MARKETING OF FINANCIAL SERVICES

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

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to

 

CO196 Acquire knowledge about various aspects of Service Marketing and challenges             faced in the marketing of services in the financial sector.

CO197 Absorb the knowledge about the marketing environment of financial services

CO198 Understand the market segmentation for banks and the use of MIS for Banks.

CO199 Comprehend the Marketing mix of Insurance companies and Mutual Funds.

CO200 Acquire knowledge about CRM and Customer Retention

 

Class lectures

Seminars

Tutorials

Group discussions and Workshops

Question preparation

 

 

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

 

9.00
Unit I: 
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 Services

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

9.00
Unit III: 
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

• 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)

• Concept, components, Process of CRM, Significance, Customer relationship chain, Methods of relationship building.
• Customer Retention-Concept and Advantages, Customer Delight, Customer Satisfaction

Essential Readings: 

• 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

References: 

• 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
• Banking services, CAIIB , Macmillan

SUGGESTED READINGS:
• Financial Markets and Financial Services
• Financial markets and Services,Gordon,E
• Financial Management : Theory & Practice,Chandra, P.
• Managing and Marketing of Financial Services

e-RESOURCES: International Financial Management, https://www.expresslibrary.mheducation.com/bookshelfStrategic Financial Management,https://www.expresslibrary.mheducation.com/bookshelf
JOURNALS: International Journal of Financial Management,http://publishingindia.comJournal of Emerging Market Finance ,http:// sagepub.com

Academic Year: 
2022-2023
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