NATIONAL INSURANCE ACADEMY,

PUNE

P016 – PROGRAMME ON MARKETING STRATEGIES (LIC)

(2023-24)

Background:

Marketing strategies are processes that allow organizations to concentrate its limited resources to increase sales and achieve a sustainable competitive advantage at the smallest opportunity.

The essence of developing a marketing strategy for an organisation is to ensure its resources and capabilities match the need and requirement of the market in which it operates and derive maximum value from the current and emerging market opportunities.

The programme is designed with the purpose of making the participants understand and appreciate the ways & need to develop and implement marketing strategies to increase profitability of the Organisation by making optimum use of the available resources.

This programme will equip middle level managers and marketing officials in the organisation with a thorough understanding of marketing strategy framework and how to make the best use of the distribution channels, product range & brand of the organisation to deliver business results in today’s competitive era. 

Objectives:

At the end of the programme the participants would be able to

Ø  Keep themselves abreast of the latest trends and developments in the business environment.

Ø  Use market research information for measuring market potential, and develop suitable strategies optimising the core strength of the organisation.

Ø  Appreciate importance of value delivery to customers in a competitive environment.

Ø  Understand the changing customer buying behaviour & expectations.

Ø  Segment Market for better targeting, promotion strategy, strategic importance of branding and effective marketing communication.

Ø  Assess potential in various intermediaries and leverage emerging trends in distributions.

Ø  Translate strategies into action.

Ø  Develop customer centric strategies for achieving marketing excellence with long term profitability.

Contents:

Ø  Generic marketing strategies.

Ø  Market intelligence & research in strategy formulation

Ø  Current economic scenario - avenues and implications for life insurance industry

Ø  Financial market and life insurance

Ø  Strategic importance of branding, targeting, and positioning

Ø  CRM and consumer analytics

Ø  New age Distribution Channels, Health Insurance and Micro-insurance segments

Ø  Opportunities in ULIP & Non par Segment

Ø  Niche-marketing and HNI Segments

Ø  Presentation of Products & Business Schemes.

Ø  Digital and social media marketing

Ø  Business Ethics

Ø  LIC in the listed environment

  Participants Profile:

Marketing Managers / Divisional Managers / Manager (Sales), in Divisional Offices and Secretaries/Dy. Secretaries of Marketing Departments in Zonal Offices and Central Office of Life Insurance Corporation of India to be nominated by HRD Depts. of respective offices.

  Duration: 5 days

  Dates:

        I.            07.08.2023-11.08.2023

     II.            21.08.2023-25.08.2023

  III.            09.10.2023-13.10.2023

  IV.            08.01.2024-12.01.2024