The course objective is to provide an in-depth understanding and opportunities for practical application of the core competencies required to be an effective credit union marketing executive during this three-year comprehensive school. Core competencies include strategic marketing, public relations and reputation management; building a relevant brand experience; retail marketing; market research; persuasive communication; aligning marketing with credit union strategy; leadership skills; marketing plan and budget development; identifying and implementing trends; member retention; calculating ROI; content marketing; and market segmentation.