Certification Overview

When it comes to the banking industry there are many certifications that banking professionals can opt for. The choice of certification is entirely determined by the kind of bank and career field that the professional is looking forward to. Certified Financial Marketing Professional or CFMP conducted by the American Banker's Association is undoubtedly regarded as the best professional certification for individuals aspiring for a successful career in financial services. It is best suited for professionals with a focus on marketing of financial services. The certification represents a proficient professional with comprehensive knowledge and training in various aspects of banking like - Financial Principles, Legal Principles, Marketing Principles and Research and Planning. It represents that the bearer is guided by the objectives of professionalism and profitability for the institution in which he is employed. Professionals holding this certification have an excellent scope in senior positions at the bank, financial institutions and regulatory bodies.

Exam information

The examination for CFMP has an array of 150 questions that have to be answered over 180 minutes. Candidates can opt for the exam in two modes-

• At the candidates company or the proctored exam. This requires presence of an exam proctor who should be certified by ICB.
• At the exam site. The site at which the exam is scheduled should be within 120 minutes driving distance from the company of the candidate.

Advanced statistical methods are used for electronically evaluating the exams. Whether a candidate is pass' or fail' is determined on the basis of standard of performance and degree of difficulty.

Prerequisites

The pre-requisites for qualifying for the exam can be discussed under various headings as follows:

• Professional Experience and Education
• Minimum 2 years of experience in the field of marketing of financial services and
• Graduation from an ICB approved financial program
• Professional Reference
• A letter of recommendation from the manager on the letter head of the organization. The letter of recommendation should specifically state the qualifications of the candidate.
• Ethics Statement
• Every candidate is required to sign ICB's Professional Code of Ethics statement. This also requires that the candidate should categorically state information about any convictions.

Aim

The certification aims at testing a candidate's understanding and knowledge of the following aspects

• Financial principles and financial management processes;
• Prevalent laws and regulations governing different aspects of a financial institution. Marketing planning and advertising of various services are two main core areas in which knowledge of candidates is tested;
• Market research;
• Marketing plans
• Marketing components covering design of campaigns, product features, pricing strategies, delivery channels, sales support and public relations.

Benefits

The certification exam provides benefits to both - individuals employed in the banking sector and banking and financial organizations. This in turn has a positive impact on the overall financial sector. The benefits that the certification provides are:

• Determines a standard of knowledge for professionals employed in marketing profiles in the banking sector;
• Provides recognition to professionals who qualify these standards;
• Provides an assessment tool for employers to identify professionals that meet the requirements
• Provides an opportunity for continued professional education.

Expert review

I have always been passionate about developing compelling campaigns for the banking industry. In addition to competition what makes the work even more challenging is a strictly regulated environment. An MBA in marketing, along with years of experience obtained by working and leading across cross functional teams, I decided to obtain a CFMP designation. The certification has helped me project myself more confidently in the organization and highlighting the interconnection between sales and marketing. I feel more adept at maintaining fluidity in the work environment making my team more versatile.

Dona Watcher, Senior Marketing Manager, Metropolitan Bank