Certified Financial Services Marketing Professional

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Course Content

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Understanding Service Phenomenon 3 Topics

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Service Industry – Growth and Current Condition

How are goods different from services?

Role of Services in Economy 2 Topics

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International Scenario

Indian Scenario

Service Characterstics and Marketing Implications 1 Topic

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Marketing Implications for Services

Knowledge of Buyers 6 Topics

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Decision Making Roles

Classification of Buyers

Consumer Decision Making

Factors Influencing Buyer’s Behavior

Consumer Evaluation of Services

Post-Purchase Behavior

Marketing Mix in Service 1 Topic

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Seven P’s of Marketing Services

Differentiation Strategies 2 Topics

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Managing Differentiation

Differentiation V/s Positioning

Demand Management And Productivity 2 Topics

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Concept of Productivity

Strategies of Productivity

Service Quality 3 Topics

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Managing Quality

Service Quality Model of Gronroos

Measuring Service Quality

Service Strategies 5 Topics

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Revisiting the Marketing Process

Market Planning in Services

Critical Success Factors in Service Marketing

Customer Orientation in Marketing

Customer Relations in Marketing

Role of Financial Institutions & Services 4 Topics

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Role of Financial Institutions

Financial Services

Indian Financial Market

Financial Management Models 1 Topic

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Risks & Returns of Assets and Liabilities of Financial Institutions 3 Topics

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Classification of Assets

Restructuring / Rescheduling of Loans

Fund analysis and Interest rate analysis 5 Topics

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Norms relating to Prime Lending Rates (PLR)

Project appraisal under Inflationary Condition

Guidelines for Determining PLR

Relationship between Inflation and interest Rates

Financial Management of Commercial Banks 8 Topics

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Characteristics of a Bank

Major Functions of Commercial Bank

Sources of Funds

Application of Funds

Investment Policy of Commercial Banks

Asset Structure of Commercial Banks

Monetary Policy in India by RBI

Financial Management of Development Banks 4 Topics

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Features of Term Loans

Procedure of Appraisal of Term Loan Proposals by Development Bank

Capital Adequacy and Capital Planning

Financial Planning and Financial Institutions 4 Topics

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Industrial Finance Corporation of India (I.F.C.I.)

Industrial Credit & Investment Corporation of India Ltd (I.C.I.C.I.)

Industrial Development Bank of India (I.D.B.I.)

International Aspect of Financial Institutions 7 Topics

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Sources of International Financing

Development Banks and Financial Institutions

Export Import Bank in India

Factoring Companies

Global Financial Markets

Offshore Banking

Export Import Bank of India