Marketing Of Financial Services

Syllabus

M-312: Marketing of Financial Services

Unit I                                                                                                                                 2

Financial Services: Concepts, Types of Financial Services, Regulatory Framework of Financial Services in India.

Unit II                                                                                                                               3

Banking Services: Commercial. Development, Investment and International Banking – Issues, Trends and Challenges, Marketing of Banking Services and Insurance Companies.

Unit III                                                                                                                              3

Marketing of Financial Services: Marketing Mix of Financial Services, Financial Products Development Strategies, Analysing Marketing Strategies Adopted by Selected Banks & Other Financial Service Providers, Ethical Issues in Marketing of Financial Services.

Unit IV                                                                                                                            4

Branding in Financial Services Sector: Target Marketing & Customer Retention, Significance of Financial Brands, Targeting and Positioning Strategies, Impact of Branding on Customer Perception Towards Financial Service Providers, Creation of a Financial Brand.

Unit V                                                                                                                                2

Merchant Banking: Overview, Nature, Functions, Scope and Regulation.

Unit VI                                                                                                                              3

Credit Rating: Meaning, Functions and Benefits. Credit Rating Agencies in India- CRISIL, ICRA and CARE, Global Credit Rating Agencies- Moody’s and Standard & Poor’s, Major Factors Considered While Determining the Rating Profile of a Security. Credit Rating- Regulatory Framework in India, Credit Rating for Debentures and IPO Grading, Limitations of Rating

Unit VII                                                                                                                            3

Lease Financing: Industry, Size and Scope, Evaluation of Lease Transaction, Factoring and Forfaiting.

Securitization: Introduction, Mechanism and Process of Securitization, Asset Reconstruction Companies, Participants in Securitization and their Role.

Unit VIII                                                                                                                           4

Mutual Funds: Introduction, Types of Mutual Fund Schemes- Functional Classification, Portfolio Classification, Investment Classification, Benefits of Mutual Funds, Managing Mutual Funds in India- The Sponsor, The Trustees, The Custodians, Asset Management Company.