Earn your Marketing Certification (CCBMS) at the ICBA Marketing Institute

To earn the Certified Community Bank Marketing Strategist (CCBMS) certification, you will be required to attend this program in its entirety, complete all assignments, and achieve a passing score on the certification exam(s).

ICBA's Marketing Certification program is designed to equip community bank marketers with the tools and knowledge to succeed in today’s dynamic banking environment. Over three days, participants gain a comprehensive understanding of banking fundamentals, marketing strategies, and data-driven decision-making to elevate their marketing capabilities.

Day 1: Building a Foundation

Explore the banking industry’s landscape, trends, and revenue models. Master marketing fundamentals, including market segmentation and targeting, and develop strategies for product promotion, branding, and digital marketing. Learn how to create consistent, impactful messaging across channels like social media, email, and online advertising. Review regulatory compliance relevant to community bank marketing.

Day 2: Data-Driven Marketing and Customer Relationships

Learn how to leverage internal bank data and market research to refine your strategies. Build and maintain strong customer relationships through sales techniques, CRM strategies, and effective communication. Develop enterprise risk management skills and enhance your public relations approach for crisis management, media relations, and more.

Day 3: Strategic Reporting and Exam Preparation

Gain financial insight with budget allocation and accounting basics. Learn how to deliver effective board presentations and review marketing’s role in bank operations.

Learning Objectives:

• Examine the role of marketing in community banking.

• Develop an understanding of how community banks operate and generate successful financial performance.

• Provide instruction on the most common management structures and responsibilities assigned to bank marketing departments.

• Provide information and resources to outline the process to develop a strategic marketing plan and determine the budget requirements to implement the plan.

• Examine research methodologies and how to utilize results to guide decision making.

• Develop a clear view of data analytics and how community banks can leverage customer and market information to make strategic marketing decisions.

• Share insights to guide effective sales and relationship development efforts across all lines of business and customer segments.

• Provide a structure and context for effective branding and brand management.

• Examine the core elements of effective messaging and communications to support employee, customer, and community relationships.

• Provide evaluations of media options and how to determine the best options for planned communications.

• Provide guidance for the management of digital and social media communications.

• Share insights to improve website design, features, functions, and search engine optimization.

• Provide resources to help evaluate the return on investment for marketing projects and activities