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LOMA 320 — Insurance Marketing

Course Type: Course Portal, Designation
Topics: Life Insurance, Marketing & Business Acquisition
Designations: ACS, AIRC, ALMI, FLMI, LCIC
Language: Chinese (simplified), Chinese (traditional), English, French, Korean, Portuguese, Spanish


LOMA 320 covers marketing principles and the functions of marketing as an integral aspect of the life and health insurance industry.


  • An Introduction to Marketing
  • How Companies Manage Marketing
  • Market Segmentation and Target Marketing
  • Marketing Information and Research
  • Customer Behavior and Customer Relationship Marketing
  • Basic Product Concepts
  • Pricing Insurance Products: A Marketing Perspective
  • Distribution Systems and Strategies
  • Marketing Communications: Engaging the Customer
  • Promotion Tools
  • Regulation of Life and Health Insurance Marketing
  • Describe the division of insurance regulatory powers between the federal and state or provincial governments in the United States and Canada, particularly with respect to how each handles licensing of producers, prohibited sales practices, and oversight of sales promotion and advertising.
  • Identify the functions of a marketing information system and how companies use internal databases, marketing intelligence, and marketing research to provide marketing information.
  • Explain the classifications of consumer products and the concepts of product class, product line, product form, product item, and product mix, as well as the environmental, personal, organizational, social, and psychological factors that influence customer behavior.
  • Understand the factors a company considers when selecting a distribution channel and the primary characteristics of the various distribution systems, including ordinary agency, multiple-line agency, personal producing general agency, home service, worksite marketing, location selling, brokerage, and salaried sales.
  • Describe the methods producers use to identify, contact, and qualify prospects and explain how they generate proposals, make sales presentations, answer objections, and close sales.
  • Describe four types of fraudulent, misleading, or unethical sales activities in which insurance producers are prohibited from engaging and specific regulatory oversight – from entities such as FINRA, the SEC, and NAIC – aimed at preventing these practices.

Course Format

Course Portals include the following elements:

  • All the assigned study materials needed for the course
  • Interactive Practice Questions and Sample Exams
  • Recommended study plans to help you set goals and manage your study schedule
  • Additional media and features to help in the study and review process

Exam Format

The LOMA 320 exam has 60 questions and a time limit of 2 hours. It is available in I*STAR, Prometric and Paper exam formats.

Study Materials

Enrollments purchased on or after April 3, 2017 will be based on the following text assignment:

Insurance Marketing, Second Edition (LL Global, 2017)
ISBN 978-1-57974-457-1
Optional printed textbook (not included in enrollment fee):
PBD Order #: 320.10.17

Test Preparation Guide for LOMA 320 (LL Global, 2017)
ISBN 978-1-57974-458-8

How to Enroll

Enrolling in Courses with Proctored Exams

LOMA requires proctored examinations for many of its professional designation courses. Study materials for these courses are delivered via online Course Portal, and enrollment in the Course Portal also includes enrollment in one of our proctored exam options for the course. Proctored exams are administered in LOMA member organizations and in independent testing locations around the globe. LOMA exams vary in length from two–three hours. Consult the Designation Study Materials Roadmap for specific information about the length of your exam.

Proctored examinations can take one of three forms:

Enrollment Step-by-Step

  1. Log in to your LOMA Learning account using your login ID and password.
  2. Browse the Learning Catalog for the course for which you would like to enroll.
  3. Select ADD TO CART next to the items for which you would like to enroll.
  4. Choose Exam Type — you must choose between Prometric, I*STAR, or (if available) Paper Exam enrollment.
    • Select Exam Site — your company’s primary exam site (if applicable) will appear on the screen. To see other available exam sites, click “Search.”
    • Note for Independent Students: Click “Include 3rd party exam sites” to find open exam sites offered by other companies. More information on Independent Student enrollment.
    When you have selected an exam site, click “Save.”
  5. Return to the catalog to continue searching for courses and add additional items to your shopping cart, or click the shopping cart to check out.
    • If you have not already done so, you will be prompted to log in to the LOMA learning system at this time. Once you have successfully logged in, click the shopping cart again to begin the checkout process.
  6. Review your shopping cart. Click CHECK OUT to proceed.
  7. If you are purchasing a physical product (example: a textbook), complete the SHIPPING information screen.
  8. Enter payment information
    • If your company has set up direct billing with LOMA, an account code will appear next to the “Bill My Company” field.
    • If you are using direct-to-company billing method, ensure that the radio button next to the “Bill My Company” field is selected and then click “Next” to continue.
    • If you are paying for your enrollment by credit card, enter all of the required fields for a credit card transaction. Once you have provided all of the required information, click “Next” to continue.
  9. Review your order, accept LOMA’s Terms and Conditions, and click BUY NOW. An enrollment confirmation will be emailed to you.