Financial products is one of the fastest growing fields the world over. The opening up of global economies has only increased the scope for financial products. Banks and financial institutions are rapidly introducing innovative financial products to capture competitive space. Companies in this field are seeking to become financial supercenters by offering a variety of financial products and services under one roof. However, dealing in financial products comes with risk, as small mistakes can result in major damages to the company. Therefore, the marketing for financial products needs to be planned meticulously to avoid errors and consequent damages. Considering the intense competition in the field, companies also need to create a source of differentiation to improve customer recall.

The PG Diploma Program in Marketing Financial Products is designed to allow students/executives to pursue challenging and rewarding careers in the marketing of financial products and related fields.

Program structure

The program covers important topics related to marketing financial products in two groups. The structure of the program further breaks down the two groups into two subjects each. The structure of the program is given below:

• The Marketing Concept

• Marketing Organization

• Strategy and Marketing

• Segmentation, Targeting and Positioning

• Market Assessment and Forecasting

• Product Management

• Pricing and Distribution Decisions

• Marketing Communications

• Implementing the Marketing Program

• Analyzing Marketing Performance

• Contemporary Issues in Marketing

• Marketing Management: Ethical and Social Dimensions

• The Nature of Services Marketing

• Customer Expectations and Service Quality

• Market Segmentation and Targeting

• Positioning and Differentiation of Services

• Managing Demand and Capacity

• Service Design

• The Service Product

• Pricing and Place in Services

• Promotional Mix for Services

• People, Process and Physical Evidence

• Relationship Marketing

• Developing and Managing the Customer-Service Function

• Globalization of Services

• Services Marketing in Specific Verticals

Part III : Introduction to Financial Products

Understanding financial products from the risk and return framework - Money market instruments - Small Saving Schemes, Common Features, Post Office Savings Schemes, Public Provident Fund, Savings Certificates and National Savings Schemes - Bank Deposits-Fixed Deposits, Reinvestment deposits, Recurring deposits, Cash certificates and Flexible deposits - Company Deposits, Debentures And Bonds, Debentures of Private Sector Companies, Public Sector Bonds - Life Insurance as an investment vehicle, Types of Insurance Policies, House Holders Insurance, Unit Link Insurance Plans - Equity Investments, Types of Equity Shares - Mutual Funds, Types of Mutual Funds, Private Sector and Joint Sector, Money Market, Offshore Mutual Funds, Innovative Products - Derivatives- Options, Futures and Commodities, Structured Products-Credit linked notes, Credit default swaps, Other exotic products - Real Estate, Agricultural Land, Farm Houses, Urban Land, House Property, and Sources of Housing Finance - Alternative Investment products, Role of Alternative Assets in a Traditional Portfolio - Investing in Gold And Silver, Prospects for Gold & Silver investments, Investing in Art & Craft, Evolving market for art and craft, future prospects.

• Introduction to Marketing Financial Products

• Consumer Behavior

• Market Segmentation, Target Market Selection and Positioning

• Product Management

• Customer Relationship Management

• Marketing of Corporate Banking Products

• Marketing of Retail Banking Products

• Credit Card Marketing

• Life & Non-life Insurance

• Small Savings & Retirement Products

• Mutual Funds & Fee-based Services

• Trends in Financial Marketing

• Global Scenario