Curriculum | ABA Bank Marketing School | American Bankers Association

Strategic marketing is critical to your bank’s performance. Our top-rated curriculum taught by expert faculty will provide those critical skills and show you how to demonstrate what you’ve learned through dynamic team-based coursework.

At the school, students collaborate to create a marketing plan for a fictional bank. Each course includes a relevant component that students will need to apply to the fictional bank’s strategy — and present at the school’s conclusion.

VIEW THE 2024 COURSE CATALOG

2024 Curriculum

Part 1 of the school will be held online (April 10-11). Part 2 of the school will be held in person in Atlanta, GA (April 13-19).

Mon, Apr 1
Wed, Apr 10
Thurs, Apr 11
Sat, Apr 13
Sun, Apr 14
Mon, Apr 15
Tues, Apr 16
Wed, Apr 17
Thurs, Apr 18
Fri, Apr 19

Mon, Apr 1

1:00 PM - 2:00 PM

Student Orientation

Join us for an overview of the school and a thorough review of ABA’s Learning Management System (LMS).

Wed, Apr 10

11:00 AM - 11:15 AM	Welcome Remarks
11:15 AM - 12:15 PM	PR/Communications I This course examines mass and digital media from the perspective of both receivers and senders of marketing communications. Learn to take into consideration both the consumer and business markets in a rapidly changing environment. Consider how your organization handles PR, including requests for donations, media list compilation, media contact strategies and the creation of an annual communications plan. Theresa Wendhausen, CFMP, VP & Branding & Communications Manager, First National Bank and Trust Company
12:15 PM - 1:00 PM	Lunch
1:00 PM - 2:15 PM	Data & Analytics I The implementation of Big Data and marketing analytics has challenged financial institutions everywhere. Discover various data types that can be used to make informed decisions in both traditional and digital marketing endeavors. Learn to identify how to extract meaningful information from data sources, tools to derive insights from this data and best practices when acting on discovered insights. Hunter Young, Founder & President, HIFI Agency
2:15 PM - 2:30 PM	Break
2:30 PM - 4:00 PM	Marketing ROI I Marketing professionals are required to fill many roles within a financial services organization. They provide strategic direction, research client needs, conduct competitive intelligence, develop new products, manage company communications, support sales activities and more. Given the large demands and challenges of the job, many find it difficult to effectively evaluate and prioritize marketing activities. In this session, learn to show the financial ROI of your bank marketing endeavors. Joann Marsili, CFMP, EVP, Chief Marketing & Digital Experience Officer, Fidelity Bank

Thurs, Apr 11

11:00 AM - 12:15 PM	Sales & Marketing Alignment I When the sales and marketing teams work toward the same objectives, they can create a powerful growth engine for revenue generation. Strategic business goals, such as product-based marketing, have been catalysts for sales and marketing alignment — encouraging marketing and sales teams to work together to identify product offers, target markets and create results-focused campaigns using available data and ROI measurement. This course will help you align sales divisions and marketing teams to develop successful marketing campaigns and strategies to obtain bank-wide goals and objectives. Shelley Regin, CFMP, SVP, Marketing, Country Bank
12:15 PM - 1:00 PM	Lunch
1:00 PM - 2:00 PM	Banking on Multicultural Consumers Multicultural Americans play an integral role in expenditure growth in the country. The impact of this consumer segment is central to the success of every consumer brand and financial institution in America. Gain insights into how marketing to multicultural consumers can yield incredible results for your bank. David Femi, Head of Multicultural Banking & Diverse Market Strategy, M&T Bank
2:00 PM - 2:15 PM	Break
2:15 PM - 3:30 PM	Marketing Risk Management Reputational risk affects an institution’s ability to establish new relationships, products or services, and continue serving existing relationships. This risk can expose an organization to litigation and financial loss, as well as damage the brand. Aside from reputational damage, operational risk can lead to increased costs or decreased revenue. Learn to manage operational risk so you can ensure your marketing programs are executed accurately, on time, on budget and on strategy. Charles LeFevre, CRCM, EVP, Chief Operations Officer, Sovereign Bank
3:30 PM - 3:45 PM	Break
3:45 PM - 5:15 PM	Compliance and Marketing I Increased regulatory burden, the rapidly changing landscape of advertising and a shift away from traditional media can make compliance seem overwhelming. This course will provide students with an overview of the laws and regulations that govern a bank’s advertising and market planning so they can best mitigate compliance risk at their bank. Students will learn how these laws and regulations relate to loan, deposit and nontraditional products, as well as gain practical knowledge to ensure their bank’s advertising is effective and compliant when developing appropriate marketing collateral. Charles LeFevre, CRCM, EVP, Chief Operations Officer, Sovereign Bank

