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FRM Course Syllabus IPDownload

The course MKT354 focuses on the marketing of financial services, aiming to equip students with skills in analyzing financial environments, formulating marketing strategies, and understanding consumer behavior. It covers various aspects including product mix, segmentation, distribution, pricing, promotional strategies, and ethical issues in financial services. Key texts include works by Dr. Dhananjay Bapat and V.A. Avadhani.

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26 views2 pages

FRM Course Syllabus IPDownload

The course MKT354 focuses on the marketing of financial services, aiming to equip students with skills in analyzing financial environments, formulating marketing strategies, and understanding consumer behavior. It covers various aspects including product mix, segmentation, distribution, pricing, promotional strategies, and ethical issues in financial services. Key texts include works by Dr. Dhananjay Bapat and V.A. Avadhani.

Uploaded by

Kingchum lepcha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MKT354:MARKETING OF FINANCIAL SERVICES

L:3 T:1 P:0 Credits:4

Course Outcomes: Through this course students should be able to

CO1 :: analyze the financial environment for informed decision-making in financial services.

CO2 :: formulate skills for effective marketing strategy and program execution in financial
services.

CO3 :: evaluate and comprehend strategic market analysis into marketing programs that
integrate product/service, pricing, communications and channel decisions.
CO4 :: investigate consumer behavior issues in financial services, including decision-making, risk
perception, and the impact of technology

Unit I
Introduction to Marketing of Financial Services : Introduction and Concept, Evolution and Trends
of Financial Service, Current Scenario of Marketing of Financial Services, Difference between
Marketing of Products & Marketing of Financial Services, Introduction to 7Ps, Marketing of Banking
and Insurance Products, Marketing of Wealth Management services, Niche Marketing and Financial
Inclusion, Pradhanmantri Jan-Dhan Yogna, Four pillars of Bank Marketing Concept
Unit II
Product Mix of Financial Services : Banking and Insurance Products, Wealth Management Products
and Third Party Insurance, Various forms of General Insurance, Various Forms of Bank Accounts,
Credit cards, Public Provident Fund, Reinsurance, Mutual Funds, RGESS, Post Office Deposits,
Sukanya Smriddhi account.
Unit III
Segmenting, Targeting and Positioning of Financial Services/Products : Various factors of
Marketing Segmentation, Segmentation of Financial Market, Segmentation Strategies, Application of
Market Segmentation, Targeting of Financial Services, Positioning of Financial Services
Unit IV
Distribution and Pricing of Financial Services/Product : Distribution Channels of Banks and
Insurance Companies, Key Roles of Distribution Channels, Bancassurance, Distribution Channels of
Financial Products for Rural Markets, Difference between Gramin Bank and Conventional Bank, Pricing
Objectives, Pricing Strategies, Promotional Pricing, Pricing Decisions in Financial Services
Unit V
Promotional Mix & Ethical Issues in Financial Services : Roles and responsibilities of Reserve
Bank of India, Roles and responsibilities of IRDA and SEBI, Ethical issues in marketing of financial
services, Advertising, Planning a Promotional Campaign, Execution of Advertising Strategy,
Advertising of Financial Products, Sales promotion tools
Unit VI
Consumer Behavior and their rights : Introduction to Consumer Behavior, Consumer Behavior
related to Financial Services

Text Books:
1. MARKETING OF FINANCIAL SERVICES by DR. DHANANJAY BAPAT, BIZTANTRA

References:
1. MARKETING OF FINANCIAL SERVICES by V.A.AVADHANI, HIMALAYA PUBLISHING HOUSE
PVT. LTD

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