Official Course Syllabus: Services Marketing in Banking and Insurance
Official curriculum framework prescribed by the University of Calicut under the Four Year Undergraduate Programme (FYUGP) regulations for the B.Com Finance Elective stream. Includes course summary, pre-requisites, Bloom's Taxonomy course outcomes (CO1–CO4), module-wise lecture hour allocations, open-ended practical topics, and approved university reference textbooks.
Course Summary & Pre-requisites
Summary: This course is designed to provide students with a deep understanding of marketing strategies and practices specifically tailored to the financial services sector, encompassing retail and corporate banking, specialized financial intermediaries, and life/general insurance markets.
Pre-requisites: A basic understanding of financial services, including banking and insurance products, is essential.
Course Outcomes (CO) & Cognitive Competencies
Mapped against Revised Bloom's Taxonomy levels and knowledge categories:
| CO Code | Course Outcome Statement | Cognitive Level* | Knowledge Category# | Evaluation Tools |
|---|---|---|---|---|
| CO1 | Develop a comprehensive understanding of the key principles, concepts, and challenges associated with marketing in the banking and insurance sectors. | Understand (U) | Conceptual (C) | Instructor-created exams / Quiz / Assignment |
| CO2 | Apply the marketing strategies to design and promote banking and insurance products that meet customer needs. | Apply (Ap) | Conceptual (C) | Mini Project / Seminar / Presentation |
| CO3 | Understand the role of digital channels in marketing financial services and demonstrate competence in leveraging digital marketing tools and platforms. | Understand (U) | Conceptual (C) | Seminar / Presentation / Assignment |
| CO4 | Analyse the market Segmentation and Marketing Mix of Insurance Marketing. | Analyse (An) | Procedural (P) | Examinations / Project |
* Cognitive Levels: Remember (R), Understand (U), Apply (Ap), Analyse (An), Evaluate (E), Create (C).
# Knowledge Categories: Factual (F), Conceptual (C), Procedural (P), Metacognitive (M).
Detailed Module-wise Syllabus & Hour Allocation
60 Total Hours across 4 Core Theory Modules + 1 Open-Ended Practical Module:
Introduction to Marketing and Services
- Unit 1 (2 Hrs): Introduction to Services – Concept – Goods and Services – Features of Marketing of Services.
- Unit 2 (3 Hrs): Service Marketing – Concepts – Significance of Service Marketing - Deficiency in Services - Ways to improve services.
- Unit 3 (3 Hrs): Market Segmentation and Positioning – Cross Selling and Up Selling.
- Unit 4 (2 Hrs): Innovation in Banking services.
Bank Marketing
- Unit 5 (2 Hrs): Introduction – Bank Marketing – Concepts.
- Unit 6 (2 Hrs): Indian perspective – Application of Marketing Principles in Bank.
- Unit 7 (3 Hrs): Banker and Customer - Meaning and Definition - Relationship - Types of Deposits - Account Opening - Know Your Customer Guidelines.
- Unit 8 (3 Hrs): Obligations of a banker - Garnishee Order - General and Special rights of a customer under Consumer Protection Act.
- Unit 9 (2 Hrs): Users of Banking Services - Factors influencing the Behavior of Users.
- Unit 10 (3 Hrs): Market Segmentation of Bank Marketing – Importance – Criteria – Marketing Mix for Banking Services.
Marketing of Financial Services
- Unit 11 (3 Hrs): Introduction – Financial Services – Concepts – Marketing of Financial Services.
- Unit 12 (4 Hrs): Bancassurance - Mutual Funds – Types of Mutual Funds – Mutual Fund Marketing.
- Unit 13 (2 Hrs): Market Segmentation of Mutual Funds - Portfolio Management services.
- Unit 14 (3 Hrs): Factoring Services – Types – Factoring Services Marketing.
Insurance Marketing
- Unit 15 (2 Hrs): Introduction – Insurance Marketing – Concept – Indian perspective.
- Unit 16 (5 Hrs): Types of Policies – Term Life Policies – Whole Life Insurance Policies - Endowment Insurance Policies – Policies based on other Classification – ULIPS - Loan Cover term Insurance - Money back - Group Insurance - Retirement planning - Annuities.
- Unit 17 (4 Hrs): Significance – Marketing Mix for Insurance Services - Users of Insurance Services - Market segmentation in the Insurance Industry.
Open Ended Module & Practical Exercises
Practical, observational, and case-study exploration of banking and insurance markets in India:
- 1. Comparative study of the services offered by Private and Public Sector banks in India.
- 2. Case Study - Growth and Development of top banking and Insurance companies in India.
- 3. Customer Preference towards different types of financial products and services available in the market.
- 4. Comparative study of customer satisfaction towards insurance products of Public and Private insurance companies in India.
- 5. Study the awareness level of various services offered by Banks in your locality amongst the local public.
Approved University Reference Books
Recommended literature and reference texts prescribed in the official University of Calicut syllabus:
Bank Marketing.
Insurance Marketing: Strategies and Tools for Growth.
Insurance Marketing in the Digital Age.
Ready to start learning?
Proceed to Module 1 notes or view all syllabus topics.