ABA School of Bank Marketing and Management
May 15 - 22, 2012 • Southern Methodist University, Dallas, TX

School Overview | Application | Curriculum Year Two | Faculty
 

2012 Curriculum - Year One

Compliance for Bank Marketers
This course will provide students with an overview of the laws and regulations that govern a bank's advertising and market planning. Students will learn how these laws and regulations relate to loan, deposit and non-traditional products, give-away's and to customer privacy.

Course Objectives

• Understand the laws and regulations that govern advertising and market planning.
• Be able to ensure advertising is effective and compliant in marketing collateral.
• Learn the resources available to make sure collateral is compliant.

Customer Intelligence
This session will unite the customer segmentation and quantitative and qualitative research techniques taught in the Marketing Planning and Marketing Research sessions by applying customer intelligence through an actual banking scenario. Business rules using customer demographics, channel usage, purchase patterns, product usage, summary transaction data, and profitability along with industry research will be evaluated. The class will include an interactive exchange of sources for Customer Intelligence so each student can take a complete list of resources back to the workplace.

Course Objectives

• Understand where and how to find your bank's customer intelligence
• Mining customer information with or without an MCIF to reach target markets
• Resources for internal and external sources of customer intelligence
• Learn to develop test and track retention and expansion strategies with focused customer intelligence
• Using customer intelligence for profitable prospecting.

Digital Marketing
The Internet has rewritten the rules of business, creating a dramatic shift from traditional media to a fast-evolving menu of interactive strategies that offer immediate, measurable results. Today's highly competitive financial services environment has accelerated that change as banks demand more accountability for marketing dollars than ever before. With this increasing emphasis on integrated digital strategies, the opportunities for marketing professionals and banks with Internet expertise have never been greater.

This course provides an overview of digital marketing, including website usability, Web 2.0, web analytics, search engine optimization (SEO), and pay-per-click advertising. It provides the foundation to help students to develop, implement and evolve integrated online strategies to maximize their marketing budgets.

Session Objectives
After successfully completing this course, students will understand concepts and processes to:

• Build a knowledge foundation and set goals
• Understand online marketing risk management and potential compliance issues
• Create and manage Internet marketing policies and strategies
• Align digital strategies with brand
• Integrate digital marketing into existing/traditional marketing strategy
• Measure success

Effective Usage of Marketing Communication Channels and Public Relations
As today's financial services organizations pursue business opportunities and grapple with complex issues, effective communication has never been more crucial. The speed of technology, the demands of informed consumers, the changing needs of diverse interest groups and a sophisticated public - all add to the challenge of communications and public relations today.

Understanding the relative effectiveness of different media for marketing communications has added to this challenge. In addition, the recent emergence of the internet and mobile phone sectors has further complicated decisions regarding how to allocate resources across media channels. This class will examine 11 media, including traditional mass media like television, mail and radio as well as new digital media such as the internet and cellular phones. Media will be evaluated from the perspective of both receivers and senders of marketing communications taking into consideration both the consumer and business markets.

In addition to the discussion on effective usage of marketing communication channels, students will also be asked a series of questions for consideration specific to how they currently handle certain aspects of public relations within their organization such as requests for donations, media list compilation, media contact strategies and the creation of an annual communication plan. During the course of the session, they will consider many choices and options to answer these questions. There are no correct answers; only the individual bank marketer will know the correct answer for their own particular financial institution. As a result, students will leave with the simple fundamentals for policies and procedures to create a strategic communications plan which may include a community-giving plan for their financial organization.

Course Objectives
After successfully completing this course, students will have an understanding of:

• The types of communication channels available.
• How communication channels can be categorized and successfully used by financial institutions.
• How to Develop a Measurable Communication Plan - Prioritizing organizational goals for communication sensitivity; Identifying audiences with varying stakes in the goal ; Setting measurable outcomes
• The 10 elements for consideration when creating a strategic program for community giving; provide template to assist in creating simple tools for limiting or eliminating inappropriate or unwanted requests for charitable contributions
• The tools available to enable them to leverage public relations initiatives including media contacts, annual marketing calendars, in addition to managing corporate citizenship activities to increase visibility in their financial services organizations

Marketing Ethics
This course explores many of the ethical issues facing bank marketers today. The course focuses on the importance of applying personal standards to ethical dilemmas in the workplace through an easy-to-use ethical decision-making model. This model is applied to real-life ethical scenarios through interactive discussion.

