Course

Course Summary
Credit Type:
Course
ACE ID:
CUNA-0055
Organization:
Credit Union National Association (CUNA)
Location:
Classroom-based
Length:
1 week per year for three years. Year 1 is 21.5 hours, Year 2 is 20.75 hours, and Year 3 is 20.5 hours.
Dates Offered:
Credit Recommendation & Competencies
Level Credits (SH) Subject
Lower-Division Baccalaureate 3 marketing
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:

  • build a marketing plan that incorporates into the credit union's overall strategic plan
  • understand how marketing fits into the bottom line
  • forecast an effective marketing budget
  • manage their credit union's brand
  • understand how to market to various demographics and generational groups
  • create, manage and evaluate successful campaigns and promotions
  • communicate effectively and creatively
  • use market research to drive success
  • be an effective team leader and team player
  • create innovative products and services
  • mapping the member journey
  • understand marketers role in reputation protection, crisis management, and general public relations

General Topics:

  • Financial well-being
  • The role of marketing
  • Business development
  • Market trends and growth strategies
  • Assessing and building a disruptive brand
  • Building a channel-agnostic marketing plan
  • Budget marketing to the numbers
  • Personalizing and measuring ROI for a connected brand experience
  • Elevating the staff, member, and consumer experience
  • How to engage through social, digital, and traditional channels
  • Producing reports
  • Public speaking
  • How to write and design great copy
  • Content marketing
  • Increasing member retention
  • Trendspotting
  • Core data and organizational results
  • Leadership
Instruction & Assessment

Instructional Strategies:

  • Audio Visual Materials
  • Case Studies
  • Classroom Exercise
  • Coaching/Mentoring
  • Discussion
  • Games/Competition
  • Learner Presentations
  • Lectures
  • Practical Exercises
  • Project-based Instruction

Methods of Assessment:

  • Examinations

Minimum Passing Score:

70%
Supplemental Materials