⏱ Training hours2 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeSkills you can use on the job right away, plus process-improvement insights
“Database Marketing” is a 2-hour corporate training program in Marketing & Sales, delivered by Nanum Consulting (CEO John Kim). Key topics include Database Marketing ① and Database Marketing ②.
Who is this course for?
Well suited to practitioners and leaders at companies and institutions that need stronger marketing and sales capabilities. Especially recommended for organizations aiming at “understanding database marketing, the foundation of digital marketing.”
What will you learn?
- Understanding database marketing, the foundation of digital marketing
Curriculum
Module 1: Database Marketing ①
- A look at the database marketing our instructor runs firsthand
- History of database marketing: how marketing changed decade by decade
- Database marketing concepts and prerequisites for adoption
- The rise and evolution of database marketing
- Database marketing essentials
- Case study: Ritz-Carlton’s “Mystique” service
Module 2: Database Marketing ②
- What a customer database includes
- Why customer database analysis matters, and the concept of market segmentation
- How to Extract Lists with a High Response Probability
- RFM, regression & discriminant analysis
- Database marketing strategies in banking
- Database marketing strategies in credit cards and insurance
Expected results / After the course
- Skills you can use on the job right away, plus process-improvement insights
On-site training references
Kyungnam UniversityKyungil UniversitySMEs and Startups Training Instituteand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
Related courses
We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
Well suited to practitioners and leaders at companies and institutions that need stronger marketing and sales capabilities. Especially recommended for organizations aiming at “understanding database marketing, the foundation of digital marketing.”
“Database Marketing” is a customized corporate course in Marketing & Sales. It runs 2 hours and can be delivered on-site or online, tailored to your company’s situation.
Yes. We tailor the curriculum to your organization’s goals and real work situations. Both in-person and online delivery are available.
Database Marketing
Training objectives
- Understanding database marketing, the foundation of digital marketing
Expected results
- Skills you can use on the job right away, plus process-improvement insights
Curriculum
Module 1Module 1: Database Marketing ①
- A look at the database marketing our instructor runs firsthand
- History of database marketing: how marketing changed decade by decade
- Database marketing concepts and prerequisites for adoption
- The rise and evolution of database marketing
- Database marketing essentials
- Case study: Ritz-Carlton’s “Mystique” service
Module 2Module 2: Database Marketing ②
- What a customer database includes
- Why customer database analysis matters, and the concept of market segmentation
- How to Extract Lists with a High Response Probability
- RFM, regression & discriminant analysis
- Database marketing strategies in banking
- Database marketing strategies in credit cards and insurance
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)