2 Avadhani V.A. (2008), Marketing of Financial Services, Himalaya Publications.

3 Kotler, Keller, Koshy & Jha (2009), Marketing Management - South Asian Perspective, Prentice
Hall.

4 Nargundkar Rajendra (Second ed.), Services Marketing – Text and cases, Tata Mc Graw Hill.

5 IIBF (2007), Managing & Marketing of Financial Services, Taxman Publications Pvt. Ltd.

Part 1
Lecture 1 Marketing – introduction and ->Reference :
Concept 3,chapter 1
Lecture 2 Evolution and Trends of Marketing ->Reference :
3,chapter 19 Ref
5
Lecture 3 Difference between marketing of ->Reference :
products & marketing of services 3,chapter 13
Lecture 4 Financial services -An introduction ->Reference :
2,chapter 1
Lecture 5 Financial Sector in India ->Reference : HomeWork 1
2,chapter11 Allocation
Lecture 6 financial Sector:-Different Banking ->Reference : Term Paper 1
Products 2,chapter 12 and Allocation
Ref 21
Lecture 7 Marketing of Banking and ->Reference :
Insurance products 2,chapter 24 and
47
Lecture 8 Regulatory bodies for financial ->Reference :
Services-RBI 2,chapter 24 and
27
Lecture 9 Regulatory bodies for financial ->Reference :
Services-IRDA and SEBI and other 2,chapter 27 and
regulatory bodies 28
Lecture 10 An introduction to various Wealth ->Reference :
Management Products 2,chapter 47
Lecture 11 Marketing Of Wealth management ->Reference :
products 2,chapter47 and
other readings 34

Part 2
Lecture 12 An introduction to Financial ->Reference :
Product Development 3,chapter 20
Lecture 13 Stages Involved in Developing a ->Reference :
new product 3,chapter 20 other
readings 25 and
 41
Lecture 14 Market segmentation:-Various ->Reference : HomeWork 1
Factors 4,chapter1 Submission
Lecture 15 Segmentation of Financial Market ->Reference : HomeWork 2
among various instruments 4,chapter1 other Allocation
referance 23
Lecture 16 Targeting of Financial services ->Reference :
4,chapter 1
Lecture 17 Positioning of Financial services ->Reference :
4,chapter 1 and
other referance 18
Lecture 18 introduction to Consumer Behavior ->Reference :
4,chapter12
Lecture 19 Consumer Behavior Related to ->Reference :
financial services and level of 4,chapter12 and
satisfaction of financial services other referance 6
Lecture 20 Introduction to Consumer Rights :- ->Reference :
Financial Services 4,chapter12
Lecture 21 Introduction to Consumer Rights :- ->Reference :
Financial Services 4,chapter12
Lecture 22 Methodology of Development of ->Reference :43,A HomeWork 2
Insurance Industry case study Submission
Lecture 23 Methodology of Development of ->Reference :44, Quiz 1
Financial products
Lecture 24 Revision