IDM courses address marketers' priorities

A The Institute of Direct Marketing product story

Edited by the Marketingweek Marketplace editorial team Sep 10, 2007

In response to marketers' feedback at its 2007 Annual Symposium, the Institute of Direct Marketing has developed three new courses that focus on customer data.

Research, both at the June conference and subsequently, has revealed that marketers themselves identify the subject as presenting the greatest opportunity for today's marketers, yet one where they acknowledge that their capabilities do not match.

Of the decision to develop the new courses, IDM Programme Director Joanna King commented: "We make it part of our mission to be alert not only to changes in the marketplace, but of the needs of marketers in the light of those changes.

"With the customer firmly in control in today's environment, marketers need every ounce of information they can get about their customers and prospects, and then to understand that information and use it to maximum effect.

"The new courses will help delegates source the right data, interpret the information they have and translate it into profitable communications".

The new data-based courses are: Understanding Data Analysis within Direct Marketing; Customer Insight - the Complete A-Z; and Sourcing and Buying Customer Data.

Two more new courses cover some of the latest developments in digital marketing: Affiliate Marketing and Getting to Grips with Mobile Marketing.

Developed in conjunction with the IDM Training Council, all five of the new courses will be delivered by leading and practising marketing professionals.

Delegates therefore benefit form their tutors' real-world practical experience as well as expert tuition.

The IDM's portfolio of professional short courses covers every aspect of direct, data and digital marketing from foundation level through to advanced.

All courses aim to deliver the latest thinking, proven techniques and industry best practice.

The new launches follow the introduction, earlier this year, of the Institute's latest addition to its qualification portfolio - the IDM Diploma in Integrated Marketing Communications, designed for senior-level marketing practitioners.