Effective marketing leadership class added to school of bank marketing.

A new marketing leadership class will be introduced this year to Year Two students at the ABA School of Bank Marketing and Management (SOBMM).

The class, entitled "Effective Marketing Leadership," is designed to help students understand their personality style and how to leverage this knowledge in the workplace to foster and sustain teamwork, make better decisions and address leadership challenges.

The course was developed as a result of feedback from graduates who wanted more information about how to promote the value and importance of marketing to the bank's managers, according to Alisha JR Johnson, CFMP, the chairperson of the ABA School of Bank Management and Management advisory board. "To be successful, a marketer has to be able to work with everyone within the organization," she says. This often comes down "to understanding personality types and tailoring how you communicate with them," she adds. Johnson is senior vice president/chief marketing officer at Highland Bank, St. Paul, Minn.

The school will be held May 3-9 at Southern Methodist University (SMU), Dallas.

In preparation for the course, Year Two students will be administrated the Myers-Briggs Type Indicator between sessions. During class, students will learn how their personality characteristics play a critical role in daily interaction with peers in the workplace.

Students are taught by a faculty of industry experts and experienced instructors who are leaders in their fields. Each course is evaluated annually by an advisory board of senior marketing professionals to reflect changes in the industry. The curriculum is completed in two intensive one-week sessions. Between Year One and Two, students are directed to complete a marketing plan or research report that can be utilized by their organization. As many school graduates will attest, part of the value of attending the school rests with the invaluable network of professional colleagues each student develops. The two-year curriculum will also prepare marketers to sit for their Certified Financial Marketing Professional (CFMP) designation.

Members of the ABA Marketing Network are eligible for a substantial discount on SOBMM tuition fees.

Founded in 1948, the SOBMM is the only national bank marketing education institution of its kind and has an industrywide reputation for excellence. This will be the school's first year at SMU.

Applicants should have at least a few years of bank or marketing experience prior to attending the SOBMM. The school is not designed for absolute beginners.

The first year's SOBMM instruction is centered on three topics: marketing planning, research and return on investment (ROI).

The second year deals with teaching marketers how to become credible members of the bank's management team. In groups, student work through a simulation of managing the financial side of banking. In the process, they learn the terminology and business decisions needed to run a successful bank. Students also learn about asset-liability management, profitability and strategic issues. How to implement a bank brand is covered as well in the second year.

The tuition fees cover all coursework, materials, housing and most meals, and are the same for years One and Two. The annual price for an ABA bank member is $2,995; for an ABA Marketing Network member, $2,895. The nonmember price is $3,995.

For more details, visit www. aba.com/Events/SBMM.htm. If you have questions about the school, contact Daisy Johnson, telephone: [phone]; toll-free telephone: (800) BANKERS, extension 5367, e-mail: [e-mail].