Session 1:

Strategic Marketing - Marketing from the perspective of corporate strategy

• Marketing and corporate strategy - the connections

• Developing products and services in line with market demand

• Installing quality - the foundation for services marketing

• Marketing to existing and potential customers

• Managing the marketing mix as a strategic imperative

• Marketing to employees of the bank

• Maximising the services marketing potential

• Market segmentation

• Branding the bank

• Promotion, advertising and PR

• Building a services and marketing An integrative framework for services marketing

• Strategic thinking

Session 2:

Tactical marketing at the Center - Tactical marketing at the center; product and service development and research and development

• The role of the marketing department

• Structuring a marketing department

• Inter-bank marketing communications: sharing information and knowledge

• Market forecasting

• Advertising, promotion and PR

• Quality – the foundation for services

• Quality - the foundation for services marketing

• Bank market segmentation

• The marketing mix

• Product and service development

• Marketing skills and the understanding of customer needs

• versus information, the value of both

• Market and marketing research - developing and using a database, data

Session 3:

Divisional and Line Marketing - Sales and Marketing Management

Marketing and sales management in the division and the line

• The role of marketing at divisional and line level

• Liaison with the center - communications and information sharing

• Analysing the customer base

• Activities associated with the customer interface

• Market forecasting

• Customer needs: needs identification and needs satisfaction

• Quality - the foundation for marketing services

• Performance appraisal, skills development and coaching

• The role of sales and marketing management in the field

• The planning process

• Structuring the marketing process

• Objectives setting

Session 4:

Marketing and Selling Skills Development - Marketing and selling skills development and training

• Quality - the foundation for marketing services

• Customer needs and needs satisfaction

• Selling skills for divisional and line bankers at the customer interface

• Analysing the customer base

• Planning and target setting

• Objectives setting

• Marketing skills in the field

• Personal skills development

Course Close