BANKING AND INSURANCE MARKETING
SYLLABUS
UNIT I
Meaning & scope of marketing, Modern concepts of marketing, Marketing strategy, STP approach, Differences between goods & services marketing, Marketing environment with references to Banking & Insurance in India,
Customers expectation & orientation with references to Banking & Insurance in India.
UNIT II
The concept of Banking Marketing & insurance marketing, Formulation of marketing mix for banking and insurance sector, Promotion strategy for banks and insurance sector, Relationship marketing, Behavioural profile of customers, Factors influencing customer behaviour, Basic problems in life insurance marketing.
UNIT III
Product, New product development process, Product life cycle, Branding, Methods of pricing and strategy with references to Banking & Insurance in India.
UNIT IV
Promotion mix, Managing the sales force, Selling process, Selling skill, Distribution strategy with reference to banking and insurance sector.
UNIT V
Delivery of services, The process and measurement, Understanding of service quality and building customer relationship. Case studies from Banking & Insurance sector