COURSE OUTLINE

Graduate Course: Marketing of Financial Services (MKT 623)

Faculty Dr.Bijal Mehta Sections:
Name: 01
Contact: bijal.mehta@ahduni.edu.in Office Will be informed
kunal.mankodi@ahduni.edu.in Hours:

School: AMSOM
Semester: Winter Credits:1.5
Lecture time ________ Location: AMSOM ; GICT Building
&
Weekdays:
Pre- Marketing Management
requisites:
Course This course aims to let participants appreciate the dynamism of the financial services sector
Description: and its impact on marketing management. It discusses the specific nature of financial services
and how they differ from goods and other services, sheds light on marketing strategies and
operations of financial institutions. It discusses successful marketing practices for
advertising, distributing, and pricing financial products and services.

Course Knowledge based:

Objectives:
1. To develop understanding of the distinctive characteristics of the financial products
and services.
2. Expose participants to the unique marketing environment of financial services

Skill based:
1. Develop marketing plans for the various financial services available in the market.
2. Handle financial services customers in a much better way through their
understanding of the importance of trust, quality and customer satisfaction in this
type of service.

Pedagogy: The course will consist of lectures, case discussion, guest lecture and industry based term
project.
Expectations
from
Students: * Classroom Guidelines:
Please read before every class as prescribed. Reading can be in the form of articles,
case studies and text book chapters. Without prior preparation by students, the class
will not be effective.
Any person entering the class without reading as per the session requirement or as
 suggested for the class, may not be permitted to attend the class.
The course will have class exercises, regular student presentations and case
discussions. Please show your full cooperation for better learning.
You are expected to show high degree of academic ethics and not indulge in copying
or plagiarism. Unethical behaviour, copying or plagiarism would invite disciplinary
action as per the policy of the Institute.
Please be present in all the classes punctually. More than one absence could invite
one grade point reduction in continuous evaluation. It is advised that you inform
in advance for non-attendance in a class due to a valid reason.
All submitted work should be original work. Plagiarism and other kind of academic
misconduct will be strictly dealt with.
Please check your e-mail accounts at the beginning of the day and at the end of the
day. Not aware about instructions or articles shared online, will not be accepted.

Examination Guidelines:
Midterm and final examinations are individual assessment components. Exams will
be based on theory, concepts and applications.
Any kind of group work assigned is part of group evaluation. All group members are
expected to be present on that day and also to work well in their respective team with
cooperation and dedication.
Class participation will (primarily) be individual based. Each student will get an
opportunity (at least once) to make an individual presentation in front of the class for
a prior assigned topic / idea.

Assessment /
Evaluation: Evolution component Weightage
Mid term examination 25%
End term examination 35%
Term project 20%
Assignments / Quiz 10%
Class participation 10%

Attendance Minimum 80% attendance or as may be prescribed in the A.U. attendance policy will be
Policy: applicable for the course.

Course : There is no prescribed textbook for the course. The material mentioned in the Readings /
Material: Cases section, are available online. The page numbers mentioned are from the e-book
Marketing Financial Services Book 1 Edition 4 July 2006 Published by The Chartered
Institute of Bankers in Scotland.
Session Plan

Topic title Session Topic & subtopic details Readings, cases, Activities
no. etc.
Financial Introduction to the marketing Evolution of Class discussion
Services Market environment and Financial Services marketing in the
and Consumers 1 Marketing financial services
sector pg 14 16
35 39
Consumer and Organisational Class discussion
Behaviour Pg 18 22
-Bank vs. Customer needs
-Factors effecting selection of bank
2
by an individual
-customer service in banks
-Customer Relationship Management

Segmentation, Marketing Segmentation *The Macro-

Targeting, -Bases for segmenting financial environment Quiz
Positioning markets The Micro
environment
Pg 44 56

Pg 88 - 111

3 *Segmentation in
the financial
services industry
-
By Jennifer
Wilson,
Webtrends
and Gary Angel,
Semphonic
Marketing Mix Product Management and New Designing
for Financial Product Development Innovative Class exercise
Services Products,
Processes and
4 Channels for the
Promotion of
Microfinance
Graham A.N.
Wright
Pricing Financial Services and its
5
challenges
Distribution Channels Rethinking Class discussion
-Marketing at branches distribution.
-Sales function in Financial Services Smart solutions
6
for smart
customers
-Nov 2015 PWC
 Distribution Channels Pge. 85 - 88 Presentation
7 -Marketing at branches
-Sales function in Financial Services
Communicating the financial Quiz
8
offering
9 Mid Term Examination
Marketing to retail and corporate The consumer
clients buying decision
10
process
Pg 67 81
Marketing to retail and corporate Organsational
clients buying behavior
Pg 81 84
11 Marketing to rural clients Case study
Ethical considerations Unethical Role Play
Marketing
Practices in
Financial
Services: A
Consumer
Protection
Approach -
Ravindra
12
International
Journal of
Innovations in
Engineering and
Management,
Vol. 3; No. 1:
ISSN: 2319-3344
(Jan-June 2014)
13, 14 Project presentations
One session allotted for guest
15
speaker
*each session will be of 1.5 hours.

November 2016