//Insurance Marketing

Insurance Marketing


In your academic journey with Insurance Marketing, you will develop knowledge and understanding about the principles of marketing in relation to insurance, including the planning process, marketing implementation and organisation and the legal considerations.

This text provides a practical, managerial approach to the subject and gives you a rich variety of examples and applications to illustrate the main principles through simple, yet effective learning aids.

Each chapter begins with a list of learning outcomes that you can expect to achieve by studying the topic. This is followed by a statement on why the topic is important. Together, they set out a clear contextual framework for you, within which you will conduct your study, being at all times conscious of why you are studying the topic.

This text begins with a description of the role of marketing and application of marketing concepts in the insurance industry. This leads to a discussion on developing, implementing, and delivering a marketing strategy for insurance products and services, which encompasses the importance of the customer relationship in marketing, the marketplace and consumers and their application to the insurance industry, the elements of the marketing mix, supply chain management in marketing, the functions of marketing communication, and social responsibility and ethics in marketing. Finally, the key issues in international marketing are highlighted in the context of understanding the various forms of distribution in supporting the marketing strategy.

Scattered throughout, are insightful thought primers that will set you thinking of what you have just read, learning activities and case studies that will help you reflect on issues as if you were facing them in the real-world.

Towards the end are a collection of rich review questions and tutorial questions to help you assimilate what you have learned and put your knowledge and skills to the test.

Klang Valley, Johor, Penang: 1-3 days; Rest of Peninsular Malaysia: 1-4 days; Sabah, Sarawak, Brunei: 5-7 days. All in working days

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