Certified Marketing Analyst (CMA)

The AAPM American Academy of Project Management was originally established in 1996 by the Founders Board of the Graduate Institute of Executive Leadership and Development which was a College Chartered Organization in America. The CMA® AAPM® Certification program was founded in the USA by the Board of Standards.

About the Course

Certified Marketing Analyst ™ Program will uncover marketing strategies and technologies which are essential for success in the global changing competitive landscape.

Course Overview:

By Attending This Course You Will:

Better comprehend the changing marketing environment for financial institutions in the Global Marketplace and Local region
Understand the integral role of marketing in the development of new banking products and services
Know how to deal with increased competitive pressure coming from the big global banks
Understand customer behavior, segmentation and specific market and pricing strategies
Learn how to position your institution to the most valuable high-net-worth Individuals
Improve the components of effective relationship management
Discover how to develop a multi-year marketing strategy for services and products in your organization
Gain long term competitive advantage

Who Should Attend? Marketing Analyst

This highly practical qualification has been specifically designed for:

Marketing Managers
Marketing Practitioners
Advertising and PR Agency Executives
Customer Relationship Managers
Product Line Managers
Sales & Promotions Managers responsible for services marketing

Marketing Analyst Course Overview

The course has been designed to teach the practical marketing techniques and skills required by marketing and customer relationship professionals. It covers nine major subject areas and utilises a variety of training techniques. The key areas of the agenda include:

The competitive environment
The role of marketing
Customer behavior
Developing new products and services
Pricing strategies
Promotion and communication
Distribution and multi-channel considerations
CRM and marketing strategy and planning

The emphasis is practical and pragmatic rather than theoretical, with real case studies from some of the world’s leading institutions.

Course Objectives

You will learn to use demonstrated marketing strategies that will enable you to help your organization (or in the case of agencies – clients) compete in an increasingly competitive market.
This course is also designed to enhance the documentation of marketing teams which will reduce planning time and enhance business cases to support new products and campaigns.

Marketing Analyst – Module One

Setting The Scene
The Role Of Marketing
Marketing then and now
Five myths of marketing
The five-step marketing management process
The role of marketing strategy in corporate strategy
Changing service models

Marketing Analyst – Module Two

Marketing Research For Management Decision Making
Developing And Using Market Intelligence
Market research and MIS
Reasons, needs, and Q’s
What Kinds Of Information A Company Needs
Macro-environment
Task environment
Consumers
Collaborators
Competitors
Company environment
Control mechanisms
Methods Of Gathering Information
Principle research methods
The research brief
Questionnaire design guidelines
Managing Company Information
Management information center
Organization and mission

Course Objectives

Objectives

Marketing Analyst – Module One

Marketing Analyst – Module Two

Marketing Analyst – Module Three

Marketing Analyst – Module Four

Marketing Analyst – Module Five

– You will learn to use demonstrated marketing strategies that will enable you to help your organization (or in the case of agencies – clients) compete in an increasingly competitive market.
– This course is also designed to enhance the documentation of marketing teams which will reduce planning time and enhance business cases to support new products and campaigns.

Setting The Scene
The Role Of Marketing
– Marketing then and now
– Five myths of marketing
– Five step marketing management process
– The role of marketing strategy in corporate strategy
– Changing service models

Marketing Research For Management Decision Making
Developing And Using Market Intelligence
– Market research and MIS
– Reasons, needs, and Q’s
What Kinds Of Information A Company Needs
– Macro-environment
– Task environment
– Consumers
– Collaborators
– Competitors
– Company environment
– Control mechanisms
Methods Of Gathering Information
– Principle research methods
– The research brief
– Questionnaire design guidelines
Managing Company Information
– Management information center
– Organization and mission

Understanding Consumer Behavior And Its Impact On Marketing In The Services Arena
Understanding Consumer Behavior
– Behavioral drivers for retail customers and private banking clients
– Behavioral drivers of institutions and business to business banking
– The buyer decision process
Segmentation And Targeting
– How banks find, target, and develop relationships with valuable customer segments
Pricing Strategies
– Customer understanding of prices and how they can be managed
– Competing effectively on price and how to avoid price wars

Brand Marketing And The Marketing Mix
Brand Management
– Branding for ‘me’ – the key differentiator, establishing positioning, building and sustaining equity and loyalty
– The vital role of brand management
– Steps in developing a strong brand
Designing The Marketing Mix
– The four ‘P’s or should it be five, six, or seven?
– The effective marketing communications mix
– The creative brief
– Planning integrated marketing communications campaigns

Relationship Marketing And Customer Relationship Management
Creating And Sustaining Relationship Strategies
– The importance of relationships for customers
– The importance of relationships for banks
– Components of an effective relationship
– Creating and sustaining relationship strategies
Multi-Channel Relationships
– The customer e-journey