Marketing Planning

Course Number: ABA

Course Code: ABA

This four-week long, foundational course develops skills for preparing a comprehensive strategic marketing plan that follows best practices. Learn how to assess customers and trade area opportunities. Discover ways to integrate this information into a situational analysis – then create an action plan and develop a budget.

Learning Objectives

Take a deep dive into customer and market research, 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 marketing plans

There is no separate textbook for this course. All reading materials are posted online in the course.

Audience: 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

Prerequisites: None