COURSE OBJECTIVES

In this course, you will learn to:

• Describe the marketing process and how marketing creates utility and facilitates the exchange process in a challenging business environment.
• Describe how insurers create customer value and satisfaction by using tools such as customer journey mapping, customer experience management (CEM) and customer relationship management (CRM) software to better understand the purchase decision process and the customer journey.
• Identify the four basic stages in the management process and describe marketing strategy.
• List the ways in which marketers segment consumer and organizational markets and the characteristics of market segments that insurance companies often target.
• Describe basic product concepts such as the product life cycle and product development and identify considerations unique to insurance pricing.
• Describe the personal selling process and distinguish among the types of financial professionals who sell insurance products.
• Describe how promotion, advertising, and publicity are used in insurance marketing.
• Describe direct and intermediary distribution and factors an insurer considers when making decisions about which distribution systems to use.

COURSE FORMAT

• LOMA's popular online interactive designation courses teach important industry concepts through an engaging, highly interactive, multi-media approach that often includes integrated video, audio, and scenario-based learning.

EXAM FORMAT

Integrated Exams

• Online interactive designation courses include self-proctored exams — the modularized examinations are built right into the course as part of the learning experience. No separate exam enrollment required!

TOPICS:

• An Introduction to Marketing
• Creating Customer Value and Satisfaction
• Collecting and Managing Marketing Information
• How Companies Manage Marketing
• Market Segmentation and Target Marketing
• Product Concepts
• Pricing Insurance Products
• Marketing Communication Strategy
• Personal Selling
• Advertising, Sales Promotions, and Publicity
• Distribution