On October 7, 2026, at 14:30 in №419, an open lecture will be held on the topic “Marketing in Insurance: How to Turn Peace of Mind and Confidence into a Product”.

Levon Kocharyan is the Chief Operating Officer (COO) of EFES Insurance, holds a PhD in Insurance, and an Advanced Diploma in Insurance (CII, UK). He has many years of experience in Armenia’s insurance industry. At EFES Insurance, he is currently responsible for operations, insurance business development, product strategy, marketing, and customer experience.

During the session, the specifics of marketing in the insurance industry and approaches to promoting a product that cannot be fully evaluated until an insured event occurs will be discussed. Levon Kocharyan will speak about building trust in an insurance brand and positioning insurance not simply as a financial service, but as a product that provides peace of mind, confidence, and the freedom to focus on what truly matters.

Drawing on practical experience from EFES Insurance, the session will explore approaches to insurance product development, value proposition design, customer communication, and creating competitive advantages in a market traditionally driven by price and coverage. Special attention will be given to how marketing, customer experience, and service quality work together to shape perceptions of an insurance brand and transform an intangible promise into tangible value for the consumer.

 

Language of the lecture — Russian.

The event is organized by the Department of Management and Business of the Institute of Economics and Business of RAU.