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FINANCIAL AND
BUSINESS PLANNING FOR BANK MARKETERS
Course Description: This
course is designed to inform and train bank personnel to perform more
effectively and efficiently in the financial and business aspects of the
marketing function. Its major objectives are to help marketers
understand the sales goals of their business partners, and to access and
communicate more effectively how marketing's efforts can help the various
bank departments meet and exceed those goals.
Audience:
This course is designed for junior-level bank
marketers, employees with marketing experience but new to banking,
employees working in other areas of the bank interested in developing
marketing skills, and any manager responsible for selling their bank's
products and services.
Learning Objectives:
Topics to be covered, include:
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Purpose of the Budgeting Process -
discusses why the budgeting process is an integral part of bank management,
presents an overview of income statement and balance sheet dynamics; and
demonstrates how the marketing budget relates to the bank's
overall budget.
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The Bigger Picture - provides an
overview of the fundamentals of finance and how banks generate revenue;
includes insights into asset-liability management functions; and
demonstrates how the marketing function affects the financial institution's
overall bottom line.
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Building a Budgeting Process that Fits
Your Bank - teaches how to develop a budget that best fits your bank,
and describes methods used for choosing priorities that are strategically
and financially viable.
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Monitoring the Budget Process -
teaches how to design a process to analyze the monthly performance of
marketing initiatives based on your bank's primary strategy.
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Showing a Return on Marketing Investment
- discusses how to achieve tangible results from invested marketing
dollars and how to use measurement and analytical tools to help monitor
those results.
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Profitability - explores the
challenges of profitability measurement and the approaches used to enhance
the value-exchange proposition between the bank and client.
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Pricing Strategies - examines how
different models for pricing products and services can create a variety of
outcomes; presents strategies for deposit, loan, and fee service pricing;
and discusses the fundamentals of supply-and-demand curves and elasticity of
demand with a future view for bankers.
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Identifying and Leveraging Target
Markets - discusses why defining specific target markets for products
and services is imperative for banks to succeed; explores strategies for
collecting and sharing client data; and examines ways in which customer
relationship management (CRM) solutions can be sued to add value to a bank's
sales and service quality..
Textbook:
There is no textbook for this
courses. All reading materials are provided online.
Credit:
AIB: 1.0
Delivery Method:
For further information, call NYBA
Education at (212) 297-1679 or email
elegg@nyba.com
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