Marketing of Financial Services syllabus
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Marketing of Financial Services
5 units
2 Marketing Environment for Financial Services (8 LHs)
3 The Financial Customer and Relationship Marketing (8 LHs)
4 Segmentation and Positioning of the Financial Services (8 LHs)
5 Management of the Financial Service Marketing Mix (16 LHs)
1. Introduction (8 LHs)
- Nature and Characteristics of Services
- Managing Service Products
- Service Marketing and Its Growth
- Service Marketing Triangle and Profit Chain
- Seven Ps of Service Marketing
2. Marketing Environment for Financial Services (8 LHs)
- Micro Environment of Nepalese Financial Services
- Macro Environment and Its Effects
- Technological Innovations in Financial Service Marketing
- Emerging Services and Global Trends
3. The Financial Customer and Relationship Marketing (8 LHs)
- Individual and Institutional Financial Customers
- Buying Processes and Choice Factors
- Customer Value and Satisfaction
- Relationship Marketing in Financial Services
4. Segmentation and Positioning of the Financial Services (8 LHs)
- Financial Service Market Segmentation
- Individual and Institutional Customer Segments
- Target Marketing and Positioning
- Positioning Opportunities in Nepal
5. Management of the Financial Service Marketing Mix (16 LHs)
- Product: Types, Life Cycle, Branding, and Innovation
- Pricing of Financial Services
- Place: Branch and Alternative Channels
- Promotion and Advertising Appeals
- People: Employees in Financial Service Marketing
- Process: Service Delivery
- Physical Evidence and Servicescape