2010_11_directory

Opportunities for growth in 10/11 Welcome

to the 2010/11 learning and development directory. With organisations shifting to an ‘upturn’ mindset, marketing and sales functions have a golden opportunity to reinvigorate themselves, focusing on their important role and purpose within the organisation and their contribution to growth.

New for 2010/2011

With this background – and in the context of insight derived from industry, from our many research initiatives and from leading experts – we have reflected the very latest thinking, trends and best practice throughout this range of courses.

New format Marketing Bootcamp – for an intensive marketing workout

For those marketing and sales professionals who want to play an active part in driving their business forward, and who want to continue to develop cutting-edge skills, our learning and development programmes are on hand to help them achieve their goals.

We’re here to help

New courses for senior managers and directors – including ‘Marketing Due Diligence’ and ‘Turning Marketing Capability into Business Performance’ An expanded and refreshed product management section, containing new pricing courses and programmes focused specifically on managing products and services

Plus, all our courses have been refreshed to incorporate the very latest trends and thinking

If you would like any help in planning your development needs, or if you want to discuss a co-ordinated approach to developing a team of people, please call our experienced training advisors on +44(0)1628 427200 or email [email protected] We wish you every success in the year ahead.

David Thorp Director of Research and Professional Development The Chartered Institute of Marketing PS. Don’t forget to take advantage of our Stretch your budget offer and get the most value out of your training budget. See page 33 for details.

Contents

Join us in celebrating 100 years of marketing and sales leadership. Keep up to date with our programme of events and activities for 2011 at www.cim.co.uk/100

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18

24

34

Strategy and Planning

Metrics

Business, Management and Finance

Insights and Innovation

40

46

54

68

Branding

Product Management

Digital Marketing

Direct Marketing

74

84

90

96

Marketing Communications

Copywriting Skills

Essentials of Marketing

Compliance

100

111

124

Sales

Professional Qualifications with CIM Academy

Booking

original thinking Thinking creatively and laterally can lead to inspirational marketing. This year we are embracing this concept by inviting 13 illustrators to showcase their original interpretations of our subject areas... we hope you enjoy their unique perspectives.

Improving the performance of people and organisations Our learning and development programmes are the ideal way for you to acquire new skills and develop existing ones. Their cutting-edge content ensures that you stay one step ahead of the competition. Organisations benefit equally from well-trained, up to date marketers who can tackle new challenges and deliver excellent results. You can never afford to stop learning in today’s competitive work environment. At The Chartered Institute of Marketing, we are committed to supporting you throughout your career by giving you the tools to develop and by providing an effective means of demonstrating your skills and knowledge to employers through our CPD Programme.

Why choose CIM? Our courses are built on the latest industry thinking and CIM’s own research, and are mapped against our professional standards. They are delivered by experienced course directors who combine business knowledge with the latest learning techniques. That’s why we are the choice of so many of the UK’s most successful companies.

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Setting the standards We play a key role in setting standards within the industry, which means that all our courses reflect the latest industry trends and requirements. Each of our courses are mapped against the National Occupational Standards for Marketing and the Institute’s own Professional Marketing Standards framework (see page 122 or view online at www.cim.co.uk/standards) or for sales courses based around the National Standards for Sales.

Our course directors Our faculty of subject experts is made up of marketing, business and sales professionals with both academic and practical industry experience. Their up to date knowledge and techniques can benefit delegates from organisations of all sizes and sectors.

Helping you, and your career, develop We don’t see our training courses as one-off events, we see them as part of a carefully chosen and comprehensive programme that can help you through every stage of your career. By joining as a member and registering free of charge on our Chartered CPD Programme, you can manage your development and show your commitment to ongoing professional development. Look out for the symbol against each of our courses and start collecting your CPD now. For more information visit www.cim.co.uk/charteredcpd

What’s new?

13 core areas

1

To make it easier to find the courses you’re looking for, we’ve broken them down into 13 key subject areas and colour coded our directory to match.

