In today's competitive environment marketing is a critical function of banks. Bank marketing is a far-reaching discipline that includes advertising, business development, public relations, market research, product development, and service quality. Bank marketing is also responsible for developing current markets and identifying new ones. Marketing planning and strategy integrate the various bank marketing functions.

At the core of the AIB Bank Marketing Diploma is in-depth course work on marketing financial services, along with related topics such as event-based selling and successful sales campaigns. Courses on financial and business identified as critical to the function. Supporting the marketing-specific core are courses in banking fundamentals, economics and business ethics.

The AIB Bank Marketing Diploma is an ideal program for bank marketers who are relatively new to the profession. It also represents an excellent opportunity for bankers outside the marketing area who desire a solid background in marketing to support their current responsibilities (e.g., branch managers)