Course Curriculum Pack

Program Degree in MBA – BFSI - I

Name
Course Marketing of BFSI Products Course Code
Name
Version No 1.0 Version Update date 21/6/2018

Pre- Basic Knowledge of Banking and Financial Products.

requisite
Course This course on “Marketing of BFSI Products” aims at building the following key competencies amongst the
Outcome students:
 Interpret the difference between service and manufacturing industry.
 Illustrate the uniqueness of service industry and its products and their impact on marketing.
 Understand the need for marketing of BFSI products.
 Review the current market scenario in BFSI sector.
 Identify and use marketing techniques for BFSI products.
 Understand the importance of regulations while marketing of BFSI products.
 Understand and relate to the concept of relationship management.
 Classify various channels of marketing of BFSI products and their application.
Total 4/1:1:1:1
Credits /
L:T:P:S

Teaching & Teaching Scheme Examination Scheme

Examination
Scheme
L P T S CAT CAP TEE TEP SA

15 30 15 15 50 40 50 40 20

The Course Encompasses

Sr. No Module/Units Key Learning Outcomes Instructional
Activities

1 Service Marketing The Learner should be able to:

Lecture Duration: (3 hrs) LO1:Explain the uniqueness of Service
Tutorial Duration: (3 hrs) Industry
Practical Duration: (6 hrs) L02: Differentiate between products of
 Skill Duration: (3 hrs)
2 Regulatory Framework
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs)
3 Relationship Management
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs).
4 Marketing of BFSI Products
and Services
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs)
5 Distribution Channels for
BFSI
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs).
Service and Manufacturing Industry & the
challenges for their marketing.
L03: Evaluate the current competition
scenario in BFSI Sector.
LO4: Describe the role of Regulatory
authorities.
L05: Compare the functions of Regulatory
authorities in relation to marketing of
different BFSI products.
L06: Recognize the importance of
Responsible Marketing.
L07: Define the importance of Relationship
management.
L08: Frame and execute the Cross-Sell &
Bundling Strategies.
L09: Describe various relationship types
and their application in BFSI Sector.
L010: Describe 7Ps of Marketing with
respect to BFSI Sector.
L011: Demonstrate the process of Digital
Marketing.
L012: Frame and execute the strategies for
area mapping.
L013: Develop CSR Strategies as a tool for
Branding
L014: Categorize the products of BFSI
Sector.
L015: Apply the strategies for selecting
appropriate distribution channels.
Syllabus
Sr. No Module/Units
1 Service Marketing
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs)
2 Regulatory Framework
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs)
3 Relationship
Management
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs).
4 Marketing of BFSI
Products and Services
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs)
5 Distribution Channels
for BFSI
Lecture Duration: (3 hrs)
Tutorial Duration: (3 hrs)
Practical Duration: (6 hrs)
Skill Duration: (3 hrs).
Learning Resources
Sr. Module /
No Unit
1 1-5 Services Marketing, C.
Detailed Topic wise Syllabus (In bullet Total Hours
points) (L +T+P+ S)
Introduction to Service sector and 15 hrs
Manufacturing sector. Differentiation between
Service and Manufacturing sector. Need for
marketing of BFSI Products. Competition analysis
between public and private sector companies.
Introduction to the concept of “regulator. “ Role 15 hrs
and functions of IRDA/RBI/SEBI. Importance of
responsible marketing under ambit of regulatory
framework.
Introduction to the concept of relationship 15 hrs
management. Understand the concept of cross-
sell and its importance as an effective sales and
marketing tool. Overview of relationship types
between customer and BFSI Company.
Understand the importance of 7P’s of marketing 15 hrs
viz. Product, Price, Promotion, People, Process,
and Physical distribution in relation to BFSI
products and services. Understand importance
of Digital Marketing and various avenues there
in viz. websites, social media. Introduction to the
concept of CSR and its effective utilization as a
tool for creating brand awareness and reach for
BFSI products.
Understand the need for distribution channels 15 hrs
under the financial inclusion initiative.
Understand product spread/mix of BFSI
companies and the various distribution channels
as deployed appropriately.
Text Books Reference Book / Paper / Article /
Online Resource (link) / Other
Lovelock, First Marketing Financial Services, Christine
 Edition Ennew, Trevor Watkins, Mike Wright,
Oxford Publications
2 1-5 Marketing of Financial Services, V. The Financial Services Marketing
Avadhani, First Edition Handbook: Tactics and Techniques That
Produces Results, Evelyn Ehrlich, Duke
Fanelli, Wiley Publications
Marketing of Financial Services,
Sangeeta Arora, Deep and Deep
Publications
Marketing of Banking Financial
Services, Pabbati Saritha Srinivas, P.
Mohan Reddy, Pabbati Saritha Srinivas,
Serials Publications
Cases in Marketing Financial Services,
Christine Ennew, Trevor Watkins, Mike
Wright, Oxford Publications

