BI6.6 Marketing of Insurance Products

06/07/2020 1 By indiafreenotes

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

The Role of the Customer in Marketing

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Marketing

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Marketing and other Related Business Functions within the Insurance Industry

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Creating a Marketing Strategy for Insurance Products

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Impact of External and Internal Factors on the Marketing Strategy

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External considerations including: Social, Economic, Competition and Technological

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Consumer Protection

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Internal considerations including Structure, Behaviour and Values

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

Insurance Customers and their Buying Patterns

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Supply and Demand in the Insurance Industry

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Marketing Mix

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Segmentation of Existing and Prospective Customers

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Competitive Positioning

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Differentiation of the Product

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Financial Value Chain Analysis

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Portfolio Management

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The Life Cycle of Insurance Products

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Analyzing Existing Insurance Customers

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Core Competencies

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Internal Auditing of Marketing Practices

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SWOT Analysis

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

Identifying Segments in Insurance Customers

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Customers Attributes and Behavior

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Using data from Customer Relationship Management Systems to Feed into Strategy

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Identifying Competitors

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Competitor’s Portfolio of Offerings and Position

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Developing a Portfolio of Opportunities

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Scenario Testing

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Taking a Position in the Market

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Value and Supply Chain Analysis

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Pricing

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Regulation of Insurance Products

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Branding Insurance Products and Services

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Establishing a Brand

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The Importance of Branding

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Brand Awareness

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Brand Extension

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White Labeling

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Unit 4 Implement and Deliver a Marketing Strategy {Book}

Communicating the Marketing Message for Insurance Products and Services

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Marketing Communications Portfolio

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The Marketing Message

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e-Marketing

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Advertising

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Sales and Account Management

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Public Relations

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Promotion

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Sponsorship

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Emergency Communications Plan

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Distributing Insurance and Finance Products and Services

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Different channels for distribution (including Call centers)

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Distribution Options

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Financial Advisers

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Intermediaries

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Direct Selling

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Financial Institutions

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Aggregators

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Organizations Distributing Insurance

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Risk Assessment

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Service Delivery

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Customer Experience

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