UCL - MARKETING OF FINANCIAL AND INSURANCE COMPANIES

[ACTU2210]

[15h] 3 credits

Teacher(s): Roland Saintrond

Language: French

Level: Second

Aims
Main themes
Content and teaching methods
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Aims

At the end of this course, the students must be able to establish the bases of a marketing strategy for a bank or an insurance company and elaborate the action plan

Main themes

The aim of this course is to give students the basic principles of marketing strategy and techniques used in the financial and insurance sectors

Content and teaching methods

Content
The following topics will be developed:
1. Specificity of financial and insurance services : situation in Belgium and in Europe
2. Value creation by service : segmentation process (audit marketing and market targeting)
3. How to deliver value by service : choice of an operational model and application to sales structure

Study case for two companies
Methods
In-class activities
X0 Lectures
X0 Exercices/PT

At home activities
X0 Exercices to prepare the lecture
X0 Paper work

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Evaluation : Class participation and written examination, in French

Support : Slides provided through icampus