Bringing Brands to Life in Service Organisations

page 45

2

Research-based Market Insight

page 38

3

Marketing Due Diligence

page 16

4

Turning Marketing Capability into Business Performance

page 15

5

Fundamentals of Pricing

page 49

6

Pricing for Product Managers

page 52

7

Product Management – Business to Business

page 50

Product Management – Business to Consumer

page 50

Branding

Transforming Product Management into a Strategic Function

page 52

Product Management

8 9

10 Creating a Great Web Experience

Strategy & Planning Metrics Business, Management and Finance Insights and Innovation

page 61 Digital Marketing

Three levels of learning It’s important that you choose the training that’s right for you. That’s why we have divided our courses into three levels that reflect the amount of experience and knowledge required. Foundation Courses

Direct Marketing Marketing Communications Copywriting Skills

provide a basic grounding for people who are new to/or with limited knowledge of the subject area. They are designed to build practical skills to enable delegates to deliver effectively in the area.


Advanced Courses

Compliance

courses are aimed at practitioners and managers with operational experience who wish to deepen their knowledge and skills in a specific area. They assume some basic knowledge of the topic.

Sales

Masterclass Courses are designed for those with high levels of marketing responsibility, experience or knowledge. Delivered by recognised experts and published authors, they offer a unique opportunity to focus on the practical challenges and solutions generated by a subject.

Backed by industry-leading research The results of our latest surveys, studies and forums are all integrated into our course content and development. These include the Marketing Transformation Leadership Forum, a global ‘think tank’ of marketing leaders from major international organisations and our Global Benchmarking Studies. 3

Getting to the heart of what’s driving your business… Performance support and improvement solutions that build marketing and sales capability Any one of the 120 training programmes in this directory can be delivered directly to teams and, over the years, thousands of organisations have benefited from delivery of The Chartered Institute of Marketing’s training courses in-house. However, CIM also offers in-company solutions that can go far beyond training which, after all, is simply one method amongst many for delivering improvements in performance. We pride ourselves on offering learning and development solutions that are: …defined by their outcome, not by their method: we improve the performance of your people using the most appropriate means of delivery and engagement …flexible, based on a clear and detailed understanding of your needs as an organisation and tailored to fit …based on diagnosis: we have a range of diagnostic tools to assess skills gaps and recommend solutions for how these should be addressed …people-centric: we focus on doing whatever is necessary through our development programmes to bring the best out of your people, and to help them step up their performance levels and keep them raised …strategic: our in-company programmes are based on gaining a sound understanding of the strategic objectives and principles underpinning your organisation’s need to build or improve skills …relationship-based: we work with you to get in tune with your organisation’s culture to ensure your people engage with initiatives quickly and effectively

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“You don’t need me to spell out the advantages of buying in development solutions that are unique to your organisation… but I’d like to take this opportunity to tell you why you need to work with us…”

We understand marketing and sales like no other organisation Our Learning and Development unit is firmly embedded in the part of our business that undertakes and publishes leading-edge practitioner-based research. This includes insights from our Marketing Transformation Leadership Forum and our range of global benchmarking studies. From these we are able to explore emergent bestpractice across marketing and sales, and translate this best-practice into workable solutions for any business. Our solutions are not generic, not textbook; our solutions for your business are based on a profound understanding of what makes the marketing and sales functions within organisations tick and then developing specific approaches that we can apply within your organisation. Helping your organisation prosper If you haven’t worked with us to provide in-company performance support and improvement solutions for your sales or marketing staff then maybe it’s time you gave us a try. We’re different: we want to go beyond simply training your people, we want to make them so much better at what they do, so that your organisation can prosper, whatever the economic climate throws at you. David Thorp Director of Research and Professional Development

“I would thoroughly recommend CIM. Their in-depth knowledge and experience of marketing is undoubted and what particularly appeals is their advice and guidance in making sure that the training delivered is right for our people and our business.” Ray Casey, Company Secretary, British Board of Agrément

The consultation process It costs nothing to open a dialogue with us. One of our account directors will discuss with you in outline what your requirements are. After this, we can begin to work closely with you to explore your long-term business objectives and look at individual and team development needs. We have a range of diagnostic tools that will assess not only skills levels but also performance levels and risk levels.

