Insurance Marketing Strategy Research

Release Date: 2017-09-21

Course Name	Insurance Marketing Strategy Research					Course Number			Z1602004
Course Semester	Semester two		Course Time		36		Credit			2
Course Type	☑Obligatory Courses □Elective Courses
Institute	Master of Insurance Education Center			Applicable Major				Master of Insurance
Assessment method	☑Examination □ Test
Advanced courses	Marketing Management
Teacher	Qinfeng Tan
Teaching Objectives
Through learning on this course, students will have a good knowledge of the insurance products and market, they will understand the basic concept and theory of insurance marketing management and marketing strategy correctly. Students not only need to master the methods of the insurance market of micro and macro environmental analysis, insurance behavior analysis, marketing research and forecast methods etc., but also grasp the insurance product life- cycle on various stages of the marketing strategy. On this basis, students can combine the theory and practice to analyze and solve the practical problems in insurance marketing. In addition, they will understand and make use of the era of mobile internet era to manage the strategy of insurance marketing, products, the nature of the insurance business in an insurance company.
Teaching Contents
Insurance marketing is the result of the combined effect of the insurance products(insurance coverage), price, sales channels and promotions for the target market. Insurance marketing strategy is a plan that insurance marketing department aims to dominate the market, complete scheduled marketing goals, select and position the target market of insurance, and develop a comprehensive marketing plan and action plan. Its the basis of an insurance marketing plan, laying the foundation for the insurance marketing activities. The core strategies include target market and marketing mix. When drawing up the insurance marketing strategy, it is necessary for it to be based on the general tasks and goals in an enterprise, analyzing the market, in turn, determining the target market, and establishing the management strategy and plan. On this basis, we can make the further resources allocation and a more detailed strategy implementation plan. lastly, collect the feedback and control the program. Executive insurance marketing strategies typically include five interrelated elements: insurance marketing plan making, the establishment of insurance marketing organizations, insurance marketing decision and the compensation system, the development of human resources system, and the construction of enterprise culture, etc.
Outline Designer		Qinfeng Tan			Date