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ABA Bank Marketing School

April 21-28, 2020 • Emory Conference Center Hotel • Atlanta, GA

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Curriculum

Faculty  |  Sample Catalog

The ABA Bank Marketing School is for seasoned bank marketers ready for the next step in their career.

This bank-focused program will show you how to:

  • Develop a strategic marketing plan that produces a greater ROI
  • Leverage the role marketing plays in every aspect of your bank, from basic transactions to relationship building, and every step in between
  • Role-play in team-based activities, parallel to daily activities
  • Use practical application and up-to-date approaches to analyze and interpret your marketing results.
  • Become an invaluable leader in your bank, in your career and in your life.

​​​Schedule

Tuesday, April 21
3:00 pm Hotel Check-In
4:30 pm School Registration
5:00 pm School Orientation
6:00 pm Welcome Dinner
7:00 pm Welcome Reception
Wednesday, April 22
8:30 am - 10:00 am Marketing Planning I
10:15 am - 11:45 am Marketing's Impact on Bank Profits and Strategy I
1:00 pm - 2:30 pm Marketing Planning II
2:45 pm - 5:00 pm Marketing Intelligence & Practical Application
Thursday, April 23
8:30 am - 10:00 am Marketing's Impact on Bank Profits and Strategy II
10:15 am - 12:15 pm Marketing Intelligence & Practical Application
1:15 pm - 2:45 pm Marketing's Impact on Bank Profits and Strategy III
3:00 pm - 4:30 pm Marketing's Impact on Bank Profits and Strategy IV
4:45 pm - 6:00 pm Student Best Practices Roundtable Discussion
Friday, April 24
8:00 am - 10:00 am Marketing Planning III
10:15 am - 12:30 pm Marketing Planning IV
1:15 pm - 2:15 pm Branding the Customer Journey
2:30 pm - 3:30 pm Branding the Customer Journey
3:45 pm - 5:00 pm Student Best Practices Roundtable Discussion
Saturday, April 25
8:00 am - 10:00 am Relationship Management and Sales
10:15 am - 12:00 pm Relationship Management and Sales
Afternoon Off
Sunday, April 26
8:30 am - 10:00 am Marketing ROI
10:15 am - 12:15 pm Marketing ROI
1:00 pm - 2:30 pm PR Communications
2:45 pm - 4:30 pm PR Communications
4:45 pm - 6:00 pm Student Best Practices Roundtable Discussion
Monday, April 27
8:00 am - 10:00 am Digital Marketing Strategy and Application Workshop
10:15 am - 12:00 pm Digital Marketing Strategy and Application Workshop
12:45 pm - 2:45 pm Digital Marketing Strategy and Application Workshop
3:00 pm - 5:00 pm Digital Marketing Strategy and Application Workshop
Tuesday, April 28
8:00 am - 10:00 am Compliance & Marketing
10:15 am - 12:30 pm Marketing Risk Management
1:15 pm - 3:15 pm Effective Marketing Leadership
3:15 pm - 4:15 pm Student Reception and Student Farewell

Schedule and course offerings subject to change.

​ ​​

 

 Develop Your STRATEGY

 

Branding
Customer Experience
Marketing Risk Management​

 

 Understand Your AUDIENCE

 

Digital
Social
Content Marketing​

 

 Demonstrate Your VALUE

 

​Marketing Leadership
Your Role in Bank Profitability
Marketing Compliance

 

 Know Your MARKET

 

Applying Market Intelligence
Effective Analytics and Search
Relationship Management​

 

 Calculate Your ROI

 

Strategic Marketing Planning
Establishing Marketing ROI
Manage What You Can Measure​

 

 Discover EDGE LEARNING

 

Apply Marketing Concepts to Edge Bank and Trust — A Fictional Bank with Real-world Challenges Where You Take On the CMO Role​

Program ​Questions? Please contact John Capotosto​ for more information.