Course in Differentiation Strategies for Insurance Products
Online 300-hour course in differentiation strategies for insurance products. 6 modules covering Directive (EU) 2016/97 (IDD), Delegated Regulation (EU) 2017/2358 (product governance) and Radar (WTW). Assigned tutor and open enrolment.
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What you will be able to do
Diagnose the problem of indifferentiation in the insurance market.
Differentiate products through coverages and product design.
Build advantages through service and customer experience.
Use data and technical pricing as sources of differentiation.
Align brand, communication and channel with the value proposition while complying with advertising regulations.
Validate strategies through market research.
Develop a final project on a differentiation strategy.
Who it's for
- Product strategy manager looking to specialise in insurance product differentiation strategies.
- Insurance market analyst looking to specialise in insurance product differentiation strategies.
- Insurance marketing manager looking to specialise in insurance product differentiation strategies.
- Pricing actuary looking to specialise in insurance product differentiation strategies.
- Product manager looking to specialise in insurance product differentiation strategies.
- Strategy consultant looking to specialise in insurance product differentiation strategies.
- Graduates in engineering or sciences seeking to enter insurance companies.
What you'll work with
- Directive (EU) 2016/97 (IDD)
- Delegated Regulation (EU) 2017/2358 (product governance)
- Law 3/1991 on Unfair Competition
- Law 34/1988 General Advertising Law
- Implementing Regulation (EU) 2017/1469 (IPID)
- ISO 20671 (brand evaluation)
- Law 50/1980 on Insurance Contracts
6 modules · 300 h
1.1Why insurance products look so similar1.2Price competition and its effect on margin1.3What customers actually perceive when comparing1.4Comparison websites and their homogenising pressure1.5Apparent differentiation versus real differentiation1.6Legitimate sources of advantage: data, service, niche and brand1.7Imitability of each type of advantage1.8The risk of differentiating on what nobody values1.9Analysis of a product line's competitive map1.10Workshop: diagnosing the differentiation of a product
2.1Guarantees that solve a specific customer problem2.2Coverages excluded by the market and their opportunity2.3Limits, excesses and unusual structures2.4Modularity and customer configuration2.5Flexible duration and pay-per-use insurance2.6Product for a well-defined niche2.7Technical cost of each differentiating element2.8Adverse selection risk in unusual coverages2.9Protection against immediate copying2.10Practice: designing a differentiating coverage
3.1Service as the product's main promise3.2Speed and simplicity in purchasing3.3The claims experience as a decisive factor3.4Extended assistance and prevention services3.5Genuine self-service versus apparent self-service3.6Human support where it matters most3.7Provider network as a differentiating asset3.8Measuring experience and consistency with the promise3.9Cost of service and its sustainability3.10Practice: redesigning the customer journey
4.1Proprietary data as a competitive advantage4.2Finer segmentation and risk selection4.3Usage-based and behaviour-based products4.4Partnerships for access to exclusive data4.5Ethical and regulatory limits of segmentation4.6Price as a consequence of better selection4.7The risk of a segmentation race among competitors4.8Sustainability of a data-based advantage4.9Required investment and expected return4.10Practice: proposing a data-based advantage
5.1Brand positioning in a low-trust sector5.2Brand promise and consistency with operations5.3Plain language as a differentiating element5.4Communicating value versus communicating price5.5Own channel, intermediaries and embedded partnerships5.6Differentiation through the channel5.7Reputation and social proof5.8The risk of promising what is not delivered5.9Measuring brand value5.10Practice: a product positioning statement
6.1Deliberately choosing where not to compete6.2Coherence between coverage, service, price and brand6.3Validating the proposition with real customers6.4Launch plan and defence of the advantage6.5Differentiation indicators and monitoring6.6Expected competitor responses6.7Deciding to abandon a differentiation that is not working6.8Common mistakes in differentiation strategies6.9Industry cases and lessons learned6.10Final project: differentiation strategy for a mobility product
How you'll learn
Training 100 % online on the SEIUM campus, with downloadable material, recorded classes and an assigned technical tutor. No fixed timetable: students progress at their own pace within the intake, making it compatible with work.
Each module combines theory, guided reading of the original standard and applied exercises. The working software is Radar (WTW), IBM SPSS, Power BI, advanced Excel, in free, academic or trial versions. Tests are studied using real procedures for competitive coverage analysis, market studies and segmentation, and proof-of-concept testing of value propositions. Assessment is continuous per module plus the final integrating project.
Build it end to end
Your final project follows the real engineering workflow, step by step, reviewed by your tutor.
Diagnose the problem of indifferentiation in the insurance market.
Differentiate products through coverages and product design.
Build advantages through service and customer experience.
Use data and technical pricing as sources of differentiation.
Align brand, communication and channel with the value proposition while complying with advertising regulations.
Where this takes you
Requirements
- No prior degree required.
- Internet connection and a computer capable of running the programme's software.
- Sufficient level of Spanish to follow technical regulatory texts.
Ready to start?
Send your application today. Our admissions team replies within 72 hours with your study plan and funding options.
Frequently asked questions
The programme totals 300 hours spread over 3 to 5 months. That is an average of 10 to 15 hours per week, compatible with a full-time job.
The programme uses Radar (WTW), IBM SPSS, Power BI and advanced Excel. Free, academic or trial versions are used, and the tutor indicates the free alternative where one exists.
A SEIUM Institute diploma upon passing the continuous assessment and the integrating project. It is in-house training, not an official qualification from the Ministry.
Yes. Modules passed in a course or Postgraduate Diploma in the same area are credited towards the higher-level programme. Check the credit transfer policy when you enrol.
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