E-CRM

Schedule	February 2 - 16, 2012 November 6 - 20, 2012
Regular Rate	P8900+VAT
Early Bird Rate	P7900+VAT (if you pay up to 2 weeks before the course starts)

Learning objectives:

1. To appreciate the basic principles of CRM and its impact on marketing, the brand, and the company as a whole.
2. To understand how an eCRM infrastructure is built and how it is used in relevant digital channels.

Primary student profile:

Advertising professionals, entry-level to middle-management

Marketing professionals from a wide range of verticals: FMCG, services, real estate, financial, etc.

1. Introduction
1. CRM: marketing definition
2. Basic CRM principles
3. Why is RELATIONSHIP important in marketing & business?
4. Role of technology: database, 360-customer view, system integration
2. DM Planning Revisited
3. Traditional CRM applications & best practices in Digital
1. Lead generation, Conversion & eCommerce
2. Customer Value, Marketing Segmentation, Targeting & Customization
3. Customer Service, Retention & Churn Management
4. An Evolution into eCRM
1. Lead generation, Conversion & eCommerce
2. Customer Value, Marketing Segmentation, Targeting & Customization
3. Customer Service, Retention & Churn Management
4. Social CRM: definition & implications
5. Social CRM
1. Selected Social CRM Use Cases (based on Altimeter Group whitepaper)
1. Rapid Social Marketing Response (M2). "Discovering that real time isn’t fast enough."
2. Peer-2-Peer (P2P) Unpaid Armies (SP3). "Harnessing your advocates."
3. Seamless Customer Experience (CX1). "Customers don't care what channel or department you work in."
2. eCRM Tools available
6. Applying the DM Framework
1. CRM using the DM Framework
1. Planning
2. Creating the platform
3. Building your database
4. Measurement & Optimization
2. Case studies
3. Live brief

Who Should Attend?

Entrepreneurs, product champions, brand activation team members, ad agency executives, media managers, and marketing and advertising professionals who need to sustainably engage their customers through effective marketing channels.

Methodology:

We start each module with a half-day face-to-face session and end with another half-day session, which serves as a venue for consultation, project presentations and networking. Between the face-to-face sessions, participants will have 2 weeks of access to our online learning platform, with coaching by an online facilitator. The online course content, forums and activities can be taken anywhere and anytime. We recommend that participants dedicate at least four hours a week to online coursework. For example, participants can read course content daily as part of their routine and then go online to finish assignments during the weekend.

Registration Fee:

Early Bird rate: Php 6,900 + 12% VAT (early means 2 weeks before the launch date) inclusive of the snacks during the classroom session, access to an online course, training kit, and certificate of course completion.
Regular rate: Php 7,900 + 12% VAT
*Save P1,000 when you take the course purely online

Venue:

Face-to-face sessions will be at the Room XR507 - 508, 5th Floor Tower II, RCBC Plaza, Ayala Ave. Makati City from 5:00-9:00pm, but participants may request to take this course purely online and thus, do away with the face-to-face sessions. However, this would require close coordination with the online facilitator, and strict monitoring of the number of hours spent on the online learning platform.

About the Program:

The Certified Digital Marketer Program is a project involving the Internet & Mobile Marketing Association of the Philippines (IMMAP) and DLSU Center for Professional Development in Business and Economics (CPDBE). It is an 11-course program which spans 11 weeks. Courses can be taken individually or as part of the diploma program. Participants who have successfully completed the program can qualify to be Certified Digital Marketers (CDMs), recognized by IMMAP.