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CSI will be performing system maintenance on Saturday May 11th from 5 a.m. until 1 p.m. ET. You will not have access to your “myCSI” student account, nor will you be able to book, cancel or reschedule exams during this time. You can still access your online course materials by visiting connect.csi.ca then connecting to “Blackboard Learn”.

What is the course syllabus?

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Intro – Business Development and Marketing Fundamentals

Chapter 1 - Business Marketing

Topics covered in this chapter are:

  • Introduction
  • What is Marketing?
  • Fundamental Marketing Concepts
  • Marketing Management Philosophies
  • Marketing as a Management Function
  • Conclusion

Chapter 2 - Marketing Landscape

Topics covered in this chapter are:

  • Introduction
  • The External Marketing Environment
  • The Microenvironment
  • The Macroenvironment
  • Conclusion

Chapter 3 - Business Development Landscape

Topics covered in this chapter are:

  • Introduction
  • Business Development at the Bank
  • Business Plan
  • Conclusion

Section 1 - Current State Analysis

Chapter 4 - Competition

Topics covered in this chapter are:

  • Introduction
  • The Nature of Competition
  • Competition in a Fragmented Market
  • Evaluating Competitors
  • Competitive Advantage
  • Managing Competition
  • Conclusion

Chapter 5 - Market Segmentation

Topics covered in this chapter are:

  • Introduction
  • What is Market Segmentation?
  • The Market Segmentation Process
  • Conditions for Intelligent Segmentation
  • Analyzing and Choosing Target Markets
  • Choosing a Marketing Strategy
  • Conclusion

Chapter 6 - Marketing Research

Topics covered in this chapter are:

  • Introduction
  • What is Marketing Research?
  • The Need for Marketing Research
  • The Marketing Research Process
  • Conclusion

Plan 1 Reading - Current State Analysis

Topics covered in this chapter are:

  • Introduction
  • Analyzing Current State
  • Where do I Work?
  • Who are my Customers?
  • Who are my Competitors?
  • Where was the Bank in Previous Years?
  • End Client and Bank Performance Support
  • Conclusion

Section 2- Business Development Opportunities

Chapter 7 - Product

Topics covered in this chapter are:

  • Introduction
  • Definition of Product
  • Strategic Product Considerations
  • Product Life Cycle
  • Product Positioning
  • Conclusion

Chapter 8 - Price

Topics covered in this chapter are:

  • Introduction
  • Business Objectives that Influence Price
  • Price Elasticity of Demand
  • Pricing Strategies
  • Pricing Methods
  • Evaluating Pricing Methods
  • Conclusion

Chapter 9 - Place

Topics covered in this chapter are:

  • Introduction
  • Distribution Decisions and Marketing Strategy
  • Distribution Channel Systems
  • Intermediaries
  • Types of Distribution Channels
  • Conclusion

Chapter 10 - Promotion

Topics covered in this chapter are:

  • Introduction
  • The Communication Process
  • Promotional Mix Decisions
  • Advertising
  • Sales Promotions
  • Public Relations
  • Personal Selling
  • Relationship Selling
  • Conclusion

Chapter 11 - People

Topics covered in this chapter are:

  • Introduction
  • Managing Client Relations
  • Internal Marketing
  • Components of Internal Marketing
  • Internal Marketing and Customer Satisfaction
  • Consumerism
  • Conclusion

Chapter 12 - Strategic Planning

Topics covered in this chapter are:

  • Introduction
  • Marketing Strategies
  • The Strategic Planning Process in Marketing
  • The Marketing Plan
  • Conclusion

Plan 2 Reading - Business Development Opportunities

  • Introduction
  • Identifying Opportunities at the Branch
  • Identifying Opportunities at Head Office
  • Conclusion

Section 3 - Tools and Techniques for Achieving Business Objectives

Chapter 13 - Consumer Behavior

Topics covered in this chapter are:

  • Introduction
  • What is Consumer Behavior?
  • Analyzing Consumer Behavior
  • The Purchasing Decision Process
  • Conclusion

Chapter 15 - Selling

Topics covered in this chapter are:

  • Introduction
  • Sales Best Practices
  • Coaching the Sale
  • Conclusion

Plan 3 Reading - Tools and Techniques for Achieving Business Objectives

  • Introduction
  • What are your Tools and Techniques?
  • Who are your Partners?
  • Conclusion

Section 4 - Timing, Resources, and Responsibilities

Plan 4 Reading - Timing, Resources, and Responsibilities

  • What is your Timeframe
  • Who will Contribute?
  • Conclusion

Section 5 - Monitoring and Evaluation

Plan 5 Reading - Monitoring and Evaluation

  • Introduction
  • Key Performance Indicators and Objectives
  • How will you Monitor your Plan?
  • Conclusion

How will you learn?

CSI’s online learning system helps you meet your study goals. You’ll benefit from:

  • Textbook readings available in PDF and printed format
  • Course materials accessed through your computer or laptop
  • Online activities that include review questions and section quizzes  to help you assess your progress
  • Online assistance from CSI’s academic support specialists

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