Marketing Officer Functional Lecture. 22 Executive Banking School Objectives Retail Strategy Customer acquisition Branding & marketing Product & pricing.

Marketing Officer Functional Lecture

22

Executive Banking School Objectives

Retail Strategy• Customer acquisition• Branding & marketing• Product & pricing• Delivery optimization

Bank Management Strategy• Economic value & risk• Capital considerations• Analyst influences• 360° executive

management

Financial Strategy• Financial analysis• Key performance

drivers• Earnings power• Risk considerations

33

MarketSim Objectives

44

Functional Lecture Objectives

To focus on areas of responsibility To review decision responsibilities To review the tool kit of worksheets To discuss common issues To answer common questions

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The Role

The Marketing Officer

Analyzes the prior year's marketing activity, Makes customer segmentation targeting change

decisions, Establishes a marketing plan and budget for the

coming year, Projects future marketing results for the retail

balanced scorecard, Performs other assignments applicable to the

marketing function.

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MarketSim Process

Analyze

Plan

ForecastExecute

ReviewRetail Bank

MarketSimProcess Flow

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MarketSim Process

88

Analysis

99

Balance Sheet

1010

Income Statement

1111

Customer Report

1212

Planning & Forecasting

1313

Marketing Budget Worksheet

1414

Customer Projection Worksheet

1515

Execute

1616

Segment Decisions

1717

Brand Decisions

1818

Brand Media Allocations

1919

Product Decisions

2020

Review Results

2121

Review Results

2222

Best Practices

Product Marketing Allocation Budget Help Allocating your budget across categories Allocating your budget across media

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Setting a Marketing Budget

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Allocating your Marketing Budget

2525

Allocating your Marketing Budget

Direct Mail

Events

Internet

Magazines

Newspaper

Outdoor

Radio

Social Media

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Assignment for Today

Complete the Marketing Budget Worksheet Complete the Customer Projection Worksheet Make Segment Selections, Budget Allocation & Media

Allocation Make Brand Selection, Budget Allocation & Media Allocation Make Product Marketing Selections, Budget Allocation &

Media Allocation

For this evening, complete the Product Appeal Worksheet

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Review Course Objectives

To focus on areas of responsibility To review decision responsibilities To review the tool kit of worksheets To discuss common issues To answer common questions

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