Marketing Financial Services


Description: Marketing Financial Services looks at what motivates customers to purchase financial services and teaches you how to develop a successful marketing plan.

Audience: All bank personnel responsible for conceiving or carrying out any phase of a bank’s marketing efforts, including bank personnel in customer-contact and operations positions, management trainees, and persons entering banking at the mid-management level.

Learning Objectives:

  • Describe the stages in the marketing planning process
  • List the four elements of the marketing mix as they apply to the marketing of bank services
  • Recognize consumer motivation and buying behavior
  • Identify key issues or strategies relating to banking products and the pricing, promotion and distribution of bank services
  • Integrate public relations, advertising, sales promotion, selling, and service distribution functions in your bank’s overall marketing plan
  • Conduct situation analysis and formulate a master marketing strategy

16 weeks / 45 hours
Member: $425
Non-Member: $531

Locator Number Start Date End Date
24897 – MFS85 01/03/2017 04/21/2017
24898 – MFS86 04/17/2017 08/04/2017
24899 – MFS87 07/17/2017 11/03/2017

Required Textbook:
Marketing Financial Services, 7th Edition – Printed Book: Member: $95 / Non-Member: $140