The Key Learning Points

  1. Summarise your key learning points from this module, highlighting which aspects have most interested you and why. In doing so, you should critically evaluate ‘Marketing’ as presented in the ‘New DNA of Marketing’ with your prior understanding of Marketing.

  The first interesting topic is about the Social Customer Relationship Management presented by Dr. Paul Harrigan. I am interested in this topic because it is so practical in this 21st century and CRM is important in marketing. Social CRM is to build customer relationship in an online world by using several tools. It will stimulate the interaction between the company and its customers more effectively. It is a dynamic communication and sharing and exchanging of information will be faster. The traditional CRM and Social CRM are different in several ways. In Social CRM, everyone will get involved with the process, unlike the traditional CRM. SCRM creates the interaction between person-to-person not just transactions from person to person.

To make a clearer picture of the differences between CRM and SCRM, Morgan (2010) explained with the following picture.


The SCRM tools could be the social media; Facebook, Twitter, Youtube, etc. This topic also links with the new marketing DNA concept. “CRM has been around for a long time in our organization, but I suppose now it’s becoming a more central part of our marketing decision making” (Harrigan and Hulbert, 2011, p.262). The journal stated the importance of CRM in today’s world. However, just CRM is not enough because the world is moving all the time. Technology has becoming essential in the marketing role. The practical example could be the use of social media such as Facebook and Twitter. These tools created a two-way interactive marketing communication (Harrigan and Hulbert, 2011, p.254).

As presented in Harrigan and Hulbert’s article, the concept of new marketing DNA involves more about the online integrated marketing communication meaning that under the new marketing DNA, SCRM should be considerate in practicing customer relationship management.

I was graduated from a university in Thailand. My marketing core courses are very theoretical, for example consumer behavior, retail management, strategic management, etc. There are no courses that linked to the digital marketing at all. After finish reading Harrigan and Hulbert’s journal, I could see the importance of digital literacy as today employability skills. These skills are what the employers looking for as a new marketing DNA in the 21st century.


Another interesting topic is Search Engine Optimization or SEO presented by George Georgiev. I found that this topic is useful for commercialization the products, brand, service online. In my opinion, if the company has a really good product, but it failed commercialize it online, it becomes useless. SEO is important in the sense that it can establish and develop the website to be in the top list of the search engine or the traffic with no cost. The presentation shows several tools and technique that are used to develop in building this traffic. There are two ways in developing SEO; on-site optimization and off-site optimization. Technical optimization is under the on-site. It is to make your website easy to navigate.  Key word research is to identify volume, traffic and competition in a particular key word. Copy-writing job is to create an interesting content in order to grab the reader attention. Link building is used in gaining the link visibility or gaining the traffic. Backlink analysis is used to identify the link quality and context. The lecturer had demonstrated several tools in building up the SEO. They are so new to me.

            Simple communication tools and ready to serve customers at any point in time are the benefits of using online marketing communication (Harrigan and Hulbert, 2011, p.263). This indicates the new role of technology in a marketing world and SEO could help in developing the digital marketing communication.



Harrigan, P. and Hulbert, B. (2011) ‘How Can Marketing Academics Serve Marketing Practice? The New Marketing DNA as a Model for Marketing Education’,Journal of Marketing Education, 33(3), pp. 253–272.

Morgan, J. (2010) Evolution of CRM to SCRM [Online]. Available at (Accessed: 11 November 2012).


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