Jump to Content
ABA: The American Bankers Association
Skip Section Navigation

Curriculum | Bank Marketing School

RegisterView Program

The Bank Marketing School is for bank marketers, with at least three years of experience, who are ready for the next step in their career. 


All times are in ET.

  • Mon, Apr 4

  • Mon, Apr 11

  • Tues, Apr 12

  • Wed, Apr 13

  • Thurs, Apr 14

  • Fri, Apr 15

  • Mon, Apr 18

  • Tues, Apr 19

  • Wed, Apr 20

  • Thurs, Apr 21

  • Fri, Apr 22

Mon, Apr 4

11:00 AM - 12:00 PM

School Orientation

Mon, Apr 11

10:30 AM - 12:00 PM

Marketing Plan I

The Marketing Planning Course uses the Path to Superior Execution as its framework. This framework is designed to convey to students that marketing planning does not happen in a vacuum. Marketing Planning is dependent on a number of different elements in the organization for it to be successful. Some examples of the elements that surround marketing planning that are covered in this course are the situation analysis, competitive strategy, market segmentation, etc. The implementation of a five-step participatory marketing planning process is discussed and later applied. During the first part of this course, the instructor lays the groundwork for building a marketing plan that generates revenue. In the second half of the course, the students apply those elements to a real-life case study.

12:00 PM - 12:45 PM


12:45 PM - 1:45 PM

Marketing Planning II

1:45 PM - 2:00 PM


2:00 PM - 3:30 PM

Marketing Profitability: Bank Financial Analysis

How does Marketing drive profit? Bank revenues, unlike most commercial businesses, are largely driven by its balance sheet. And the balances sheet changes slowly, strategically. Understanding various balance sheet components and ratios, and how they drive the income statement and its ratios is critical to understanding how marketing impacts bank performance. 

Tues, Apr 12

View On-demand Lessons

Wed, Apr 13

10:30 AM - 11:45 AM

Asset Liability Management

Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress, and drive decision-making. This course will demonstrate how identifying profit drivers that result in positive financial performance is critical to developing bank strategy that focuses on strategic objectives that drive long-term financial performance.

11:45 AM - 12:15 PM


12:15 PM - 1:15 PM

Networking Event

1:15 PM - 2:45 PM

Marketing Planning III

2:45 PM - 3:00 PM


3:00 PM - 4:45 PM

Marketing Planning IV

Thurs, Apr 14

View On-demand Lessons

Fri, Apr 15

10:30 AM - 11:45 AM

Digital Marketing I

The objective of this course is to equip students with a strategic mindset to connect the dots between available digital marketing channels and the customer journey. Marketing is, has been and will always be about reaching the right audience, at the right time. However, it’s easy to get overwhelmed with all of today’s available digital channels and touchpoints to consider. Today’s consumers spend a majority of their day online and on mobile devices, yet marketing budgets don’t always maximize that opportunity. In this course, we’ll share effective tactics for planning digital channel selection, maintaining the brand across the entire spectrum of engagement, applying the right channel at the right time, being resourceful with implementation and measuring success. Students will walk away with, proven marketing processes to maximize brand engagement and simple planning tools to effectively execute a strategic marketing plan for the bank across all digital touchpoints.

11:45 AM - 12:30 PM


12:30 PM - 1:45 PM

Digital Marketing II

1:45 PM - 2:00 PM


2:00 PM - 3:15 PM

Social Media Marketing

In this course we discuss the strategy, uses and planning required to succeed in the fast-changing world of social media marketing. Social networks are constantly stepping up their game to keep users engaged and entertained. Your organization’s social strategy should be doing the same. Whether you’re focused on becoming a trusted resource, humanizing the bank, highlighting community involvement, promoting bank products, developing business opportunities, or extending your customer service offerings, this course will show you how to achieve results in the social space.

