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.

   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

Enrollment Form

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