MARKETING OF FINANCIAL SERVICES

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

Learning outcomes (at course level)

Learning and teaching strategies

Assessment strategies

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

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

CO197         Appreciate how recent thinking in marketing and services applies to financial services.

CO198         Examine the market segmentation for banks and other financial institutions, and the use of MIS for them.

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

CO200         Acquire and develop the knowledge about CRM and Customer retention.

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Practical cases Demonstration, Power point 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
• Concept, Characteristics of services,
• Difference between goods and services,
• Overview of Service Marketing Mix (7P’s),
• Challenges faced in the 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 and Mutual Funds
• 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: 

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

References: 

SUGGESTED READINGS:
• Marketing of Financial services-V.A. Avadhani, Himalya Publishing House, New Delhi
• Marketing of Financial services-Sonal jain, RBD Jaipur Professional Publications
• Managing and marketing of financial Services- Indian Institute of Banking and finance
• Investment banking and financial service-ICFAI

e-RESOURCES:
• Marketing Financial Services - The Chartered Institute of Bankers in Scotland-https://www.drnishikantjha.com/booksCollection/Marketing%20Financial%20S...(%20PDFDrive%20).pdf
• Financial Services Marketing Challenges-https://www.o8.agency/blog/financial-services-marketing/challenges
• Problems of Rural Marketing in India-https://www.yourarticlelibrary.com/marketing/rural-marketing/rural-marke...
• Rural marketing in India: Challenges and opportunities- https://www.iosrjournals.org/iosr-jbm/papers/Conf-ICSMTSA/Volume%202/10....

JOURNALS:
• Journal of Emerging Market Finance
• Journal of Financial Management

Academic Year: 
2022-2023
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