1. INTRODUCTION TO MARKETING
On completion of the Marketing Module you will be able to understand what Marketing is and how important it is to the bank to build its brand and grow its business, including:
- Understanding what a brand is and its importance to financial services organisations and how the Marketing department builds and maintains the bank’s brand to grow its business.
- Knowing how a Marketing and Sales Promotion plan is constructed, including the difference between the two different types of advertising: Above the Line and Below the Line.
- Explaining the importance of digital marketing and introduce the techniques, including how to gain customers, how to maximise prospects reaching the bank’s website through search engine optimisation, paying for online advertising, and re-targeting.
Learning Outcomes:
You can assess how a Retail Bank’s Marketing Department helps build the bank’s brand, deliver on the brand promise through advertising, marketing, and sales promotion to bring new customers to the bank or help grow the value of existing customers.
Introduction
In this module, we will cover important concepts to help to build and to grow of the bank’s business.
This module covers two related concepts: Brand and Marketing. First, it will discuss what a brand is and its importance to financial services organisations; second, it will discuss what marketing is and how it is used to build the bank’s brand and grow its business.
It will discuss how a Marketing department is structured and how it fits with the organisation’s other departments.
This module will examine how a Marketing and Sales Promotion plan is constructed, including the difference between the two different types of advertising: Above the Line and Below the Line.
Finally, it will consider the importance of digital marketing and introduce the techniques, including how to gain customers, how to maximise prospects reaching the bank’s website through search engine optimisation, paying for online advertising, and re-targeting.