SVKM’s NMIMS ASMSOC – Course Outline

Course Code 742FI0C030

Course Title Marketing of Financial Services

Course Dr. S Palaniappan, Prof. Mangesh Jadhav, Prof. Nandip Vaidya
Instructor/s
Course Credit 4
Program and T.Y.B.Sc. Finance Semester : VI
Semester
Pre-Requisite
Learning PLO 1a To understand the distinctive characteristics of financial services;
Objectives
PLO 1b To identify the problems and issues in marketing of financial
services;

PLO 1c and 3a To apply the various marketing, services and branding

frameworks for developing a marketing strategy for financial services

PLO 5b To understand the processes and stages involved in the

development of new financial products that are more responsive to the
needs of the customers.
Learning After completion of the course, students would be able to develop:
Outcomes
A holistic understanding about the application of marketing in the context
of financial services.

Communication and critical thinking skills required to address various

marketing and selling problems in the financial services industry
Course
Description
Evaluation Specific % AOL Intended CLOs to be
Pattern Assessmen Weightage Instrumen Assessed
t Methods ts
/ Task
C C C C C
L L L L L
O O O O O
1 2 3 4 5
Google 10% Quiz 
form
Survey,dat 20% Project
a analysis,
visual
analytics ,
presentatio
n and
report
MCQ + 20% Internal
subjective test
 questions
Questions 50% Term End
based on Exam
application
of concepts
and
situationan
analysis

Course Session Plan

Session Topics / Module Chapters (Mention Page

Scope of Financial Services
1
2 Distinctive Characteristics of Financial
Services
3 Products vs Services – 7P framework
4 Getting started with the “Gap” model
Numbers) / Articles / Cases /
Material and Activities
Instructor Notes
Instructor notes
Instructor Notes
Zeithaml Valerie A, Mary Jo
Bitner and Dwayne D Gremier
(2010), “Services Marketing
Strategy”, Wiley International
Encyclopaedia of Marketing:
Marketing Strategy Vol 1, Robert
A Peterson and Roger A Kerin,
eds: Chichester, UK: John Wiley
& Sons, 208-218

