ONE-TO-ONE MARKETING: ICLP to offer CRM training courses for HK managers

The course is designed to help raise loyalty marketing skill levels for medium to large-sized companies.

According to Paul Smitton, managing director at ICLP Greater China, while there is interest from companies in loyalty principles, there is a lack of understanding about the key drivers and strategies required to run them. "We will give the theory on different aspects of loyalty marketing.

There will also be case studies to get people to start thinking. At the end, they will be required to write a 500-word paper on what they have learnt. There are not many courses out there that focus on (loyalty).

It can be a sub-set of a marketing course, but it's never detailed." The course will be held over four weekends from the end of February through to March, targeted at middle to senior managers.