Sat, Apr 13

4:00 PM – 5:00 PM	Hotel Check-In
4:00 PM – 5:00 PM	Registration
5:00 PM – 6:00 PM	Welcome and Team Building Exercise
6:00 PM – 7:00 PM	Welcome Dinner
7:00 PM – 8:00 PM	Welcome Reception

Sun, Apr 14

8:30 AM - 10:00 AM	Marketing Planning I Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation and more play a role. Then practice applying those elements to a real-life case study in a group exercise that includes presenting your group’s marketing plan to the entire class. Lance Kessler, CFMP, President, Lance Kessler & Associates – Marketing Consulting and Training
10:00 AM - 10:15 AM	Break
10:15 AM - 11:30 AM	Marketing ROI II Refer to Marketing ROI I Course Description Joann Marsili, CFMP, EVP, Chief Marketing & Digital Experience Officer, Fidelity Bank
11:30 AM - 12:30 PM	Lunch
12:30 PM - 2:00 PM	Marketing ROI III *Refer to Marketing ROI I Course Description* Joann Marsili, CFMP, EVP, Chief Marketing & Digital Experience Officer, Fidelity Bank
2:15 PM - 4:15 PM	Banking on Multicultural Consumers II Refer to Banking on Multicultural Consumers I Course Description David Femi, Head of Multicultural Banking & Diverse Market Strategy, M&T Bank

Mon, Apr 15

8:00 AM - 10:00 AM	Marketing Planning II Refer to Marketing Planning I course description Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training
10:00 AM - 10:15 AM	Break
10:15 AM - 12:15 PM	Marketing Profitability: Bank Financial Analysis and Asset/Liability Management I Understanding the components of a balance sheet and how they drive income statements is critical to understanding how marketing affects bank performance. Management reporting, including Asset-Liability Management (ALCO) and profitability reporting, are used internally to manage risks, measure progress and drive decision-making. In this session, learn to identify profit drivers that result in positive financial performance and how to develop a strategy that focuses on strategic objectives that drive long-term success. Peg Hudson, CFMP, Bank Marketing Consultant
12:15 PM - 1:00 PM	Lunch
1:00 PM - 3:00 PM	Marketing Profitability: Bank Financial Analysis and Asset/Liability Management II Refer to Marketing Profitability I course description Peg Hudson, CFMP, Bank Marketing Consultant
3:00 PM - 3:15 PM	Break
3:15 PM - 5:30 PM	PR/Communications II Refer to PR/Communication I course description Theresa Wendhausen, CFMP, VP & Branding & Communications Manager, First National Bank and Trust Company

