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The digital world affects every aspect of business, every aspect of marketing and every aspect of the marketing mix. Some argue that physical distribution, selling and pricing absorb the greatest impact; in fact, all of the elements of the mix are affected. This course identifies how the mix is affected.
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| Duration |
2 - 4 hours |
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| Audience |
Those wishing to improve their eMarketing knowledge and skills. Especially beneficial for: marketing professionals with limited web experience; sales personnel; product development and business devlopment staff; web designers.
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| Prerequisites |
None |
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| Course aim |
To give the learner an understanding of how the internet has affected the various elements of the marketing mix.
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| Learning objectives |
After taking this course, the student will be able to:
- Appreciate the many different approaches to the marketing mix
- Identify the marketing skills required to move beyond the mix
- Assess the full potential of extending any product online
- Review pricing and consider some dynamic pricing models
- Identify the online distribution issues and challenges
- Discuss the problems and opportunities of the online communications mix
- Analyse why online service requires a delicate balance of people and automation
- List the components of process and understand the need to integrate them into a system
- Identify the digital components which 'give evidence' to customers
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| Delivery method |
Online |
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