ABA Marketing Planning

Date: 
Dec 10, 2018
Program Overview: 

This four-week long, foundational course develops skills for preparing a comprehensive strategic marketing plan that follows best practices. The course reviews research that helps a bank marketer assess their customers and trade area opportunities and how to integrate the information into a situation analysis. It covers activities from the discovery phase to setting objectives, creating action plans and developing the related budget.

Audience: This course is for new bank staff with marketing responsibility, employees interested in taking an active role in the management of bank marketing, and marketing professionals new to the banking industry.

Topics: 

After successfully completing this program, you will be able to:

  • Understand the importance of customer and market research
  • Clarify the need for market segmentation and product focus
  • Define the structure for marketing objectives and goals
  • Understand the sequence for creating vision, mission, values and a competitive advantage
  • Identify the best path for documenting the marketing plan
Location: 

ABA Online course

Fees: 

Member Price: $300
Nonmember Price: $375

Additional Information: 

Textbook:  All reading materials are provided online
Prerequisites:  None
Required Software:  Adobe Acrobat Reader 
Course Credits: ABA Certifications: 15.0 CFMP

Association Contact: 

Questions? Contact Susan Clark at the IBA at 317/387-9380.

Cancellation Policy: 

There is a full refund for any cancellations or transfers made before the start of the class and upon the return of the textbook to ABA. Refunds will be made (less $100 cancellation fee) if received within 10 business days from the start of course and the return of the textbook if applicable. Please include your packing slip or order number with the return of your textbook. You may request a transfer only once with a fee of $100. There are no refunds for cancellations received more than 10 business days after the start of the class.

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