At the end of this course, the students; 1) Know customer behaviours, recognize customer profiles and develop proper attitudes. 2) Learn the process of sales and marketing 3) Identify potetial customers and generate new customers. 4) Learn the strategies of customer sustainability and regain. 5) Express customer service system by communicating with customers and customer service. 6) Learn how to develop customer communication and assign effective marketing techniques. 7) Describe marketing plans. 8) Measure the efficiency of sales and marketing processes. 9) Learn marketing channels and sales methods in insurance industry. 10) Learn the marketing models for agents.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
Marketing Management
COURSE DEFINITION
Strategic marketing process, customer analysis and relations, analysis of rivals and external factors, product innovation strategies, pricing strategies, communication strategies, sales management, sales strategies, customer persuasion techniques, life insurance and sales strategies, health insurance and sales strategies, property insurance and sales strategies, institutional sales strategies, alternative sales techniques in insurance will be explained and discussed.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Introduction to insurance marketing
2nd Week
Consumer inducement techniques in insurance
3rd Week
Calculation tecqniques of insurance premium
4th Week
Pricing process of insurance
5th Week
Communiation techniques
6th Week
Insurance agency
7th Week
Consumer relation of agency
8th Week
Mid-term
9th Week
Sales techniques of agency
10th Week
Insurance software practice
11th Week
Insurance software practice
12th Week
Insurance brokers
13th Week
Consumer relation of brokers
14th Week
Sales techniques of life and non-life insurance companies
RECOMENDED OR REQUIRED READING
Korsgaden, T. 1998. Power Position Your Agency: A Guide to Insurance Agency Success. Dunbar, B. 1994. Insurance Commander: How to Sell Property and Casualty Business Insurance. Business Insurance Publishing Elbeyli ,Ü. 2008. Sigorta Pazarlaması. İstanbul. Muhittin Karabulut - Sigorta Pazarlaması
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture,Questions/Answers,Presentation
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
50
Total(%)
50
Contribution of In-term Studies to Overall Grade(%)
50
Contribution of Final Examination to Overall Grade(%)
50
Total(%)
100
ECTS WORKLOAD
Activities
Number
Hours
Workload
Midterm exam
1
3
3
Preparation for Quiz
2
3
6
Individual or group work
14
3
42
Preparation for Final exam
1
20
20
Course hours
14
3
42
Preparation for Midterm exam
1
20
20
Laboratory (including preparation)
Final exam
1
3
3
Homework
1
3
3
Total Workload
139
Total Workload / 30
4,63
ECTS Credits of the Course
5
LANGUAGE OF INSTRUCTION
Turkish
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
