New York Bankers Association

ABA Marketing Financial Services


Course Description:  An overview of vital topics in marketing, including research, marketing information systems, developing situation analyses, segmenting markets and evaluating ROI. Learn about the marketing process and its key players, how to reach intended audiences, and how to develop plans to achieve marketing goals.

ABA Online Overview | Course Start Dates | Enroll Online: Member  Non-Member | Print Registration Form
Easy Registration: Call 212-297-1679 or 212-297-1666 to enroll by phone.

Price $425 NYBA or ABA Members/$531 Non-Members
Textbook: Printed – $75 NYBA or ABA Members/$119 Non-Members
For printed text: shipping/handling fee and sales tax apply.
Length 16 Weeks
Course Credits ICB: 45 CFMP   ACE: See below
Required Software Technical Requirements
Textbook Marketing Financial Services, 7th Edition, 2009.   Course requires textbook.

Classroom Training – Textbooks
Purchase textbooks for in-bank or classroom training. 

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:

  • Describe the stages in the marketing planning process
  • Recognize consumer motivation and buying behavior
  • Identify key issues or strategies relating to banking products and the pricing, promotion and distribution of bank services
  • 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

ACE College Credit Recommendation:  In the lower division baccalaureate/associate degree category, 3 semester hours in Banking or Bank Marketing

The New York Bankers Association is a Local ABA Training Provider.

Questions: NYBA Professional Development at (212) 297-1679 or