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 those 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
• Market Intelligence – Meaning, Scope and Applications

• Research Types and methods – Survey Methodology

• Sampling Design & Methods

• Questionnaire Design

• Methods of Data Collection, Data Analysis

• Applications of Market Research in Life Insurance

• Competitors Intelligence– Analysis of Products, Distribution Channels & Market Intelligence

• Data Warehousing and Data Mining

• Business Ethics

• Capital Markets