P.E. OSEYOMON

This study investigates the relationship between marketing activities and bank performance, using United Bank for Africa (UBA) Benin city as a case study. The study aims to examine the impact of marketing activities such as advertising, sales promotion, public relations, personal selling, and digital marketing on bank performance metrics such as profitability, revenue growth, and customer satisfaction. A sample of 243 respondents was utilized for this research, equal to the number of questionnaires distributed. From these, 200 responses were collected and subjected to statistical evaluation, through descriptive and regression analysis.