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The Key to Product Management in Insurance Services

Keeping a competitive edge and maintaining a healthy margin is the name of the game in the insurance services industry. Companies continue to grapple with what the best line of business is, what the best product mix is and where the next market opportunity is. Insurance services firms are increasingly embracing a structured product management and development discipline to help them achieve competitiveness and profitability in the marketplace. As a product manager in this fast-paced and ever changing market, this requires you to combine product strategy and tactics along with best practice project management and people skills in order to successfully manage the product life cycle.

Turning 'Theory' into 'Practice'?

Driven by theory, case study and practical industry experience this invaluable course will give you the foundation, methodologies, tools and techniques to succeed in product management. You will also develop your people skills and understanding of organisational behaviour in order to communicate and build strong working relationships with key stakeholders in other departments and outside parties such as suppliers, partners and industry regulators.

Who should attend?

Those involved in product management in the insurance services sector including product, marketing and sales. This course is suitable for middle to senior managers recently appointed in a product management or related role or those with product management experience but no formal training.

Key areas to be covered in the programme and documentation

The Product Manager
• Understanding the role, responsibilities and expectations of a successful Product Manager
• Working effectively in cross-functional teams

Foundations to Product Planning
• Aligning the product with business value principles
• The product life-cycle – review and analysis
• Understanding why new products/services fail
• Setting product objectives

Planning Product Strategy
• Developing a product plan – strategic, tactical and operational
• Developing and planning competitive marketing strategies
• Using Business Intelligence to streamline product management

Understanding the Playing Field
• The evolution of product management in the Insurance services industry
• Conducting effective market research
• Implementing structured competitor analysis
• Strategic market segmentation

Developing a Positioning Strategy
• Positioning and differentiating the product
• Understanding price sensitivity in relation to positioning
• Ensuring pricing strategies meet financial objectives
• Building a brand with a personality

Knowing the Consumer
• Analysing consumer demographics
• Understanding consumer behaviour
• Assessing consumers’ perceptions
• What it means to be customer intimate and client-centric
• The role of CRM technologies and e-commerce strategies

Launching the Product
• Planning product launch campaigns
• Advertising and promotional strategies
• Measuring product profitability
• Ensuring new product success

• Defining success and setting strategic goals
• Establishing your Habits for Successful Product Management

Benefits to you

• Understanding why products succeed and fail in today’s insurance services markets

• Learning how to plan for all elements of the product life cycle

• Developing the people skills required to work effectively across functions

• Managing third parties that are important to the product’s success, e.g. FSA

• Positioning your product through effective market research and competitor analysis

• Analysing the consumer and applying appropriate CRM strategies

• Interacting with and learning from other product managers in insurance services

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

The 18th & 19th November 2010, London, PT1896-NOV10

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac