ABA School of Bank Marketing and Management May 15-22, 2012: Focused Education to Meet Today's Marketing Challenges

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Benefit from in-depth learning guided by highly rated instructors.

The ABA School of Bank Marketing and Management is the only national school of its kind for bank marketers. Backed by ABA's reputation as the unrivaled leader and source of high-quality training and education for financial services professionals, this outstanding program provides the thorough, in-depth exploration and skill development you need for targeted, successful strategic marketing. The curriculum helps you increase your bank's visibility, boost your bottom line and lead your bank in profitable new directions. All instructors are experienced industry experts and highly respected leaders in their fields.

Explore a comprehensive, practical curriculum.

All courses at the ABA School of Bank Marketing and Management promote helpful individual attention from instructors, and practical peer interaction. Targeted discussions cover current best practices and practical ideas designed for immediate implementation.

The comprehensive curriculum is completed in two one-week intensive sessions. Between the first and second years of the program, you will complete an actual marketing plan you can implement within your own organization. To ensure the consistent relevance and accuracy of material covered in the program, each course is evaluated annually by an advisory board of senior bank marketing professionals.

Stay conflicted during and between sessions.

The ABA School of Bank Marketing and Management offers students ongoing learning opportunities during each session--as well as between Year One and Year Two--through online interaction with faculty. Students will be paired with an advisor to assist with between-session assignments and executive presentations, and to provide guidance throughout the program, in addition, the cohort structure of each session encourages the establishment of peer-to-peer learning and idea sharing in and out of the classroom--to offer even more inspiration, and practical solutions to "real-world" problems.

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Compliance for Bank Marketers

Overview of the laws and regulations that govern your bank's advertising and market planning.

Customer Intelligence

Explore resources and marketing applications to acquire, retain and expand customer relationships. Evaluate customer demographics, channel usage and purchase patterns.

Marketing Ethics

Explore the many ethical issues facing marketers today, including scenarios that provide practice in solving a number of ethical dilemmas.

Marketing Planning

Learn how to develop a market-driven organization, including situation analysis, competitive strategy, market segmentation and the steps to developing a marketing plan that generates revenue to achieve business goals.

Market Research

Learn how to do research that leads to action and gain a greater understanding of the relationship between research and planning, including appropriate research technologies and data analysis.

Marketing Rol

Examine strategies for measuring your marketing efforts and optimizing your ROI by better evaluating which programs are effective, and better communicating with management about your marketing objectives.

Product and Customer Profitability

Your bank may sell or service hundreds of products and services. Learn how all functions of the bank need to collaborate to ensure success using appropriate management information systems, integrated performance data with MClFs, CRMs and organizational profitability measures.

Product Development

Learn the framework to implement an effective product development and management process, and explore process models to help you develop, manage and implement profitable products.

Sales Management

Build deep, long-lasting client relationships by recognizing and reinforcing high impact sales and service behaviors, and partnering with managers and sales staff and further penetrating desired market segments. …