Program Description:
This AIB course provides a thorough immersion to
marketing concepts and activities involved in specifically
marketing financial services. It is a how-to guide that
takes a marketer from the basic understanding of
marketing through to the steps necessary to integrate
and grow marketing at their institution, from developing
a marketing plan to sales and sales management,
communications and public relations. The course is full
of case studies to illustrate various concepts and provides
a complete tool kit of items to help a marketer integrate
the ideas and concepts in their own bank.
After successfully completing this course, the student will be able to:
- Recognize consumer motivation and buying behavior
- Integrate public relations, advertising, sales
promotion, selling, and service distribution
functions in your bank’s overall marketing plan
- Conduct situation analysis and formulate a master marketing strategy
- Monitor and evaluate performance
Who Should Attend:
Entry- to mid-level bank marketers, and all bank
personnel responsible for conceiving or carrying out
any phase of a bank’s marketing efforts. Management
trainees, and senior management in a community bank.
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