Coming soon
Marketing of Financial Services
- The objective of this course is to acquaint students with the concept of service marketing and the process of marketing of financial services.
|
Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
|
Paper Code |
Paper Title |
|||
|
FSG 517 |
Marketing of Financial Services |
CO158 Acquire and appraise knowledge about various aspects of Service Marketing and challenges faced in the marketing of services in the financial sector. CO159 Appreciate how recent thinking in marketing and services applies to financial services. CO160 Examine the market segmentation for banks and other financial institutions, and the use of MIS for them. CO161 Formulate the Marketing mix of Insurance companies and Mutual Funds. CO162 Acquire and develop the 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 |
: Financial Service Marketing-
• Concept, Characteristics of services,
• Difference between goods and services,
• Overview of Service Marketing Mix (7P’s),
• Challenges faced in the marketing of financial services.
Marketing environment in Financial Services :
• Internal and External
• Marketing Strategy for Financial institutions:
• Introduction, Components, Types of Strategies Adopted by Financial Institutions
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
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
Unit V: 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
• Marketing of Financial services- Dr DhananjayBapat,biztantra,Delhi
• Bank Marketing- S.M. Jha, Himalaya Publishing House, New Delhi
• Service Marketing,-S.M.Jha, Himalaya Publishing House, New Delhi
• Marketing of Banking services, CAIIB, Macmillan