Assessment Matrix (Assignments / Activities)

Research assignments
Practical Experiment

Case Study analysis

Group Discussions

Prototype making

Other (Pl explain)

Lab Experiment

Presentation
Written Test

Role Play
Seminar

Sr. Learning Outcome

Tutorial

Project

N Module/Uni
o t

LO1 √ √ √ √
1 Unit 1 LO2 √ √ √
LO3 √ √ √ √
LO4 √ √ √ √
Unit 2
2 LO5 √ √ √ √ √
LO6 √ √ √ √
LO7 √ √ √ √
Unit 3
3 LO8 √ √ √ √ √ √
LO9 √ √ √ √
4 Unit 4 LO10 √ √ √ √
LO11 √ √ √ √ √ √
LO12 √ √ √ √
 LO13 √ √ √ √
Unit 5 LO14 √ √ √ √ √ √
5
LO15 √ √ √ √ √ √
Evaluation System
Description Allotted marks
Internal Theory 50
Internal Practical 40
Term end Theory 50
Term end Practical 40
Skill Assessment 20
TOTAL 200

Internal Theory Assessment –

 Unit Tests – 10 Marks each, 5 number, Best three

 Assignments – 10 Marks each, 2 number
Internal Practical Assessment –

 Journal Completion – 10 Marks

 Completion of Experiment / Activities – 10 Marks each, 5 number, Best three
Term end Practical –

 Viva Voce on internal practical submission – 10 Marks

 Performance in practical experiment / Activity – 20 Marks
 Presentation in viva / experiment – 10 Marks
Skill Assessment –

 Completion of Skill Journal – 5 Marks

 Completion of Activities / Projects during Skill Sessions – 10 Marks
 Viva voce – 5 Marks

Weightage of Units for Examination

Unit % weightage
1 20%
2 20%
3 20%
4 20%
5 20%
Teaching Plan (Classroom Lectures)

Session Module/Unit Topic Week

Number Number
Introduction to Service sector and Manufacturing
sector. Differentiation between Service and
1 1
Manufacturing sector. Need for marketing of BFSI
Unit 1 Products.
Competition analysis between public and private sector
2 2
companies.
Competition analysis between public and private sector
3 3
companies.
Introduction to the concept of “regulator. “ Role and
4 4
functions of IRDA/RBI/SEBI.
Introduction to the concept of “regulator. “ Role and
5 Unit 2 functions of IRDA/RBI/SEBI. 5

Importance of responsible marketing under ambit of

6 6
regulatory framework.
Introduction to the concept of relationship
7 7
management.
Understand the concept of cross-sell and its
8 Unit 3 8
importance as an effective sales and marketing tool.
Overview of relationship types between customer and
9 9
BFSI Company.
Understand the importance of 7P’s of marketing viz.
Product, Price, Promotion, People, Process, and
10 10
Physical distribution in relation to BFSI products and
services.
Unit 4 Understand importance of Digital Marketing and
11 11
various avenues there in viz. websites, social media.
Introduction to the concept of CSR and its effective
12 utilization as a tool for creating brand awareness and 12
reach for BFSI products.
Understand the need for distribution channels under
13 13
the financial inclusion initiative.
Understand product spread/mix of BFSI companies and
14 the various distribution channels as deployed 14
Unit 5
appropriately.
Understand product spread/mix of BFSI companies and
15 the various distribution channels as deployed 15
appropriately.
Practical Plan

