Oregon Bankers Association - Independent Community Banks of Oregon

Marketing Financial Services

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