Marketing Officer Functional Lecture
Executive Banking School Objectives
Retail Strategy
Financial Strategy
• Customer acquisition
• Branding & marketing
• Product & pricing
• Delivery optimization
• Financial analysis
• Key performance
drivers
• Earnings power
• Risk considerations
Bank Management
Strategy
• Economic value & risk
• Capital considerations
• Analyst influences
• 360° executive
management
2
MarketSim Objectives
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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
4
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
Review
Plan
Retail Bank
MarketSim
Process Flow
Execute
Forecast
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MarketSim Process
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Analysis
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Balance Sheet
9
Income Statement
10
Customer Report
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Planning & Forecasting
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Marketing Budget Worksheet
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Customer Projection Worksheet
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Execute
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Segment Decisions
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Brand Decisions
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Brand Media Allocations
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Product Decisions
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Review Results
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Review Results
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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
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Allocating your Marketing Budget
Newspaper
Magazines
Direct Mail
Internet
Events
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
27
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