leadership ii. Sophisticated marketing and sales iii. Differentiated and efficient distribution iv. Cost-efficient processes and information technology v. Superior credit policy and skills Research findings on Citibank as the world s No. 1 in consumer banking. Critical success factors in implementing consumer banking strategy. Importance of branding and imagery in the consumer banking business Introducing heterogeneity into a homogenous consumer banking product, the credit card. Changing consumer behavior and major challenges in capturing new consumer banking opportunities RL Chapters 1-4, 10-15, 21, 23 and DC Chapter 8 3

4 3 Overview of how lending activities in the consumer banking sector fit into the overall credit landscape of banks. Understanding the needs for credit of a consumer banking customer. Credit evaluation criteria of a consumer banking client. Use of leverage for the consumer banking client. Margin financing to meet investment needs of consumer banking clients. Understanding the key financial needs of consumer banking clients:- i. To increase liquidity ii. To increase investment returns iii. To hedge currency risks Assessing a consumer banking client s financial situation. Understanding the risk profile and risk exposure of the consumer banking client. Credit evaluation criteria to evaluate the credit worthiness of a consumer banking client:- i. Collateral (the quality of the security) ii. Character (the honesty and integrity of the borrower) iii. Capacity (the borrower s ability to pay and handle the proposed new level of debt) iv. Capital (the real net value of the borrower s assets which form back up liquidity for loan repayment) v. Condition (vulnerability to economic fluctuations) Use of leverage in investing activities of consumer banking clients Share margin financing Collateralized loans, lending value, shortfalls, margin erosion Other types of personal short term loans given to consumer banking clients 4 Credit card business of consumer banks. Overview of the credit card industry history and fundamentals Credit card market overview Trends in the market Impact of improvements in IT on the credit card industry Product shelf life Product innovation Importance of branding and c0-branding in marketing credit cards of consumer banks Exclusive credit cards lure the top end of consumer banking clients Introducing heterogeneity in homogenous credit card business Pitfalls to avoid in using excessive leveraged credit card facilities to support one s wants and not needs in life Comparative review of different credit card offerings in Singapore 4

5 Home Mortgage Loan Business of Consumer Banks Overview of home mortgage loans 5 Application process Contribution of home mortgage loans to banks profits Comparison of home mortgage loans by major consumer banks in Singapore Reverse mortgage 6 Full blown Case Study class discussion on Citibank : Launching the Credit Card in Asia Pacific Harvard Business School Case Study on Citibank : Launching the Credit Card Business in Asia Pacific (A) and (B) Personal Loans 7 Attractiveness and competition of different product offerings Pricing and contributions of personal loans to banks profits Mid-Term quiz to be assigned in class (20% of the total grade) 8 Term Break Meetings with All Groups on the Group Projects 9 The delivery of service excellence in consumer banking Building a customer-centric bank Changing global trends in customer expectations and delivering the differentiated customer experience Role of technology and the consumer banking branch going forward Defining core touch points for building brand and customer loyalty in the consumer banking business Principles of Outstanding Service and Relationship Excellence Lessons Learnt from Other Service & Hospitality Service Industries on delivery of a WOW Experience in Service Excellence that can be applied in the Consumer Banking Business Retail Renaissance in The Economist, 19 th May, RL Chapters 13 & 14 Letter to the Bank article published in the New York Times 5

6 10 Senior industry consumer banker s sharing session Full blown Class Discussion on Harvard Business School Case, Starbucks: Delivering Customer Service Harvard Business School Case on Starbucks: Delivering Customer Service 11 Group project presentations (30% of the total grade). The deadline for submission of the SOFT COPY of slides used in the presentations in Weeks 11 & 12 to be ed to instructor on Sunday of Week 10 latest at 2359 hrs. To be equitable, no changes to the slides will be entertained thereafter 12 Group project presentations 13 F Final quiz (30% of total grade) -2hours (during scheduled class session) 6