5 “Gap” model: more examples Instructor Notes

6 Concepts in Consumer Behaviour applied Chapter 3, Kotler Keller 16th
to Financial Services_Overview edition
7 Cultural factors_examples Fin Services Chapter 3, Kotler Keller 16th
edition
8 Social factors_examples_Fin Services Chapter 3, Kotler Keller 16th
edition
9 Personal factors_examples_Fin Services Chapter 3, Kotler Keller 16th
edition
10 Psychological factors_examples_Fin Chapter 3, Kotler Keller 16th
Services edition
11 Behaviour Finance Concepts applied to Instructor Notes
Fin Services consumer behaviour
12 EKB model, short frameworks using Chapter 3, Kotler Keller 16th
indicator variables edition
13 Situation Analyses practice session for Instructor Notes
consumer behaviour in various categories
of financial services
14 B2B factors influencing buyer behaviour Chapter 4, Kotler Keller 16th
edition
15 Segmentation_ geographic and Chapter 6, Kotler Keller 16th
Demographic segmentation in Fin. edition
Services
16 VALS framework for psychographic Chapter 6, Kotler Keller 16th
segmentation in Fin Services edition
17 B2B segmentation framework in Fin Chapter 6, Kotler Keller 16th
Services edition
18 Segmentation Viability evaluation Chapter 6, Kotler Keller 16th
edition
19 Hedge Fund situation analysis in Instructor Notes
segmentation
20 Selecting and targeting segments and Chapter 7, Kotler Keller 16th
product/service positioning: Hedge fund edition
situation analysis continued
21 Five levels of Products with reference to Chapter 8, Kotler Keller 16th
Fin Services edition
22 Product Mix vs Product Family vs Chapter 8, Kotler Keller 16th
Product line edition
23 Types of price differentiation in Financial Instructor Notes
Services
24 First 5 Ps (Product, Price, Process, People Instructor Notes
and Physical evidence) by category _
consumer credit
25 First 5 Ps by category _ corporate credit Instructor Notes
26 First 5 Ps by category _ liability products Instructor Notes
27 First 5 Ps by category _ transaction Instructor Notes
banking
28 First 5 Ps by category _ investment Instructor Notes
banking and advisory services
29 First 5 Ps by category _ distribution of Instructor Notes
third party investment products
30 First 5 Ps by category _ broking Instructor Notes
31 First 5 Ps by category _ asset management Instructor Notes
32 First 5 Ps by category _ insurance and Instructor Notes
pension
33 Branding and Positioning in Fin Instructor Notes
Services_Overview
34 BAV model to evaluate Brand Equity Chapter 10, Kotler Keller 16th
edition
35 Brandz, Brand Resonance and Aaker Chapter 10, Kotler Keller 16th
models edition
36 Colombo Morrison approach to measure Chapter 10, Kotler Keller 16th
Brand Loyalty edition
37 Brand Building in Financial Services: Instructor Notes
Situation analyses
38 Brand valuation approaches Chapter 10, Kotler Keller 16th
edition
39 Branding strategies and brand Chapter 10, Kotler Keller 16th
 architecture edition
40 Various examples of positioning in Fin Chapter 10, Kotler Keller 16th
Services edition
41 Objectives and types of Communication Chapter 12, Kotler Keller 16th
with examples edition
42 Communication message format types Chapter 12, Kotler Keller 16th
edition
43 Communication media alternatives Chapter 12, Kotler Keller 16th
edition
44 Communication summary: 5Ms of Chapter 12, Kotler Keller 16th
communication edition
45 Situation analyses: Advertising in Fin Instructor Notes, WARC
Services (using WARC database) database
46 Types of promotion strategies for B2C Chapter 11, Kotler Keller 16th
and B2B businesses in Fin Services edition
47 Evaluating owned vs outsourced Chapters 14,15 and 16, Kotler
distribution across various categories of Keller 16th edition
Fin services
48 Building distribution strategy: Situation Chapters 14,15 and 16, Kotler
analyses Keller 16th edition
49 Using SPIN framework in consultative Chapters 14,15 and 16, Kotler
selling Keller 16th edition
50 Fintech 1: Digital platforms for 1. Instructor Notes
Communication and brand building 2.
Chatbots for customer servicing, lead
generation platforms, transaction services
(payment gateways, neo banking), digital
currency
51 Fintech 2: For Credit businesses-credit Instructor Notes
scoring, peer-to-peer lending, crowd
funding
52 Fintech 3: For insurance services- Instructor Notes
Underwriting, improving persistency
53 Fintech for Broking: building algorithms Instructor Notes
for trading, Simulation and back-testing
platforms, Risk “control”, Netting off
margins across related entity transactions
54 Fintech4: For asset management: Instructor Notes
Quantitative techniques in investing
using factor and smart beta models,
sentiment analysis using text analytics
55 Fintech 5: Robo advisory Instructor Notes
56 Fintech 6: Global remittances using block Instructor Notes
chain technology
57 Fintech 7: Business Process Improvement: Instructor Notes
Robotic Process Automation, Cloud
based data storage and retrieval,
Encryption and data security, Enterprise-
wide Risk Management, CRM – session 1
 58 Fintech 7: Business Process Improvement: Instructor Notes
Robotic Process Automation, Cloud
based data storage and retrieval,
Encryption and data security, Enterprise-
wide Risk Management, CRM – session 2
59 Integrated situation analyses_ GAP,STP, Services Marketing, 7th edition,
Marketing mix example 1 2018, McGraw Hill
by Valerie Zeithaml, Mary Bitner,
Dwayne Gremler and Ajay
Pandit
60 Integrated situation analyses_ GAP,STP, Services Marketing, 7th edition,
Marketing mix example 2 and summing 2018, McGraw Hill
up by Valerie Zeithaml, Mary Bitner,
Dwayne Gremler and Ajay
Pandit
Prescribed Text Books:
1. Marketing Management, 16th edition, 2021, Pearson
Reading
by Philip Kotler, Kevin Keller, Alexander Chernev,Jagdish N Sheth
List and
2. Services Marketing, 7th edition, 2018, McGraw Hill
References
by Valerie Zeithaml, Mary Bitner, Dwayne Gremler and Ajay Pandit

References:

Fintech Founders: Inspiring Tales from the Entrepreneurs that are Changing

Finance, 2019, De Gruyter

by Augustin Rubini

Prepared by Faculty Approved by Program Approved by Associate Deans

Members Chairperson
Mr. Nandip Vaidya

Approved by I/C Dean –

ASM SOC