CourseOutline
CourseTitle
Core orElective
Program and Batch
Semester &AcademicYear
Credits
Discipline/Area
Provide details, if this course is a Prerequisite
For any course/specialization
Name of the Faculty Members
Contact Details of the Faculty Members
Contact Details of Support Staff
Faculty Members’Open Office Day/s &Time
Marketing of Financial Services
Core
B. Com. (2022)
FallSemester2022-23
4
Business & Management
None
Prof. Avinash Jain
avinash.jain@jgu.edu.in
N.A.
Generally available on 3rd faculty lounge
during office hours. But a mail appointment is
preferable.
Introduction to the Course
The financial services industry always seems to be living at the end of one era and the start of the next. Rapid
change continually obsoletes yesterday’s strategies and tactics and creates the need for new approaches that
directly address current challenges. This constant evolution presents new problems for financial services
organizations and new opportunities for marketers.
This Course aims to understand the Marketing Management in the context of changing realities of financial
services. We will keep the common denominator of marketing management as a base of concept and discuss
the uniqueness of financial service sector.
Course Learning Objectives (CLOs)
CLO1: Understand unique challenges of financial services marketing
CLO2: Understand the STP in financial services marketing
CLO3: Understand the managerial challenges involved in identifying right marketing mix for
financial services.
Teaching Method
The teaching method will be a mix of lectures, case discussions, class activities, and projects undertaken as
part of the course. Students are expected to read and come prepared for classes as per the Session Plan
outlined in this course manual.
Evaluation Schema
The course grade will be determined on the basis of the following:
Assessment Task
Weight
Nature
Internal:3 assessments
50%
External: End-Semester
Examination
50%
Individual
and Group
Individual
Week of
Assessment
Continuous/Predecided dates
End-Semester
Week/Period
Description of Assessments:
Internal Assessment
1. Class Participation (10 marks) – This component include active participation in the class discussion
and Case preparation. (Instructor will note down the cp marks during class based on relevant inputs in
the class discussion)
2. Quiz (20 marks) best 2 out of 3
3. Case Synopsis: Students will submit the case synopsis before the class discussion (4 marks each)
External Assessment
50 marks - Assessment will be application based questions
Textbook/Course Package/Other Readings
Since the course will draw from various sources. Course instructor will provide the required articles and
technical notes 1 week before the class. While some of the reference books are suggested.
1. Marketing Management – Kotler et. al. (Any edition)
2. Routledge companion to financial services marketing – Tina Harrison & Hooman Estelami
3. Financial Services Marketing an International Guide to Principles and Practice. Christine T. Ennew
and Nigel Waite
Grade Sheet:
[The schema of the grade sheet may change. Students will be informed well in advance of any changes in
the schema of the gradesheet.]
Letter
Percentage
Grade
Grade
Of marks
Value
Grade Definitions
Letter
Percentage
Grade
Grade
Of marks
Value
O
80 and above
8
Grade Definitions
Outstanding: Exceptional knowledge of the subject matter, thorough
understanding of issues; ability to synthesize ideas, rules and
principles and extraordinary critical and analytical ability.
A+
75-79
7.5
Excellent: Sound knowledge of the subject matter, thorough
understanding of issues; ability to synthesize ideas, rules and
principles and critical and analytical ability.
A
70-74
7
Very Good: Sound knowledge of the subject matter, excellent
organizational capacity, ability to synthesize ideas, rules and
principles, critically analyse existing material and originality in
thinking and presentation.
A-
65-69
6
Good: Good understanding of the subject matter, ability to identify
issues and provide balanced solutions to problems and good critical
and analytical skills.
B+
60-64
5
Fair: Average understanding of the subject matter, limited ability to
identify issues and provide solutions to problems and reasonable
critical and analytical skills.
B
55-59
4
Acceptable: Adequate knowledge of the subject matter to go to the
next level of the study and reasonable critical and analytical skills.
B-
50-54
3
Marginal: Limited knowledge of the subject matter and irrelevant use
of materials, and poor critical and analytical skills.
P1
45-49
2
Pass 1: Pass with Basic understanding of the subject matter.
