This AIB course is designed to educate bank marketers and others with marketing responsibilities about the integration of the marketing discipline with the financial and business functions of the bank. Marketing in banking has evolved from a promotions-centered function to an analytically focused discipline. Marketing is both an art and a science, and marketing professionals must demonstrate both creative and critical thinking skills to excel in today’s demanding environment. The primary objective of this course is to help bank marketers communicate and collaborate with other bank managers through a planning and budgeting process designed for their individual bank.

   Audience: Designed for marketing professionals and others with marketing responsibilities who want to better understand the dynamics of their bank’s financial structure, the mechanics of revenue generation, and how these integrate with marketing initiatives and strategies. It will be best appreciated by marketing professionals early in their marketing professionals early in their marketing career, experienced marketers who are new to banking, employees who want to develop marketing skills, and managers responsible for sales or sales management.

    Learning Objectives

   At the conclusion of the program participants will be able to:

• The Purpose of the Budgeting Process
• The Bigger Picture
• Building A Process That Fits Your Bank
• Monitoring the Budget Process
• Return on Marketing (ROM)
• Profitability: Past or Potential?
• Pricing Strategies
• Identifying and Leveraging Target Markets

Enrollment Form

(Download and print from SER-CFT website, complete and fax to 904-354-1834)