Southeast Regional Center for Financial Training, Inc.     

AIB Marketing Financial Services (AIB-7740)

HOME

Course Information (Textbook Information Below)

This AIB course provides a thorough immersion to marketing concepts and activities involved in specifically marketing financial services. It is a how-to guide that takes a marketer from the basic understanding of marketing through to the steps necessary to integrate and grow marketing at their institution, from developing a marketing plan to sales and sales management, communications and public relations. The course is full of case studies to illustrate various concepts and provides a complete tool kit of items to help a marketer integrate the ideas and concepts in their own bank.

Delivery Options

In-Person, Instructor-Led Online, Assisted Self-Study

Audience

Entry- to mid-level bank marketers, and all bank personnel responsible for conceiving or carrying out any phase of a bank’s marketing efforts. Management trainees, and senior management in a community bank.

Learning Objectives

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

• Recognize consumer motivation and buying behavior
• Integrate public relations, advertising, sales promotion, selling, and service distribution functions in your bank’s overall marketing plan
• Conduct situation analysis and formulate a master marketing strategy
• Monitor and evaluate performance

Marketing Financial Services provides a thorough immersion in marketing concepts and activities related to the special requirements of the marketing of financial services.  It is a how-to guide that takes a marketer from the basic understanding of marketing through the steps necessary to integrate and grow marketing within a bank's organizational structure.  The text is heavy on examples and provides clear explanations of such vital topics as marketing research and marketing information systems, developing situation analyses, segmenting markets, evaluating the return on investment for marketing, and creating and implementing promotion strategies, complying with laws and regulations, and much, much more. 

Marketing Financial Services is excellent for the beginning marketer, seasoned bankers new to marketing, and experienced marketers new to banking.  The book stays true to basic marketing concepts, yet positions itself firmly as a resource tool specifically for bank marketers.

Marketing Financial Services supports the AIB Online course - Marketing Financial Services - and may be used to teach Marketing Financial Services for AIB credit in the classroom.

Softbound, 580 pages, 7th Edition, 2009
Catalog #3005302

For further information, call Southeast Regional CFT (904) 354-4830 or send an e-mail to lisaphillipscft@bellsouth.net

  Enrollment Form

Download and print an enrollment form from here, complete and fax to 904-354-1834. www.cft-flsc.org