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Subject: RE: UKNM: Re: Institute of Direct Marketing
From: Ruth Stone
Date: Mon, 25 Sep 2000 20:43:25 +0100

Funny you should say that Mario as it is something the IDM recognises. The
course takes the established direct marketing discipline and adapts it for
online. That said the course in question will also have a built in facility
for ongoing learning for precisely the reason you state - that e-marketing
is evolving continually. The details are TS (Tops Secret not Top Shop) at
the moment but, educationally at least, they are pioneering.

Learning by doing is all well and good but pretty isolated. By attending
and contributing to courses like ours we engender debate;
- between delegates
- about the case studies (all be they limited in number)
- to pick the best offline examples that could work at least as well online
with some adaption

as well as teaching a well-researched and highly relevant syllabus. Failure
to deliver training in these areas will mean that when iTV does arrive,
along with VOD, there will be at least as much confusion as there is about
banner ads today.

I say speculate to formulate


>From: Mario Tilney-Bassett <mario [dot] tilney-bassettatmarkettiers4dc [dot] com>
>Reply-To: uk-netmarketingatchinwag [dot] com
>To: uknmatchinwag [dot] com
>Subject: RE: UKNM: Re: Institute of Direct Marketing
>Date: Mon, 25 Sep 2000 14:55:05 +0100
>When everything in the world of new media is so new, and case studies are
>few and far between, how CAN there be a course?
>And wait till iTV really kicks in and every ad is direct response...
>Surely the best thing is to absorb all the existing marketing texts, all
>that Kotler etc have ever written then apply their work to the web...
>We are all in the position of making the history and creating the
>that students will study in a few years hence....
>Learn by doing
>Mario Tilney-Bassett
>Market Tiers 4DC
>29-55 Gee Street, London, EC1V 3RE
>Tel: 020 7253 8888, Fax: 020 7253 8885
>Mobile: 07796 336 659
>-----Original Message-----
>From: sarah simonds [slpsimondsathotmail [dot] com (mailto:slpsimondsathotmail [dot] com)]
>Sent: 25 September 2000 13:28
>To: uk-netmarketingatmail [dot] chinwag [dot] com
>Subject: UKNM: Re: Institute of Direct Marketing UKNM Digest V1 #660
>this is a relief to hear, since I'm dismayed that the Chartered Institute
>Marketing are in denial. Net marketing doen't seem to be addressed at all
>in the syllabus for even their most advanced course. The PostGrad Diploma
>set text, for Integrated Marketing Communications, has not a mention of the
>internet, let alone e-mail for marketing. How long will it take them to
>catch up, d'you reckon? As a web-marketing bod and CIM student, I feel like
>a pariah.
>Sarah Simonds
>GAIN Development Officer
>s [dot] simondsatcs [dot] ucl [dot] ac [dot] uk

[Sam says: msg chopped]

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