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Sales and Marketing for the Property and Casualty Insurance Practitioner

This course provides some of the unique skills necessary in selling financial services. It deals with person-to-person selling. Students will learn and then practice the fundamentals of the sales process, needs analysis, consultative selling and relationship building. This course emphasizes that marketing is an approach in business that stresses putting the customer at the centre of its activities and focuses on satisfying customer needs and wants. Practical decisions used by a manager in daily work interactions are a major focus. Emphasis is on developing the confidence, professionalism and marketing skills required in the world of financial services.

Credit Status
PNC103 is a required subject in the Property and Casualty Program – P&C Program. Upon successful completion, it will provide one of the 6 credits required to secure a Certificate of Successful Completion of the P&C Program.

Learning Outcomes
Upon successful completion of this subject, the student will be able to:

  1. Apply best practices of the effective sales professional.
  2. Prospect for clients and develop a referral-based business.
  3. Evaluate the needs of a customer through effective fact finding.
  4. Propose the appropriate financial solutions to clients in a compelling, confident fashion.
  5. Specify and describe the various steps in the sales and buying process.
  6. Analyze clients’ objections and develop strategies to counter them appropriately.
  7. Demonstrate effective sales closing skills.
  8. Develop relationship throughout the sales buying and service cycle.
  9. Determine how pricing objectives and the price structure help support pricing decisions.
  10. Specify the needs and wants of a customer base using quantitative and qualitative methodology.

Grading and Examinations
In compliance with the Grading Policy outlined below, the student’s final mark will be based upon the following:

Class Participation 20%
Assignments 20%
Mid Term Examination 30%
Final Examination 30%

Final Grades:
A+ 90% to 100%
A 80% to 89%
B+ 75% to 79%
B 70% to 74%
C+ 65% to 69%
C 60% to 64%
D 55% to 59%
F 0% to 54% (Not a pass)

For the complete grading policy please refer to Seneca’s Academic Policy.

Text and Reference Material
Materials will be provided by Instructor.

Pre-requisites
None.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site for further information regarding cheating and plagiarism policies and procedures.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Resolution, Equity and Diversity Centre at ext. 2078 or via e-mail at Human.Rights@senecac.on.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counseling and Disabilities Services Office at ext. 2900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Detailed Topic Outline by Week
(Fall 2009)

  1. An Introduction to Marketing
  2. The Marketing Environment
  3. Understanding the Customer
  4. B to B, B to C and C to C Marketing
  5. Research – Gathering Information About the Customer
  6. Services Marketing and CRM
  7. Management of Advertizing
  8. Selling, Sales Promotion and PR
  9. Mid-Term Examination
  10. Selling Skills and Setting Objectives
  11. Negotiating with Clients
  12. Pricing Management
  13. Final Examination

 

 

 

 

 

 

 

 

 

 

Updated: September 2009