Course Agenda

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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 Three – Tuesday, 22 January 2008

Understanding Consumer Behaviour And Its Impact On Marketing In The Financial Services Arena

Understanding Consumer Behaviour
• Behavioural drivers for retail customers and private banking clients
• Behavioural drivers of institutions and business to business banking
• The buyer decision process

Segmentation And Targeting
• How banks find, target and develop relationships with valuable customer segments

Developing New Banking Products And Services
• Understanding banking products and what they do for customers
• Product development process
• Services marketing and how services require different strategies

Pricing Strategies
• Customer understanding of prices and how they can be managed
• Competing effectively on price and how to avoid price wars

Case studies and work group session: Identifying social, cultural, personal and psychological influences on your customers’ behaviour.

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