Topic	Description	30-60 minutes	1-2 hours	Half day
ESSENTIAL
Payment Cards & Consumer Banking	Why banks offer cards and how they fit within the retail banking proposition	√	√	√
Introduction to Card Issuing	Opportunity and features of different card types	√	√
Introduction to Card Acquiring	Value chain, characteristics and business drivers	√	√
The Bank Card Model	How information and value flows between the parties in a 5 party model	√	√
Structure and Organisation	Setting the right Structure: Organisation, Functions and Interdependencies	√	√
The role of Outsourcing	The potential and business justification for outsourcing functional processes	√	√
Selling & Servicing Cards	Defining card service. Identifying strengths and weaknesses of each distribution channel	√	√
Managing Credit & Fraud Risk	Risk management: Pre & Post issue risk control for credit and fraud	√	√	√
The Card Marketing LifeCycle	Tactics to drive Activation, Usage & Retention	√	√	√
How to make money	Profitability: key drivers of cost and revenue	√	√	√

Topic	Description	30-60 minutes	1-2 hours	Half day
MARKETING
Card Product Segmentation	Justification, method, process and examples	√	√	√
Card Proposition and Positioning	The card offer and its fit relative to other bank products	√	√
Card Design, Image & Identity	Managing the card aesthetics to achieve competitive differentiation	√	√
Sales Channel Management	Fitting the right message for the right product at the right moment to the right channel	√	√
Card Activation	Tactics to motivate the first transaction	√	√
Driving Debit Card Usage	Analysis and techniques to stimulate ongoing usage	√	√	√
Driving Credit Card Usage	The Why, How and When of the Tactics to adopt and the Promotions to offer	√	√	√
Loyalty and Retention	Adopting techniques that keep customers happy and extend the customer lifetime	√	√	√
Successful Co-Branding	Managing Risk and Reward in Partnership Marketing	√	√	√

Topic	Description	30-60 minutes	1-2 hours	Half day
PROFITABILITY
Debit Cards	Identifying Key Cost and Revenue Drivers	√	√	√
Credit Cards	Identifying Key Cost and Revenue Drivers	√	√	√
PrePaid Cards	Identifying Key Cost and Revenue Drivers	√	√
Commercial Cards	Identifying Key Cost and Revenue Drivers	√	√
Acquiring	Identifying Key cost and Revenue Drivers	√	√

Topic	Description	30-60 minutes	1-2 hours	Half day
CREDIT RISK
Strategy and Policy	Attitude and Appetie for Risk. Balancing Risk and Reward	√	√	√
Pre-Issue: Application Processing & Credit Scoring	Defining Risk approach, matching methods to channels. Developing and Managing Credit Scoring	√	√	√
Post-Issue: Authorisation, Credit Limits, Behaviour and Collections	Controlling Risk through the Card Life Cycle, maximising Profit potential, limiting Loss exposure	√	√	√

Topic	Description	30-60 minutes	1-2 hours	Half day
ACQUIRING
Strategy and Business Case	Justification, Components and Business Drivers	√	√	√
Segmentation and Marketing	Segment characteristics and building a Value Proposition	√	√	√
Risk	Credit and Fraud Risk in the Physical and Virtual worlds	√	√
Pricing, Servicing and Contracts	Competition, Positioning, Process and Performance	√	√
E-Commerce	What's different on-line: Opportunity vs. Risk	√	√

Topic	Description	30-60 minutes	1-2 hours	Half day
HOT TOPICS
Reputation and Regulation: Influence and Impact	Managing the impact on Products, Perception and Performance	√	√	√
Performance Management	Key Performance Indicators: meaningful measurement enabling better management	√	√	√
Marketing Innovation: new ideas in difficult times	Creative thinking that responds to competitive intensity with new product features and services	√	√
Sub Segmentation: drilling down to Profits	Analysis and action that responds to the transacting and repayment behaviour that drives best returns at the micro level	√	√	√
Recession Management	Tactics for the downturn: a changing focus within card portfolio management	√	√

WORKSHOP TOPICS	TIME (minutes)
Overview of client situation and objectives	45
Card Strategy and fit to Client Consumer Banking objectives	45
Affinity and Co-Branding: definition and opportunity	60
Credit Risk: Strategy & Policy	60
Co-Brand Profitability	60
Partnership Marketing	75
Implementation Planning: Dependencies & Roadblocks	60
Review of Key Learnings	45

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