Certified Financial Marketer 20 - 24 Jan 2008 • Kempinski Hotel,
Mall of the Emirates • Dubai
Successfully Developing And Marketing Financial Products And Services |
Course Agenda
Course Timings: Registration will commence at 08:00 on the first day. The course will begin at 8:30 with refreshments being served at appropriate intervals. The course will conclude each day at 14:30 after which lunch will be served.
Why Finance Marketing?
In many financial markets, deregulation and competitive pressures have made it very difficult to differentiate by product and marketing has become an essential component in driving business activity. Home grown institutions in the Middle East have to start with building world-class brands and professionally market core products and services to the right target audience in order to compete with world class players like HSBC, Citigroup, Standard Chartered, Merrill Lynch and others.
Course Overview
The course has been designed to teach the practical marketing techniques and skills required by marketing and customer relationship professionals. It covers nine major subject areas and utilises a variety of training techniques. The key areas of the agenda include:
• The competitive environment
• The role of marketing
• Customer behaviour
• Developing new products and services
• Pricing strategies
• Promotion and communication
• Distribution and multi-channel considerations
• CRM and marketing strategy and planning
The emphasis is practical and pragmatic rather than theoretical, with real case studies from some of the world’s leading financial institutions.
Course Objectives
• The goal of this course is to provide you with diagnostic skills that can be immediately used upon return to your respective regional and international banks, marketing departments or agencies.
• You will learn to use demonstrated marketing strategies which will enable you to help your organisation (or in the case of agencies – clients) compete in an increasingly competitive market.
• This course is also designed to enhance the documentation of marketing teams which will reduce planning time and enhance business cases to support new products and campaigns.
Day Two – Monday, 21 January 2008
Marketing Research For Management Decision Making
Developing And Using Market Intelligence
• Market research and MIS
• Reasons, needs and Q’s
What Kinds Of Information A Company Needs
• Macro environment
• Task environment
• Consumers
• Collaborators
• Competitors
• Company environment
• Control mechanisms
Methods Of Gathering Information
• Principle research methods
• The research brief
• Questionnaire design guidelines
Managing Company Information
• Management information centre
- Organisation and mission
 | Case studies and work group session: Internal marketing audit |