STANDARD COMPETENCIES:

 

 I.      Describe the marketing concept and the stages of bank planning and development.

 II.     Understand the Marketing Management Process and the steps in the Marketing Planning process.

 III.    Analyze the business environment, the opportunities, threats and set objectives and formulate strategy in an eight step process.

 IV.     Understand consumer behavior and the factors affecting consumer perception.

 V.      Understand the consumer buying process.

 VI.     Be able to segment the market and develop market strategies to target that segment.

 VII.    Develop positioning strategies in the marketplace.

 VIII.   Understand product lines and life cycle and the product development process.

 IX.     Develop pricing strategies and understand the way banks are regulated in respect to pricing.

 X       Understand the concept of distribution of consumer goods and services the channels of distribution, the facilitators of the service delivery process.

 XI.     Understand the marketing implications of mergers.

 XII.    Analyze personal selling in banking and the characteristics of a successful salesperson.

 XIII.   Develop and analyze selling skills.

 XIV.    Understand the communications process.

 XV.     Understand marketing and the bank¿s organization and relationship within and among departments.

 XVI.    Implement a service quality movement.

 XVII.   Describe the role of public relations and the importance of social responsibility.

 XVIII.  Understand the future of bank marketing.

 TOPICAL OUTLINE:

 

 I.      Bank Marketing Concepts

 II.     Marketing Management Process

 III.    The Eight Step Process

 IV.     Consumer Behavior and Preception

 V.      Positioning Strategies in the Marketplace

 VI.     Product Lines and Life Cycles

 VII.    Pricing Strategies and Regulations

 VIII.   Marketing Implications of Mergers

 IX.     Personal Selling in Banking

 X       Selling Skills

 XI.     Communication

 XII.    Marketing the Banks Organizatin

 XIII.   Service Quality Movement

 XIV.    Public Relations and Social Responsibility

 XV.     Future of Banking Marketing