Science "Marketing in insurance" is the mandatory part of the curriculum for masters program "Insurance Management", specialty 8.030508 "Finance and credit". Its study is aimed at developing future masters' sufficient knowledge for success in the insurance business.

The aim of mastering science in the context of preparing specialists of a certain specialty. Its relationship with other sciences (disciplines) of the curriculum.

The aim of mastering science is the formation of students' knowledge on basic principles, functions and nature of insurance marketing, its practical use in the activity of insurance organizations.

In the process of teaching the science the following tasks are being solved:

- to find out an objective necessity, nature and the role of insurance marketing;

- to master the features of insurance marketing;

- to form students' deep understanding of the theory and practice of insurance marketing;

- to form the ability to think independently and make management decisions;

- to explore the organization of the ways of the insurance marketing development;

- to master the marketing tools and technologies of specific areas of organization and management activity in insurance companies;

- to learn how to use marketing in the activity of insurance companies.

The subject of scienceis a set of financial relationships that arise between the

insurance marketing agents.

Science "Marketing in insurance" has a close structural and logical relationship with such sciences (disciplines), as "Insurance", "Insurance services", "Finance of Insurance Organizations", "Social Insurance".

The list of knowledge and skills, which will come after a student masters this science. As a result of studying the science, a student will know:

• categorical and conceptual apparatus of science "Marketing in insurance";

• the essence of marketing in insurance;

• approaches to the understanding of marketing in insurance;

• the subject and object of marketing in insurance;

• the complex of insurance marketing;

• the economic nature of insurance marketing, its functions, principles;

• basic approaches to building marketing technologies;

• segmentation of insurance market;

• the structure of products BCG;

• the assessment of the positive and negative aspects of promotion;

• usefulness of marketing for the activity of insurance companies;

• the features of the sales channels of insurance products;

• the description of the research cycle;

• sources and types of marketing information;

• algorithm of marketing research in insurance;

• the latest technology advancement of insurance products;

• marketing communications in insurance;

• organizing marketing features in total insurance market structure;

• insurance marketing trends of development;

will be able to:

• insight into the information of theoretical and applied nature for deep understanding of the insurance marketing;

• describe the main approaches to understanding the economic nature of the insurance marketing;

• analyze the factors affecting the insurance companies;

• define the characteristics of the models of consumer behavior in the insurance market;

• identify factors influencing the decision to purchase an insurance product;

• analyze the characteristics of marketing strategies based on market segmentation;

• set overall goals and objectives of marketing research;

• determine the life cycle of insurance product;

• analyze the product portfolio of the Boston Consulting Group;

• summarize the criteria for the choice of insurance products sales;

• define the main goals and objectives, elements of promotion;

• classify advertisement;

• use knowledge of the insurance marketing for the professional tasks' solution.

The scope of the implementation of acquired knowledge and skills in the future profession.

Knowledge and skills acquired in the study of the science are used in the organization of market research in the field of insurance; the ability to use proper methods and techniques of effective decision-making by theoretical knowledge. They can be used by graduates for positions of managers of insurance companies, financial analysts, financial consultants, experts, economists, marketers and researchers.

The content of the science that is available to students studying in modules and topics.

Topic 1. The essence of marketing in insurance

Topic 2. Market research for insurance

Topic 3. Insurance service as a product for insurance marketing

Topic 4. Channels of insurance services sales

Topic 5. New technologies of promoting insurance products in the insurance marketing

Topic 6. Marketing strategy of the insurer

Topic 7. Segmentation of the insurance market services

Topic 8. Planning insurance marketing

Topic 9. Marketing communications in insurance

Theme 10. Organizing marketing in the overall structure of insurance marketing Teaching staff: Ph.D., Assoc. Prof.T.I. Stetsiuk

Basic bibliography:

1. O.O. Okhrimenko. Insurance coverage: management, marketing, economics of security (tourist business): Training book.- K .: International Agency «BeeZone», 2005.-416 p.

2. N.N. Nikulina, L.F.Suhodoeva, N.D. Eriashvili. Insurance marketing: teach.book for students enrolled in "Finance and Credit" / N.N. Nikulina. - M .: Unity-Dan, 2009. - 503 p.