Financial Services Marketing

Course details

This course provides a foundation in all aspects of marketing related to financial services firms. The unique buying behaviours of customers as well as segmentation of markets in the financial services industry will be reviewed. Product, place, pricing and promotional elements will be studied in depth focusing on marketing and sales from the perspective of a branch. Participants will be able to gain insights on marketing and sales while being involved in developing a branch marketing and sales plan.

Major Topic(s):

• Overview of Marketing
• The Financial Services Marketing Environment
• Consumer Behaviour and Financial Needs
• Market Segmentation and Identifying Target Markets
• Developing and Managing Financial Services Products
• Distribution of Financial Services Products
• Pricing of Financial Services Products
• Promotion of Financial Services Products
• The Branch marketing & Sales Plan Roadmap
• The Marketing Audit of the Branch
• Segmentation and Setting Marketing and Sales Objectives
• Building the Marketing Mix