Chartered Financial Marketer

Certified by the American Academy of Financial Management (AAFM)

Chartered Financial Marketer Successfully Develop And Market Financial Products And Services 24 – 28 May 2009 Villa Rotana Hotel, Dubai, UAE



By Attending This Five Day Executive Training Course You Will:

Who Should Attend? This highly practical qualification has been specifically designed for: • Marketing Managers • Marketing Practitioners • Advertising and PR Agency Executives • Customer Relationship Managers • Product Line Managers • Retail Banking Managers • Sales and Promotions Managers responsible for financial services marketing

• Better comprehend the changing marketing environment for financial institutions in the GCC region • Understand the integral role of marketing in the development of new banking products and services • Know how to deal with increased competition from the big global banks • Understand customer behaviour, segmentation and specific market and pricing strategies • Learn how to position your institution so it appeals to the most valuable high-net-worth individuals • Improve the components of effective relationship management • Discover how to develop a multi-year marketing strategy for financial services and products in your organisation • Gain long-term competitive advantage

Organised By

971-4-3352437

971-4-3352438

Official Regional Recruitment Partner

[email protected]

www.iirme.com/cfm

Dear Financial Marketing Professional, It is impossible to successfully market any financial product today without examining the current financial situation and finding a way to overcome it. There is no need to do it on your own, as IIR is pleased to present the training course Chartered Financial Marketer, where you will be able to discuss new approaches with top industry peers through interactive case studies and breakout sessions. Moreover, you will gain an understanding of the latest strategies in this arena from your expert course director, Geoffrey Bye. Even in the current climate, the world’s largest banks, insurance companies and fund operators are investing heavily in the GCC to capture market share. The region has become an active investment market for foreign banks offering long-term growth opportunities. In this environment, you need to have a clear understanding of your competitive differentiation and be able to create a strong and definitive brand proposition. Much has been done to improve marketing technologies and strategies in the past years, particularly with the introduction of the internet and the strong focus on Customer Relationship Management (CRM), but you also see much more clearly defined customer segmentation analysis and solutions. IIR’s Chartered Financial Marketer will uncover marketing strategies and technologies which are essential for success in the Middle East’s changing competitive landscape. Your course director Geoffrey Bye, a specialist consultant to the finance sector, will help you develop the skills you need to enable your organisation to develop strategic plans that fuel growth and profitability, while improving customer satisfaction and retention. To join your financial and marketing peers on this programme, simply fax the registration form to 971-4-3352438 or email us on [email protected]. I look forward to welcoming you to Dubai in May. Best regards,

Keith Parker Conference Manager

P.S:

You will receive an annual membership to the AAFM professional body when you attend this event and be entitled to use the designation ChFM™ on your business card and resume Forthcoming Relevant Events

BC2953 Retail Banking: Delivery Channel Strategy 12 – 16 April 2009 www.iirme.com/retailbank BC2965 Certified Portfolio Manager™ 26 – 30 April 2009 www.iirme.com/cpm For more information on any of the above events please contact us on Tel: 971-4-3352483 or email: [email protected]

www.iirme.com/cfm

Meet Your Expert Course Director Geoffrey Bye – VP Marketing and AAFM Chapter President Geoffrey has over 20 years award winning experience in brand and marketing management, ranging from developing newly created roles through to building talented and entrepreneurial marketing teams across Europe, Asia and the Middle-East regions. He is VP Marketing for AAFM and GCC Chapter President. Geoffrey’s previous roles include Marketing Director with DHL for the Asia-Pacific and UK markets where he was responsible for DHL’s successful brand positioning and customer relationship strategies. Geoffrey’s other roles include Chief Marketing Officer with One-Asia.com, part of Li Ki Shing’s TOM Media Group, AVP of E-Marketing for Manulife Financial and Managing Director of ITC, a Kuwait based company specialising in project marketing. Geoffrey has had experience in managing multi-cultural teams, with marketing and advertising budgets in excess of US$60m across more than 50 markets. He is currently involved in local Kuwait business activities as a board member and treasurer of the British Business Forum. Geoffrey is a Chartered Marketer with the UK’s Chartered Institute of Marketing, and lead trainer on AAFM’s ChFM™ programme which he has developed and delivered to in-house corporate clients and on public courses in the Gulf region.

