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Vocational Higher Secondary
Education(VHSE)
Second Year
MARKETING AND FINANCIAL
SERVICES
Reference Book
Government of Kerala
Department of Education
State Council of Educational Research and Training (SCERT),
KERALA
2016
Reference Book
List of Contributors
Participants
Suresh Kumar .G
Antony Sunil Leon
Vocational Teacher in MS
Vocational Teacher in MS
NSS VHSS Perunna
GVHSS Koodal, Pathanamthitta
Changanasssery, Kottayam
C Krishna Kumar
P.K. Muraleedharan
Vocational Teacher in MS
Vocational Teacher in MS
GVHSS Kottankulangara, Kollam.
REC GVHSS Chathamangalam,
Kozhikode
Dr.Ambili. G S
Martin K.P.
Vocational Instructor in MS
Vocational Teacher in MS
TKDM GVHSS Uliyakovil, Kollam
GVHSS Puthenchira, Thrissur
Expert
Dr.J.Rajan
Professor and Dean, Faculty of Management Studies
University of Kerala, Thiruvananthapuram
Academic Co-ordinator
Smt. Anjana V.R.Chandran
Research Officer, SCERT
State Council of Educational Research and Training (SCERT)
Poojappura, Thiruvananthapuram 695012, Kerala
Website : www.scertkerala.gov.in, e-mail : scertkerala@gmail.com
Phone : 0471 - 2341883, Fax : 0471 - 2341869
Typesetting and Layout : SCERT
© Department of Education, Government of Kerala
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MARKETING AND FINANCIAL SERVICES
FOREWORD
Dear Learners,
This book is intended to serve as a ready reference for learners of vocational
higher secondary schools. It offers suggested guidelines for the transaction
of the concepts highlighted in the course content. It is expected that the
learners achieve significant learning outcomes at the end of the course as
envisaged in the curriculum if it is followed properly.
In the context of the Right- based approach, quality education has to be
ensured for all learners. The learner community of Vocational Higher
Secondary Education in Kerala should be empowered by providing them
with the best education that strengthens their competences to become
innovative entrepreneurs who contribute to the knowledge society. The
change of course names, modular approach adopted for the organisation of
course content, work-based pedagogy and the outcome focused assessment
approach paved the way for achieving the vision of Vocational Higher
Secondary Education in Kerala. The revised curriculum helps to equip the
learners with multiple skills matching technological advancements and to
produce skilled workforce for meeting the demands of the emerging
industries and service sectors with national and global orientation. The
revised curriculum attempts to enhance knowledge, skills and attitudes by
giving higher priority and space for the learners to make discussions in small
groups, and activities requiring hands-on experience.
The SCERT appreciates the hard work and sincere co-operation of the
contributors of this book that includes subject experts, industrialists and
the teachers of Vocational Higher Secondary Schools. The development of
this reference book has been a joint venture of the State Council of
Educational Research and Training (SCERT) and the Directorate of
Vocational Higher Secondary Education.
The SCERT welcomes constructive criticism and creative suggestions for
the improvement of the book.
With regards,
Dr. P. A. Fathima
Director
SCERT Kerala
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Reference Book
CONTENTS
1. About the course................................................................................. 5
2. Major Skills.......................................................................................... 6
3. Syllabus .............................................................................................. 7
4. Over view of Module-3 ....................................................................... 9
5. Unit 3.1 Fundamentals of Retailing .................................................. 10
6. Unit 3.2 Retail Stores Management.................................................. 27
7. Unit 3.3 Retail Selling Skills ................... .......................................... 43
8. Unit 3.4 Health Safety and Hygiene Practices in Retail .................. 62
9. Unit 3.5 Non Store Retailing ............................................... ..............75
10. Extended Activities ........................................................................... 90
11. List of Practicals................................................................................ 90
12. Overview of Module-4 ...................................................................... 92
13. Unit 4.1 Financial System and Financial Markets............................. 93
14. Unit 4.2 Marketing of Banking and Insurance Products..... ............ 102
15. Unit 4.3 Emerging Opportunities in Financial Service Sector ......... 112
16. Unit 4.4 financial Planning and Portfolio Management... .............. 123
17. Unit 4.5 Professional selling in Financial Service Sector................ 134
18. Extended Activities ......................................................................... 149
19. List of Practicals.............................................................................. 150
20 List of Reference................................................. ............................ 151
21. Glossery .......................................................................................... 152
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