Marketing of Financial Services

Syllabus

SE MKT- 14: Marketing of Financial Services

Unit 1: Concept, Nature, and Scope of the Banking System in India: Regulatory Framework of the Indian Banking System, Reserve Bank of India (RBI), Present Banking System in India, Role of Banks in the Development of the Indian Economy, Overview of the Banking Functions of Indian Banking & Non-Banking Financial Corporations (NBFC), Understanding Trends and Challenges in the Indian Banking System, Cash Reserve Ratio, Statutory Liquidity Ratio, Repo and Reverse Repo, Open Market Operations, Security Valuation, NPAs, NPA Categories, Overview of KYC & Anti-Money Laundering laws in India, Banking Ombudsman, Importance of E-banking, Traditional Branch Banking vs. E-Banking, Technologies – Phygital Banking, E-Banking Technologies/Electronic Delivery Channels Such as ATM, POS Machines, Electronic Cards, Mobile Phone Banking, Electronic Transfer Methods: IMPS, NEFT, RTGS, Payment Banks, Mobile Application Banking, Mobile Wallets, Payment Mobile Applications, Post Office Bank, Phishing attacks and How to be Safe from Phishing., Case Study: Analyze the Digital Banking Transformation in India and its Impact on Customer Behavior Using Examples from Leading Indian Banks. Practical Task: Create a Detailed Flowchart Demonstrating the Process of Electronic Funds Transfer Using IMPS, NEFT, and RTGS.                                                            (6+6)

Unit 2: Introduction to Indian Stock Market: Meaning, Nature, Functions of the Secondary Market, Organization and Regulatory Framework for Stock Exchanges in India, SEBI: Functions and Measures for the Secondary Market, Overview of Major Stock Exchanges in India, Stock Broking: Functions of Stock Broking Companies and the Importance of Stock Brokers in the Indian Stock Market, Meaning and Nature of Portfolio Management System in India, Functions of a Portfolio Manager, Wealth Management for High-Net-Worth Individuals (HNI), Concept of Systematic Investment Plan (SIP).Case Study: Evaluate SEBI's Role in Regulating Stock Market Practices with Real-World Examples from Indian Stock Exchanges, Practical Task: Design a Portfolio for a Hypothetical High-Net-Worth Individual (HNI) Using SIP and Analyze its Returns Over the Last 5 Years. (6+6)

Unit 3: Mutual Funds: Basic Concepts: Mutual Funds and their Importance, Understanding the Concept of NAV and Calculation of a Fund's NAV, Types of Mutual Funds in India, Classified on the Basis of Structure, Investment Objective, and Investment Plan, Relative Risks Associated with Various Mutual Funds in India, Basic understanding of ETFs and their Key Features, Differences Between a Mutual Fund and an ETF, Basic Understanding of a 'Hedge Fund' and its Key Features, Process of Fund Selection and Various Related Measurement Parameters, Various Expenses Incurred by a Fund, Investment Advisors: Guidelines for Investment Advisors While Selling Mutual Funds to Clients.: Case Study: Analyze a Mutual Fund’s Performance Over the Past Year, Including NAV Calculations and Risk Assessment. Practical Task: Prepare a Report Comparing Two Mutual Funds (One Equity and One Debt) in Terms of their Structure, Investment Objective, and Risk Profile.                                                              (6+6)

Unit 4: Insurance Sector in India: Basics of Insurance: Types of Insurance Policies, Role of IRDA (Insurance Regulatory and Development Authority), Insurance Industry in India, General Insurance: Types of Liabilities Covered, Extent of Insurance Value, and Conditions, Life Insurance: Basic Concept of Life Insurance, its Beneficiaries and its Types, Concept of Term Insurance and its Various Types, Traditional Life Insurance vs. Term Insurance, Whole Life Policy and Endowment Policy, ULIP and its Comparison With Conventional Plans and Mutual Funds, Marketing Channels in Insurance Markets: Various Channel Members in the Industry Such as Insurance Agents, Distributors, etc., Basic Understanding of Property and Casualty/Liability Insurance, Commercial Insurance, Health Insurance, Practical Task: Conduct a Survey on Customer Perceptions of Different Life Insurance Policies and Create a Report.                                                                                                                                     (6+6)

Unit 5: Marketing Strategy & Consumer Behaviour: Objectives of Marketing Financial Products, Marketing Mix for Financial Services, Marketing Budget, Lead Generation, Challenges, and Opportunities in Financial Marketing, Adapting to Changing Market Environment, Future Potential for Growth in Financial Services Marketing, Perception About Risk & Returns, Knowledge About Financial Products, Touchpoints for Buying Financial Products, Choice of Distribution Channel, Customer Journey of Buying Financial Services, Basic Understanding of Home Loan, Personal Loan, Consumer Loan, Reverse Mortgage Loan. Practical Task/Caselet: Case Study: Analyze a Marketing Campaign by a Financial Services Provider (e.g., Home Loan or Personal Loan), Focusing on its Impact on Consumer Behaviour. Practical Task: Develop a Marketing Plan for a New Financial Product (e.g., Personal Loan) Based on Consumer Buying Behaviour and Financial Service Marketing Principles.                                   (6+6)