1. Digital Marketing

This course covers the broad spectrum of online marketing for an IT audience without requiring extended background in marketing concepts. The course covers direct marketing principles, digital market research techniques, digital marketing tactics (ranging from search, social media, e-mail, mobile, and websites), as well as digital marketing processes (agile marketing and change control), and technologies such as AI, analytics, big data, Internet of Things, etc. For each section of the course, IT professionals are exposed to how technology is critical to digital marketing success, and how the IT team must work with the marketing team to ensure that success - neither can succeed alone. 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.

2. Experiential Marketing

This course covers the broad spectrum of online marketing for an IT audience, with a focus on experiential marketing, although designed so that an extended background in marketing is not required. In the beginning, relevant principles on brand positioning (with emphasis on the emotional dimensions), discovering customer insights, market segmentation and other research practices (traditional and digital), will be covered. This framework will facilitate a more in-depth, discussion of idea generation practices for developing compelling, engaging content, plus interactive digital marketing tactics (ranging from search, social media, e-mail, mobile, and websites), as well as other online marketing processes (agile marketing and change control), and technologies such as AI, analytics, big data, Internet of Things, etc. For each section of the course, IT professionals will be exposed to why and how technology is critical for developing innovative experiential marketing initiatives, including how the IT team must work with the marketing team to ensure success—success cannot be achieved alone). 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.

3. Community Marketing & Account Based Marketing

This course covers the twin topics of marketing into businesses (B2B), and using consumer and business communities as a marketing tool. In account-based marketing, the course covers how marketing strategies provide leverage to enhance sales productivity, by identifying, targeting and influencing business accounts. Strategies include account assessment, segmentation and selection; brand building; and lead generation, management and tracking. In community marketing, the course covers word of mouth marketing practices (WOM); building communities of interest; and operating under the umbrella of Corporate Social Responsibility. Throughout the course, attention is paid to ensuring that IT professionals understand the implications and applications of the new marketing technologies, in digital communications and marketing automation tools. The course emphasizes not only current marketing best practices, but also the importance of assessing the results of marketing investments.

4. Marketing Performance Measurement & Sustainability Marketing

The return on investment in marketing is directly related to the overall success of any company. Developing a comprehensive marketing communication strategy is an expensive investment that needs to be monitored in terms of effectiveness in building and sustaining growing the value of a customer, increasing brand equity, and shareholder value. The role of the IT professional in this process is an integral part of any firms strategic planning process and the monitoring of strategic milestones related to the plan. This course explores how any IT professional can play a major role in measuring and sustaining a successful marketing plan for their company.

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 and AI 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, AI, 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, AI, 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.

Marketing Elective

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.

Learning Outcomes

Knowledge

 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

Skills

 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

Course Topics

 •   Introduction to marketing
•    Market research
•    Consumer behavior
•    Market segmentation, targeting and positioning
•    The 4/7 P’s of marketing
•    Strategic marketing

As marketing accelerates the digital transformation across every industry, they are focusing their investments in leveraging information technology to increase revenues, provide competitive advantage, improve the quality of products/services, and lower overall costs. In today’s highly regulated, increasingly resource-constrained, and cost-focused environment it is essential to understand how to effectively and efficiently manage an organization’s information technology (IT) resources. There are numerous strategic, tactical, and operational choices to be made about managing IT marketing resources and it is essential to ensure that IT and non-IT executives across the organization work in harmony.

Experience has made it clear that effective/efficient marketing requires well-conceived organizational structures, skills, processes, and decision rights to ensure that IT investments are appropriately leveraged across the organization, especially when considering the impact of emerging information technologies. 

This course prepares marketing executives/professionals by providing a comprehensive understanding of the fundamental decisions related to the management of IT resources in the marketing environment. The course will also provide an overview of current and future relevant marketing information technologies and their potential impact on customers/clients, organizations, and associated stakeholders.

IT-Marketing topics include:

• Deriving IT-business strategies
• Considerations for types of
• organizational structure
• sourcing
• governance (i.e., decision-making and decision rights)
• roles/responsibilities
• processes
• Leverage emerging digital technologies
• The business value of IT
• The definition, concepts, and contexts of marketing-IT
• Enhancing business-IT alignment