Management of Financial Services

Paper Code: 
AAF 316
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

To acquaint students with the process of Services Marketing

10.00

Service Marketing- Concept, Features, Significance.
Management of Service marketing- Concept of 7P’s of Marketing mix-
The product mix, The price mix,Place mix, The Promotion Mix ,People mix,Process and physical evidence

9.00

Market Segmentation: Meaning,Types of market segmentation ,Advantages
and disadvantages of segmentation, Alternative strategies for segmentation

8.00

Bank Marketing- Concept, Marketing Mix for Banks–Product mix(Deposits
,Loans, Agency and general utility services)Price
promotion mix. Importance of bank marketing ,Recent and future trends in Banks Marketing in India.

8.00

Insurance Marketing- Concept, Marketing mix
mix(Endowment, Term insurance and annuities),Price mix ,Place mix and
Promotion mix , Recent and future trends in Insurance marketing in Indian environment.

10.00

Customer Relationship- Customer Delight, Service Quality, Customer
Retention
CRM (Customer Relationship Management)- Concept, Significance,
Strategies for building relationship.

References: 

S.M.Jha,Service Marketing, Himalaya Publishing House

Payne Adrian, “The Essence of Service Marketing”, Prentice Hall of India”,New Delhi Balaji B, “Service Marketing and Management”, S.Chand, New Delhi

Ram Mohan Rao, Services Marketing (Pearson Education)

Roland. T.Rust Anthony J. Zahorik and Timothy I. Keilninghan, Services Marketing. John M. Rathmoll: Marketing in the service sector (Winthrop)

Adrienne Payne : The Essence of services Marketing (Prentice Hall of India)

K. Dauglas Hoffiman and John E.G. Bateson : Essentials of services Marketing (Harcourt college

Academic Year: