HEG-Genève and ISFB have recently joined forces to create a skills center dedicated to continuing banking education, with a particular focus on marketing and communication in financial services. Supported by the Fondation Genève Place Financière, this public-private partnership strengthens the expertise and talents of the French-speaking financial center, contributing to its influence and the development of banking careers.

Christophe Nicod, you are Head of Continuing Education at ISFB. ISFB and HEG-Genève co-direct the HEG-ISFB CAS in Marketing and Communication in Financial Services. Can you tell us about this program and who it's aimed at?

This CAS consists of 4 modules. First, it looks at strategy and positioning from the perspective of a financial institution, where market and competitor analysis influences communication policy, whether through channels or pricing positioning. He then looks at the evolution of marketing tools, from traditional to digital, and continues with a discussion of communication in relation to image and related risks. Lastly, he looks at societal transformations and develops cultural and generational differences.

I would say that this CAS is aimed at people who want to acquire a tactical and strategic vision of the tools and methodologies that enable financial institutions to communicate with their stakeholders.

What do you see as the main challenges facing marketing and communications in financial services today, and how does the CAS provide concrete solutions?

Marketing and communication have always been inextricably linked with the financial industry, and today's challenges are primarily the development of digital tools, but also the specificities of the field, between regulation, tradition and innovation, and the importance of image.
In this respect, this CAS brings the expertise and vision of professionals to bear on both established strategies and new-generation vectors and developments in the field.

What are the strengths and specific features that make this program so rich and rewarding?

In my opinion, the spectrum covered by this CAS enables us to grasp the fundamentals of marketing and communication in financial services, while addressing the challenges and risks of digital transformations. With its societal angle, it also opens the door to cultural evolutions.

Christophe Nicod

Training Manager (ISFB)