Course

Course Summary
Credit Type:
Course
ACE ID:
CUNA-0055
Organization's ID:
0055
Organization:
Credit Union National Association (CUNA)
Location:
Classroom-based
Length:
10.5 days (63 hours)
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Upper-Division Baccalaureate 3 Marketing or Strategic Management
Description

Objective:

The course objective is to provide an in-depth understanding and opportunities for practical application of the core competencies required to be an effective credit union marketing executive during this three-year comprehensive school. Core competencies include strategic marketing, public relations and reputation management; building a relevant brand experience; retail marketing; market research; persuasive communication; aligning marketing with credit union strategy; leadership skills; marketing plan and budget development; identifying and implementing trends; member retention; calculating ROI; content marketing; and market segmentation.

Learning Outcomes:

  • Student will be able to earn their Credit Union Certified Marketing Executive (CUCME) designation. CUCME designees will have the skills to be able to build a marketing plan that incorporates into the credit union's overall strategic plan
  • Forecast an effective marketing budget
  • Understand how to market to various demographics and generational groups
  • Communicate effectively and creatively
  • Understand how marketing fits into the bottom line
  • Manage their credit union's brand
  • Create, manage and evaluate successful campaigns and promotions
  • Use market research to drive success
  • Be an effective team leader and team player
  • Create innovative products and services

General Topics:

  • Ed talks - 18-minute TEDx-like talks about ways to improve one's self, team or credit union
  • DIY research workshop - an immersive learning activity where attendees venture out into the community, complete their objective, and do a group presentation on findings
  • Peer-to-peer networking: connect with marketers just like you
  • Building a relevant brand
  • Creating a strategic plan and budget
  • Marketing to the numbers
  • Putting the numbers to work
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Classroom Exercise
  • Discussion
  • Learner Presentations
  • Lectures
  • Practical Exercises

Methods of Assessment:

  • Examinations

Minimum Passing Score:

70%
Supplemental Materials