KFMAPJ Marketing in Insurance

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. František Řezáč, Ph.D. (lecturer)
Guaranteed by
prof. Ing. Viktória Čejková, Ph.D.
Department of Finance – Faculty of Economics and Administration
Contact Person: Iva Havlíčková
Timetable
Sun 19. 4. 8:30–11:50 P304, Sun 17. 5. 8:30–11:50 P304, 12:50–16:15 P304
Prerequisites
Marketing in Insurance builds on Insurance and Insurance economics courses.
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The course builds on knowledge acquired in Insurance and Insurance economics courses. It extends the knowledge by including information on marketing management of commercial insurance companies, marketing communication with the client and public relations management. Using the marketing mix, it also clarifies its particular instruments. The course aims to convey theoretical knowledge of marketing in the insurance industry. On the basis of case studies students are supposed to gain basic information on product range in the insurance industry and acquire the ability to analyze competitiveness in the area of providing insurance cover.
Syllabus
  • Tutorial topics:
  • 1. Introduction to marketing theory.
  • 2. Marketing process in a commercial insurance company.
  • 3. Marketing research.
  • 4. Marketing research techniques.
  • 5. Marketing mix in insurance. Insurance product.
  • 6. Insurance cover price.
  • 7. Insurance product distribution.
  • 8. Communication mix.
  • 9. The role of people in marketing management.
  • 10. Physical environment and processes.
  • 11. International marketing communication.
  • 12. Public relations management.
Literature
  • ŘEZÁČ, František and Miroslava ŠIKULOVÁ. Marketing v pojišťovnictví (Marketing in insurance). 1.vydání. Brno: Masarykova univerzita, 2008, 90 pp. ISBN 978-80-210-4538-5. info
  • KOTLER, Philip and Gary ARMSTRONG. Marketing. Translated by Hana Machková. Praha: Grada, 2004, 855 s. ISBN 8024705133. info
  • PELSMACKER, Patrick de. Marketingová komunikace. Translated by Vlasta Šafaříková. Praha: Grada, 2003, 581 s. ISBN 8024702541. info
  • STORBACKA, Kaj and Jarmo LEHTINEN. Řízení vztahů se zákazníky : (customer relationship management). 1. vyd. Praha: Grada, 2002, 167 s. ISBN 807169813X. info
Assessment methods
The course finishes with an exam. Students are allowed to take the exam after the following criteria have been met:
- active participation in tutorials;
- writing a seminar paper dealing with a particular topic discussed in the course;
- passing self-evaluation tests.
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2005, Spring 2006, Spring 2007, Spring 2008.
  • Enrolment Statistics (recent)
  • Permalink: https://is.muni.cz/course/econ/spring2009/KFMAPJ