UKNM: Been Trying to Hold Back

[Richard Gale]

And failed.....


1) If you want a decent post-grad marketing course, there is only one! It is

the MA in Marketing that Kingston Uni offer (ft/pt and distance learning) in

their School of Marketing, which is rated top in the country for Marketing.


2) CIM diploma - is a joke! SWOT, PEST, 4Ps.....these are so outdated these

days, and really should not be considered as post-graduate. Also letting

business studies under-grads gain theirs for just doing the case study has

de-valued it in the eyes of many.


3) IDM - well out of date, their industry in particular really need to get

updated, but to their credit seem to be doing so.


4) ISP - don't even get me started, it was so nearly a case of send a cheque

and we'll send you a certificate....three months distance learning for a

diploma is a sad refelction on them.


5) Will is right, it is still hard to run a good course in an industry that

is so new. Yes there are lessons that can be taught, but who will teach it?

There are very very few good books on the subject out there, and few in the

industry that know what they are talking about that could spare the time to

teach.


The Real Problem??

As part of my disso for the MA, I looked at the SP/PR/DM agencies and looked

at how the emergence of the Internet and IMC was going to effect their

industry. I will not bore you (anymore than I already am!)...but one of the

findings that came out was that the agencies of all sizes hold little to no

respect for any of the 'association' courses. What they are all wanting is a

high quality course that teaches IMC (including the internet), providing

them with new staff that know more than the basics that the CIM teach, but

are less specialised than IDM and ISP offer. Where can someone learn what

Account Management is? Where can someone learn how to juggle four agencies,

make sure that their efforts are integrated? Where are we taught about IMC

in any of the above courses? The sooner the associations put aside their

political differences, and work together to build one high quality course,

the better for the 'marketing' industry. Internet needs to be taught, yes.

But who on here would spill their best kept learning? We will point and

advise, but in an industry so new and so competitive, would you share the

secret of a 90% click through?


These are all my own opinions, and I have not studied some of the courses

listed above for years, so things might have changed.


-----Original Message-----

From: will rowan [

willthecustomer [dot] co [dot] uk (mailto:willthecustomer [dot] co [dot] uk)

]

Sent: Monday, September 25, 2000 4:45 PM

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Re: Institute of Direct Marketing



Mario,


> "When everything in the world of new media is so new, and case studies are

so

> few and far between, how CAN there be a course?"


It wasn't easy to start with - but very quickly you come to appreciate how

steep

everybody's learning curve is. We've all been on it. When you're working

with

this 'stuff' every day you forget how much you have already learnt.


As new media moves from margin to mainstream, more new people start working

with

it, and ask the same 'old' questions. Look at the number of times that

'search

engine listings' hits this list - about once a month I'd guess. A public

training course can help newcomers move up the learning curve more quickly,

and

show them the direction in which developments are headed.


Courses tailored to specific company needs can move thinking  within an

organisation very quickly because there's far less baggage than in other

areas -

the whole agenda is new.


Yeah, roll on interactive tv - not the interim technology we have today

that's

only half a step away from linear broadcast programming, but personal

programming on demand.


Direct marketers have some of the skills needed for online marketing -

acquiring

& managing customer information for lifetime profit, for example - but many

of

skills are entirely new, and, as you say, are being invented by doing, every

day.


Will

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