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Executive Banking School Objectives
Retail Strategy• Customer acquisition• Branding & marketing• Product & pricing• Delivery optimization
Bank Management Strategy• Economic value & risk• Capital considerations• Analyst influences• 360° executive
management
Financial Strategy• Financial analysis• Key performance
drivers• Earnings power• Risk considerations
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Functional Lecture Objectives
To focus on areas of responsibility To review decision responsibilities To review the tool kit of worksheets To discuss common issues To answer common questions
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The Role
The Marketing Officer
Analyzes the prior year's marketing activity, Makes customer segmentation targeting change
decisions, Establishes a marketing plan and budget for the
coming year, Projects future marketing results for the retail
balanced scorecard, Performs other assignments applicable to the
marketing function.
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Best Practices
Product Marketing Allocation Budget Help Allocating your budget across categories Allocating your budget across media
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Allocating your Marketing Budget
Direct Mail
Events
Internet
Magazines
Newspaper
Outdoor
Radio
Social Media
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Assignment for Today
Complete the Marketing Budget Worksheet Complete the Customer Projection Worksheet Make Segment Selections, Budget Allocation & Media
Allocation Make Brand Selection, Budget Allocation & Media Allocation Make Product Marketing Selections, Budget Allocation &
Media Allocation
For this evening, complete the Product Appeal Worksheet
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Review Course Objectives
To focus on areas of responsibility To review decision responsibilities To review the tool kit of worksheets To discuss common issues To answer common questions
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