Marketing of Financial Service

Paper Code: 
FSG 517
Credits: 
03
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

CourseObjective

The objective of this course is to acquaint students with the concept of service marketing and the process of marketing of financial services.

Course Outcome(COs):

Course

Learning Outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

FSG 517

Marketing of Financial Services

CO187. Acquire knowledge about various aspects of Service Marketing and challenges     faced in the marketing of services in the financial sector.

CO188.  Absorb the knowledge about the marketing environment of financial services

CO189. Understand the market segmentation for banks and the use of MIS for Banks.

CO190. Comprehend the Marketing mix of Insurance companies and Mutual Funds.

CO191. Acquire knowledge about CRM and Customer Retention

Approach in teaching: Interactive Lectures, Discussion, Tutorials, Practical cases Demonstration, Power point presentation.    

Learning activities for the students:                              Self learning assignments, Effective questions, Seminar presentation, Live practical problems analysis

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects, Case Study Analysis

 

9.00
Unit I: 
Financial Service Marketing

Financial Service Marketing- Concept, Characteristics of services, Difference between goods and services, Overview of Service Marketing mix (7P’s), Challenges faced in marketing of financial services.

9.00
Unit II: 
Marketing environment in Financial Service & Marketing Strategy for Financial institutions

Marketing environment in Financial Services :Internal and External
Marketing Strategy for Financial institutions: Introduction, Components, Types of Strategies Adopted by Financial Institutions

9.00
Unit III: 
Bank Marketing & MIS for Banks

Bank Marketing- Concept, Importance, Market segmentation for banks, Types of Marketing Strategy for banks, Marketing Mix-Product Mix, Promotion mix, Price Mix, People and Place Mix,Bank marketing in Rural Areas, Challenges
MIS for Banks: Concept, Importance

9.00
Unit IV: 
Insurance Marketing & Mutual Fund Marketing

Insurance Marketing- Concept, Importance, Marketing mix for Insurance, Market Segmentation of Insurance, Bancassurance , E-insurance
Mutual Fund Marketing: Types of Mutual funds, market segments for mutual funds, mutual funds marketing in Indian perspective

9.00
Unit V: 
CRM (Customer Relationship Management) & Customer Retention

CRM (Customer Relationship Management) - Concept, components, Process of CRM,Significance, Customer relationship chain, Methods of relationship building.
Customer Retention- Concept and Advantages, Customer Delight, Customer Satisfaction,

Essential Readings: 

• Marketing of Financial services- Dr.DhananjayBapat,biztantra,Delhi
• Bank Marketing- S.M. Jha, Himalya Publishing House, New Delhi
• Service Marketing,-S.M.Jha, Himalya Publishing House, New delhi
• Marketing of Banking services, CAIIB , Macmillan

Academic Year: 
2020-2021
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