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FINANCIAL AND BUSINESS PLANNING
FOR 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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Budgets - developing one for the marketing department,
and fitting it into the structure of the bank's overall budget.
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The Budgeting Process - examining
calculation strategies for marketing related expenses, determining
marketing's share of the bank's budget, and exploring marketing budget
allocation strategies for marketing research, advertising, sales
promotion, etc.
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Profitable Accounts - how banks
identify their most profitable accounts and maximize the profitability
of those accounts; and looking at unprofitable accounts to develop
strategies to reduce or eliminate them.
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Product Pricing - pricing products for
profitability, fee income, loan and deposit profitability; calculating
delivery channel costs; and viewing supply and demand side pricing
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Identifying and Leveraging Target
Markets - examining product and customer profitability factors to
develop workable marketing strategies; and considering methods to
gather new account data in ways that will benefit marketing
initiatives.
Textbook:
There is no textbook for this courses. All readings will be
available on the internet.
Credit:
AIB: 1.0
Delivery Method:
This course is available in the following formats:
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