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P17 - MARKETING STRATEGIES (NON-LIFE) Background The programme is
designed to focus on the marketing executives’ role in the emerging
economic scenario and to give them specific and practical inputs on
various aspects of marketing with special reference to services marketing.
Special emphasis will be given besides, conceptual framework of strategic
marketing including behavioural balanced score card analysis to certain
areas such as rural marketing, marketing research, distribution channel
management, supply chain management and training strategy. Objectives At the end of the
programme the participants will be able to: • Use market
research information for measuring market potential. • Prepare action
initiatives for implementation. • Determine time
frame and monitoring mechanism for achieving results. • Select target
market segments and prepare matching resources. •
Familiarize with current environment under detariff regime • Use
of data analysis on premium & claims-understanding the price algorithm
Contents • Emerging market
scenario • Marketing
concepts and services marketing • Market research,
segmentation and marketing intelligence • Advertising and
sales promotion • Marketing
communication and public relations • Product
developments & innovations • Pricing
mechanism in detariff regime • Distribution
strategies • Consumer concern
• E-Commerce • Data Warehousing
and Data analysis • BBSC analysis
• Banker’s
perspective of Bancassurance • Brokers’
regulations, Emerging conflicts / issues in intermediaries • Implications of
IRDA Intermediary Regulations • Approach to
formulation of strategy for marketing operations • Rural Marketing
Strategies / Retail Ins. Strategies / Micro Insurance • Reinsurance
practice for underwriting business ·
Use of
alternative dispute resolution mechanism for quality service delivery Participants’
Profile Indian :Officer in
charge of Divisions, Deputy Managers and Managers from R.O./H.O.
associated with marketing activities and equivalent Cadre. Overseas: Managers
in-charge of Marketing Department Duration:
1 Week Dates: I) 16.06.2008 - 21.06.2008 II) 22.12.2008 - 27.12.2008 III)23.02.2009 - 28.02.2009 |
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