When & Where?
Thursday, 15th November 2018
70 Margaret Street
We make the case for returning to a more holistic view of Marketing in this digital age. Examine the disruptive effects of the Internet on Product, Price and Place and the resulting opportunities and threats.
During this course you will cover:
- The role of the Marketing Department in modern organisations
- The disruptive effects of digital technologies on the Marketing Discipline
- The need for Marketers to contribute to Product, Price and Place as well as Promotion
Yet today most Marketing Departments (and Marketers) are largely restricted to the last one which is not so much a 'P' as an 'MC' - Marketing Communications.
To coincide with the launch of his new book, Digital Marketing Fundamentals – From Strategy to ROI, IDM Course Tutor Mike Berry makes the case for returning to a more holistic view of Marketing in this digital age. In this lively and interactive 1-hour session, Mike will examine the disruptive effects of the Internet on Product, Price and Place and the resulting opportunities and threats, eg using the Internet for market research, developing online products and planning and managing ecommerce including processing online orders and product delivery.
Mike argues that modern marketers deserve a place at the 'top table', but that to justify membership of the C-Suite, the Chief Marketing Officer needs to actively engage with and add value to the company's operations across all the four Ps - not just one.
* Co-authored with Marjolein Visser and Berend Sikkenga. Published by Noordhoff/Routledge, 2018
For all enquiries regarding this event, including sponsorship opportunities, please contact Anthony Renton.