• Essential elements of marketing of bank services
  
• Meaning of market research and its benefits
• Promoting and Pricing strategy of bank services
• Application of marketing principles to banks
• Three facets of customer relationship management
• Six elements of customer relationship management
• The phases of implementation of a CRM strategy
• The ten determinants of service quality
  

Target Audience

Those who are interested in understanding the marketing aspect of services of a bank.

Instructional Method
Dynamic, Interactive e-learning

Recommended Background
Familiarity with basic financial concepts

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1. Introduction to Marketing

• The meaning of marketing
  
• The essential elements of marketing
  
• The concept of market research
  
• The benefits of market research
  
• The product characteristics
  
• The pricing strategy
  
• The methods of promotion
  

2. Marketing of Bank Services

• The meaning of services
• The differences between products and services
  
• The characteristics of services
  
• Marketing of bank services
  
• Application of marketing principles to banks
  

3. Customer Relationship Management

• The meaning of the term 'customer' and explain the importance
  
• Different types of customers
  
• Three facets of customer relationship management - customer acquisition, customer retention, and customer attrition
  
• Six elements of customer relationship management
  
• The phases of implementation of a CRM strategy
  
• The ten determinants of service quality
  

4.Customer Relationship Management

• Describe the means of distributing financial services
  
• Define various modes of distribution adopted by banks
  
• State the factors affecting branch networks
  
• Identify various types of bank branches
  
• Recognize electronic methods of distributing financial services
  

5.Customer Relationship Management

• Describe how pricing affects profitability
  
• Describe various pricing strategies and decisions
  
• Discuss the effect of pricing policies on marketing of banking services
  
• Recognize the concept of pricing in banking sector
  

6.Customer Relationship Management

• Understand the concept and significance of product and services
  
• Describe the product life cycle
  
• Recognize the product strategies applicable to banking services
  
• Identify the process of product development and analysis
  
• Recognize the need of branding in marketing
  
• Describe the process of product development and delivery