Marketing in Banking and Insurance – TYBBI Syllabus

Modules at a Glance

SR. NO.	Module
1	Introduction
2	Introduction to service marketing
3	Services marketing mix with reference to banking and insurance
4	Customer in services marketing
5	Managing service quality
6	Advertising and branding of services (Managing Integrated Marketing Communication )
7	Managing product support
8	Managing direct and on-line marketing

SR. NO.	Module
1	Introduction Definition marketing- Difference between sales and marketing Types of marketing Industrial marketing Service marketing Consumer goods marketing. Marketing mix (4 P’s of marketing mix)
2	Introduction to service marketing Definition and classification Characteristics of services Services marketing mix Introduction to banking and insurance as services
3	Services marketing mix with reference to banking and insurance 7 P’s of services marketing mix Importance of marketing mix elements Strategies for effective management of services marketing Mix elements Banking and insurance as products Services marketing mix strategies for banking and insurance
4	Customer in services marketing Buying behaviors Buying role Importance of ‘Place’ with regards to services.
5	Managing service quality Service quality mode (caps mode) Managing service gaps
6	Advertising and branding of services (Managing Integrated Marketing Communication ) Identifying target audience Determining communication objective Factors in setting marketing communication mix
7	Managing product support Post sales services strategies Major trends in customer service
8	Managing direct and on-line marketing Growth and benefits of direct marketing Major channels of direct marketing Marketing in 21st century to commerce

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