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B.Com. (Banking and Insurance) Marketing of Financial Products Syllabus - Mumbai University 2026

This is the Fourth Year BBI Honours syllabus under NEP 2020, in force from the academic year 2026-27. The fourth year is new in 2026-27, and the University runs it as two separate courses: Honours, and Honours with Research.

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Syllabus for Marketing of Financial Products

Major elective · Semester 8 · Fourth Year BBI Honours · 4 credits · 100 marks

Module I: Introduction to Marketing

Meaning, Definition of Marketing, Marketing concept and its evolution, Difference between marketing and selling, Concept of services- Difference between goods and services
Goods service continuum, Service marketing triangle- Characteristics of services- Marketing mix elements (4 and 7 Ps)- Environmental Analysis-Macro and Micro environment

Module II: Introduction to Financial Products

Introduction to Financial Products- Financial service products meaning and Features, Investment related products- concepts and features- classification.
Marketing fundamentals - Market segmentation, Distribution channels- pricing, Decision- factors affecting pricing-pricing policies, Role of regulators in pricing structure and Marketing of financial products based on client requirements.
CRM - Importance of CRM in Marketing of Financial Services- CRM and Relationship, Marketing-CRM, Concept-CRM implementation and evaluation.

Module III: Buying Behavior

Consumer’s buying behavior-Factors affecting buying behavior, Need and importance of competition analysis, Porters five force model.
Marketing Strategies - Market entry strategies, Recent trends in marketing of investment products, Marketing though social networking channels.

Module IV: E- Marketing

Introduction to E- Marketing – Meaning, Objectives, Features, Scope, Benefits, Problems and Techniques, E-Marketing Tools – Introduction, Objectives, Email Marketing, Creating a website, Social Media Marketing, Pay per Click Advertising, Search Engine Optimization, Blogging and Classified Advertising
Application of E- Marketing- Introduction, Objectives, Online Advertising, Direct Response Medium, Role of Distribution in E- Marketing, Lead Generation Platform, Customer Service Mechanism and Relationship Building Medium.

Reference Books

Marketing Financial Services: Arthur Meidam: Macmillan
Marketing Financial Services: Christine Ennew, Trevor Watkins Mike Wright: Routledge
The Essence of Services Marketing.: Payne, Adrian: Prentice Hall of India Private Limited,
Customer Service Meaning and Measurement: La Londe, B.J. and Zinszer, P.H: National Council of Physical Distribution Management (NCPDM.)
Financial Services Marketing: Harrison, Tina: Pearson Education

Reproduced from the University of Mumbai syllabus for B.Com. (Banking & Insurance) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BCom (Banking & Insurance) Honours Sem VII & VIII (2026-27) NEP NEP 2020 syllabus, in force from 2026-27 Read full PDF Read

PDF BCom (Banking & Insurance) Honours with Research Sem VII & VIII (2026-27) NEP NEP 2020 syllabus, in force from 2026-27 Read full PDF Read

PDF BCOM (BBI) SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

PDF BCom (Banking & Insurance) Sem III & IV (2025-26) NEP NEP 2020 syllabus, in force from 2025-26 Read full PDF Read

PDF BCom (Banking & Insurance) Sem IV Community Engagement Project (2025-26) NEP NEP 2020 syllabus, in force from 2025-26 Read full PDF Read

PDF BCom (Banking & Insurance) Sem V & VI (2026-27) NEP NEP 2020 syllabus, in force from 2026-27 Read full PDF Read

PDF BCom (Banking & Insurance) Sem V & VI Minor (2026-27) NEP NEP 2020 syllabus, in force from 2026-27 Read full PDF Read

PDF BBI V & VI 2018 2019 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF BBI III & IV 2017 18 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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