Master of Management Studies (M.M.S) Marketing of Financial Products and Services Syllabus - Mumbai University 2026
This is the M.M.S. syllabus under NEP 2020, in force from the academic year 2025-26: Semesters I and II from the revised circular and Semesters III and IV from the new one, both approved by the Academic Council on 20 May 2025. The earlier choice-based syllabus is still set alongside it for repeating candidates, so check which scheme your exam form names before you revise.
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Syllabus for Marketing of Financial Products and Services
Course objectives
- 1 To introduce students to foundational marketing principles specific to financial products and services.
- 2 To equip students with practical skills for segmenting, targeting, and positioning financial offerings.
- 3 To develop analytical abilities to assess consumer behavior and preferences in financial markets.
- 4 To foster understanding of strategic pricing, branding, and promotional tactics for financial products.
- 5 To cultivate insights into contemporary trends, digital marketing strategies, and compliance considerations in financial marketing.
Course outcomes
- CO1: Explain the role, scope, and significance of marketing in financial services, including an overview of key products such as banking, insurance, and investment services.
- CO2: Apply segmentation, targeting, and positioning (STP) strategies, and design marketing mixes for diverse financial products including banking, NBFCs, insurance, and mutual funds.
- CO3: Analyze customer behavior and marketing strategies in digital financial services, including fintech, mobile marketing, and CRM tools.
- CO4: Evaluate legal and ethical frameworks governing financial marketing in India, and assess their role in ensuring transparency and consumer protection.
- CO5: Design and present a field-based marketing strategy for a financial product using experiential insights, CRM, and digital tools.
Unit 1 CO1 · 3 hours
Introduction to Financial Services Marketing: Overview of financial products and services; The role and importance of marketing in the financial services industry; Types of financial services (banking, insurance, investment products, etc.)
Unit 2 CO2, CO3 · 3 hours
Marketing of Banking products and services: - Features of banking products - STP (Segmentation, Targeting, Positioning) for banks - Buying behavior of banking customers - Marketing strategies in banking
Unit 3 CO2, CO3 · 3 hours
Marketing of NBFC products and services - Product structure of NBFCs - Consumer behavior - STP and marketing mix for NBFCs - Marketing strategy insights through actual market case studies
Unit 4 CO2, CO3 · 3 hours
Marketing of Insurance products and services - Types of insurance (life, health, general) - Consumer behavior in insurance - STP and promotional strategies - Marketing strategy insights through actual market case studies
Unit 5 CO2, CO3 · 3 hours
Marketing of Mutual funds and services - Mutual fund types and schemes - STP and customer profiles; Consumer behavior in Mutual Funds - Marketing channels and promotional tactics through actual market case studies
Unit 6 CO2, CO3 · 3 hours
Marketing of Portfolio management services and investment advisory services - PMS and investment advisory models - Target market analysis and client profiling; Buying Behaviour analysis - Marketing techniques including Marketing to high-net-worth clients
Unit 7 CO2, CO3 · 3 hours
Customer Relationship Management - CRM tools and technology - Customer retention and satisfaction - Role of feedback and service personalization - CRM tools and techniques used by financial institutions
Unit 8 CO3, CO4 · 3 hours
Digital Marketing and Technology in Financial Services - Role of digital marketing in financial services - Mobile marketing, social media & online tools - Introduction to Fintech and their marketing strategies - Suggested Case study - Zerodha or Any other
Unit 9 CO4 · 3 hours
Legal and Ethical Aspects of Marketing Financial Products - Regulatory framework governing financial services marketing (e.g., SEBI, RBI) - Ethical concerns and consumer protection - Legal requirements for advertising and disclosures in financial services
Unit 10 CO5 · 3 hours
Presentation of Field projects - On-ground sales experience with a retail financial product (insurance, credit card, loan, etc.) - Strategy presentation and reflection (Suggestion of Student immersing in 6-10 hours for project on the field)
Text Books
- 1 Financial Services in India, Concepts and application- Rajesh Kothari
- 2 Financial Services- M Y Khan
- 3 Marketing of Financial Services- V. A. Avadhani
Reference Books
- 1 “Principles of Marketing” by Philip Kotler & Gary Armstrong (Chapter on Services Marketing)
- 2 “Marketing of Financial Products” by Dr. Prafulla Ranjan
Reproduced from the University of Mumbai syllabus for Master of Management Studies (Two Year), Semester III and IV, AC 20/05/2025, Item No. 7.11 (N), in force from the academic year 2025-26. Wording and unit numbering are as printed there. The PDF above is the syllabus's own page, unaltered.
The complete syllabus
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