Tues, Apr 16

8:00 AM - 9:30 AM	Marketing Planning III Refer to Marketing Planning I course description Using the Path to Superior Execution as its framework, this course details how marketing planning does not happen in a vacuum. Learn how to implement a five-step participatory marketing planning process, and how the situation analysis, competitive strategy, market segmentation, etc. play a role. Then, practice applying those elements to a real-life case study. Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training
9:30 AM - 9:45 PM	Break
9:45 AM - 11:45 AM	Digital Marketing Customers interact with your brand at many touchpoints, like pit stops along a journey. In this course, develop a strategic mindset to connect the dots between available digital marketing channels and the customer journey. This course provides a broad overview of the digital marketing techniques needed for successful marketing campaigns in a digital economy. Today’s consumers spend the majority of the day online, yet marketing budgets don’t always maximize that opportunity. Learn effective tactics for planning digital channel selection, maintaining a brand across the entire spectrum of engagement, applying the right channel at the right time and being resourceful with implementation and measuring success. Amber Farley, EVP, Emerging Media, Financial Marketing Solutions
11:45 PM - 12:45 PM	Lunch
12:45 PM - 3:00 PM	Digital Marketing II Refer to Digital Marketing I course description Amber Farley, EVP, Emerging Media, Financial Marketing Solutions
3:00 PM - 3:15 PM	Break
3:15 PM - 5:15 PM	Social Media Marketing In this course, we will discuss the strategy, uses and planning required to succeed in the fast-changing world of social media marketing. Social networks are constantly stepping up their game to keep users engaged and entertained. Your organization’s social strategy should be doing the same. Whether you’re focused on becoming a trusted resource, humanizing the bank, highlighting community involvement, promoting bank products, developing business opportunities or extending your customer service offerings, this course will show you how to achieve results in the social space. Amber Farley, EVP, Emerging Media, Financial Marketing Solutions
6:00 PM - 8:00 PM	Bowling & BBQ sponsored by FMS Now’s your chance to show off those bowling skills! And if you bowl more gutter balls than strikes, we have tasty BBQ and refreshments that are right up your alley. Get ready for Bowling and BBQ, sponsored by our friends at FMS.

Wed, Apr 17

8:00 AM - 10:00 AM	Data & Analytics II Refer to Data & Analytics I course description Hunter Young, Founder & President, HIFI Agency
10:00 AM - 10:15 AM	Break
10:15 AM - 12:15 PM	Content Marketing and Management This course will review how to develop a content strategy that aligns with your business goals, create engaging and valuable content, and track the success of your campaigns. By the end of this course, you will be able to create a content marketing plan that drives results and can grow individual business lines of focus. Learn a proven process to generate endless story ideas as well as effectively document, plan and coordinate your content plan. You’ll discover ways to research, remix and repackage your content to make your content work harder for you. Shelly Loftin, CFMP, Senior Director of Marketing & Sales Enablement, Arvest Bank
12:15 PM - 1:00 PM	Lunch
1:00 PM - 3:00 PM	AI in Action: Using Innovation to Drive Value in Bank Marketing Deepen your understanding of AI’s role in bank marketing with this course, which breaks down complex concepts into clear, actionable insights. Explore how AI can transform customer engagement, drive data-centric marketing strategies and drive growth. Through practical, real-world applications and an interactive exercise, you’ll learn to use AI tools to craft an innovative marketing pitch for your bank. John Hanley, CFMP, Chief Marketing Officer, Equity Bank Kimberley Kaschke, CFMP, Managing Director, Enterprise Marketing Strategy & Planning, First National Bank of Omaha
3:15 PM - 5:15 PM	Current Event Conversation
6:00 PM - 7:00 PM	Karaoke and Pizza Party, sponsored by Pannos Marketing It’s time to stretch your legs and your vocal cords! Bring your inner diva or rockstar to Karaoke and Pizza, sponsored by our friends at Pannos Marketing.

Thurs, Apr 18

8:00 AM - 10:15 AM	Compliance and Marketing II Refer to Compliance and Marketing I course description Charles LeFevre, CRCM, EVP, Chief Operations Officer, Sovereign Bank
10:15 AM - 10:30 AM	Break
10:30 AM - 12:00 PM	Sales and Marketing Alignment II Refer to Sales and Marketing Alignment I course description Shelley Regin, CFMP, SVP, Marketing, Country Bank
12:00 PM - 1:00 PM	Lunch
1:00 PM - 5:00 PM	Student Group Exercise Collaborate with fellow students to create a marketing plan for a fictional bank, based on all the coursework you learned at the school.

Fri, Apr 19

8:00 AM - 10:15 AM

Student Group Presentations

10:30 PM - 12:30 PM

Effective Marketing Leadership

One of the biggest challenges facing marketers today is having a seat at the executive table. This course is designed to explore the role of marketing, and how strategic leadership is essential to that role. Through interactive discussion and hands-on activities, explore how to become a stronger leader in your organization.

Lance Kessler, CFMP, President, Lance Kessler & Associates - Marketing Consulting and Training

12:30 PM

School Adjourns

This program is subject to change. Please bookmark this page to check for continuing updates. Read ABA Conference and School Policies to help answer additional questions.

Curriculum | Bank Marketing School