The first bank account is more than just a service. It marks the beginning of a relationship that can last a lifetime.

Organized by Prof. Dr. Julijana Siljanoska from the Faculty of Economics and Organization of Entrepreneurship at International Slavic University (ISU), in cooperation with UNI Banka, the workshop “Marketing in Modern Banking – Theory vs. Practice: UniQ” was held at the ISU campus in Bitola.

Behind every first bank account are two key concepts of modern banking marketing: relationship marketing and customer lifetime value.

Prof. Siljanoska introduced the theoretical framework by addressing a fundamental question every successful bank faces: How can a customer who uses a single service become a lifelong customer?
Gordana Petreska, MSc, from UNI Banka provided a practical perspective, presenting the UniQ youth banking package as a case study.

The key takeaway: Trust is the most valuable product a bank can offer, and it begins with the very first account.

We extend our sincere gratitude to UNI Banka for their cooperation and to the students for their active participation!