The American Academy of Financial Management The American Academy of Financial Management™, and its subsidiary the European Institute of Financial Management, is the world’s fastest growing professional association with approximately 40,000 members in over 145 countries hosting and organising certification training worldwide and offering exclusive board certification designations to candidates who meet the highest professional standards and assessment criteria. The AAFM was chosen in 2006 by Dubai Financial Market (DFM) to conduct the seven week professional training component of the Kafa’at Programme for graduates entering the brokerage and trading industry. AAFM also has alliances with the Kuwait Institute of Banking Studies, Dubai Institute of Human Resource Development, Dubai Quality Group, Knowledge Village, and many more. With liaison offices in Dubai, Hong Kong, Kuwait, Singapore, San Francisco, Monterey, New Orleans, Melbourne, Beijing, the Caribbean, India and Europe, AAFM is fast becoming the world’s leading professional association for financial practitioners. The AAFM Executive Designation Programmes also provide the assurance that the holder has met the suggested criteria for graduate credentials set out in the Ibanez US Supreme Court Decision, and are recognised on both the NASD and US Department of Labor websites.

www.iirme.com/cfm



Chartered Financia

24 – 28 M Course Timings Registration will commence at 08:00 on the first day. The course will begin at 8:30 with refreshments being served at appropriate intervals. The course will conclude each day at 14:30 after which lunch will be served.

Why Finance Marketing? In many financial markets, deregulation and competitive pressures have made it very difficult to differentiate by product and marketing has become an essential component in driving business activity. Home grown institutions in the Middle East have to start with building world-class brands and professionally marketing core products and services to the right target audience in order to compete with world class players like HSBC, Citigroup, Standard Chartered, Merrill Lynch and others.

Course Overview The course has been designed to teach the practical marketing techniques and skills required by marketing and customer relationship professionals working in the finance industry. It covers nine major subject areas and utilises a variety of training techniques. The key areas of the agenda include: • The competitive environment • Pricing strategies • The role of marketing • Promotion and communication • Customer behaviour • Distribution and multi-channel considerations • Developing new products and services • CRM and marketing strategy and planning The emphasis is practical and pragmatic rather than theoretical, with real case studies from some of the world’s leading financial institutions.

Course Objectives • • •

The goal of this course is to provide you with diagnostic skills that can be immediately used upon return to your respective regional and international banks, marketing departments or agencies You will learn to use demonstrated marketing strategies which will enable you to help your organisation (or in the case of agencies – clients) compete in an increasingly competitive market This course is also designed to enhance the documentation of marketing teams which will reduce planning time and enhance business cases to support new products and campaigns

Day One – Sunday, 24 May 2009

Day Two – Monday, 25 May 2009

Setting The Scene

Marketing Research For Management Decision Making

The Role Of Marketing • Marketing then and now • Five myths of marketing • Five step marketing management process • The role of marketing strategy in corporate strategy The Changing Marketing Environment For Banks And Finance Institutions • Banking and finance sector SWOT - Demographic - Technological - Economic - Political/regulatory • Changing service models Case studies and work group session: External market audit

971-4-3352437

971-4-3352438

Developing And Using Market Intelligence • Market research and MIS • Reasons, needs and questions The Kinds Of Information A Company Needs • Macro environment • Task environment • Consumers • Collaborators • Competitors • Company environment • Control mechanisms Methods Of Gathering Information • Principle research methods • The research brief • Questionnaire design guidelines

[email protected]

www.iirme.com/cfm

al Marketer

May 2009 Managing Company Information • Management information centre - Organisation and mission

Case studies and work group session: Uncovering your organisation’s brand personality characteristics

