The role of the Chief Marketing Officer (CMO) and the marketing organization has evolved from a once simplistic view of anticipating consumer wants and needs to satisfying organizational objectives, to the contemporary multifaceted discipline that is propelling organizations industry growth. These profound changes are largely attained by leveraging the use of new information technology, especially social networking and business intelligence. It has become fundamental for IT to understand more about marketing and for marketing to understand more about IT; the objectives of GIIMs two certificates in marketing, with one directed at IT professionals and the other at marketing professionals.
CMOs have primary or shared responsibility for areas such as sales management, product development, distribution channel management, marketing communications (including advertising and promotions), pricing, market research, and customer service. CMOs are faced with a diverse range of specialized disciplines in which they are required to be knowledgeable. This challenge is compounded by the fact that the day-to-day activities of these functions, which range from the highly analytical (e.g. – pricing and market research) to highly creative (advertising and promotions), are carried out by IT, with communicative and cognitive styles to which the CMO must adapt his or her own leadership style.
In today’s dynamic business and technical environment it is essential for IT and marketing to forge a close partnership. This demands shared knowledge, effective communications, and a clear understanding of how IT can be leveraged to provide demonstrable value to marketing. These Certificates will prepare IT and marketing professionals for the challenges that await them.
As part of GIIMs Certificate, participants will be certified by CMMP. CMMP® (Certified Marketing Management Professional) is a globally-recognized designation, signifying a respected measure of professional and academic excellence in the practice of marketing. The Academic Accreditation Committee (AAC) at IIMP® has recognized GIIM as one of their first accredited educational institutions and has empowered them to provide education and training programs required for candidates to enter and successfully achieve CMMP® designations. GIIM has been assessed and approved by IIMP® and empowered as “IIMP® Authorized Professional Training Centres” to deliver training relevant to professional development and/or for completing the necessary topics of CMMP® designations and prepare candidates to write the final integrated exam given by the IIMP®. Their vision entails becoming the premiere association in setting standards for certifying marketing practitioners around the world. Whether from the current developments in product and pricing strategies, to the recent advancements in promotional media including publication, broadcasting and out-of-home marketing, IIMP® has been able to acknowledge these industry changes and their impact on marketing practitioners throughout the global market.
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 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.
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 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.
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.
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.
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.
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 multiplatform 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.
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 analaytics, 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.
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.
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