:Module One
Setting The Scene
The Role Of Marketing
a) Marketing then and now
b) Five myths of marketing
c) Five step marketing management process
d) The role of marketing strategy in corporate strategy
The Changing Marketing Environment For Banks And Finance Institutions
a) Fortune 500 SWOT
b) Demographic
c) Technological
d) Economic
e) Political/regulatory
f) Changing service models
:Module Two
Marketing Research For Management Decision Making
Developing And Using Market Intelligence
a) Market research and MIS
b) Reasons, needs and Q’s
What Kinds Of Information A Company Needs
a) Macro environment
b) Task environment
c) Consumers
d) Collaborators
e) Competitors
f) Company environment
g) Control mechanisms
Methods Of Gathering Information
a) Principle research methods
b) The research brief
c) Questionnaire design guidelines
Managing Company Information
a) Management information centre
b) Organization and mission
:Module Three
Understanding Consumer Behavior And Its Impact On Marketing In The Financial Services Arena
Understanding Consumer Behavior
a) Behavioral drivers for retail customers and private banking clients
b) Behavioral drivers of institutions and business to business banking
c) The buyer decision process
Segmentation And Targeting
How banks find, target and develop relationships with valuable customer segments
Developing New Banking Products And Services
a) Understanding banking products and what they do for customers
b) Product development process
c) Services marketing and how services require different strategies
Pricing Strategies
a) Customer understanding of prices and how they can be managed
b) Competing effectively on price and how to avoid price wars
:Group Exercise
:Module Four
Brand Marketing And The Marketing Mix
Brand Management
a) Branding for ‘me’ – the key differentiator, establishing positioning, building and sustaining equity and loyalty
b) The vital role of brand management
c) Steps in developing a strong brand
Designing The Marketing Mix
?a) The four ‘P’s or should it be five, six or seven
b) The effective marketing communications mix
c) The creative brief
d) Planning integrated marketing communications campaigns
:Module Five
Relationship Marketing And Customer Relationship Management
a) Creating And Sustaining Relationship Strategies
b) The importance of relationships for customers
c) The importance of relationships for banks
d) Components of an effective relationship
e) Creating and sustaining relationship strategies
f) Multi-Channel Relationships
g) The customer e-journey
:Group Exercise
Develop a marketing launch plan
Final Examination
The final examination will be in a Multiple-Choice format