The purpose of higher education is not only to import knowledge but also to inculcate values and develop skills among learners. Realizing this objective in mind, many universities have recently restructured its Commerce and Management curricula by incorporating therein many new components and framing the syllabi accordingly affecting the Cognitive, affective and psychomot or domains of learners of higher learning institutions. One such component is Financial Services comprising of commercial bank, financial institutions, regulatory bodies and banking innovation. Banking and financial services from the core of the economic system of a country. Financial Services means "mobilizing and allocating of savings". It includes all activities involved in the transformation of saving into investment. Banking sector is an integral part of the financial system of a modern industrial economy. The role of commercial banks is particularly important in developing countries like India. Through mobilization of resources and their better allocation, commercial banks play an important role in the Development process by using various marketing strategies.
ABOUT THE AUTHOR P Mohan Reddy
Dr. P. Mohan Reddy is presently working as a Professor in the Department of Commerce, Sri Venkatesheara University, Tirupati, A.P. India. He has rich teaching and research experience. He has punlished 65 articles in the various journals of all India repute. He has attended and presented 71 National and International Seminars. He has authored five books to his credit. He successfully guided 9 Ph.D. scholars in thrust areas of research. His areas of Specilization include Accounting and Finance. Presently he deal with Corporate Accounting, International Finance and Derivative and Risk Management for M. Com., and M.F. M., students Earlier he worked as a Head, Department of Commerce and acted as a Co-Ordinator for M. Com., (SS), M.C.A., M.B.A., and M.H.R.M., in Yogi Vemana University, Kadapa, A.P. India.
ABOUT THE AUTHOR P. Saritha Srinivas
Dr. Pabbati. Saritha Srinivas (MBA., M.Com., Ph.D. Hwc) is working as an Assistant Professor in the Department of Business Admistration at Yogi Vemana University, Kadapa, A.P. India. She obtained her Doctoral Degree (Ph.D.) from Sri. Venkatteshawara University, Tirupati, Master of Business Administration (M.B.A.,) from Dr. B.R Ambedkar Open University, Hyderabad and Master of Commerce (M.Com.) from Sri Venaketshwara University, Tirupati. She got First Rank in her M.Com., Degree at SVU PG Centre, Kadapa She did her Ph.D on the topic entitiled “MARKETING OF FINANCIAL SERVICES IN SELECT COMMERCIAL BANKS: A STUDY OF KADAPA CORPORATION, ANDHRA PRADESH” under the guidance of Prof P. Mohan Redddy, Department of Commerce, Sri Venkateswara University, Tirupati. Later she got various Computer Diplomas like HWC from NIIT Computer Centre, C, C++ and Tally from SSI and CDAC Computer Educational Institutes in Kadapa distrct. She has nine years of Teaching experience at Post-Graduate and Graduate level and handling various finance, marketing management and computer papers for various courses like M. Com., M.B.A., M.C. A. and M. Sc., % Years Integrated Course in Yogi Vemana University, Kadapa. Her research focus on both Marketing and Finance areas. She has presented 25 papers in National and International conferences, Seminars and workshops. She has 8 published articles in various National Management and Finance Journals. She trained the students National Management and Finance journals. She trained the students National Manadement and Finance journals. She trained the students for E-Commerce Computer Training Programme conducted by Dr. P. Subbalashmma, Lecturer, Depatment of Commerce, SKR & SKR Govt. Degree College for Women, Kadapa. She also guided the students during their industrial Visited and project Works at Post-Graduate level. She has an interest in the developmental activities of the Department like organizing National level seminars and participated in NSS and Janma Bhoomi Programmes and also in the project works.
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