Marketing of Financial Services JAIBB Syllabus Exam Tips Question Banking Diploma IBB Bangladesh.

Marketing of Financial Services JAIBB Syllabus Exam Tips Question Banking Diploma IBB Bangladesh.

Module A: The Role of Marketing

• Introduction- The Marketing Function- The Comparative Development of Marketing for Banks and Financial Institutions. Elements of Marketing.

Module B: Customer Behavior and Market Segmentation

• Introduction- Consumer Behavior and Attitudes- Types of Market Segmentation-Segmentation of Retail vs Corporate Markets.

Module C: Branch Location and Distribution

• Introduction- Means of Distributing Financial Services- Locating Bank Branches- New Technology and Branching- Creating the Branch Image.

Module D: Advertising and Communication

• The Roles of Advertising- Advertising Channels- Promotions- Publicity- The Contribution of Advertising and Communications to Marketing Programmes of Financial Institutions.

Module E: Product Development and Pricing

• Product Development and Segmentation- Special Features of Product Development-
• Product Development Strategies- the Implications of New Technology for Bank Product
• Development. Pricing Systems- Methods of Pricing- Price Policies: Strategic V. Tactical
• Goals- the Marketing Programmes of Financial Institutions.

Module F:Marketing Strategies of Financial Institutions

• Introduction- Corporate Planning- Formulating a Marketing Strategies for Banks and
• Financial Institutions, Implementing Marketing Strategy. Marketing Strategy of New
• Products.

Module G: Marketing Administration

• Administering the Marketing Programme- Administration of Retail V. Corporate
• Financial Markets. Future Outlook.

Module H: Marketing Research in Financial Institutions

• The Role and Functions of Marketing Research in Financial Institutions- The Research
• Methodology- Evaluating Marketing Research Programmes- Applications of Marketing
• Research in Financial Institutions.

Module I: Marketing of Financial Services in Bangladesh

References

• Andrew, Kenneth. Bank Marketing Handbook.
• Arthur, Mechian. Bank Marketing Management.
• Kotler, Marketing Management