Aims

At the end of this course, the students must be able to establish the bases of a marketing strategy for a band 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
1. Specificity of financial and insurance services : situation in Belgium and in Euorpe
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 compagnies

Other credits in programs