Mon, Apr 18

10:30 AM - 11:45 AM

Content Marketing

Modern marketing consists of the Four C’s: Content, Connection, Conversion and Campaigns. In this section, students will learn about the “First C” and why all great marketing begins with content. Content is information delivered to an audience. Content marketing is taking that information and making it something engaging that leads to an action. This course will identify what your brand content should be for your bank and how to create, deliver and measure it. Students will learn how to create content for various budgets, discover what content works for their brand, receive a lesson in the creative process and explore new ideas to make their bank’s brand content grab attention in the age of distraction.

11:45 AM - 12:30 PM


12:30 PM - 1:45 PM

Marketing ROI I

This course gives the foundation to achieve these goals. These skills are critical in the protection and expansion of your marketing budget, building a case to invest in new projects, and demonstrating to your senior management team and board of directors that you are effectively managing the company’s marketing resources.

1:45 PM - 2:00 PM


2:00 PM - 3:15 PM

Marketing ROI II

This course will cover the skills that are critical in the protection and expansion of your marketing budget, building a case to invest in new projects, and demonstrating to your senior management team and board of directors that you are effectively managing the company’s marketing resources.

Tues, Apr 19

View On-demand Lessons

Wed, Apr 20

10:30 AM - 12:00 PM

Marketing Analytics/Intelligence

This course is designed to introduce marketers to various types of data they can use to make informed marketing decisions in traditional and digital marketing initiatives. We will cover the available data within a bank’s technology stack and across your marketing channels, how to extract meaningful information from your data sources, tools you can use to derive insights from this data, and best practices when taking action on discovered insights.

12:00 PM - 12:30 PM


12:30 PM - 2:15 PM


This class will examine various media, including traditional mass media like television, mail and radio as well as digital media. Media will be evaluated from the perspective of both receivers and senders of marketing communications taking into consideration both the consumer and business markets.

In addition to the discussion on effective usage of marketing communication channels, students will also be asked a series of questions for consideration specific to how they currently handle certain aspects of public relations within their organization such as requests for donations, media list compilation, media contact strategies, and the creation of an annual communication plan. During the session, they will consider many choices and options to answer these questions. There are no right or wrong answers; only the individual bank marketer will know the correct answer for their own financial institution. As a result, students will leave with the simple fundamentals for policies and procedures to create a strategic communications plan which may include a community-giving plan for their financial organization.

2:15 PM - 2:30 PM


2:30 PM - 3:45 PM

Compliance and Marketing

This course will provide students with an overview of the laws and regulations that govern a bank’s advertising and market planning. Students will learn how these laws and regulations relate to loan, deposit and non-traditional products, giveaways and to customer privacy. The course will also provide student’s practical knowledge to ensure the bank’s advertising is effective and compliant when developing appropriate marketing collateral.

Thurs, Apr 21

View On-demand Lessons

Fri, Apr 22

10:30 AM - 11:45 AM

Strategic Alignment of Sales & Marketing

When sales and marketing teams work together, they can generate a powerful growth engine for banks. Designed as an engaging case study, this course will walk through the steps to create alignment between the sales divisions and marketing team to develop successful marketing campaigns and strategies in obtaining bank-wide goals.

11:45 AM - 12:15 PM


12:15 PM - 1:30 PM

DEI – Identity Dimensions

Many factors make up our individual identities from those that are visually obvious to the hidden social and institutional influences all around us. In this session, you will learn the different factors that compose the aspects of our identities. Understanding more about our own identities, what’s inherent and what’s not, can also help us understand and be more empathetic toward others who may or may not share similar identity factors. This session is predicated on candid discussion and requires open-minded participation.

1:30 PM - 1:45 PM


1:45 PM - 3:15 PM

Effective Marketing Leadership

One of the biggest challenges facing marketers today is having a seat at the executive table in order to have the appropriate level of influence and impact on the organization’s strategic direction. This course is designed to explore the role of marketing and how strategic leadership is essential to that role. Through interactive discussion and hands-on activities, students will explore how they can become stronger leaders in their organizations. 

3:15 PM

Student Send-off

This program is subject to change. Please bookmark this page to check for continuing updates. Read ABA Conference and School Policies to help answer additional questions.

Keep Me Informed

Get updates on the next session of the Bank Marketing School. Contact John Capotosto if you have any questions.