78849 - Marketing of Financial and Insurance Products

Course Unit Page

Academic Year 2018/2019

Learning outcomes

The course aims at providing some basic tools, both conceptual and practical, necessary for understanding, analyzing and managing the relationships between an insurance company and its target market.
In particular, the student will be able to:

  • understand the buying behaviors
  • face segmentation and positioning issues
  • plan the development of new insurance products and their commercialization

Course contents

  • Introduction to marketing and consumer behavior
  • The 4Ps of marketing
  • Service marketing and the insurance industry
  • The strategic sequence of segmentation, targeting and positioning
  • The development of new products and the product's lifecycle
  • Relationship Marketing
  • The customers in the banking and insurance sector


Textbooks are:

  • J.-J. Lambin (2008) "Market-driven management", McGraw-Hill
  • East, R. (2012) "Comportamento del Consumatore", Apogeo.

It is possible to use also:

  • Visentin, M. (2012) "Customer Relationship Management", Bononia University Press.
Slides are available on request.

Teaching methods

The method in detail will depend on the number of participants to the course. The course will comprise the discussion of some scientific paper and the practical application of statistical models.

For attending students group works are organized.

Assessment methods

Group work assessment. Optional oral exam.

Non attending students will be request to pass the full exam.

Further details will be provided at the beginning of the course.

Teaching tools

Traditional lessons. Group works.

Office hours

See the website of Marco Visentin

See the website of Marco Pichierri