Marketing for Financial Services

To inquire more about our courses, you may call our Program Sales Officers at 830.20.50 or email us at cce-abib@aps.ateneo.edu.

This course is specifically designed for lower to middle level bank sales and marketing officers. It introduces them to effective marketing techniques of financial services to various markets and segments.  This course will provide bank sales and marketing officers with a comprehensive knowledge of the various marketing tools and techniques for financial services and their cost benefit analysis.

After the course, you will:

1. Undertake effective strategic planning, delivery and marketing of financial services;
2. Conceptualize strategic product management and channel marketing of financial services;
3.  Identify the various building blocks of relationship management in the financial services sector; and
4. Understand the role of marketing communications and promotion in promoting financial services.

This program is designed for bank personnel, frontliners, and bank management/officer trainees who are tasked to develop, market and sell products and services.

Day 1
I.  Strategic Market Planning in Financial Services
     a. New paradigm in marketing of financial services
     b. Market segmentation and strategies
     c. Segmentation versus Fragmentation
     d. Positioning and branding
     e. Repositioning and rebranding

II.  Development and Management of Financial Services
     a. The product concept
     b. Product strategy and product management
     c. Development of new financial products and services
     d. Management of existing products and product elimination

III.  Financial Services Marketing Plan
     a. Marketing plans for financial services
     b. Quantitative and qualitative market research
     c. Strategic market analysis
     d. Implementation strategies and tracking metrics

IV.  Distribution Channels in the Financial Services Sector
     a. Traditional distribution channels
     b. Technology driven delivery channels
     c. Security and fraud
     d. IT and customer service

Day 2
V.  Pricing for Financial Services
     a. Price vs. Non-Price Competition
     b. Factors affecting price
     c. Pricing of financial intermediation
     d. Covert vs. Overt Pricing Methods

VI.  Building Customer Relationships in the Financial Sector
     a. Customer retention and relationship building
     b. Relationship marketing
     c. Loyalty, client events and promotional programs

VII.  Sponsorships and Event Marketing/Media Advertising/Public Relations
     a. Cause marketing and sponsorship program
     b. Media selection and effective advertising
     c. Legal and regulatory considerations
     d. Public relations tools
     e. Getting press coverage and dealing with bad press

VIII.  Financial Institutions and Corporate Financial Services
     a. Financial institutions and corporate vs. Personal markets
     b. Financial institutions and corporate financial services providers and needs
     c. Financial institutions and corporate banking relationships – Behaviour, pricing, and segmentation
     d. Internet banking

is a faculty member of two reputable graduate schools in Manila teaching investment analysis course on equities and fixed income analysis and valuation.