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During this course you will cover:

  • The role of the Marketing Department in modern organisations
  • The disruptive effects of digital technologies on the Marketing Discipline
  • The need for Marketers to contribute to Product, Price and Place as well as Promotion​
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

​Event Details:
  • 5.30pm  | Doors open & wine network reception
  • 6pm | Talk starts
  • 7pm |  Talk ends & time for questions
  • 7.30pm | Evening ends​

Course availability 

start study mode location member non-member exam fee
Evening class DMA House (W1W8SS) £50.00 £100.00 £0.00
more info
book until 15 Nov 2018
venue 70 Margaret Street

NB: Prices above subject to VAT.

Course information


Mike Berry Dip DM, F IDM , Consultant

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.

It's been a really useful day and I've got lots of ideas to take back with me. Thank you

Katherine Smith,
Royal College of Music

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