Course

Course Summary
Credit Type:
Course
ACE ID:
ABAN-0171
Organization:
American Bankers Association
Location:
Classroom-based
Length:
12 weeks (34 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 Banking, Bank Marketing, or Business Administration
Description

Objective:

The course objective is to provide an understanding of what motivates customers to purchase financial services and teach how to develop a successful marketing plan. It is comprised of three component courses: Marketing Management, Marketing Planning, and Marketing in Banking.

Learning Outcomes:

  • Describe the stages in the marketing planning process
  • Conduct situation analysis and formulate a master marketing strategy
  • List the four elements of the marketing mix as they apply to the marketing of bank services
  • Recognize consumer motivation and buying behavior
  • Identify key issues or strategies relating to banking products and the pricing, promotion, and distribution of bank services
  • Integrate public relations, advertising, sales promotion, selling, and service distribution functions in your bank's overall marketing plan

General Topics:

  • Introduction to key marketing concepts
  • The financial fundamentals
  • A changing environment
  • Organization, implementation, and evaluation
  • Understanding consumers and the market
  • The development of a situation analysis
  • Marketing research and marketing information systems
  • Developing the strategic marketing planning process
  • Setting goals and objectives and identifying marketing strategies and tactics
  • Segmentation and positioning strategies
  • Process support and making the marketing process part of everyday thinking
  • Measurement, return on investment (ROI), and showing the worth of marketing
  • Product strategy and new product development
  • The pricing strategy
  • Distribution strategy
  • Promotion strategy and personal selling
  • Advertising and sales promotion
  • Creating buzz and spreading the word
  • The wholesale side of banking
Instruction & Assessment

Instructional Strategies:

  • Computer Based Training
  • Discussion

Methods of Assessment:

  • Quizzes

Minimum Passing Score:

70%
Supplemental Materials