B.Com. (Financial Markets) Marketing for Financial Services Syllabus - Mumbai University
This is the TY BFM syllabus under NEP 2020, in force from the academic year 2026-27. The University still sets the earlier Choice Based papers alongside it for ATKT candidates, so check which scheme your exam form names before you revise.
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Syllabus for Marketing for Financial Services
Module I: Foundation of Services Marketing
- Introduction, Meaning of services, Characteristics of services, Classification of services,
- Importance of services, Growth in services, Four I’s of services – Intangibility,
- Inconsistency, Inseparability and Inventory, Retail financial services – Debit cards,
- Credit cards, Retail loans, Insurance services, Investment services
Module II: Services Market Segmentation
- Meaning of segmentation, Importance of segmentation, Basis of segmentation, Process of segmentation, Market targeting
- Meaning and Targeting strategies, Positioning – Meaning and Positioning strategies, Differentiation.
- Meaning and Differentiation strategies, Promotion and Communication
- Meaning, 4 tools of promotion (Advertising, Sales promotion, Public relation and Direct marketing) and Promotion through Product Life Cycle. Service Environment
- Meaning, Purpose, Dimensions, Designing and managing service process, Managing people for service advantage, Managing Jay customers, Customer relationship management, Customer loyalty..
Module III: Issues in Marketing of Services
- Extended Services Marketing Mix: Going Beyond the 4 Ps. (7Ps of Services Marketing),
- Service Delivery Process, Service Blueprints, Service Mapping, Distribution Strategies of Services, Challenges in Distribution of Services
Module IV: Customer Satisfaction & Service Quality in Service Marketing
- Meaning of customer satisfaction, Meaning of service quality in service marketing,
- Managing Service Encounter, Role of HR & Internal Marketing, Monitoring and Measuring customer satisfaction, GAP Model,
- Handling complaint effectively, Role of IT in marketing of financial services, New trends in marketing.
Reference Books
- 1 Customer Service Meaning and Measurement: La Londe, B.J. and Zinszer, P.H: National
- 2 Council of Physical Distribution Management (NCPDM.)
- 3 Financial Services Marketing: Harrison, Tina: Pearson Education
Reproduced from the University of Mumbai syllabus for B.Com. (Financial Markets) 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.