AIB Course Code: 7740
Course Length: 16 weeks
Course Description:
Marketing Financial Services looks at what motivates customers to purchase financial services and teaches you how to develop a successful marketing plan.
Audience:
All bank personnel responsible for conceiving or carrying out any phase of a bank's marketing efforts, including bank personnel in customer-contact and operations positions, management trainees, and persons entering banking at the mid-management level.
Learning Objectives:
After successfully completing this program, you 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
Textbook:
Marketing Financial Services, 6th edition, American Bankers Association, 2005
Course Credits: AIB: 3.0
ACE College Credit Recommendation
In the lower division baccalaureate/associate degree category, 3 semester hours in Banking or Bank Marketing
Prerequisites:
None
Required Software:
None
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