P2
40-44
1
Pass 2: Pass with Rudimentary understanding of the subject matter.
(Not applicable to Bachelor of Architecture)
F
Below 40
0
Fail: Poor comprehension of the subject matter; poor critical and
analytical skills and marginal use of the relevant materials. Will
require repeating the course.
P
Pass
‘P’ represents the option of choosing between Pass/Fail grading
system over the CGPA grading system in the COVID 19 semester in
Spring 2020. The option is provided when students attain a minimum
of 40 percentage marks under the current grading structure in a given
subject.
Letter
Percentage
Grade
Grade
Of marks
Value
I
Incomplete
Grade Definitions
Extenuating circumstances preventing the student from completing
coursework assessment, or taking the examination; or where the
Assessment Panel at its discretion assigns this grade. If an “I” grade
is assigned, the Assessment Panel will suggest a schedule for the
completion of work, or a supplementary examination.
JGU Policies and Expectations
Academic Integrity and Plagiarism
Learning and knowledge production of any kind is a collaborative process. Collaboration demands an
ethical responsibility to acknowledge who we have learnt from, what we have learned , and how reading and
learning from others have helped us shape our own ideas. Even our own ideas demand an acknowledgement
of the sources and processes through which those ideas have emerged. Thus, all ideas must be supported by
citations. All ideas borrowed from articles, books, journals, magazines, case laws, statutes, photographs,
films, paintings, etc., in print or online, must be credited with the original source. If the source or inspiration
of your idea is a friend, a casual chat, something that you overheard, or heard being discussed at a
conference or in class, even they must be duly credited. If you paraphrase or directly quote from a web
source in the examination, presentation or essays, the source must be acknowledged. The university has a
framework to deal with cases of plagiarism. All form of plagiarism will be taken seriously by the University
and prescribed sanctions will be imposed on those who commit plagiarism.
Disability Support and Accommodation Requirements
JGU endeavors to make all its courses accessible to students. All students with any known disability
needing academic accommodation are required to register with the Disability Support Committee
dsc@jgu.edu.in. The Committee has so far identified the following conditions that could possibly hinder
student’s overall well-being. These include physical and mobility related difficulties; visual impairment;
hearing impairment; medical conditions; specific learning difficulties e.g., dyslexia; mental health. The
Disability Support Committee maintains strict confidentiality of its discussions. Students should preferably
register with the Committee during the month of June/ January as disability accommodation requires early
planning. DSC will approve of and coordinate all disability related services such as appointment of
academic mentors, arranging infrastructural facilities, and course related requirements such as special
lectures, tutorials, and examinations.
Safe Space Pledge
This course may discuss arrange of issues and events that might result in distress for some students.
Discussions in the course might also provoke strong emotional responses. To make sure that all students
collectively benefit from the course, and do not feel disturbed due to either the content of the course or the
conduct of the discussions. Therefore, it is incumbent upon all within the classroom to pledge to maintain
respect towards our peers. This does not mean that you need to feel restrained about what you feel and what
you want to say. Conversely, this is about creating a safe space where everyone can speak and learn without
inhibitions and fear. This responsibility lies not only with students, but also with the instructor.
SessionPlan
Session Details
Week1
CLOs Covered
CLO1
Objectives of the Fundamentals of marketing management
sessions
Readings
Unit 1 : Philip Kotler (fundamentals of marketing
management)
Cases, Articles,
Small Cases in class to differentiate financial services
Videos
marketing from other products and services
Pedagogy
Lecture
Week2
Objectives of the
Understanding financial services Consumer
Sessions
Readings
McKechnie, Sally. "Consumer buying behaviour in
financial services: an overview." International Journal of
Bank Marketing (1992).
CLO1
Alt, Rainer, Roman Beck, and Martin T. Smits. "FinTech
and the transformation of the financial industry." Electronic
markets 28.3 (2018): 235-243.
NO
Cases, Articles,
Videos
Pedagogy
Lecture & Discussion
Week3
Objectives of the
Identifying market segments and target customers
Sessions
Readings
Market segmentation: Definition, types, benefits, & best
practice
Cases, Articles,
Fiserv Takes on the e-Billing Market: How Can We Get
Videos
Them to Turn off Paper?
