Marketing of Financial Service

Paper Code: 
FSI 517
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To acquaint students with the process of Services Marketing.

10.00
Unit I: 
Introduction to service Marketing:

Service Marketing- Concept, Features, Significance.
Management of Service marketing- Concept of Marketing mix- The product mix, The price and Place mix, The Promotion Mix.

9.00

Managing Demand and Supply – Concept of Demand, Demand patterns, Capacity Constraints: Time, Labour, Equipment, Facilities;
Market Segmentation.

8.00
Unit III: 
Bank Marketing

- Concept, Needs, Importance, Marketing Mix for Banking Services and Banks Marketing in India.

9.00
Unit IV: 
Insurance Marketing

- Concept, Need, Importance, Marketing mix for Insurance, Insurance marketing in Indian environment.

10.00

Customer Relationship- Customer Delight, Service Quality, Customer Retention
CRM (Customer Relationship Management)- Concept, Significance, Strategies for building relationship.

Essential Readings: 
  • S.M.Jha,Service Marketing, Himalaya Publishing House
  • Payne Adrian, “The Essence of Service Marketing”, Prentice Hall of India”,New Delhi
  • Balaji B, “Service Marketing and Management”, S.Chand, New Delhi
  • Ram Mohan Rao, Services Marketing (Pearson Education)
  • Roland. T.Rust Anthony J. Zahorik and Timothy I. Keilninghan, Services Marketing.
References: 
  • John M. Rathmoll: Marketing in the service sector (Winthrop)
  • Adrienne Payne : The Essence of services Marketing (Prentice Hall of India)
  • K. Dauglas Hoffiman and John E.G. Bateson : Essentials of services       Marketing (Harcourt college)
Academic Year: 
2019-2020
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