needs assessment skills gap analysis

Following this stage we should be in a position to identify your specific needs and develop a proposal along with our suggested approaches to tackling the issues. Once the proposal is accepted we would begin working with you to develop and then deliver the solution. Sounds easy…but of course there’s a lot of work going on behind the scenes to develop an approach that’s perfect for your organisation – ‘tailored’ in the true meaning of the word. For full details of our In-Company tailored services, please contact us on +44 (0)1628 427250 or email [email protected]

program me archit ecture developm ent

“I would thoroughly recommend the opportunity to tailor a learning and development programme to the specific needs of your organisation. This is powerful and allows you to see an immediate impact from the programme back in the workplace.” Liam Newton, Marketing Director, Bacardi Brown-Forman Brands

classroom e-learning coaching mentoring

eople impact on p usiness impact on b

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Turning research and insight into action So much more than just another training provider Many organisations can offer training but only The Chartered Institute of Marketing can offer learning and development programmes that are built squarely on the foundations of our own unique research activities with both major corporates and with the academic community. We distil the insight from these two strands of primary research and use them to develop learning and development programmes – from public training courses in aspects of marketing, sales and business, through to complex capability development initiatives – based on the very latest thinking and on current emerging practice amongst some of the most successful organisations in the world.

Marketing Transformation Leadership Forum

Brought to you by

Marketing has still not realised its full potential. In too many businesses marketing is fragmented, tactical, and peripheral to strategy. Does it have to be that way – when it could be so much more? The Marketing Transformation Leadership Forum, brought to you by The Chartered Institute of Marketing and Thomson Reuters, is a unique think tank that brings together senior marketing practitioners from some of the world’s most forward-thinking companies. Now in its second successful year, the aim of the forum is to discover marketing’s true potential, and find a radical new approach to ensure marketers deliver value in even the toughest economic climate. So far, the forum has tackled a number of key challenges facing leaders from capability development to customer experience; measurement to customer centricity. All practitioners with an interest in marketing transformation topics can access the latest white papers, articles, video interviews and blogs on our dedicated community website. www.marketing-transformation.com Follow our progress and get involved. This is our profession to shape. Join us.

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Participants include:

Our aim is to understand marketing and sales communities like no other organisation; to be under the skin of the key issues in these areas in a way that no one else can. Our research focus differs from the academic approach you might expect to see from other sources in that our primary aim is not publication in learned journals but hands-on translation in the workplace. Research has value if it has utility. The research that drives CIM’s Learning and Development activities is for application by you and your sales and marketing teams.

The future for marketing capability

In association with

Aligning with growth, value and business strategy A global benchmarking study exploring capability, performance and future priorities How does your marketing capability compare to competitors and peers? How can you align capability with business strategy and a focus on growth and value? What are the priorities for the future and how can you build marketing capability to tackle these? In this environment, marketing functions have a golden opportunity to reinvigorate themselves – focusing on their purpose and role within the organisation, their contribution to growth, and their input into, and alignment with, business strategy. This study is based on in-depth interviews with 12 business leaders, 14 marketing leaders and a quantitative benchmark study of more than 130 senior marketing, brand and capability leaders in major international organisations, controlling over £3.2 billion in annual marketing spend, and representing a population well in excess of 25,000 marketing practitioners. Launched in Summer 2010, the resulting report explores:

Marketing capability – the state of the nation The link between marketing capability and performance Leading practice in directing and managing marketing capability Future priorities for marketing and business leaders We encourage you to consider how well marketing capability is aligned to business strategy in your organisation. Visit the capability benchmarking tool from its launch in Autumn 2010, at www.global-benchmark.com/capability

7

Strategy and Planning A global benchmarking study undertaken by The Chartered Institute of Marketing and Accenture unearthed two key insights:

Less than 25% of marketing leaders identified strengths in competencies of a strategic, cross functional nature

Strategy and strategic planning ranked in the top three competencies identified by leaders as requiring future skills development

Business and marketing leaders increasingly recognise the need for marketers to contribute to strategy development and adopt wider, cross functional roles within the organisation. A thorough grounding in strategic competence and planning abilities are essential for marketers at all levels and across all sectors, to complement technical and specialist marketing skills and ensure alignment between marketing and the businesses it serves.

