MARKETING OF FINANCIAL SERVICES

Paper Code: 
CBFS 501
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The course will enable the students to familiarize students with the organizational structure, decision-making techniques, and the concept of Entrepreneurship

Course Outcomes: 

 

 

Course

 

 

Learning outcome (at course level)

Learning  and Teaching Strategies

Assessment Strategies

Course Code

 

 

Course Title

CBFS501

 

 

 

Marketing of Financial Services

 (Theory)

 
  1. Acquire knowledge about various aspects of Service Marketing and challenges faced in the marketing of services in the financial sector.
  2.  Develop a comprehensive understanding of the marketing environment surrounding financial services.
  3. Demonstrate a deep understanding of market segmentation strategies specific to banks and the advanced utilization of Management Information Systems (MIS) in banking operations.
  4. Demonstrate understanding of the marketing mix components utilized by insurance companies and mutual funds.
  5.  Develop an advanced understanding of Customer Relationship Management (CRM) strategies and the intricacies of customer retention techniques.
  6. Contribute effectively in course-specific interaction.

 

Approach in teaching: Blended Learning, Collaborative approach, Interactive Lectures, Discussion, Group Projects, PowerPoint presentation.

   

Learning activities for the students:

Self-learning assignments, Seminar presentations, Case Study Analysis, Brainstorming activities

 

Class tests, CA Test,

Semester end examinations, Quiz,

Evaluation of student Presentations,

 

Evaluation of Individual projects,

 

Assessment of Project Reports and viva voce.

 

12.00
Unit I: 
Financial Service Marketing

Financial Service Marketing (12 Hours)
• Concept, Characteristics of services, Difference between goods and services, Overview of Service Marketing mix (7P’s), Challenges faced in the marketing of financial services

12.00
Unit II: 
Marketing Environment in Financial Services:

Marketing Environment in Financial Services: (12 Hours)
• Internal and External
• Marketing Strategy for Financial Institutions: Introduction, Components, Types of Strategies Adopted by Financial Institutions

12.00
Unit III: 
Bank Marketing-

Bank Marketing- (12 Hours.)
• Concept, Importance, Market segmentation for banks, Types of Marketing Strategies 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 and Mutual Funds Marketing

: Insurance and Mutual Funds Marketing - (12 Hours)
• 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)

CRM (Customer Relationship Management) (12 Hours)
• Concept, components, Process of CRM, Significance, Customer relationship chain, Methods of relationship building.
• Customer Retention-Concept and Advantages, Customer Delight, Customer Satisfaction

Essential Readings: 

1. Marketing of Financial services- Dr.DhananjayBapat,biztantra, Delhi
2. Bank Marketing- S.M. Jha, Himalaya Publishing House, New Delhi
3. Service Marketing,-S.M.Jha, Himalaya Publishing House, New Delhi
4. Banking services, CAIIB, Macmillan

References: 

1. Financial Markets and Financial Services
2. Financial markets and Services, Gordon,E
3. Financial Management: Theory & Practice, Chandra, P.
4. Managing and Marketing of Financial Services

e-Resources:

1. International Financial Management, https://www.expresslibrary.mheducation.com/bookshelf
2. Strategic Financial Management,https://www.expresslibrary.mheducation.com/bookshelf
3. International Journal of Financial Management, http://publishingindia.com Journal of Emerging Market Finance ,http:// sagepub.com

Academic Year: 
2023-2024
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