Online course: LOMA 320 – Insurance Marketing

LOMA 30 July 2019

Trainer: N/A

Details

LOMA 320 covers marketing principles and the functions of marketing as an integral aspect of the life and health insurance industry.

All LOMA courses have been reviewed and updated as appropriate to reflect the DOL Fiduciary Rule.

This course counts as credit toward the following designation programs: ACS, AIRC, ALMI, FLMI, LCIC, PFSL, PFLP.

The learners will be awarded with a personalized certificate upon the successful completion of the course and the related I*Star (Individually Scheduled Test and Results) exam within 6 months after the enrollment.

Language: English

The course is online can be accessed both from computer and mobile devices.

Target group

Employees of companies from the insurance and financial services industry.

Course objectives

Describe the major trends in the current economic, technological, social, and legal environments and their impact on marketing life and health insurance in the insurance and financial services arena.
Identify the primary elements in a company’s internal and external marketing environments and explain how these elements affect an insurer’s operations.
Describe the division of insurance regulatory powers between the federal and state or provincial governments in the United States and Canada, particularly how each handles licensing of producers, prohibited sales practices and oversight of sales promotion and advertising.
Explain the importance of organization, implementation, and control in the marketing management process; identify the four primary functions performed by marketing management; and explain the relationship between corporate planning and marketing planning.
Identify the primary bases used to segment consumer and organizational markets and some of the advantages and disadvantages of each, as well as the various consumer and organizational market segments targeted by life and health insurance companies.
Identify the functions of a marketing information system and how companies use internal databases, marketing intelligence, and marketing research to provide marketing information.
Explain the classifications of consumer products and the concepts of product class, product line, product form, product item, and product mix, as well as the environmental, personal, organizational, social, and psychological factors that influence customer behavior.
Understand the factors a company considers when selecting a distribution channel and the primary characteristics of the following distribution systems: ordinary agency, multiple-line agency, personal producing general agency, home service, worksite marketing, location selling, brokerage, and salaried sales.
Describe the methods producers use to identify, contact, and qualify prospects and explain how they generate proposals, make sales presentations, answer objections, and close sales.
Identify the objectives and tools of promotion, including positioning, differentiation, image building, branding, advertising, sales promotion, and public relations, as well as the performance standards used to evaluate these activities.
Describe four types of fraudulent, misleading, or unethical sales activities that insurance producers are prohibited from engaging in and specific regulatory oversight – from entities such as FINRA, the SEC and NAIC – aimed at preventing these practices.