(Available also for Customised Training by Duration, Venue & Fee)
Programme Focus
Banks offer the similar products and services mostly. What distinguishes one bank from another therefore will be the quality and uniqueness of services rendered, plus the marketing strategies deployed.
This programme is packaged to deepen the participants’ knowledge in service delivery and also enhance their marketing skills that will position them for innovative and excellent service delivery.
Course Objectives
At the end of this workshop, participants will be able to:
• understand their marketing roles and functions
• appreciate how to make financial services and products unique and do their marketing in a special way
• acquire detailed knowledge of marketing concepts, techniques, skills and tools needed as operators in the financial service industry
• audit their marketing function
Course Contents
DAY ONE
Overview of Marketing and Financial Services.
• Marketing concepts and definition: marketing vs. sales
• Marketing of services and marketing of physical goods
• Characteristics of financial services
• Need for marketing in the financial services industry
• Variables in the financial services environment
• Constraints on the effective marketing of financial services
• Conditions for effective marketing of financial services.
Financial Services Marketing Strategies
• Rationale for marketing strategies
• Formulating marketing strategies
• Element of creative marketing strategies
• Strategic options in financial service
• Types of marketing strategies
Marketing Planning
• Marketing planning horizon (Short term, Medium term & Long term)
• Objectives of marketing plan
• Process of developing marking plan
• Benefits of marketing plan
• Element of marketing plan
• Conditions for successful implementation of marketing plan
• Success factors in marketing plan
• Reasons why marketing plans go wrong
DAY TWO
Marketing Research
• Objectives, Scope, Types (market oriented analysis and consumer oriented analysis) and uses of marketing research
• Procedures / processes of marketing research
• The role of research of marketing of financial services
• Sources of marketing research information
• Characteristics of a good marketing researching
• Benefits of marketing research
Consumer Behaviour
• Internal influences on consumer behavior, attitudes, motivation, personality and self-concept, learning and perception
• External influences on consumer behavior, groups social cultural factors
• Consumer buying process / bank selection process and criteria and its marketing implication in the banking industry
• Marketing implications of consumer behavior in the banking industry
Promotional Mix
• Objectives of promotion
• Communication mix
• Determinants of promotion
• Advertising: Definition,, media type, basis for selection of media for effectiveness
• Personal selling concepts: Merits and Demerits
• Motivating the marketing officers
• Sales promotion: objectives, factors influencing it, tools, implementation and evaluation of promotion results
• Publicity: Definition, implementation of publicity plans
DAY THREE
Customer Relationship Management
• Basic concepts of customer relation
• Principles of customer relationship management
• Framework for customer relationship management
• Implementation of customer relationship management programme
• Customer relationship management strategies.
Customer Care
• An integral part of customer relationship management
• Defining the customer: (internal, external, existing, former, potential, indirectr and ultimate customer)
• Customer management stage analysis
• Why and how customer care fails
• Customer care is people business
Ethics in Marketing
• Ethics in bank marketing
o Concept
o Setting and monitoring ethics standards
• Developing and maintaining an ethical organizational environment
• Empirical examples of unethical practices in marketing and the sanctions
