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LOMA 321 — Insurance Marketing: Connecting with Customers

Course Type: Designation, Highly Interactive Online Course
Topics: Life Insurance, Marketing & Business Acquisition
Designations: ACS, AIRC, ALMI, FLMI
Language: English


LOMA 321 is an interactive online course that uses a variety of media to provide an overview of the marketing process in insurance companies, with a focus on how companies identify customer needs, match products and services to those needs, and connect with customers in a complex marketing environment.

The course utilizes extensive examples and interactive exercises to help learners understand and apply the principles in their own work environments.


  • An Introduction to Marketing
  • Creating Customer Value and Satisfaction
  • Collecting and Managing Marketing Information
  • How Companies Manage Marketing
  • Market Segmentation and Target Marketing
  • Product Concepts
  • Pricing Insurance Products
  • Marketing Communication Strategy
  • Personal Selling
  • Advertising, Sales Promotions, and Publicity
  • Distribution
  • Describe the marketing process and how marketing creates utility and facilitates the exchange process in a challenging business environment
  • Describe how insurers create customer value and satisfaction by using tools such as customer journey mapping, customer experience management (CEM) and customer relationship management (CRM) software to better understand the purchase decision process and the customer journey
  • Identify the four basic stages in the management process and describe marketing strategy
  • List the ways in which marketers segment consumer and organizational markets and the characteristics of market segments that insurance companies often target
  • Describe basic product concepts such as the product life cycle and product development and identify considerations unique to insurance pricing
  • Describe the personal selling process and distinguish among the types of financial professionals who sell insurance products
  • Describe how promotion, advertising, and publicity are used in insurance marketing
  • Describe direct and intermediary distribution and factors an insurer considers when making decisions about which distribution systems to use

Course Format

LOMA's popular online interactive courses teach important industry concepts through an engaging, highly interactive, multi-media approach that often includes integrated video, audio and scenario-based learning. Online interactive courses are designation courses with integrated exams—the modularized examinations are built right into the course as part of the learning experience. No separate exam enrollment is required.

Exam Format

Integrated Exams

Online interactive courses are self-proctored designation courses—the modularized examinations are built right into the course as part of the learning experience. No separate exam enrollment required!

How to Enroll

Enrolling in an Online Designation Course

  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. 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.
    • Note: 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.
  5. Review your shopping cart, and add any promotional or order discount code. Click CHECK OUT to proceed.
  6. If you are purchasing a physical product (example: a textbook), complete the SHIPPING information screen.
  7. 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.
  8. Review your order, accept LOMA’s Terms and Conditions, and click BUY NOW. An enrollment confirmation will be emailed to you.