MARKETING OF FINANCIAL AND INSURANCE COMPANIES [ LACTU2210 ]
2.0 crédits ECTS
15.0 h
2q
| Teacher(s) |
Saintrond Roland ;
|
| Language |
French
|
Place
of the course |
Louvain-la-Neuve
|
| 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
|
| 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
|
| Content |
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 |
Evaluation : Class participation and written examination, in French
Support : Slides provided through icampus
|
Cycle et année
d'étude |
> Master [120] in Actuarial Science
|
Faculty or entity
in charge |
> LSBA
|
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