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P22 – MARKET INTELLIGENCE (LIFE) Background Life Insurance
Industry in India is witnessing the emergence of a fiercely competitive
market. As a result marketing has come to assume an increasingly
important role in the new scheme of things. This will require more
than just an aggressive approach to marketing - a greater depth in
marketing functions in terms of understanding customer needs and
preferences, understanding competing products and customer perceptions,
refinement in the process of market segmentation and communication
strategy. All this will require sharpening of market research skills
for collection, collation and analysis data and developing customer
information base. Objectives The objectives of
this programme will be to : • Familiarise
participants with qualitative and quantitative techniques in data
collection and processing • Familiarise
participants with strategic sampling techniques that are cost effective
and directly required for decision making • Equip
participants with skills in designing short questionnaires and other
methods of data elicitation skill, Delphi Technique, Opinion Surveys,
Telephonic/Email Surveys, etc. • Equip
participants with simple but effective statistical techniques to derive
inferences from the data and communicate these inferences in a lucid
manner to functionaries in the marketing department and management
Contents • Research
Types and methods – Survey Methodology • Sampling Design
& Methods • Questionnaire
Design • Methods of Data
Collection, Data Analysis • Applications of
Market Research in Life Insurance • Market
Intelligence – Meaning, Scope and Applications • Competitors
Intelligence– Analysis of Products, Distribution Channels & Market
Intelligence • Data Warehousing
and Data Mining • Knowledge
Management • Business Ethics • Capital
Markets Participants’
Profile Manager (P& MR)
/ Secretary / Deputy Secretary (Planning) from LIC of India and equivalent
cadres in other life insurance companies Duration: 3 Days Dates: 19.06.2008 - 21.06.2008 |
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