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Banking Services and Marketing Strategies Workshop

By: Tom Associates Training  

Lagos State, Nigeria

26 - 28 Oct, 2020  3 days

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NGN 130,000

Venue: 5/7, Alade Lawal Street, Opposite Anthony Police Station, Idi-Iroko, Anthony Village, Lagos - Nigeria.

Banks offer the similar products and services mostly. What distinguishes one bank from another therefore will be the quality and uniqueness of services rendered, plus the marketing strategies deployed.

This programme is packaged to deepen the participants’ knowledge in service delivery and enhance their marketing skills that will position them for innovative and excellent service delivery.

Course Objectives

At the end of this workshop, participants will be able to:

  • understand their marketing roles and functions
  • appreciate how to make financial services and products unique and do their marketing in a special way
  • acquire detailed knowledge of marketing concepts, techniques, skills and tools needed as operators in the financial service industry
  • audit their marketing function

Course Contents

Day One

Overview of Marketing and Financial Services.

  • Marketing concepts and definition: marketing vs. sales
  • Marketing of services and marketing of physical goods
  • Characteristics of financial services
  • Need for marketing in the financial services industry
  • Variables in the financial services environment
  • Constraints on the effective marketing of financial services
  • Conditions for effective marketing of financial services.

Financial Services Marketing Strategies

  • Rationale for marketing strategies
  • Formulating marketing strategies
  • Element of creative marketing strategies
  • Strategic options in financial service
  • Types of marketing strategies

Marketing Planning

  • Marketing planning horizon (Short term, Medium term and Long term)
  • Objectives of marketing plan
  • Process of developing marking plan
  • Benefits of marketing plan
  • Element of marketing plan
  • Conditions for successful implementation of marketing plan
  • Success factors in marketing plan
  • Reasons why marketing plans go wrong

Day Two

Marketing Research

  • Objectives, Scope, Types (market-oriented analysis and consumer-oriented analysis) and uses of marketing research
  • Procedures / processes of marketing research 
  • The role of research of marketing of financial services
  • Sources of marketing research information
  • Characteristics of a good marketing researching
  • Benefits of marketing research

Consumer Behaviour

  • Internal influences on consumer behaviour, attitudes, motivation, personality and self-concept, learning and perception
  • External influences on consumer behaviour, groups social cultural factors
  • Consumer buying process / bank selection process and criteria and its marketing implication in the banking industry
  • Marketing implications of consumer behavior in the banking industry

Promotional Mix

  • Objectives of promotion
  • Communication mix
  • Determinants of promotion
  • Advertising: Definition, media type, basis for selection of media for effectiveness
  • Personal selling concepts: Merits and Demerits
  • Motivating the marketing officers
  • Sales promotion: objectives, factors influencing it, tools, implementation and evaluation of promotion results
  • Publicity: Definition, implementation of publicity plans

Day Three

Customer Relationship Management

  • Basic concepts of customer relation
  • Principles of customer relationship management
  • Framework for customer relationship management
  • Implementation of customer relationship management programme
  • Customer relationship management strategies.

Customer Care

  • An integral part of customer relationship management
  • Defining the customer: (internal, external, existing, former, potential, indirect and ultimate customer)
  • Customer management stage analysis
  • Why and how customer care fails
  • Customer care is people business

Ethics in Marketing

  • Ethics in bank marketing
  • Concept
  • Setting and monitoring ethical standards
    • Developing and maintaining an ethical organizational environment
    • Empirical examples of unethical practices in marketing and the sanctions

Note: Available as Classroom Training as Well as Online Training

5/7, Alade Lawal Street, Opposite Anthony Police Station, Idi-Iroko, Anthony Village, Lagos - Nigeria. Oct 26 - 28 Oct, 2020
NGN 130,000.00(VAT Inclusive)
(Convert Currency)

MR ABIODUN TOKI 08033019120

Discount of 5% to 3-4 participants from same organization. Discount of 10% to 5 or more participants from same organization.
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