Overview

Next intake: TBC

Starting in 2013

Applications are open year round and applications for any given intake will be accepted up to four weeks before beginning the course. The application process is the same for all our qualifications (including the MSc programmes) and successful applicants will be eligible to start any of the courses they qualify for providing the start date falls within 18 months of receiving the official offer letter. Speculative applications are welcome.

Contact training@econsultancy.com for an application form, along with full details of the content and timetable.

Cost: £2450 (+ VAT).

Description 

Customer Relationship Management (CRM) is now a mature discipline central to overall business and marketing strategy. As new digital channel opportunities emerge, particularly in the fields of social and mobile media, it is important for marketers to understand and exploit these in order to maximise ROI from their marketing budgets.

This course aims to provide a structured, top down explanation of how to understand and execute an effective eCRM strategy and explore the increasingly important field of social CRM. Using practical examples and proven analytical frameworks it will equip students to understand the opportunities and challenges presented by effective CRM strategies.

Learning outcomes 

Module one: eCRM

Upon completion of the module participants will;

  • Understand the history and context of eCRM within the overall business strategy; the different types of eCRM and the fundamental principles of eCRM

  • Understand the functional components of an integrated eCRM solution, how they relate to each other and combine to manage customer life time value and marketing integration

  • Review different eCRM vendor offering and understand how to systematically evaluate these against business needs

  • Learn how to define a clear statement of business need (what is required) and then show how this could be delivered by an eCRM system 

  • Use eCRM theory and frameworks to analyse specific business scenarios to design and deploy appropriate eCRM solutions that underpin high performing marketing programmes

Module two: Social CRM

Upon completion of the module participants will;

  • Understand the practical application of social CRM and relate this to more traditional eCRM models 

  • Understand the new social CRM toolkit and the specific components and capabilaties at a marketer's disposal

  • Understand how social CRM techniques can deliver a step change in value for consumers and radically transforms the overall CRM strategy 

  • Understand the technology set and vendor landscape of social CRM infrastructure and tool kits 

  • Define the new KPIs that social CRM introduces to the eCRM management process 

For further info about the topics covered, please email masters@econsultancy.com for a full programme and application form

 

 

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Trainer

Andrew-Campbell.JPG

Andrew Campbell

Andrew has 25 years experience in leveraging technology in pursuit of marketing goals. In that time he’s seen a technological revolution from the first marketing databases in the mid-1980s to the social media boom of recent years. His experience as a practitioner gives him a deep insight into the strategic, commercial, technical and operational aspects of implementing CRM solutions. He is a marketer at heart and sees technology as a means to an end – that being game-changing marketing solutions that deliver competitive advantage for brands that have the vision and ambition to implement them.

Andrew started his career client-side with BAT Financial Services and HSBC. He subsequently moved onto the supply-side of marketing services working as Planning Director for two agencies : Judith Donovan Associates (JDA) and WWAV (part of Omnicom). He then set up several businesses focused on unlocking the full power of technology to achieve marketing goals. This saw him design and deliver solutions for  brands such as BT Business; Manchester United; Abbey National, Interflora and Best Western Hotels. He has also worked on high end, strategic consultancy assignments for brands such as : BUPA; CPP; Thomas Cook and Wyndham Resorts/RCI.

He previously ran ClickSquared Europe (subsidiary of ClickSquared Holdings - a US (Boston) CRM solutions provider). He worked closely with the US executive team on developing the global offering and on a range of US clients such as : HomeAway; US Gypsum; Montage Hotels and Resorts and Comcast.

He now runs the 20:20 Dialogue business (formerly Jaywing) delivering integrated, multi-channel CRM solutions for brands such as : Audi; Jet2; RBS, Aviva and United Biscuits.

Andrew has served on the DMA Data Council, lectured and spoken on IDM, DMA and econsultancy training programmes, spoken at numerous trade events and is passionate about promoting best practice and excellence in the field of marketing and CRM.