Description
SYLLABUS
MODULE – I:
(1) Introduction to Marketing:
- Meaning, Definition of Marketing, Marketing Concept and Its Evolution, Difference between Marketing and Selling, Concept of Services – Difference between Goods and Services.
- Goods Service Continuum, Service Marketing Triangle – Characteristics of Services – Marketing Mix Elements (4 and 7 Ps) – Environmental Analysis – Macro and Micro Environment.
(2) Introduction to Financial Products:
- Introduction to Financial Products – Financial Service Products Meaning and Features, Investment Related Products – Concepts and Features – Classification.
- Marketing Fundamentals – Market Segmentation, Distribution Channels – Pricing, Decision – Factors affecting Pricing-pricing Policies, Role of Regulators in Pricing-structure and Marketing of Financial Products Based on Client Requirements.
- CRM – Importance of CRM in Marketing of Financial Services – CRM and Relationship, Marketing-CRM, Concept – CRM Implementation and Evaluation.
MODULE – II:
(3) Buying Behavior:
- Consumer’s Buying Behavior-Factors affecting Buying Behavior, Need and Importance of Competition analysis, Porters five force model.
- Marketing Strategies – Market Entry Strategies, Recent Trends in marketing of Investment Products, Marketing though Social Networking Channels.
(4) E-Marketing:
- Introduction to E-Marketing – Meaning, Objectives, Features, Scope, Benefits, Problems and Techniques, E-Marketing Tools – Introduction, Objectives, E-mail Marketing, Creating a Website, Social Media Marketing, Pay per Click Advertising, Search Engine Optimization, Blogging and Classified Advertising.
- Application of E-Marketing – introduction, Objectives, Online Advertising, Direct Response Medium, Role of Distribution in E‑Marketing, Lead Generation Platform, Customer Service Mechanism and Relationship Building Medium.
