Overview
This course on Insurance Marketing makes your road to learning about this aspect of insurance more effective, easier and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning. Its world-class learning design - with insightful examples, thought primers, learning activities, case studies, review questions, and tutorial questions - ensures a richer understanding of the subject theory and practices.
In your professional journey with the Executive Certificate Insurance Marketing, you will develop knowledge and understanding about the principles of marketing in relation to insurance, including the planning process, marketing implementation and organisation and the legal considerations.
Download BrochureLearning Outcomes
By the end of this course, you should be able to:
- Describe the role of marketing in the insurance industry;
- Develop a marketing strategy for insurance products and services;
- Appreciate the importance of the customer relationship in marketing;
- Visualise the marketplace and consumers and their application to the insurance industry;
- Discuss the elements of the marketing mix;
- Discuss supply chain management in marketing;
- Outline the functions of marketing communication;
- Discuss social responsibility and ethics in marketing; and
- Understand the various forms of distribution in supporting the marketing strategy, both local and international.
Course Outline
- 1.1: Learning Outcomes
- 2.1: The Role of the Customer in Marketing
- 2.2: Marketing, Marketing Concept and its Evolution
- 2.3: The Difference between Marketing and Selling
- 2.4: Marketing and Other Related Business Functions Within the Insurance Industry
- 2.5: Creating a Marketing Strategy for Insurance Products and Services
- 2.6: Impact of External and Internal Factors on the Marketing Strategy
- 2.7: The Proactive Role of Marketing in a Period of Accelerated Change
- 3.1: The Key Elements and Application of Marketing Theory in Insurance
- 3.2: Insurance Customers and their Buying Patterns
- 3.3: Supply and Demand in the Insurance Industry
- 3.4: The Key Components and Application of Marketing Mix in Insurance
- 3.5: Segmentation of Existing and Prospective Customers
- 3.6: Competitive Positioning, Differentiation of the Product or Service and Financial Value Chain Analysis
- 3.7: Portfolio Management
- 3.8: Marketing Models
- 3.9: The Life Cycle of Insurance Products and Services
- 3.10: Analysing Existing Insurance Customers
- 3.11: Core Competencies
- 4.1: Identifying Insurance Customer Segments
- 4.2: Identifying Competitors
- 4.3: Developing a Portfolio of Opportunities
- 4.4: Taking a Position in the Market
- 4.5: Value and Supply Chain Analysis
- 4.6: Product Development and Management
- 4.7: Pricing
- 4.8: Regulation
- 4.9: Branding Insurance Products and Services
- 5.1: Communicating the Marketing Message for Insurance Products and Services
- 5.2: Distributing Insurance and Financial Products and Services
- 5.3: Risk Assessment
- 5.4: Service Delivery
- 6.1: Effectiveness of the Marketing Programmes
- 6.2: Contingency Planning
- 6.3: Payment Mechanisms for Different Distribution Options
- 6.4: Using Consultancies to Ensure Effective Communication
- 7.1: Developing an International Marketing Strategy
- 7.2: Communication Issues Affecting International Marketing
- 7.3: Distribution Issues Affecting International Marketing
- 7.4: Role of E-Commerce in International Marketing
- 7.5: Administration and Control of the International Marketing Strategy
- 7.6: Green Marketing and Relationship Marketing Concept
