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Marketing of Financial Services

Unit 1 1. Introduction of Marketing (Meaning, Definition & Features) 2. Marketing Scope 3. Marketing Concept (Evolution) 4. Selling vs. Marketing 5. Goods vs. Services 6. Characteristics of Financial Services 7. Different types of Financial Products (Banking & Non-Banking Products) 8. Business Environment (Internal & External) 9. Importance of Marketing in Financial Service Industry) 10. Transformation in Marketing Practices (Traditional Marketing Practices, E-Commerce) Unit 2 1. 2. 3. 4. 5. 6. 7. 8. 9. Service Marketing Mix (7P s) Service Marketing Strategies (7 P s Strategies) Product Development (New Product) Product Management Product Life Cycle Concept Importance of CRM in Marketing of Financial Service Relationship Marketing (SN) Importance of Place in Marketing of Financial Services Development of Service Mix of e.g.(XYZ co.)

Unit 3 1. 2. 3. 4. 5. 6. 7. Consumer buying behavior (Factors affecting) Buying Decision Process (Consumer + Organization) Institutional & Government Market Indentifying & analyzing Competitors Designing Competitive Strategies Porter s Five Force Buying Roles

Unit 4 1. 2. 3. 4. 5. New Challenges of Marketing in Global Scenario Different Strategies of selling goods abroad Marketing financial products in US (SN) Marketing financial products in UK (SN) Marketing financial products in China (SN)

Customer Relationship Management in Financial Services


Unit 1 (Short Notes-Question-4) 1. Introduction of Various Financial Services -Factoring -Forfeiting -Securitization -Depositories -Registrars -Demat Services -Merchant Banking Corporate -Lease Financing -Other Services: Venture Capital Mutual Funds Credit Cards Unit 2 Introduction of CRM (Meaning, Definition & Features) Origin of CRM (History) Benefits of CRM Relationship Marketing VS Transactional Marketing Evaluation of CRM Unit 3 Market Segmentation (Meaning, Definition & Bases of Segmentation) Process of Market Segmentation Implementation of CRM CRM Strategies Challenges in Implementation of CRM Unit 4 Service Quality gaps Models (Identifying gaps) Managing Gaps Importance or Need of Research for Improving Quality Sources of data Collection (consumer) Transactional Analysis (Analytical CRM) E-CRM(Concept & Base)

Mutual Fund Management


Guidelines/Suggestions For Practical Problems NAV Calculations- Compulsory Basic Accounting & Journal Entries Calculation of Return (Holding Period Return, Compounded Annual Growth Rate)

Corporate Governance
Unit 1 Philosophy of CG Intro, Meaning, Objectives, Importance (need) & Role Frame work of CG Internal, External (Shareholders) reputational agents(Regulatory authorities & rating agencies) Business ethics (Meaning, Importance, Objectives &Ethical Dimension to CG) Fair & unfair Business Practices Unit 2 Genesis of CG in India (Roots of CG) Principles of CG CG from Arthashastra (Arthashastra &CG) Role of CG in Customer/Investor Protection Corruption (Definition, Causes, Effects, Preventive measure to control corruption) Zero Tolerance of Corruption MRTP Act & MRTP Commission Unfair Trade Practices Restrictive Trade Practices Scams in Indian Financial Market Unit 3 Evaluation of CG (History) Various Committees on CG & their recommendations (Cadbury, K.M. Birla & Narayan Murthy) The CII Code Clause 49 of the Listing Agreement (in detail) Audit committee Shareholder Committee Directors Committee (Independent Directors) Whistle Blowing Policy CG in Globalised Economy Sarbanes Oxley Act. (SOX) MNC s/TNC s & Business Ethics Unit 4 Governance in Family-Owned Business Future of CG in India Professionalism and transparency in family owned business

Case Studies for 15 mrks. from any unit.

Risk Management
Unit 1 What is Risk? Explain systematic & unsystematic risk. What is Financial Risk? Different types of financial risk. Explain the various types of risk. Short note on credit risk Causes of credit risk Need for credit risk analysis Factors affecting exchange rates Unit 2 What is risk management (pg298- A. N. Sridhar) What are the various investment strategies? Explain different methods of measuring risk Explain 5 option Greeks/option sensitinties briefly Write a note on long hedge & short hedge Explain gamma, vega & rho Explain delta & gamma Short note on hedging Unit 3 Practical Options & Futures in different markets including foreign exchange market

Unit 4 (Pending) Briefly explain Basel II Norms Difference between market risk & credit risk