Case studies and work group session: Internal marketing audit

Day Five – Thursday, 28 May 2009

Day Three – Tuesday, 26 May 2009

Relationship Marketing And Customer Relationship Management

Understanding Consumer Behaviour And Its Impact On Marketing In The Financial Services Arena Understanding Consumer Behaviour • Behavioural drivers for retail customers and private banking clients • Behavioural drivers of institutions and business to business banking • The buyer decision process Segmentation And Targeting • How banks find, target and develop relationships with valuable customer segments Developing New Banking Products And Services • Understanding banking products and what they do for customers • Product development process • Services marketing and how services require different strategies Pricing Strategies • Customer understanding of prices and how they can be managed • Competing effectively on price and how to avoid price wars Case studies and work group session: Identifying social, cultural, personal and psychological influences on your customers’ behaviour

Day Four – Wednesday, 27 May 2009 Brand Marketing And The Marketing Mix Brand Management • Branding for ‘me’ – the key differentiator, establishing positioning, building and sustaining equity and loyalty • The vital role of brand management • Steps in developing a strong brand Designing The Marketing Mix • The four ‘P’s or should it be five, six or seven? • The effective marketing communications mix • The creative brief • Planning integrated marketing communications campaigns

971-4-3352437

971-4-3352438

Creating And Sustaining Relationship Strategies • The importance of relationships for customers • The importance of relationships for banks • Components of an effective relationship • Creating and sustaining relationship strategies Multi-Channel Relationships • The customer e-journey Case studies and work group session: Develop a marketing launch plan Review And Course Summary Course Examination

By attending this course, the added benefits you will receive include: • • • • • • • • • •

The ability to use the designation Chartered Financial Marketer (ChFM™) on your business card and resume Annual membership to the AAFM professional body Access to the AAFM risk management network and body of information online Being taught by a leading finance expert from the American Academy of Financial Management™ Membership to the only professional body recognised by the AACSB, the world’s leading collection of business schools Preferred access to education centres in USA, UK, Europe, Asia, Middle-East and Latin America Qualification for entry into the AAFM Master Financial Professional programme Access to the AAFM international journal published online Gold embossed certificate with your name and designation as a MAAFM (Member of the American Academy of Financial Management) Full accreditation

[email protected]

www.iirme.com/cfm

Chartered Financial Marketer

IIR Middle East certified by

24 – 28 May 2009 Villa Rotana Hotel, Dubai, UAE

FIVE EASY WAYS TO REGISTER 971-4-3352437

[email protected]

971-4-3352438

IIR Holdings Ltd.

GCS/IIR Holdings Ltd.

PO Box 21743, Dubai, UAE

P O Box 13977, Muharraq, Kingdom of Bahrain

www.iirme.com/cfm For further information and Group Discounts* contact 971-4-3352483 or email: [email protected] *Group discounts are only applicable on the full event price

WEB BC3013

Yes, I want to register for: Event

Dates



Chartered Financial Marketer

24 – 28 May 2009

Price before 15 March 2009

Price between 15 March and 5 April 2009

Price after 5 April 2009

US$ 4,250 (Save US$ 500)

US$ 4,550 (Save US$ 200)

US$ 4,750

If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or [email protected] Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

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A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note that all US$ cheques and drafts should be drawn on a New York bank and an extra amount of US$ 6 per payment should be added to cover bank clearing charges. All payments should be in favour of IIR Holdings Ltd.

If you are unable to attend, a substitute delegate will be welcome in your place. If this is not suitable, a US$ 200 service charge will be payable. Registrations cancelled less than seven days before the event must be paid in full.

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Event Venue Villa Rotana Hotel, Dubai, UAE Tel: 971-4-3216111

Accommodation Details

We highly recommend you secure your room reservation at the earliest to avoid last minute Delegates requiring visas should contact the inconvenience. You can contact the IIR hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take Hospitality Desk for assistance on: Tel: 971-4-4072693 several weeks to process. Fax: 971-4-4072517 Due to unforeseen circumstances, the programme Email: [email protected] may change and IIR reserves the right to alter the

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venue and/or speakers.

CJ

PG F150 Finance

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