Marketing and Branding in Financial Services (MBFS)
Marketing and Branding in Financial Services (MBFS)
Full Marks: 100
Module A: Basics of Marketing
- Marketing and the Marketing Process
- Understanding Marketplace and Customer Needs
- Designing a Customer-Driven Marketing Strategy
- Preparing an Integrated Marketing Plan and Programme
- Products, Services, and Brands
- Building Customer Value
- Service Marketing
- Categories of Services
- The Nature and Characteristics of Services
- Expanded Marketing Mix for Services
- Marketing Strategies for Service Firms
- Managing Service Quality
- Service Marketing and Financial Services
Module B: Marketing Strategies and Planning for Financial Institutions
- Strategic Planning: Definition, Steps
- Defining Marketing’s Role - Portfolio Analysis
- Analyzing Current Business Portfolio
- Developing Strategies for Growth or Downsizing
- Partnering to Build Customer Relationships - Value Chain and Value Delivery Network
- Service Meaning, Service vs. Customer Service
- Marketing Strategy and The Marketing Mix for Financial Institutions - Corporate and Retail
- Managing Service Quality - Importance and Dimensions
Module C: Customer Relations, Expectations and Building Customer Value
- Consumer Behavior, Building Customer Relationships
- Relationship Marketing – Goals, Benefits
- Foundations for Relationship Strategies
- Customer Relationship Management
- Designing a Customer-Driven Marketing Strategy
- Market Segmentation, Targeting
- Differentiation and Positioning
- Branch Location and Distribution - Means of Distributing Bank Services
- Locating Bank Branches
- Meaning and Types of Service Expectations
- Factors Influencing Expectations of Service
- Customer Perceptions – Satisfaction vs. Service Quality
- Using Marketing Research to Understand Customer Expectations
Module D: Pricing and Product Development in Banks and Financial Institutions
- Pricing Strategies for Financial Institutions - Deposit and Loan Products
- Other Internal and External Considerations affecting Price Decisions
- Product Development and Segmentation
- Special Features of Product Development, Product Development Strategies
- Implications of New Technologies for Bank Product Development
Module E: Branding: Building Customer Value in Banks and Financial Institutions
- Branding in Banks - Brand Equity, Brand Equity Models
- Brand Value, Branding and Differentiation Strategies
- Brand Positioning - Points-of-Difference (POD) and Points-of-Parity (POP)
- Brand Development, Branding Strategy - Building Strong Brands
Module F: Marketing Channels: Delivering Customer Value
- The Nature and Importance of Marketing Channels
- Channel Designing and Management Decisions
- Selecting Bank Branch Location (Application of Geographic Information System)
- Distribution of Banking Services, Alternative Delivery Channels: ATM/Fast Track, Internet Banking, Mobile Banking
- Agent Banking, Call Center, E/M-Wallet, and Apps Based Banking
Module G: Marketing Communications Strategy
- The Promotion Mix, Integrated Marketing Communications
- Digital Marketing - Concepts, Methods, Channels, Strategies
- Steps in Developing Effective Marketing Communication
- Marketing Communication Strategy for Banks and Financial Institutions