The influence of technology-driven marketing strategies in shaping the economic impact of Kazakhstan’s banking sector
Muratbek, Sultan (A.A. 2024/2025) The influence of technology-driven marketing strategies in shaping the economic impact of Kazakhstan’s banking sector. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 97. [Bachelor's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Macroeconomic and regulatory foundations of Kazakhstan’s banking sector in the digital marketing era. Historical economic development and resource dependence. Evolution of the banking system and second-tier banks. State priorities: shadow economy reduction, anti-corruption and fiscal balance. National digital agenda: eGov, “digital Kazakhstan,” and the digital tenge. Regulatory incentives for digital banking and marketing. From traditional to technology-driven banking marketing in Kazakhstan. Traditional banking marketing tools in Kazakhstan (pre-2015). Drivers of the digital shift. The modern Toolkit. Risks and ethical challenges. Case studies of financial ecosystems in Kazakhstan’s banking sector. Case selection methodology and data sources. Kaspi.kz: QR Payments, Postamat, Kaspi SP, Public Services, Kaspi Juma. Freedom Bank: Cashback-as-Stocks, Aviata, Freedom Broker, Referral Loops. ForteBank: Travel-Centric Value Proposition, Lounges, Wrapping Services, Legal Support. Comparative analysis: financial analysis, positioning, value propositions, and KPIs. The impact of technology-driven marketing on Kazakhstan’s banking sector. Sector-wide impact of techno-marketing. SWOT analysis of digital marketing strategies in Kazakhstan’s banking sector. Effects on competition, market share, profitability, and international positioning. Contribution to financial inclusion and customer experience. Scenarios and regulatory implications to 2030.
References
Bibliografia: pp. 88-97.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Marketing |
| Thesis Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2024/2025 |
| Session: | Summer |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 18 Dec 2025 14:51 |
| Last Modified: | 18 Dec 2025 14:51 |
| URI: | https://tesi.luiss.it/id/eprint/44515 |
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