• Concept, Characteristics of services,
• Difference between goods and services,
• Overview of Service Marketing mix (7P’s),
• Challenges faced in 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

• 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

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