Course Objectives

• Develop greater sensitivity to the ethical problems encountered in the workplace
• Gain a clear understanding of what is "right" and "wrong" based on individual value systems
• Provide a framework for confronting and rationally resolving ethical dilemmas in the workplace and in life in general.

Marketing Planning
The course uses the Path to Superior Execution as its framework. This framework is designed to convey to students that marketing planning does not happen in a vacuum; rather, it is dependent on a number of different elements in the organization for it to be successful. Some examples of the elements that surround marketing planning and are included in this course are the situation analysis, competitive strategy, market segmentation, etc. The implementation of a five-step participatory marketing planning process is discussed and later applied. During the first part of this course, the instructor lays the groundwork for building a marketing plan that generates revenue. In the second half of the course, students will apply those elements to a real-life case study.

Course Objectives

• Identify the Path to Superior Execution and how marketing planning relates to that path
• Explain how the organization's competitive strategy relates to the marketing planning process
• Describe the role market segmentation plays in developing customer-focused marketing plans
• Understand the components of an effective marketing plan and how to build one
• Take the knowledge and experience gained from applying the concepts in this course to a real-life case study and transfer them directly back to the workplace.

Marketing Research
This course is designed to provide a comprehensive review of the types of marketing research projects appropriate for financial institutions. Both quantitative and qualitative methodologies are discussed. Throughout the course, the student is exposed to actual research projects that have been conducted. The emphasis is on how to do research that can lead to action. An interactive format is used in which students are constantly encouraged to offer input and share their experiences.

Course Objectives

• Effectively evaluate research proposals
• The relationship between research and planning
• Understand various research methodologies and the reasons for employing each of them
• Benefits of data analysis.

Marketing Return on Investment
Marketing professionals are required to fill so many roles within a financial services company. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications and its brand, support sales activities, improve client experiences and much more. Given the large demands and challenges of the job, many are not able to effectively evaluate and prioritize marketing activities to show the financial return the bank receives from marketing programs.

This course provides the foundation to achieve these goals. These skills are critical in the protection and expansion of marketing budgets, building a case to invest in new projects, and demonstrating to senior management team and board of directors that the company's resources are being effectively managed.

Course Objectives

• Calculate Return on Investment (ROI) on your marketing campaigns
• Evaluate the economic value of your marketing programs
• Determine which approach is right for you in creating a marketing budget.

Product & Customer Profitability
A typical financial institution now sells and services in excess of 100 products and services versus one-tenth this amount thirty years ago. This diversification includes both traditional and non-traditional products, spread based and fee based products, and a multitude of delivery channels to both retail and commercial customers. In addition, the finance, marketing, IT functions must now play an integral and connecting role in the collection and use of management information to make more informed decisions.

This course will provide the background necessary to understand the components, support functions, and usage of management information, and the role of the marketing function in the process.

Course Objectives

• Knowledge of the various types of management information being utilized in today's financial institutions
• The importance of funds transfer pricing, cost and capital assignment to the management information process
• Organizational, product and customer profitability measurements and usage
• The integration of performance measurement data with, MCIF's, CRM's, and the marketing function.

Product Management
The purpose of this course is to provide students with a framework to implement an effective product management process. The course first helps students to understand the definition of product management and how it relates to the marketing mix. Then students will be introduced to three processes/models that will assist in managing, developing and implementing products. As a means to reinforce the techniques learned throughout the course, a case study will be completed. Lastly, a discussion of current financial trends will take place.

Course Objectives

• Understanding of the marketing mix and how it applies to product management
• Demonstrate familiarity with the elements for decision making and planning in product management.

Small Business Marketing: Building a Small Business Performance Culture
Banks of all sizes have attempted to get their share of the vast revenues small businesses bring to the table. Most have succeeded to a certain extent but there is still a long way to go. Students will walk away from this course with practical ideas on how to take their small business environment to the next level.

Course Objectives

• Learn the key infrastructure issues needed to build and sustain a best-in-breed business banking environment
• Review high level sales management tools and routines necessary to optimize results
• Discuss key activities for sales producers in the areas of preparation, execution and follow up
• Analyze the key role marketing plays in the execution of a small business performance culture.

See Year 2 Curriculum