Financial Services Marketing Courses - 2

‘Business Building Symposium’

ING introduces ‘Business Building Symposium’ for bank-affiliated financial professionals

Early response to new training opportunity indicates content useful in understanding retirement income options for clients & new approaches to practice management


West Chester, PA - May 16, 2007- Insight into the latest best practices, new tools and resources, and retirement income options are the focus of a new ING Variable Annuities Business Building Symposium designed to support bank-affiliated financial professionals, according to John Harline, head of financial institutions distribution for ING Variable Annuities.


The Business Building Symposium was introduced to bank organizations earlier this year, and demand has significantly exceeded expectations, Harline reports. More than 20 symposiums were completed during the first quarter, and more than 30 are already scheduled or requested by banks through this summer.


Harline said that each bank organization’s symposium marketing, course content, and follow-up steps can be customized to whatever degree required to ensure symposium results are consistent with each bank’s business development strategy and practices. “Our goal is to help our bank-affiliated financial professionals help their clients,” Harline said. “Banks typically enjoy a strong level of trust among their clients—this symposium gives bank-based professionals a deeper knowledge base and ultimately helps them credibly build on that trust and potentially earn more clients,” he said.


The ING Business Building Symposium is designed to support three general priority areas that ING research indicates bank-affiliated advisors have a strong interest in:

Education: Insight and best practices pertaining to the rapidly evolving financial services industry.
Practice Management: New tools, resources and techniques to help bank-based professionals efficiently grow their practice and ultimately improve the client experience.
Innovative Solutions: Development of actionable steps and ideas that successfully support clients’ retirement income goals and priorities.

Harline explained that the ING Business Building Symposium is more than course content designed around annuities’ role in retirement income. He said the symposium template furnishes customized invitations to the banks’ perspective guests, content that focuses on value-added programs for the banks, and customized follow-up steps based on feedback from the bank’s symposium participants. Harline said ING Variable Annuities wholesalers are prepared to work with bank organizations to shoulder whatever element of the symposium the bank needs.


Banks-affiliated distribution organizations interested in learning more about the new Business Building Symposium should contact their ING Variable Annuities wholesale representative, or contact ING at 800-555-1885.

http://www.ing-usa.com/us/aboutING/pressreleases/1031722.html

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CODE: FS3005C
TITLE: MARKETING OF FINANCIAL SERVICES
BRIEF DESCRIPTION: This module develops knowledge and understanding of the factors affecting marketing in the financial services sector.

Syllabus
The financial services marketing environment
The distinctive aspects of services marketing; micro and macro environmental forces; new developments and trends
Marketing strategy
Planning, organising and implementing marketing operations; marketing as a management function
Market research
Establishing a marketing information system; the marketing research process
Market segmentation
Target marketing; market segmentation, targeting and positioning the financial services organisation in the marketplace
The marketing mix:
Product strategy; new product development; product life cycle
Pricing considerations and strategies
Distribution channels; the impact of technology; on-line marketing; multiple channel strategies
Promotion strategies; advertising, sales promotion, public relations; sponsorship; the internet as a promotion tool
People in the marketing mix; personal selling and sales force management; the selling process
Physical evidence and processes
Customer care
The dimensions of customer care; service quality and service recovery; global marketing
Ethical issues in the marketing of financial services
Ethics in relation to the individual and society as a whole, unethical behaviour in financial services marketing: fraud, misrepresentation, misselling, misleading information, discrimination


Bibliography
Books
Ennew, C., Watkins, T. & Wright, M. (1995) 'Marketing Financial Services', Butterworth- Heinemann Ltd. 2nd
Harrison, T. (2000) 'Financial Services Marketing', Pearson Education
Kotler, P. & Armstrong, G. (2003) 'Principles of Marketing', Prentice-Hall International Inc. 10th
Meidan, A., (1996) 'Marketing Financial Services', Macmillan Press Ltd.
Meidan, A.; Lewis, B. & Moutinho, L. (1997) 'Financial Services Marketing' The Dryden Press

Academic Journal Articles (accessible electronically via Athens)
Ciccotello, C. and Wood, R.E. (2001) ‘An investigation of the consistency of financial advice offered by web-based sources’ Financial Services Review, 10, 1 5-18
Coelho, F & Easingwood, C. (2003) Multiple channel structures in financial services: A framework’ Journal of Financial Services Marketing 8, 1 22-34
Dommeyer, C. J and Moriarty, E. (2000) ‘Comparing two forms of an email survey: embedded vs atached' The International Journal of Market Research, 42, 1, 39-50.
Moschis, G., Bellenger, D. and Curasi, CF. (2003) ‘Financial service preferences and patronage motives of older consumers Journal of Financial Services Marketing, 7, 4, 331-340.

Professional Journal Articles
Salmon, J. & McGinty, G. (2003) ‘Selling Point’, Financial World June 2003 32-35

Websites
The Financial Services Ombudsman: http://www.financial-ombudsman.org.uk

CD-ROMs
The Marketing CD-ROMs - The Multimedia Marketing Consortium

https://intranet.londonmet.ac.uk/prog-plan/module-catalogue/3/fs/fs3005.cfm
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