MARKETING OF FINANCIAL SERVICES

Paper Code: 
CBFS 401
Credits: 
4
Contact Hours: 
60.00
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

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

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

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

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

5.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

  

 

12.00
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

12.00
Unit II: 
Marketing environment in Financial Services

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

12.00
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

12.00
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

12.00
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
• Banking services, CAIIB , Macmillan

References: 

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/bookshelf
• Strategic Financial Management,https://www.expresslibrary.mheducation.com/bookshelf

JOURNALS:
• International Journal of Financial Management, http://publishingindia.com
• Journal of Emerging Market Finance ,http:// sagepub.com

Academic Year: 
2023-2024
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