Curriculum

This one-week school includes practical, hands-on labs that will allow you to work with learned concepts in real-world situations. This applied learning is a key benefit of participating and will provide skills and tools you can put to use immediately at your bank. The program’s curriculum features two core areas of study – the business of banking and effective strategic marketing management. Courses will cover topics in key areas such as these:

Business of Banking Curriculum

Introduction to the Business of Banking Learn how the bank grows your local economy. By understanding the major components of a bank’s balance sheet, income statement and key performance ratios, attendees will be better prepared for strategic decision-making at the bank.
Risk Management This session also outlines the concept of enterprise risk management addressing how Sales & Marketing can play an integral role in overall risk management. Attendees will discuss and be able to measure effects of the Federal Reserve’s Risk Assessment Factors: credit risk, market risk, liquidity risk, operational/legal risk, and regulatory/reputation risk.
Bank Profitability Analysis Learning how to quickly obtain and use public data, attendees will come away with a clear understanding of the main components that affect bank profitability and how to measure performance. You’ll explore management’s focus on certain ratios and their effect on Sales & Marketing.
Competitor Analysis Attendees will learn how to look up a competitor, create a custom peer group for comparison, and review individual branch performance.

Strategic Marketing Curriculum

Strategic Marketing Planning – process, research, segmentation, customer profiling
Brand Management
Data Management and Research
Marketing Metrics & Goal Setting
Relationship Building Skills
Marketing Budgeting and ROI
Content and Digital Marketing
Customer Acquisition Strategies
Culture and Employee Engagement
Customer Experience Management

Application Sessions

The Strategic Marketing School will offer opportunities to apply learned concepts to the student’s bank
Group discussions give student’s additional opportunities for networking and exchanging ideas
With a strong lineup of highly rated instructors, individual opportunities for interaction with faculty will be available to aid students in developing strategic marketing goals.

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Strategic Marketing School

Curriculum

Business of Banking Curriculum

Strategic Marketing Curriculum

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