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Intro – Business Development and Marketing Fundamentals

Chapter 1 - Business Marketing

Topics covered in this chapter are:

  • Introduction
  • What is Marketing?
  • Fundamental Marketing Concepts
  • Marketing Management Philosophies
  • Marketing as a Management Function
  • Conclusion

Chapter 2 - Marketing Landscape

Topics covered in this chapter are:

  • Introduction
  • The External Marketing Environment
  • The Microenvironment
  • The Macroenvironment
  • Conclusion

Chapter 3 - Business Development Landscape

Topics covered in this chapter are:

  • Introduction
  • Business Development at the Bank
  • Business Plan
  • Conclusion

Section 1 - Current State Analysis

Chapter 4 - Competition

Topics covered in this chapter are:

  • Introduction
  • The Nature of Competition
  • Competition in a Fragmented Market
  • Evaluating Competitors
  • Competitive Advantage
  • Managing Competition
  • Conclusion

Chapter 5 - Market Segmentation

Topics covered in this chapter are:

  • Introduction
  • What is Market Segmentation?
  • The Market Segmentation Process
  • Conditions for Intelligent Segmentation
  • Analyzing and Choosing Target Markets
  • Choosing a Marketing Strategy
  • Conclusion

Chapter 6 - Marketing Research

Topics covered in this chapter are:

  • Introduction
  • What is Marketing Research?
  • The Need for Marketing Research
  • The Marketing Research Process
  • Conclusion

Plan 1 Reading - Current State Analysis

Topics covered in this chapter are:

  • Introduction
  • Analyzing Current State
  • Where do I Work?
  • Who are my Customers?
  • Who are my Competitors?
  • Where was the Bank in Previous Years?
  • End Client and Bank Performance Support
  • Conclusion

Section 2- Business Development Opportunities

Chapter 7 - Product

Topics covered in this chapter are:

  • Introduction
  • Definition of Product
  • Strategic Product Considerations
  • Product Life Cycle
  • Product Positioning
  • Conclusion

Chapter 8 - Price

Topics covered in this chapter are:

  • Introduction
  • Business Objectives that Influence Price
  • Price Elasticity of Demand
  • Pricing Strategies
  • Pricing Methods
  • Evaluating Pricing Methods
  • Conclusion

Chapter 9 - Place

Topics covered in this chapter are:

  • Introduction
  • Distribution Decisions and Marketing Strategy
  • Distribution Channel Systems
  • Intermediaries
  • Types of Distribution Channels
  • Conclusion

Chapter 10 - Promotion

Topics covered in this chapter are:

  • Introduction
  • The Communication Process
  • Promotional Mix Decisions
  • Advertising
  • Sales Promotions
  • Public Relations
  • Personal Selling
  • Relationship Selling
  • Conclusion

Chapter 11 - People

Topics covered in this chapter are:

  • Introduction
  • Managing Client Relations
  • Internal Marketing
  • Components of Internal Marketing
  • Internal Marketing and Customer Satisfaction
  • Consumerism
  • Conclusion

Chapter 12 - Strategic Planning

Topics covered in this chapter are:

  • Introduction
  • Marketing Strategies
  • The Strategic Planning Process in Marketing
  • The Marketing Plan
  • Conclusion

Plan 2 Reading - Business Development Opportunities

  • Introduction
  • Identifying Opportunities at the Branch
  • Identifying Opportunities at Head Office
  • Conclusion

Section 3 - Tools and Techniques for Achieving Business Objectives

Chapter 13 - Consumer Behavior

Topics covered in this chapter are:

  • Introduction
  • What is Consumer Behavior?
  • Analyzing Consumer Behavior
  • The Purchasing Decision Process
  • Conclusion

Chapter 15 - Selling

Topics covered in this chapter are:

  • Introduction
  • Sales Best Practices
  • Coaching the Sale
  • Conclusion

Plan 3 Reading - Tools and Techniques for Achieving Business Objectives

  • Introduction
  • What are your Tools and Techniques?
  • Who are your Partners?
  • Conclusion

Section 4 - Timing, Resources, and Responsibilities

Plan 4 Reading - Timing, Resources, and Responsibilities

  • What is your Timeframe
  • Who will Contribute?
  • Conclusion

Section 5 - Monitoring and Evaluation

Plan 5 Reading - Monitoring and Evaluation

  • Introduction
  • Key Performance Indicators and Objectives
  • How will you Monitor your Plan?
  • Conclusion

How will you learn?

CSI’s online learning system helps you meet your study goals. You’ll benefit from:

  • Textbook readings available in PDF and printed format
  • Course materials accessed through your computer or laptop
  • Online activities that include review questions and section quizzes  to help you assess your progress
  • Online assistance from CSI’s academic support specialists

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