Marketing of Financial Services Syllabus
Posted by Ripon Abu Hasnat on Sunday, May 25, 2014 | 0 comments
MARKETING OF
FINANCIAL SERVICES
Full Marks: 100
Module A: The Role of Marketing
· Introduction- The Marketing Function- The Comparative Development of
Marketing for Banks and Financial Institutions. Elements of Marketing.
Module B: Customer Behavior and Market
Segmentation
· Introduction- Consumer Behavior and Attitudes- Types of Market
Segmentation- Segmentation of Retail vs Corporate Markets.
Module C: Branch Location and
Distribution
· Introduction- Means of Distributing Financial Services- Locating Bank
Branches- New Technology and Branching- Creating the Branch Image.
Module D: Advertising and Communication
· The Roles of Advertising- Advertising Channels- Promotions- Publicity- The Contribution
of Advertising and Communications to Marketing Programmes of Financial
Institutions.
Module E: Product Development and
Pricing
· Product Development and Segmentation- Special Features of Product
Development- Product Development Strategies- the Implications of New Technology
for Bank Product Development. Pricing Systems- Methods of Pricing- Price
Policies: Strategic V. Tactical Goals- the Marketing Programmes of Financial
Institutions.
Module F: Marketing Strategies of
Financial Institutions
· Introduction- Corporate Planning- Formulating a Marketing Strategies for
Banks and Financial Institutions, Implementing Marketing Strategy. Marketing
Strategy of New Products.
Module G: Marketing Administration
· Administering the Marketing Programme- Administration of Retail V.
Corporate Financial Markets. Future Outlook.
Module H: Marketing Research in
Financial Institutions
· The Role and Functions of Marketing Research in Financial Institutions- The
Research Methodology- Evaluating Marketing Research Programmes- Applications of
Marketing Research in Financial Institutions.
Module I: Marketing of Financial
Services in Bangladesh
References
1 Andrew, Kenneth. Bank Marketing
Handbook.
2 Arthur, Mechian. Bank Marketing
Management.
3 Kotler, Marketing Management
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