Executive Education Programs Program Information


Kellogg School of Management - USA

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  Marketing to Financial Services Customers

Marketing to Financial Services Customers
Maximizing Customer Lifetime Value in the Digital Age

High-impact marketing starts with the customer. In this program, you will learn how to design and execute marketing strategies that directly cater to evolving customer needs in order to achieve financial goals.

Leading-edge, collaborative and highly interactive, this program will help you develop the technical, marketing, financial and leadership skills necessary to create marketing plans that produce measurable returns.

Leveraging tools from the digital age, this program will show you how to use data to direct your marketing decisions and investments. You’ll understand how to connect tactics to specific metrics, how to build an infrastructure that tracks the performance of your plan and how to execute strategies that lead to significant financial growth.

Upcoming Sessions (Fee includes lodging and most meals)
March 9-13, 2014 $8,300  
November 9-13, 2014 $8,300

Who Should Attend
-Senior marketing executives from financial services companies, including investment, insurance, banking, consumer credit and consumer finance firms, as well as brokers, wholesale distributors, IT and other service providers
-Executives in industries that highly leverage financial services to their customers, such as retail

Key Benefits
In this course, you will:

  1. Review the range of capabilities that make up a comprehensive marketing function
  2. Understand the spectrum of marketing tactics and current perspectives on new technologies for execution
  3. Measure the financial implications of alternative marketing investments
  4. Identify tools to shape high-impact initiatives based on current needs and strategic direction
  5. Broaden your perspective in a collaborative, peer-to-peer learning environment
  6. Explore B2B and B2C scenarios using case study exercises

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