Session Module/Unit Description Equipment Week

Number /Tools Number

1 Activity 1: Comparative study between Products of Computer 1

BFSI and Manufacturing companies. Lab
2 Activity 1: Comparative study between Products of Computer 1
BFSI and Manufacturing companies. Lab
3 Activity 2: Comparative Analysis of marketing 2
Computer
strategies deployed by Public and Private BFSI
Unit 1 Lab
Companies.
4 Activity 2: Comparative Analysis of marketing 2
Computer
strategies deployed by Public and Private BFSI
Lab
Companies.
5 Presentations on Service marketing 3
6 Presentations on Service marketing 3
7 Study of website of SEBI/IRDA and enumerate its Computer 4
functions. Lab
8 Study of website of RBI and enumerate its Computer 4
functions. Lab
9 Study of Complaint handling mechanism: Computer 5
Unit 2 Insurance Company / Bank and financial company. Lab
10 Study of Complaint handling mechanism: Computer 5
Insurance Company / Bank and financial company. Lab
11 Ageing analysis of complaints. Computer 6
Lab
12 Presentations on Regulatory Framework 6
13 Unit 3 Activity 3: Role plays enacting for different 7
Computer
relationship types for BFSI companies with their
Lab
customers.
14 Activity 3: Role plays enacting for different 7
Computer
relationship types for BFSI companies with their
Lab
customers.
15 Activity 3: Role plays enacting for different 8
Computer
relationship types for BFSI companies with their
Lab
customers.
16 Activity 4: Study and analysis of CRM 8
Computer
systems/mechanisms used by Public sector v/s
Lab
Private sector companies.
17 Activity 4: Study and analysis of CRM Computer 9
systems/mechanisms used by Public sector v/s Lab
Private sector companies.
 18 Presentations on Relationship Management 9
19 Case studies on successful and failed TV marketing 10
strategies used by BFSI companies.
20 Assignment 1: Comparative analysis of loyalty Computer 10
programs implemented by various BFSI companies. Lab
21 Assignment 2: Market survey on effectiveness of 11
Computer
Television advertisements by BFSI companies on
Lab
Unit 4 decision making of customers.
22 Study of CSR approach by Mutual Fund Computer 11
companies/broking firms as a tool for marketing. Lab
23 Telephonic lead generation and enquiry handling Mock Bank 12
role plays.
24 Presentations on Marketing of BFSI products and 12
services
25 Activity 5: Study of distribution channels Computer 13
effectiveness for Insurance and Finance companies. Lab
26 Activity 5: Study of distribution channels Computer 13
effectiveness for Insurance and Finance companies. Lab
27 Seminar Computer 14
Lab
Unit 5
28 Report submission on the seminar Computer 14
Lab
29 Presentations on Distribution channels for BFSI 15
products and services
30 Presentations on Distribution channels for BFSI 15
products and services

Tutorial Plan

Session Module/U Description of Tutorial Equipment /Tools Week

Numbe nit Number
r
1 Discussion on level of competition in public 1
and private sector banks
2 Unit 1 Discussion on level of competition in public 2
and private sector banks
3 Unit Test/Quiz 1 3
4 Discussion on functions of SEBI/RBI 4
5 Unit 2 Discussion on functions of IRDA 5
6 Unit Test/Quiz 2 6
7 Discussion on impact of cross selling on sales 7
Unit 3 in BFSI sector
8 Doubt clearing session 8
 9 Unit Test/Quiz 3 9
10 Case analysis on successful and failed TV 10
marketing strategies used by BFSI companies.
11 Discussion on CSR approach by Mutual Fund 11
Unit 4 companies/broking firms as a tool for
marketing
12 Unit Test/Quiz 4 12
13 Discussion on recent trends in choosing 13
distribution channels in Bank sector
14 Unit 5 Doubt clearing session 14
15 Unit Test/Quiz 5 15

Skill Plan

Session Module/ Description of Activity Equipment Week

Number Unit /Tools Number

1 Service offering of products of public and Mock Bank 1

private sector bank
2 Service offering of products of public and Mock Bank 2
Unit 1
private sector bank
3 Service offering of products of public and Mock Bank 3
private sector bank
4 Complaint handling procedure Mock Bank 4
5 Unit 2 Complaint handling procedure Mock Bank 5
6 Complaint handling procedure Mock Bank 6
7 Competition on week basis for maximum cross Mock Bank 7
sell leads generated vis-à-vis conversions.
8 Competition on week basis for maximum cross Mock Bank 8
Unit 3
sell leads generated vis-à-vis conversions.
9 Competition on week basis for maximum cross Mock Bank 9
sell leads generated vis-à-vis conversions.
10 Devise a social media based strategy and justify 10
its applicability via presentations.
11 Devise and present an advertisement for mock 11
Unit 4
bank promotion.
12 Devise Branch serving area mapping plan for a 12
BFSI company.
13 Web sites based comparative analysis between Computer Lab 13
offerings of various BFSI companies.
14 Unit 5 Web sites based comparative analysis between 14
Computer Lab
offerings of various BFSI companies.
15 Web sites based comparative analysis between Computer Lab 15
offerings of various BFSI companies.