Calicut University • B.Com • Semester 5
Services Marketing in Banking and Insurance (COM5EJ304) — Official Syllabus & Course Structure
Four-Year Undergraduate Programme (FYUGP) • Curriculum Framework
Course Details & Academic MatrixMAJOR ELECTIVE COURSE
Course Code:COM5EJ304 (2)
Course Title:Services Marketing in Banking & Insurance
Type of Course:Major / Elective
Semester:Semester V
Academic Level:300 – 399
Credits:4 Credits
Lecture per Week:4 Hours
Total Course Hours:60 Hours
Pre-requisites: A basic understanding of financial services, including banking and insurance products, is essential.
Course Summary: This course is designed to provide students with a deep understanding of marketing strategies and practices specifically tailored to the financial services sector.
Course Outcomes (CO)
| CO | Course Outcome Statement | Cognitive Level* | Knowledge Category# | Evaluation Tools |
|---|---|---|---|---|
| CO1 | Develop a comprehensive understanding of the key principles, concepts, and challenges associated with marketing in the banking and insurance sectors. | U (Understand) | C (Conceptual) | Instructor-created exams / Quiz / Assignment |
| CO2 | Apply the marketing strategies to design and promote banking and insurance products that meet customer needs. | Ap (Apply) | C (Conceptual) | Mini Project / Seminar / Presentation |
| CO3 | Understand the role of digital channels in marketing financial services and demonstrate competence in leveraging digital marketing tools and platforms. | U (Understand) | C (Conceptual) | Seminar / Presentation / Assignment |
| CO4 | Analyse the market Segmentation and Marketing Mix of Insurance Marketing. | An (Analyse) | P (Procedural) | Examinations / Project |
* Cognitive Levels: Remember (R), Understand (U), Apply (Ap), Analyse (An), Evaluate (E), Create (C)
# Knowledge Categories: Factual Knowledge (F), Conceptual Knowledge (C), Procedural Knowledge (P), Metacognitive Knowledge (M)
Detailed Modular Syllabus
| Module | Unit | Curricular Content & Core Concepts | Hours |
|---|---|---|---|
| Module I | — | Introduction to Marketing and Services | 10 |
| I | 1 | Introduction to Services – Concept – Goods and Services – Features of Marketing of Services | 2 |
| I | 2 | Service Marketing – Concepts – Significance of Service Marketing - Deficiency in Services - Ways to improve services | 3 |
| I | 3 | Market Segmentation and Positioning – Cross Selling and Up Selling | 3 |
| I | 4 | Innovation in Banking services | 2 |
| Module II | — | Bank Marketing | 15 |
| II | 5 | Introduction – Bank Marketing – Concepts | 2 |
| II | 6 | Indian perspective – Application of Marketing Principles in Bank | 2 |
| II | 7 | Banker and Customer - Meaning and Definition - Relationship - Types of Deposits - Account Opening - Know Your Customer Guidelines | 3 |
| II | 8 | Obligations of a banker - Garnishee Order - General and Special rights of a customer under Consumer Protection Act | 3 |
| II | 9 | Users of Banking Services - Factors influencing the Behavior of Users | 2 |
| II | 10 | Market Segmentation of Bank Marketing – Importance – Criteria – Marketing Mix for Banking Services | 3 |
| Module III | — | Marketing of Financial Services | 12 |
| III | 11 | Introduction – Financial Services – Concepts – Marketing of Financial Services | 3 |
| III | 12 | Bancassurance - Mutual Funds – Types of Mutual Funds – Mutual Fund Marketing | 4 |
| III | 13 | Market Segmentation of Mutual Funds - Portfolio Management services | 2 |
| III | 14 | Factoring Services – Types – Factoring Services Marketing | 3 |
| Module IV | — | Insurance Marketing | 11 |
| IV | 15 | Introduction – Insurance Marketing – Concept – Indian perspective | 2 |
| IV | 16 | Types of Policies – Term Life Policies – Whole Life Insurance Policies - Endowment Insurance Policies – Policies based on other Classification – ULIPS - Loan Cover term Insurance - Money back - Group Insurance - Retirement planning - Annuities | 5 |
| IV | 17 | Significance – Marketing Mix for Insurance Services - Users of Insurance Services - Market segmentation in the Insurance Industry | 4 |
| Module V | — | Open-Ended Module: Practical Applications & Case Studies | 12 |
| V | — | This open-ended module is designed to explore practical dynamics within the financial services sector through field investigations and case evaluations:
| 12 |
Recommended Textbooks & References
- D. S. Dwivedi, H. C. Shrivastava, and B. N. Yadav: Bank Marketing.
- Lambrecht and J. F. Clow: Insurance Marketing: Strategies and Tools for Growth.
- Heather Lockwood and Brett Wood: Insurance Marketing in the Digital Age.
COM5EJ304Services Marketing in Banking and Insurance
Download Official Syllabus Notes (PDF)
Calicut University • FYUGP 2024 Syllabus
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Proceed to Module 1 notes or view all syllabus topics.