BI6.6 Marketing of Insurance Products

Unit 1 Introduction to Marketing in The Insurance Industry {Book}
The Role of the Customer in Marketing	VIEW
Marketing	VIEW
Marketing and other Related Business Functions within the Insurance Industry	VIEW
Creating a Marketing Strategy for Insurance Products	VIEW
Impact of External and Internal Factors on the Marketing Strategy	VIEW
External considerations including: Social, Economic, Competition and Technological	VIEW
Consumer Protection	VIEW
Internal considerations including Structure, Behaviour and Values	VIEW

Unit 2 Marketing Theory and Concepts in The Insurance Industry {Book}
Insurance Customers and their Buying Patterns	VIEW
Supply and Demand in the Insurance Industry	VIEW
Marketing Mix	VIEW
Segmentation of Existing and Prospective Customers	VIEW
Competitive Positioning	VIEW
Differentiation of the Product	VIEW
Financial Value Chain Analysis	VIEW
Portfolio Management	VIEW
The Life Cycle of Insurance Products	VIEW
Analyzing Existing Insurance Customers	VIEW
Core Competencies	VIEW
Internal Auditing of Marketing Practices	VIEW
SWOT Analysis	VIEW

Unit 3 Develop a Marketing Strategy For Insurance Products {Book}
Identifying Segments in Insurance Customers	VIEW
Customers Attributes and Behavior	VIEW
Using data from Customer Relationship Management Systems to Feed into Strategy	VIEW
Identifying Competitors	VIEW
Competitor’s Portfolio of Offerings and Position	VIEW
Developing a Portfolio of Opportunities	VIEW
Scenario Testing	VIEW
Taking a Position in the Market	VIEW
Value and Supply Chain Analysis	VIEW
Pricing	VIEW
Regulation of Insurance Products	VIEW
Branding Insurance Products and Services	VIEW
Establishing a Brand	VIEW
The Importance of Branding	VIEW
Brand Awareness	VIEW
Brand Extension	VIEW
White Labeling	VIEW

Unit 4 Implement and Deliver a Marketing Strategy {Book}
Communicating the Marketing Message for Insurance Products and Services	VIEW
Marketing Communications Portfolio	VIEW
The Marketing Message	VIEW
e-Marketing	VIEW
Advertising	VIEW
Sales and Account Management	VIEW
Public Relations	VIEW
Promotion	VIEW
Sponsorship	VIEW
Emergency Communications Plan	VIEW
Distributing Insurance and Finance Products and Services	VIEW
Different channels for distribution (including Call centers)	VIEW
Distribution Options	VIEW
Financial Advisers	VIEW
Intermediaries	VIEW
Direct Selling	VIEW
Financial Institutions	VIEW
Aggregators	VIEW
Organizations Distributing Insurance	VIEW
Risk Assessment	VIEW
Service Delivery	VIEW
Customer Experience	VIEW

Unit 1 Introduction to Marketing in The Insurance Industry {Book}

The Role of the Customer in Marketing

Marketing

Marketing and other Related Business Functions within the Insurance Industry

Creating a Marketing Strategy for Insurance Products

Impact of External and Internal Factors on the Marketing Strategy

External considerations including: Social, Economic, Competition and Technological

Consumer Protection

Internal considerations including Structure, Behaviour and Values

Unit 2 Marketing Theory and Concepts in The Insurance Industry {Book}

Insurance Customers and their Buying Patterns

Supply and Demand in the Insurance Industry

Marketing Mix

Segmentation of Existing and Prospective Customers

Competitive Positioning

Differentiation of the Product

Financial Value Chain Analysis

Portfolio Management

The Life Cycle of Insurance Products

Analyzing Existing Insurance Customers

Core Competencies

Internal Auditing of Marketing Practices

SWOT Analysis

Unit 3 Develop a Marketing Strategy For Insurance Products {Book}

Identifying Segments in Insurance Customers

Customers Attributes and Behavior

Using data from Customer Relationship Management Systems to Feed into Strategy

Identifying Competitors

Competitor’s Portfolio of Offerings and Position

Developing a Portfolio of Opportunities

Scenario Testing

Taking a Position in the Market

Value and Supply Chain Analysis

Pricing

Regulation of Insurance Products

Branding Insurance Products and Services

Establishing a Brand

The Importance of Branding

Brand Awareness

Brand Extension

White Labeling

Unit 4 Implement and Deliver a Marketing Strategy {Book}

Communicating the Marketing Message for Insurance Products and Services

Marketing Communications Portfolio

The Marketing Message

e-Marketing

Advertising

Sales and Account Management

Public Relations

Promotion

Sponsorship

Emergency Communications Plan

Distributing Insurance and Finance Products and Services

Different channels for distribution (including Call centers)

Distribution Options

Financial Advisers

Intermediaries

Direct Selling

Financial Institutions

Aggregators

Organizations Distributing Insurance

Risk Assessment

Service Delivery

Customer Experience

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