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Curriculum | Bank Marketing School

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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. 

Schedule

All times are in ET.

  • Mon, Apr 4

  • Mon, Apr 11

  • Tues, Apr 12

  • Wed, Apr 13

  • Thurs, Apr 14

  • Mon, Apr 18

  • Tues, Apr 19

  • Wed, Apr 20

  • Thurs, Apr 21

Mon, Apr 4

11:00 AM - 12:00 PM

Student Orientation

Mon, Apr 11

10:30 AM - 12:00 PM

Marketing Plan I
Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

12:00 PM - 12:45 PM

Lunch

12:45 PM - 2:15 PM

Marketing Planning II
Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

2:15 PM - 2:30 PM

Break

2:30 PM - 4:30 PM

Marketing Profitability: Bank Financial Analysis I
Understanding the components of a balance sheet, and how they drive income statements, is critical to understanding how marketing affects bank performance. Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress and drive decision-making. In this session, learn to identify profit drivers that result in positive financial performance and how to develop a strategy that focuses on strategic objectives that drive long-term success.

Tues, Apr 12

10:30 AM - 12:30 PM

Marketing Profitability: Bank Financial Analysis II
Understanding the components of a balance sheet, and how they drive income statements, is critical to understanding how marketing affects bank performance. Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress and drive decision-making. In this session, learn to identify profit drivers that result in positive financial performance and how to develop a strategy that focuses on strategic objectives that drive long-term success.

12:30 PM - 1:15 PM

Lunch

1:15 PM - 2:45 PM

Marketing Planning III
Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

2:45 PM - 3:00 PM

Break

3:00 PM - 5:00 PM

Marketing Planning IV
Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study.

Wed, Apr 13

10:30 AM - 12:30 PM

Digital Marketing I
Customers interact with your brand at many touchpoints, like pit stops along a journey. In this course, develop a strategic mindset to connect the dots between available digital marketing channels and the customer journey. Today’s consumers spend a majority of their day online, yet marketing budgets don’t always maximize that opportunity. Learn effective tactics for planning digital channel selection, maintaining a brand across the entire spectrum of engagement, applying the right channel at the right time and being resourceful with implementation and measuring success.

12:30 PM - 1:30 PM

Lunch

1:30 PM - 2:45 PM

Digital Marketing II
Customers interact with your brand at many touchpoints, like pit stops along a journey. In this course, develop a strategic mindset to connect the dots between available digital marketing channels and the customer journey. Today’s consumers spend a majority of their day online, yet marketing budgets don’t always maximize that opportunity. Learn effective tactics for planning digital channel selection, maintaining a brand across the entire spectrum of engagement, applying the right channel at the right time and being resourceful with implementation and measuring success.

2:45 PM - 3:00 PM

Break

3:00 PM - 4:30 PM

Social Media
In this course, 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.

Thurs, Apr 14

10:30 AM - 12:00 PM

Influencer Marketing
Influencer marketing has taken on an entirely new meaning since the rise of social media and the decline of traditional advertising. Influencers can lend your brand authenticity, expand its reach, help you grow your own social following and even increase sales. In this hyper-fragmented, noisy world, one lever for brand growth to explore lies in creating authentic partnerships with influencers who have the power to persuade your target audience. This course will explore how to create an end-to-end influencer strategy to help set your bank apart from the competition.  

12:00 PM - 12:45 PM

Lunch

12:45 PM - 2:45 PM

Content Marketing
Modern marketing consists of the Four C’s: Content, Connection, Conversion and Campaigns. In this session, learn about the first C: why all great marketing begins with content. Content marketing is about taking information and making it something engaging that leads to an action. Learn to identify what brand content should be for your bank, and how to create, deliver and measure it. Discover how to create content for various budgets, receive a lesson in the creative process and explore new ideas to make a bank’s brand content grab attention in the age of distraction. 

2:45 PM - 3:00 PM

Break

3:00 PM - 4:30 PM

Content Marketing Case Study

Mon, Apr 18

10:30 AM - 12:00 PM

Marketing ROI I
Marketing professionals are required to fill many roles within a financial services organization. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications, support sales activities and more. Given the large demands and challenges of the job, many find it difficult to effectively evaluate and prioritize marketing activities. In this session, learn to show the financial ROI of your bank marketing endeavors. 

12:00 PM - 12:45 PM

Lunch

12:45 PM - 2:15 PM

Marketing ROI II
Marketing professionals are required to fill many roles within a financial services organization. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications, support sales activities and more. Given the large demands and challenges of the job, many find it difficult to effectively evaluate and prioritize marketing activities. In this session, learn to show the financial ROI of your bank marketing endeavors. 

2:15 PM - 2:30 PM

Break

2:30 PM - 5:00 PM

Data and Analytics
The implementation of “big data” and marketing analytics has challenged financial institutions everywhere. In this course, discover various data types that can be used to make informed decisions in both traditional and digital marketing endeavors. Learn to identify how to extract meaningful information from data sources, tools to derive insights from this data, and best practices when taking action on discovered insights.

Tues, Apr 19

10:30 AM - 12:00 PM

PR/Communications I
In this course, examine mass and digital media from the perspective of both receivers and senders of marketing communications. Learn to take into consideration both the consumer and business markets in a rapidly changing environment. Consider how your organization handles PR, including requests for donations, media list compilation, media contact strategies and the creation of an annual communication plan.

12:00 PM - 12:45 PM

Lunch

12:45 PM - 2:15 PM

PR/Communications II
In this course, examine mass and digital media from the perspective of both receivers and senders of marketing communications. Learn to take into consideration both the consumer and business markets in a rapidly changing environment. Consider how your organization handles PR, including requests for donations, media list compilation, media contact strategies and the creation of an annual communication plan.

2:15 PM - 2:30 PM

Break

2:30 PM - 4:00 PM

Multi-cultural Marketing

Wed, Apr 20

10:30 AM - 12:30 PM

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.

12:30 PM - 1:15 PM

Lunch

1:15 PM - 2:45 PM

Social Selling
For bank marketers and the sales professionals they support, social media can play a critical role in engaging with clients and prospects. Social selling helps you better understand your customers, which in turn, contributes to better leads, bigger deals and richer relationships. Regulations surrounding the use of social media in financial services, combined with a lack of knowledge about social media best practices, means social selling is an underutilized tactic for banking professionals. Learn how to cultivate an online brand, and use techniques for guiding the growth of your bank’s network, building relationships with prospects, and measuring your social selling success.

2:45 PM - 3:00 PM

Break

3:00 PM - 4:30 PM

Certified Financial Marketing Professional (CFMP) Exam Discussion and Preparation

Thurs, Apr 21

10:30 AM - 12:30 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 and to customer privacy. Gain practical knowledge to ensure your bank’s advertising is effective and compliant when developing appropriate marketing collateral.

12:30 PM - 1:15 PM

Lunch

1:15 PM - 2:30 PM

Marketing Risk Management
Reputation risk affects an institution’s ability to establish new relationships, products or services, and continue serving existing relationships. This risk can expose an organization to litigation, financial loss, and damage to the brand. Aside from reputational damage, operational risk can lead to increased costs or decreased revenue. In this course, learn to managing operational risk so you can ensure that your marketing programs are executed on accurately, on time, on budget and on strategy. 

2:30 PM - 2:45 PM

Break

2:45 PM - 4:45 PM

Effective Marketing Leadership
One of the biggest challenges facing marketers today is having a seat at the executive table. 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, explore how to become a stronger leader in your organization. 

4:45 PM - 5:00 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.