1. Marketing Intelligence Systems
Success in any business requires leveraging information about customers, competitors, and trends. The growth in big data and business analytics has become fundamental to this success. This course is about how IT can play an important role in the development of business analytics to track real time key performance indicators on these three critical components for management. The course will explore in detail how to use internal company data bases and external research tools to develop meaningful management information for decision making to gain and maintain the competitive advantage for their company.
2. Consumer Behavior & Marketing Ethics
The digital age has provided consumers with access to anywhere, anytime information resulting in a shift in power from companies to the consumer. The responsibility has fallen to marketing to work with IT and other groups in the organization to leverage knowledge and resources to determine how to engage the evolving smart consumer. This requires rethinking strategies and tactics, and thinking in terms of a dynamic consumer journey, the psychology of engagement, and the user experience. This course will cover marketing to the informed consumer and the ethical and legal issues that arise as a result of present and emerging technologies.
The course will examine how the digital environment impacts consumer behavior and changes the traditional models for marketing. Topics include the dynamic customer journey, the psychology of engagement, new consumer behavior models, ethics and social responsibility, self-regulation vs. legislation, governance, and considerations to address the issues related to big data, mobile, location-based and multi-platform technologies. Discussion of augmented reality and how it will affect consumer decision making will also be discussed.
With this knowledge, marketers will be able to provide value to all stakeholders with a positive ROI.
3. Digital Marketing & Market Research
This course covers the broad spectrum of online marketing and online market research. The course covers digital market research techniques, such as online surveys, online communities, search keyword research, and social media listening, let alone the implications of technologies like analytics, big data, Internet of Things, etc. The resulting audience profiles can then be used for digital marketing tactics ranging from search, social media, e-mail, mobile, and websites. Throughout the course, attention is paid to ensuring that marketing professionals understand the profound implications of the technological revolution that is sweeping through marketing and the need for marketers to work closely with IT professionals that might not understand how to help marketers succeed. The course emphasizes application of the principles to a company of your choice and focuses on return on investment as a key part of your digital marketing program.
4. Relationship Marketing
This course covers the fundamentals of relationship marketing, meaning building and deepening the connection between a firm and its customers, inquirers and—sometimes—its prospects. The course covers relationship marketing theory and practice in both consumer and business markets. Throughout the course, attention is paid to ensuring that marketing professionals understand the implications and applications of the new marketing technologies, in digital communications and marketing automation tools. The course emphasizes not only relationship marketing best practices, but also the importance of calculating return on investment as a key part of your relationship marketing program.
This course introduces candidates to the key marketing tools and processes relevant for enterprises of all sizes. It provides an overview of the marketing-related levers organizations may rely upon when trying to increase levels of competitiveness, focusing on IT considerations.
On completion of this course the successful candidate will demonstrate:
1. Advanced knowledge and understanding of the role of marketing in business organizations
2. In-depth knowledge of different marketing elements and the concept of the marketing mix
3. Systematic knowledge and understanding of the importance of the different marketing elements for increasing an organization’s level of competitiveness
4. Critical awareness of the strengths and weaknesses of the different marketing mix elements
At the end of this course the successful candidate should be able to:
1. Critically evaluate the suitability of different marketing mix elements in varying markets and industries
2. Apply suitable marketing tools to a number of different organizational contexts
3. Develop an effective marketing strategy for a given scenario
4. Communicate a marketing strategy in writing and orally using appropriate types of media
• Introduction to marketing
• Market research
• Consumer behavior
• Market segmentation, targeting and positioning
• The 4/7 P’s of marketing
• Strategic marketing