Ideas make the difference

My work centres around finding the right idea for a project. One which conveys the message clearly and strikingly. No two illustrators can be the same. It's our job to think differently. © Andrew Baker, illustrator

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9

Principles of Marketing

Strategy and Planning Courses

Fast track through the concepts of marketing and learn how to apply them

Residential option

35 CPD hours Course code

0019 Level

Foundation Duration

5 days Course

Duration

Page

Foundation Principles of Marketing

5 day course

10

Introduction to Marketing Planning

1 day workshop

11

Fundamentals of Strategic Marketing

1 day workshop

11

Introduction to Social Marketing

1 day workshop

12

Foundations of Marketing Strategy

1 day workshop

12

Advanced Market and Sales Forecasting

1 day workshop

13

Implementing Strategy

1 day workshop

14

Marketing to the 50+ Market

1 day workshop

14

Developing Compelling Customer Value Propositions

2 day course

15

Venues and dates

Moor Hall Conference Centre 2010 13-17 September 13-17 December 2011 07-11 March 13-17 June Residential Price

£2,700.00 + VAT CIM Member price

Benefits to you and your company You will be able to offer more support to your organisation’s marketing processes, and where appropriate, use these processes more professionally. You will be able to understand the language and implement the tools of marketing, so that they can be integrated into planned marketing activity.

£2,430.00 + VAT What’s included

Tuition, course materials and full board accommodation Non-residential Price



2 day course

15

Principles of Marketing for the NHS

1 day workshop

17

Masterclass Strategic Marketing Masterclass

5 day course

16


1 day workshop

16

see also... Corporate Responsibility

Overview Fast track through the purpose of marketing in your organisation to ensure your early contribution to marketing activity. Explore the main concepts, tools and language used in marketing and most importantly how these should be used to identify market opportunities for business development. Crucially, the content will address a practical approach to marketing planning and how to write a marketing plan.

1 day workshop

For classification levels please refer to page 3 Check our website for latest courses and dates

99

The essential benefit to organisations is that delegates will be ‘brought up to speed’ more quickly than by the traditional learning on the job approach. Who this course is for This course will suit newcomers to marketing, whether they are new to business or migrating from another role. It will prove invaluable to those working in a practical marketing role, who want to develop a greater understanding of the principles and practice of marketing. What you will learn Define and assess the role of marketing activity in your organisation Develop a customer focus based on customer 'needs' rather than business features Divide a 'market' into useable smaller markets Conduct a marketing audit using both field and desk research sources Make sense of audit information to identify useful market strategies Develop a marketing mix, including strategies for managing products and services, solutions, pricing, channels, and marketing communications Combine all the elements of research, marketing audits, planning and segmentation to create a competitive edge Present a marketing plan that builds on marketing audit findings Use a marketing planning tool to build a plan to penetrate a real-life market Learning approach Delegates will have the opportunity to develop ideas for marketing their own organisations as many activities will be based on their own organisations. Throughout the course they will also work on putting together a marketing plan, through the audit and the planning stages, and present this plan at the end of the course.

10 Training bookings and advice +44 (0)1628 427200


Tuition, course materials, lunch and refreshments More dates and to book online

www.cim.co.uk/0019

“A great way to learn the principles of marketing. It does exactly what it says on the tin!” George White Product Manager, Intavent Orthofix Limited


Introduction to Marketing Planning Use logical planning to improve the effectiveness and profitability of your business

Overview Marketing planning allows an organisation to bring together all the elements of marketing thus providing clear direction in relation to the key marketing value drivers. Developing an insightful marketing plan ensures marketers contribute at a strategic level in the organisation.


0751

Through the application of a case study, your managers will be able to write more effective marketing plans, manage the process of putting plans together and ensure their implementation back at work. This will lead to more satisfied customers and better bottom line performance. Who this course is for This course is especially useful for marketing managers having to prepare a marketing plan for the first time or who are reviewing the effectiveness of current plans. Senior Managers will also find this workshop invaluable when needing to evaluate the plans submitted to them by specialists. What you will learn Apply a logical, easy to understand, step-by-step process to produce a sound marketing plan Conduct a marketing audit and make SWOT analysis more effective Write marketing objectives and determine the strategic thrust of your organisation Segment your market and develop a brand positioning statement Obtain maximum support from colleagues in preparing and implementing marketing plans Develop marketing plans with greater confidence Contribute more to the effectiveness of your organisation Learning approach This course is designed to help you write better marketing plans and manage the implementation process. It provides a clear framework and allows you to apply the principles presented to a case situation. This reinforces your learning in a fun and interactive environment, making application easier back at work.

