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ICM Single Subject Diploma in

IT for Marketing Management

Course Outline

Marketing’s Challenge

The Arrival of the Digital Age

How Can Marketing Respond?

Conducting Marketing Research

Creating Customer Insight

Creating the Customer Database

Database Marketing and Direct Marketing

Relationship Marketing

Product – More Variety, Faster

Price – What Are You Prepared To Pay?

Place – Your Place Or Mine?

Promotion – The Market of One

Improving Sales Force Effectiveness

Delivering Customer Service and Support

Developing Marketing Systems That Work