Course Outline

Batch:

PGDM

Course:

Marketing of Financial Services

Term: VI
Credits: 3

Course Instructors: Dr. C. Thakur & Dr. Kulbir Singh

Objectives of the course:

To provide an overview of Financial Services Market

To understand current financial environment
To understand effective ways to market financial products and
services
To understand important concepts and practices related to the
subject

Course Outline:
This course aims to prepare students for effective marketing of financial
products and services. It will help students in understanding the uniqueness of
financial services marketing and the implications for managers. It will prepare
students to work as more effective managers in the financial institutions of
India as well as world.
Learning Outcomes:
At the end of the course, students will
Be ready to work as more effective marketing managers in the
financial institutions
Have better insight about financial products and services
Understand financial environment in a better way
Do marketing of financial institutions more effectively
Take better decisions regarding financial services marketing
Basic Text Book:
Marketing Financial Services by Jillian Dawes & Arthur Meidan

Reference Books:
Financial Services Marketing by Tina Harrison
Marketing Financial Services: by Hooman Estelami
Financial Services Marketing: An International Guide to Principles and
Practice by Christine Ennew and Nigel
Session Plan:
Week Session No
Topic
1
1
Introduction to Financial Services and related Regulatory

2
3
4
5
6

7
8

10

2
3
4
5
6
7
8
9
10
11
12

Framework (KS1)
Money Market Instruments: Concept and Valuations (KS 2)
Banking Services Bill Discounting, Factoring & Forfaiting (KS 3)
Banking Services - Forex (KS 4)
Insurance Services (KS 5)
Mutual Funds (KS 6)
Plastic Money (KS 7)
Housing Finance (KS 8)
Pension Funds (KS 9)
Mid-Term (KS 10)
Customer Value Analysis in Financial Products and Services (C1)
Specific characteristics of financial services industry, Value

13
14
15

Dimensions and Drivers in MFPS (C2)

Marketing Strategies in Financial Services (C3)
Segmentation in MFPS; Evolution and typology (C4)
Branding and Relationship: Differing perspectives of suppliers

16
17
18

and customers (C5)

Multiple Channel Structures in MFPS (C6)
A Model for implementing Service Excellence in FSI (C7)
Key Success Factors in Marketing of Financial Services and Brand

19
20

Management (C8)
HBS Case Assignment (10 Marks) (C9)
Project (10 marks) (C10)
End Term Exam (40 Marks)

*C = Dr C. Thakur* K = Dr. Kulbir

Guest lecture sessions will be subject to the availability of the Guests.
Pedagogy: Lectures; Group Project Presentations; Case Analysis; Guest
Lectures, PPT, Research Papers, Industry Reports, etc.

Evaluation Components
Mid Term (*K)= 20 Marks ; Assignment(*K) = 20 Marks ;
Group Assignment &/Project Presentation (*C) = 20 Marks; End Term (*C) = 40
Marks; Total = 100 Marks