INDIAN INSTITUTE OF BANK

MANAGEMENT
A Centre of Excellence in the Service of Banks, FIs and their Customers

(An Institute sponsored by RBI, NABARD and five PSU Banks)

PROGRAMME ON
MARKETING OF BANKING PRODUCTS AND SERVICES FOR BRANCH
MANAGERS
(December 21-24, 2015)
RATIONALE:
Liberalisation of the economy had propelled growth in the country leading to large disposable income in
the hands of middle classes. The simultaneous banking reforms and the opening up the banking sector to
the private sector also gave rise to competition for this disposable income from the middle classes which
was hitherto absent or very minimal. The banks, both public and private, began to focus on consumers
with retail or consumer finance as one of their product. The private sector banks, by adopting technology,
began to provide tough competition to the traditional public sector banks in this area. No doubt that the
Public Sector Commercial Banks and RRBs has been taking up a number of steps to cope with the
challenges of the competitive marketing environment created by the financial sector reforms but has been
slow in the process of technology adoption. Despite the efforts of the senior management in transforming
the bank into an organization which markets financial services, it has still not percolated much into its
lower rungs. There is therefore a great need for the staff of the banks to be exposed to the marketing
perspective and understand the processes of winning and retaining customers. The programme would
therefore try to address this issue for bankers working at the branches who are engaged with the
customers in a day to day basis so as to satisfy the customers.
OBJECTIVE:
The objectives of the programme are:
1. Give a marketing perspective to the participants
2. To develop skills and knowledge on customer relationship marketing
3. To understand the different technologies which have an impact on the customer service of banks.
CONTENTS & COVERAGE:

Conceptual understanding of bank marketing

Bank marketing principles, marketing mix, customer segmentation etc.

Technology Use of technology for improving service quality, constraints in using technology

Inclusive banking How to target the bottom of the pyramid and ensure they contribute to
business of the bank.

Customer service Attitudes and skills necessary in winning over customers

Customer Grievance redressal mechanism in banks

TARGET GROUP:
The programme is designed for officers of Commercial Banks, RRBs, Co-operative Banks.
METHODOLOGY:

The programme will include lectures, practical exercises, case studies and group discussions, among
others.
VENUE:
IIBM campus (Near KendriyaVidalaya, Khanapara), Jawahar Nagar, Guwahati 781022. Those coming
by air may avail of pre-paid taxi from Lokapriya GopinathBordoloi Airport to IIBM. Those coming
by train may avail of autorickshaw/taxi from Paltanbazar-side of Guwahati railway station to
IIBM. For details regarding location of IIBM please visit our website.
DURATION & ACCOMODATION:
The programme will commence at 9:30 a.m. on December 21, 2015 (Monday) and will be over by 5.00
p.m. on December 24, 2015 (Thursday). We provide hostel accommodation on a twin sharing basis.
REGISTRATION:
Participant should be nominated by his/her organization through E-mail: iibm.ghy@gmail.com or Fax(+91)-361-2363103, 2363102. Online nomination facility is also available in our website
www.iibm.ac.in. Early nomination is solicited for making proper arrangement.
FEE:
The all-inclusive fee per participant for the programme is as below:
Fee
Service Tax + SBT
Commercial Banks
`. 14,000/`. 2030/Sponsor Banks of IIBM viz. RBI, `. 12,800/`. 1856/NABARD, SBI, United Bank of
India, UCO Bank, Central Bank Of
India, Allahabad Bank, IDBI Bank
Ltd. & Punjab National Bank
Cooperative Banks & RRBs
`. 10,000/`. 1450/-

Total
`. 16,030/`. 14,656/-

`. 11,450/-

Generally payment of participation fees is to be made in advance through

National Electronic Fund Transfer (NEFT) on or before the due date for
submission of nomination. In exceptional cases a Demand Draft/Pay Order
drawn in favour of Indian Institute of Bank Management payable at
Guwahati may be forwarded along with hard copy of nominations. It may
kindly be ensured that the officers being deputed for training carries
details of remittance of programme fees. Details of our Bank Account are
as follows:
1

Beneficiary Name

2
3
4
5
6

Bank A/c No.

A/c Type
MICR Code
IFS Code
Name
of
Branch
Name of the Bank

INDIAN
INSTITUTE
MANAGEMENT
10821418158
S B A/c
781002037
SBIN0010669
the IIBM Branch

OF

BANK

STATE BANK OF INDIA

b. While remitting programme participation fee kindly advise us the following

particulars.
Sl.
No.

Title
Programme
including

of Name
of Name
of Amt.
the
Bank/
of
Participant/ Organisati Fee

EFT/
NEFT
No.

EFT/
NEFT
Dat

Commencement
Date

on

PROGRAMME DIRECTOR:
Dr. Abhijit Sharma, Assoc. Professor, IIBM
Mobile: 94350-14109
INDIAN INSTITUTE OF BANK MANAGEMENT
Jawahar Nagar, Khanapara, Guwahati - 781 022, Assam
Tel
:
91-361-2363155, 2363156, 2363157, 2363106
Fax
:
91-361-2363103, 2363102
E-mail
:
iibm.ghy@gmail.com
Website:
www.iibm.ac.in

*****