Year: 2015

Indian financial system: the financial system-nature-evolution and structure-the functions of financial intermediaries – financial instruments – the role of financial system in economic development – the Indian financial system. Deposit products: types of bank deposits, computation of interest on deposits, deposit schemes, composition of bank deposits. Credit policy: Need for credit policy, credit policy components of credit policy, credit policy pursued by the government, credit culture. Retail banking: basics of retail banking, forms of retail banking and emerging issues. Corporate banking: The nature of corporate banking, developments in corporate banking, consortium finance, multiple banking managements, and loan syndication. Rural banking and Micro finance: sources of rural finance, credit delivery mechanism in rural finance to co-operative, agricultural and rural development banks (CARDB)- regional rural banks (RRBS), service area approach (SAA)-National Bank for Agriculture and Rural Development (NABARD), microfinance. Follow up and recovery: NPA‟s classification, securitization, SARFAESI Act etc. Securitization: meaning of securitization, process of securitization. Fee-based services: the fee-based services of banks, letter of credits, bank guarantees, subsidiary services, off balance sheet activities, bancassurance. Introduction of banking operations: the changing nature of banking operations, importance of customer relationship management in banks – different types of products and services offered to customers – role of technology in banking operations – the need for Asset-Liability Management. Introduction to electronic banking: electronic banking: market assessment, e-banking: an introduction, internet: e-commerce, e-banking in India, internet banking strategies, risks in e-banking. : Payment and settlement systems, RTGS and clearing house:-

Section A
Introduction of Marketing Communication and Advertising-Overview of marketing communication, Factors affecting the marketing communication mix, Integrated Marketing Communication, Ethical issues in marketing communication. Advertising as a Management Function. Role of Advertising in the Marketing Process. Consumer Orientation in Advertising. Types of Advertising, Methods of Classification.
Marketing Communication Planning-Models of marketing communication, developing & control of marketing communication, marketing communication planning procedure.
Advertising objectives and planning – Meaning Definition and objectives of Advertising, Types of advertising, and the advertising agency: Function & types, Advertising Agency compensation. Creative strategy – Target market & creative objective, advertising Appeals, Creative format & creation stage, Copy testing and plagnosis.
Steps in Advertising Strategies. Creative Strategy-Various appeals and execution Styles, General idea of What Great Advertising Thinkers say-both Indian and foreign, Print advertising, Electronics advertising, outdoor advertising, direct mail advertising.
Media planning & promotion – Environment analysis media object, Media strategy & media planning modes, Indoor media, out door media, Measuring Advertisement Performances, Current developments in advertising. Media mix-print, broad cast (T.V. & Radio), Cinema, Outdoor, Direct Mail advertising, and Internet. Defining media planning-From marketing plan to media plan, challenges in media planning.