Marketing and Business Development (MBD)

1. e-SHOP AND e-STORE (NEW TRENDS)

As in all businesses banks are having to meet the needs of ever more technically sophisticated customers. This Program will provide an insight into the business world's use of electronic commerce and address how these developments may be utilized in banking.

OBJECTIVES
After attending this Program participants will be able to:

	Appreciate the latest developments in the world of e-selling as used in e-shops and e-stores
	Consider how 'Best Practices' as seen in e-Shops and e-Stores may be utilized in banking

CONTENTS

	Overview of on-line marketing and selling
	How search engines work
	Search engine optimization
	Building a brand name
	Advertising
	Competitive research
	Running a campaign
	Turning visitors into paying customers
	Measuring results
	Conversion of visits to sales
	Quality of service
	Repeat visits
	Auditing results
	Measuring profitability
	Setting standards
	Latest initiatives
	Viral marketing
	Mobile telephones access
	M Marketing
	Using IVR and voice messages
	Building a better customer experience
	Attracting more visitors
	Turning visitors into users
	Building customer loyalty
	Effective selling
	Data protection and privacy issues
	Anti Money Laundering and Terrorist Financing issues
	Know your Customer

METHODS
Lecture discussions and case studies

TARGET AUDIENCE
Marketing and sales staff involved in the development of e-selling initiatives

LANGUAGE
The Program will be presented in English

DURATION
16.5 hours, three days, morning and afternoon sessions

2. MARKETING OF TRADING ACTIVITIES

With the ever increasing accessibility of trading activities people across the world are 'playing' the markets in both traditional and exotic products. Banks need to tap into the potential of these activities so as to maximize revenue opportunities and ensure customers understand the potential risks. This Program will assist in this regard

OBJECTIVES
This Program will help participants to:

	Appreciate the various types of products which are traded
	Understand the major risks that may rise from trading activities
	Market their banks services in order to meet the needs of their existing and potential customers

CONTENTS

	The Markets Stock Markets Shares/Equities Bonds Funds Mutual funds Hedge funds Private equity Government Markets Bonds Treasury Certificates of Deposit Foreign Exchange Markets Currencies Forwards Vanillas Exotics Interest Rates Derivatives Commodities Futures & Options Wheat, Oil, Sugar, Copper, etc. Islamic Investment Products
	Risk in Trading
	Time Frames
	Settlement
	Bank Trading Services Dealing room Advice Access to markets Minimizing risk
	Banks as advisors
	Bank as Fund/Investment Managers
	Central Bank of Kuwait Rules and Regulations

METHODS
Lecture-discussions, case studies

TARGET AUDIENCE
Marketing Department Staff, Private and Personal Bankers, Wealth Management Department staff

LANGUAGE
The Program will be presented in English

DURATION
22 training hours, four days, morning and afternoon sessions

3. PROMOTION STRATEGY

Promotion Strategy offers an overview of the information required to identify the elements of the promotional mix, determine appropriate promotional objectives, and select the advertising types and public relations tools to implement.

The program details the procedures for creating an advertising campaign, the types of promotional strategies, and the steps of the personal selling process.

OBJECTIVES
This Program will help participants to:

	Learn the definition of integrated marketing communication
	Select the elements of the promotional mix
	Identify issues to consider when creating a promotional mix
	Discover methods to develop an advertising budget
	Sequence the steps of the personal selling process
	Recognize the goal of sales promotion in an advertising campaign

CONTENTS

Promotion Essentials
	The integrated marketing communication
	Elements of a promotional mix
	Identifying common issues to consider when creating a promotional mix
	Choosing the objectives your promotional strategy might accomplish
Advertising and Public Relations
	Selecting the primary types of advertising
	Utilizing the appropriate public relation tools
	Identifying two methods to develop an advertising budget
	Steps for creating an advertising campaign
	Apply the steps for creating an advertising campaign
Sales Promotions and Personal Selling
	Identify the goal of sales promotion in an advertising campaign
	The steps of the personal selling process
	Apply the steps of the personal selling process

METHODS
Lecture-discussions, case studies and role plays

TARGET AUDIENCE
Managers, supervisors, and executives who influence the marketing and strategic goals of their organization

LANGUAGE
The Program will be presented in English

DURATION
22.5 training hours, four days, morning and afternoon sessions.

4. MARKETING CREDIT CARDS

Most people think that credit card marketing is only about the advertising and/or personal selling of card products. Advertising and selling, however, are just two of the many marketing activities.

In general, these activities are associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves customer segmentation, analyzing the needs of each segment, and then making strategic decisions about product design, pricing, promotion and distribution.

OBJECTIVES
This Program will help participants to:

	Understand the significance of marketing to the overall card business strategy
	Recognize the role segmentation has in the development of successful card portfolios
	Identify the stages involved in planning and designing a new card product
	Categorize the stages and actions required in launching a card product/proposition
	Recognize the techniques available to encourage customers to apply and use their bank cards

CONTENTS

	Introduction to card marketing
	Significance of card marketing
	Customer needs and market analysis
	Card customer segmentation
	Understanding the competition
	Card product development
	Launching a new card product
	Ensuring usage of the card
	Retaining existing card customers and attracting new ones
	Managing the card customer relationship

METHODS
Interactive lectures, individu¬al and group assignments, role plays and exer¬cises.

TARGET AUDIENCE
Card Center Managers, Assistant Managers, Supervisors and Card Marketing & Sales Managers

LANGUAGE
The Program will be presented in English

DURATION
16.5 training hours, three days, morning and afternoon sessions.

5. MANAGING PEOPLE

Unless you live on an island populated only by yourself, you interact with people every day of your working life. Therefore, you are continually 'managing' the people you know and meet.

However, this takes training; but it needs to be training that identifies and builds your current strengths and capabilities and doesn't try to teach you incompatible skills or the 'right' way to manage.

Managing people well, can be the best skill you acquire to get the success you want

OBJECTIVES
This Program will help participants to:

	Achieve the potential of business through the effective management of people
	Improve people management skills and gain feedback on different aspects of personal management styles

CONTENTS

	Exploring value based leadership
	Enhancing leadership skills
	Assessing management styles
	Analyzing the impact of different styles on staff
	Adapting different management styles to different situations
	Enhancing the effectiveness of current communication strategies
	Handling conflict and managing diversity
	Developing leadership potential more fully
	Employing specific strategies to motivate staff more successfully
	Refining listening skills
	Building effective teams
	Understanding group dynamics

METHODS
Lectures, interactive discussions, role plays, case studies, individual and group assignments

TARGET AUDIENCE
Division Managers, Dept Managers and Branch Managers

LANGUAGE
The Program will be presented in English

DURATION
22.5 training hours, four days, morning and afternoon sessions.