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
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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
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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
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Other credits in programs
ACTU22MS
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Deuxième année du master en sciences actuarielles, à finalité spécialisée
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(2.5 credits)
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Mandatory
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