LOMA 320 Outline

 

 

Associate, Life Management Institute (ALMI)
LOMA 320 (Insurance Marketing)


Program Objectives:


Insurance Company Operations describes how life insurance companies operate in today’s global environment: how they are organized, how they are managed, and the roles of functional and support units in developing, distributing, issuing, and administering life insurance and annuity products.


Target Group:

People working in the insurance industry or new aspirants who want to join the industry.

Program Content:


• An Introductions to Marketing
- What is Marketing?
- The Marketing Environment
- Marketing Challenges


How Companies Mange Marketing
- Marketing Planning
- Planning Tools
- Strategic Marketing Planning
- Tactical Marketing Planning
- The Marketing Plan
- Organization Marketing Operations
- Putting Marketing Strategies in Action
- Controlling Marketing Activities
- Reported Systems


Market Segmentation and Target Marketing
- Market Segmentation
- Target Marketing

• Marketing Information and Research
- Marketing Information Systems
- Reporting Marketing Information
- Marketing Research Projects
- Using External Vendors for Research
- Limitations of Marketing Research

Customer Behavior and Customer Relationship Marketing
- Types of Purchase Decisions
- Problem-Solving Strategies
- Factors that Influence Customer Behavior
- Purchase Decision Process
- Customer Relationship Marketing


Basic Product Concepts
- Classification of Products
- Product Mix
- Product Life Cycle
- Packaging
- Branding
- Product Differentiation
- Positioning
- Product Development


Pricing Insurance Products: A Marketing Perspective
- Pricing Objectives
- Primary Factors Affecting Pricing Decisions
- Pricing Strategies
- Rate Structures
- Price Review
- Product Line and Portfolio Pricing Considerations


Distribution Systems and Strategies
- Personal Selling Distribution Systems
- Third-Party Distribution Systems
- Direct Response Distribution Systems
- Distribution Systems Strategies
- Managing Distribution Channels


Marketing Communications: Engaging the Customer
- Coordinating Promotion Efforts
- Promotion Tools
- Developing a Promotion Strategy
- Creating an Effective Promotion Mix
- Creating the Promotion Budget

• Promotion Tools
- Personal Selling
- Sales Promotion
- Advertising
- Publicity
Regulation of Life and Health Insurance Marketing
- Regulation of Insurance Marketing in the United States
- United States Regulation of Other Insurance- Related Activities
- Insurance Self-Regulation

Program Duration:
30 Training Hours

 

 

 

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