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Our courses are intended for a global audience, with each one being completely customisable to suit the needs of the individuals it is being delivered to.

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Bank Marketing Skills

  • Banking and Financial Markets, Management Skills, Risk and Credit
  • Duration: One day
  • Information

    Marketing in banks usually takes four forms to account for the special nature of marketing in service industries as compared with production based activities. Almost always strategic marketing activity is at the center with responsibilities for tactical marketing devolved to divisions and the line.

    This means that the content of marketing courses is, in a sense, hierarchical with considerable overlap. So a training and development programme associated with these activities is also hierarchical and would look like this.


    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

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    As every course we run is tailored to meet the specific needs of each client, we can only provide an estimate after fully understanding your specific requirements. Please complete the form below of call +44 (0) 208 894 4977 to discuss how Taylor Associates can help you.

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