1. Marketing Officer Functional Lecture

2. 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

3. 33 MarketSim Objectives

4. 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

5. 55 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.

6. 66 MarketSim Process AnalyzePlanForecastExecuteReview Retail Bank MarketSim Process Flow

7. 77 MarketSim Process

8. 88 Analysis

9. 99 Balance Sheet

10. 10 Income Statement

11. 11 Customer Report

12. 12 Planning & Forecasting

13. 13 Marketing Budget Worksheet

14. 14 Customer Projection Worksheet

15. 15 Execute

16. 16 Segment Decisions

17. 17 Brand Decisions

18. 18 Brand Media Allocations

19. 19 Product Decisions

20. 20 Review Results

21. 21 Review Results

22. 22 Best Practices  Product Marketing Allocation  Budget Help  Allocating your budget across categories  Allocating your budget across media

23. 23 Setting a Marketing Budget

24. 24 Allocating your Marketing Budget

25. 25 Allocating your Marketing Budget Direct Mail Events Internet Magazines Newspaper Outdoor Radio Social Media

26. 26 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

27. 27 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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