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Marketing insurance products and services

Course description

This course is aimed at producing insurance practitioners who understand marketing insurance in the complex and rapidly changing insurance industry. Marketing insurance products and services is a unique and valuable course offering new insights to insurance professionals. This unit is about enhancing the understanding of the marketing function and its application to insurance business. This unit would be of benefit to those wishing to enhance their understanding of the development and implementation of an effective marketing strategy.

Assumed knowledge

Assumed knowledge may not appear in detail within the learning outcomes but forms part of the syllabus and may be examined. It is assumed that the candidate already has the knowledge gained from a study of the relevant sections of the certificate in Insurance, legal and regulatory or equivalent examinations.

Summary of learning outcomes

  1. Understand the role and operation of marketing in the insurance industry.
  2. Understand marketing theory and concepts and their application to the insurance industry.
  3. Analyse relevant information to develop a marketing strategy for insurance products and services.
  4. Implement and deliver a marketing strategy.
Further reading
  • Christine T., E., & Nigel, W., B., H. (2007). Financial services marketing: an international guide to principles and practice. www.cii.co.uk/knowlegde/ resources
  • Davies. C., (2011). Wining client trust. St Albans, Ecademy express.
  • Dibb, S., Simkin, L., pride, W., M., & Ferre, O., C. (2019). marketing concepts and strategies (8th ed.)
  • Jobber, D. (2010). Principles and practice of marketing (6th ed.). London: McGraw-Hill
  • Kotler,P.(2009). Marketing management. (13th ed.).
  • Mc Donald, M., &Wilson, H. (2011). Marketing plans: how to prepare them, how to use them, (7th ed.). Chichester :Wiley
  • Paul,F., E., & Butterworth. (2007). Marketing strategy: the difference between marketing and markets. Also available as an e book viawww.cii.co.uk/knowledge/resource (CII/Personal Finance society members only)
  • Stephenson. R. (2005). Marketing planning for financial services . Aldershot , Hants:
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