Certification in finance services marketing offered by ICB. (ABA Resources).

A professional certification for financial services marketing will soon be offered by the Institute of Certified Bankers (ICB), an ABA affiliate, according to a recent announcement. The name of the certification has not yet been decided.

The new certification is the result of a recommendation from a Marketing Network task force that studied the issue. James H. Donnelly Jr., who served as chairman of the task force, said the certification represents a great opportunity for MN members as well as the organizations that employ them. "It will increase the recognition and credibility of the profession, provide a career competitive advantage for those who achieve certification, and provide a clearer professional development track for both the individual and the organization."

Donnelly is the dean of the ABA School of Bank Marketing and Management and a business professor at the University of Kentucky, Lexington, Ky.

To obtain the certification, financial services marketers will be required to meet certain experience, education and other similar requirements that are in the process of being determined. Marketers who meet the requirements can apply to take an examination, which will be given annually. The first examination is expected to be scheduled during the first quarter of 2003. Those who pass the examination will be awarded the designation.

Marketing Network members have worked for several years to come up with a new program to increase the credibility of and recognition for marketers. The task force that Donnelly headed reached a consensus that because of the unique position and needs of financial marketers and the organizations that employ them, a marketing certification could be an important means for enhancing the professionalism of the field.

Earlier this year, the MN conducted a membership survey to ascertain if there was an interest in such a certification program. "Not surprisingly, the response rate was outstanding and an overwhelming majority of the respondents indicated interest in the certification," Donnelly noted.

Currently, the MN is conducting a job analysis survey to identify the set of competencies and skills that are common to the profession. This list of competencies will be used to structure the certification so that it is relevant to the job of a financial marketer. Then a certification advisory board will be formed that will, based on the result of the job analysis survey, establish the certification requirements and develop the certification examination.

For further information about the financial marketing certification, contact Howard Walseman, group director, Certifications and Member Relations (800) BANKERS, extension 5376 or [phone].