Executive Certificate in Banking and Financial Services

Part 1 - Introduction to the Marketing of Financial Services - The role of Marketing in the financial service sector Part 2 - Marketing as a Management Function - Marketing management and information - the organization of marketing - Marketing strategy and planning Part 3 - Market Segmentation - Marketing Segmentation Part 4 - Market Research - Market Research : Techniques - Market Research : Application Part 5 - Marketing Mix - Managing the Product Range - Planning the product portfolio - New Product Development - Pricing - Promotion planning - Distribution Part 6 - People in the Marketing Mix - The sales force - Customer Care Part - 7 - The Environment of Financial Services Marketing - The operating environment - The micro environment - The impact of information technology Part - 8 - Bank Advertising and Public Relation - Advertising Planning - Media Planning - The Bank Public Part - 9 - Branding Part - 10 - The Future of Banking - Understanding consumer behavior - Understanding personal customer - Organizational buyer behaviors