It seems that every Marketing Strategy Course covers the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This handy acronym was coined by E.Jerome McCarty in 1960, and has been promoted to generations of Marketers by Philip Kotler in his many Marketing textbooks.

Yet today most Marketing Departments (and Marketers) are largely restricted to the last one which is not so much a 'P' as an 'MC' - Marketing Communications.

To coincide with the launch of his new book, Digital Marketing Fundamentals – From Strategy to ROI, IDM Course Tutor Mike Berry makes the case for returning to a more holistic view of Marketing in this digital age. In this lively and interactive 1-hour session, Mike will examine the disruptive effects of the Internet on Product, Price and Place and the resulting opportunities and threats, eg using the Internet for market research, developing online products and planning and managing ecommerce including processing online orders and product delivery.

Mike argues that modern marketers deserve a place at the 'top table', but that to justify membership of the C-Suite, the Chief Marketing Officer needs to actively engage with and add value to the company's operations across all the four Ps - not just one.

* Co-authored with Marjolein Visser and Berend Sikkenga. Published by Noordhoff/Routledge, 2018

Mike stared his career at Procter & Gamble. He then went agency-side with roles at EHS Brann (Havas Helia), Wunderman (Director), Bozell/ FCB Inferno (Senior VP) and Head of Digital for EMEA at Jack Morton (Interpublic’s experiential agency network). He has worked with many of the world’s leading brands including Coca-Cola, Google, Ford, McDonald’s, GSK, Allianz, British Airways, Honda, Xerox and Marriott.

These days he’s a digital consultant, trainer and academic (Adjunct Professor at Hult Business School, Digital Course Leader at Imperial College London and Visiting Lecturer at Kingston University). He is the author/ co-author of 3 books including The Best Of Global Digital Marketing Storybook 1 and 2. Mike is a Fellow of the IDM and Course Tutor on the IDM Postgraduate and Professional Diplomas.

London (W1W 8SS)