CLO2
Pedagogy
Lecture & Case Study Discussion/Class Activity
Week4
Objectives of the
Crafting a customer value proposition and positioning
Sessions
Readings
Reading in the form of notes will be shared a week before
class
Cases, Articles,
Videos
India’s Private Bank ICICI Repositions its Private Banking
Business:
Will it Payoff?
Lecture & Case Study Discussion/Class Activity
Pedagogy
Week5
Objectives of the
Consumer acquisition Strategies and marketing mix
Sessions
Readings
CLO3
Reading in the form of notes will be shared a week before
class
Cases, Articles,
To be shared by the faculty in the class
Videos
Pedagogy
Lecture & Case Study Discussion/Class Activity
Week6
Objectives of the
Designing and Managing financial products and services
Sessions
Readings
CLO2
CLO3
Iheanachor, Nkemdilim, Immanuel Ovemeso Umukoro, and
Olayinka David-West. "The role of product development
practices on new product performance: Evidence from
Nigeria's financial services providers." Technological
forecasting and social change 164 (2021): 120470.
Caselets of successful financial products from India
Cases, Articles,
Videos
Pedagogy
Lecture & Case Study Discussion/Class Activity
Week7
Objectives of the
Pricing of financial Services
Sessions
Readings
The Art and Science Of Pricing Financial Services
CLO3
Cases, Articles,
Videos
Pedagogy
Week8
Objectives of the
Sessions
Readings
CLO1
To be shared by the faculty in the class
Lecture & Case Study Discussion/Class Activity
Customer Relationship Management
Technical Note Customer relationship management
Going the Extra Mile: CRM at Wesleyan
Cases, Articles,
Videos
Pedagogy
Lecture & Case Study Discussion/Class Activity
Week9
Objectives of the
Service delivery and service quality
Sessions
Readings
Cases, Articles,
Videos
Pedagogy
Technical note on service quality
State Bank of India: “SMS Unhappy”
Lecture & Case Study Discussion/Class Activity
CLO1
Week10
Objectives of the Communicating and promoting financial services
Sessions
Readings
The neglected art (and science) of financial services
advertising
An AMO model for communicating and promoting
financial services
NO case
Cases, Articles,
Videos
Pedagogy
Lecture & Case Study Discussion/Class Activity
Week11
Objectives of the Communicating and promoting financial services
Sessions
Readings
Case
Cases, Articles,
Videos
Charles Schwab & Co., Inc.: The “Talk to Chuck”
Advertising Campaign
Lecture & Case Study Discussion/Class Activity
Pedagogy
Week12
Objectives of the Managing Growth
Sessions
Readings
Cases, Articles,
Videos
CLO3
CLO3
CLO1; CLO3; CLO3
Technical Note : Growth in competitive market,
Developing new market offering , Customer Loyalty
Independer.com
Lecture & Case Study Discussion/Class Activity
Pedagogy
Week13
Objectives of the Changed landscape of Financial Services: New age
Sessions
financial services and banking models
CLO1
Readings
Microfinance, fintech, Islamic banking, peer-to –peer
landing
Technical note will be provided before class
Cases, Articles,
Videos
Caselets on successful innovation in financial services
sector
Lecture & Case Study Discussion/Class Activity
Pedagogy
Week14
Objectives of the Marketing malpractice, Moral and ethical issues in
Sessions
financial services marketing
CLO1; CLO2; CLO3
Readings
The scale and scope of financial mis-selling- Jhon Asthon
The Ethics of selling process in financial services – Jay
Mulki
Reaching out to socially disadvantaged groups –Paul
Koku
Nine ‘tricks’ in financial services marketing –
Vesaputtonan
NA
Cases, Articles,
Videos
Pedagogy
Lecture & Case Study Discussion/Class Activity
Week15
Objectives of the Presentations and Revision
Sessions
Readings
N. A.
Cases, Articles,
Videos
Pedagogy
N. A.
N. A.
CLO1; CLO2; CLO3;