Marketing in banking
marketing regulated financial products: trust and brand, acquisition economics, cross-sell and primary-bank relationships, fair-treatment and disclosure rules that constrain messaging.
Banking marketing sits at the intersection of trust, regulation and long product-consideration cycles. Unlike consumer categories, banks sell commitments (deposits, credit, mortgages) where customer lifetime value hinges on retention, cross-sell and behavioral engagement rather than one-off conversion. This block builds sector fluency: how core marketing frameworks (segmentation, positioning, funnels) translate to retail, SME and wealth banking; how to calculate and benchmark acquisition cost, activation, cross-sell ratios and churn against realistic industry ranges; and how advertising claims, fair-lending rules and consumer-protection regulation constrain campaign design. You will leave able to evaluate a bank's marketing performance and compliance posture with analytical precision, not generic marketing intuition.
Ce que vous allez maîtriser
- Apply segmentation, positioning and funnel frameworks correctly to retail, SME and wealth banking products
- Calculate and interpret CAC, CLV, activation, cross-sell ratio and churn using sector-appropriate formulas and benchmarks
- Diagnose funnel drop-off points specific to account opening, loan origination and card acquisition journeys
- Run a pre-launch compliance check on a banking marketing campaign against fair-treatment and advertising rules