Strategic Marketing School

Bank marketing has undergone radical changes in the past several decades and the financial services sales process has experienced a similar transformation. Both have been influenced by one thing more than any other—the customer’s behavior. Because the customer is more knowledgeable, has more tools at their disposal and is in greater control, marketing must collaborate more effectively with sales if the bank expects to sustain long term growth and profitability.

Designed by bankers and those with in depth knowledge of our industry, this program pinpoints key marketing strategies that drive profitability — from the customer experience and branding to prospecting, sales management and the ROI of marketing plans.

Students experience a blend of lecture, small group discussions and breakout sessions. — and leave the school with a Marketing Planning Template for the coming year that adds real-world value to the experience. 

The faculty is comprised of best in class bankers and consultants – experts who bring time tested ideas to the table implemented by community banks, regional players and money center organizations. Networking with other bankers from around the world creates a lifetime of new relationships and the information exchanged from both faculty and students is second to none.

Who Should Attend

Veteran marketing, sales and business development officers as well as those newly promoted or new to banking will benefit from this powerful program. Community bank CEOs, regional sales managers, retail managers and business banking professionals also gain a better understanding of marketing synergies needed to be competitive.

Multi-Student Discount

GSB encourages banks to send more than one person to the school so that marketing professionals can better collaborate with sales leaders to enhance company performance through a unified effort focused on the customer. If your bank chooses to send multiple students, you will receive a rebate of $350 per additional registration – that’s essentially a free registration fee for second and subsequent registrations, and will be paid at the conclusion of the school in the form of a rebate.

What You'll Gain

  • An overview of the business of banking and how sound sales and marketing strategies directly impact the bank’s bottom line
  • A clear understanding of how marketing strategy benefits the bank, the customer and the marketplace
  • An objective view of marketing technologies and how they enable success
  • How social, digital, mobile integrate through the sales and marketing process
  • Making delivery channels such as the branch, the call center and the RM more efficient and effective
  • Why account-based marketing is no longer a luxury
  • A greater sense of how content marketing, big data and analytics combine to help the bank target the right opportunities

Experience the GSB Difference

The Graduate School of Banking at the University of Wisconsin-Madison is widely recognized as one of the leading and most progressive graduate banking school in the country. Using feedback from its alumni, Banker Advisory Board and sponsoring state bankers associations, GSB continuously updates program offerings to meet current professional development needs in the banking industry. In developing the Strategic Marketing School, specifically for marketing professionals in the banking industry, GSB sought out the industry’s finest banking industry experts to design and teach the program. Visit our faculty page to meet your instructors.

More than 23,000 alumni have benefited personally and professionally from attending the Graduate School of Banking at the University of Wisconsin-Madison. You, too, can benefit from a GSB learning experience. We hope you’ll join us for the Strategic Marketing School!


Students are responsible for booking their own lodging for this program. Classes begin Monday morning, so those who are traveling to Madison are encouraged to arrive on Sunday. A block of rooms will be available at the Fluno Center for Executive Education and the Hilton Doubletree Hotel until the enrollment deadline.