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.
- 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