IT for Marketing Management

ICM Single Subject Diploma in

IT for Marketing Management

Course Outline

Marketing’s Challenge

• More sophisticated and demanding customers
• Changes in product management
• The ‘virtualization’ of distribution channels
• The ‘virtualization’ of payments
• The increasing globalization of markets
• Marketing’s mid-life crisis

The Arrival of the Digital Age

• The digital revolution
• Government and the information society
• Business and eCommerce
• The implications for business

How Can Marketing Respond?

• A new marketing model for the digital age
• The marketing potential of the internet
• Marketing tips and pitfalls
• The arrival of digital television and interactive services

Conducting Marketing Research

• The use of IT in primary data collection
• The use of IT in secondary data collection
• Using IT to analyze information
• Continuous marketing research
• Advertising research
• Other research applications

Creating Customer Insight

• The increasing sophistication of customer segmentation
• Using new approaches to customer segmentation
• Warehousing customer data
• Mining customer data
• Creating a knowledge organization

Creating the Customer Database

• Marketing information systems
• The central role of the customer database
• Developing the customer database
• Treating the customer database as a strategic resource

Database Marketing and Direct Marketing

• The evolution of database marketing
• The value of database marketing
• Direct marketing
• Managing data privacy issues in the digital age

Relationship Marketing

• The rise of relationship marketing
• Customer relationship management
• The role of IT in relationship marketing

Product – More Variety, Faster

• Using IT to improve the range of viable offerings
• Using IT to increase speed to market
• Using IT to support the product development life cycle
• Using advanced manufacturing techniques in product commercialization

Price – What Are You Prepared To Pay?

• eBusiness is rewriting the pricing rules
• Establishing accurate costs
• Making well-informed and rapid pricing decisions

Place – Your Place Or Mine?

• The increasing importance of direct channels
• Indirect channel changes
• Managing multiple distribution channels

Promotion – The Market of One

• Fragmentation of television advertising
• Trends in other advertising media
• The increasingly targeted nature of sales promotions
• The growth of the internet as an advertising medium
• The potential of digital television and radio
• Growth of public relations on the internet

Improving Sales Force Effectiveness

• The impact of the digital age on the sales function
• The three generations of sales force automation
• Successful technology enables selling

Delivering Customer Service and Support

• Growth in telephone-based customer service
• Call Center technology
• Principles of good Call Center management

Developing Marketing Systems That Work

• Common management issues with IT
• Specific problems with IT in marketing
• IT trends in the digital age
• A potential way forward