How to match your company’s resources and skills to the opportunities developing around you


0653

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 08 December 2011 28 April 06 July Price

£499.00 + VAT Benefits to you and your company This course will give you a clear step-by-step process to produce an effective marketing plan. You will conduct a marketing audit, generate alternative growth strategies and select a brand position based on clear competitive advantage. You will leave more confident in your abilities to operate at a strategic level in your organisation.

Fundamentals of Strategic Marketing

CIM Member price

£449.10 + VAT What’s included

Tuition, course materials, lunch and refreshments Related courses

Writing an Integrated Marketing Communications Plan (p81) Foundations of Marketing Strategy (p12) More dates and to book online

www.cim.co.uk/0751

Overview Strategic marketing focuses on how to develop competitive advantage through the drivers of shareholder value. Delivering value to your business requires insight into your changing marketplace and decisions regarding how to match your organisation’s distinctive capabilities with promising value opportunities. Being able to do this is the key for many marketers to increase their influence in the organisation. Benefits to you and your company This course will help you appreciate the difference between a tactical and strategic approach to marketing. You will benefit by comparing your company’s approach to that of other delegates and the case studies used. You will leave equipped with a strategic marketing framework and an understanding of the key marketing activities that drive value.

Venues and dates

London 2010 07 December 2011 24 March 29 June 15 September Price

£499.00 + VAT CIM Member price



Strategic Marketing Masterclass (p16) Implementing Strategy (p14) More dates and to book online

Through many relevant examples and models, your executives will be able to contribute more effectively to the strategic planning processes in your business. Who this course is for This course is designed for managers and executives, irrespective of function, with limited experience of the subject. It provides an introduction and overview of the key issues in strategic marketing decision-making. What you will learn Identify the special characteristics and role of strategic marketing Describe and evaluate a strategic business portfolio using ‘portfolio analysis’ Assemble the essential elements of strategy into a cohesive one page strategy statement Recognise some of the issues likely to be met when introducing strategic marketing into an organisation and identify the ways by which they might be overcome Facilitate the strategic marketing planning process in your own organisation

www.cim.co.uk/0653

“Just what I needed from a course – great! I found this course extremely useful, course director was fantastic and I learnt a lot” Kelly O’Neil Enterprise Development Manager, Birmingham City University

Learning approach The course provides a clear strategic framework and allows you to apply the principles presented to a case situation and your own organisation. This reinforces your learning in a fun and interactive environment, making application easier back at work. Delegates are sent and asked to assess a real-life strategic marketing plan prior to the course and this is discussed on the day.

Courses can be tailored and delivered directly to your team Book online www.cim.co.uk 11


Introduction to Social Marketing Insight-driven strategic marketing to influence people’s behaviour for social and environmental benefit

Overview How do you apply consumer insight, strategic marketing principles and social theory to reduce smoking, tackle growing obesity, increase physical exercise or encourage sustainable lifestyles? This is social marketing. This one-day course familiarises you with the core principles and processes, and shows how to apply some of the key tools and techniques.


1248

A systematic approach for you to identify, evaluate and implement strategies for profitable growth

Residential option


0130

Level

Level

Foundation

Foundation

Duration

Duration

1 day

3 days

Venues and dates

London 2010 28 September 09 December 2011 08 April 20 September Price


Benefits to you and your company You will learn how to enhance your skills to achieve positive social and environmental good. Your learning will enable you to review your current workplace approaches, design customerdriven strategies, and implement targeted behaviour change programmes based on sound marketing and social science principles.

Foundations of Marketing Strategy



www.cim.co.uk/1248

If your organisation seeks to improve public health and well-being, safety, environmental lifestyles or promotes a social cause, it will benefit by improving its strategic approach for higher impact and sustained outcomes. Improved commissioning, structuring, delivery and resourcing of services and campaigns can result from insight and customer-centric approaches.

Overview Marketers everywhere are seeking to raise the awareness of marketing as a vital strategic discipline within their business. For this to happen, it is crucially important for them to understand and implement the series of steps necessary to construct and carry out a winning strategy. This three day course provides the immersion necessary to embed this process in a thorough and practical way.

Venues and dates

Moor Hall Conference Centre 2010 25-27 October 2011 31 Jan - 02 Feb 04-06 May 18-20 July Residential Price


Benefits to you and your company You’ll develop and hone your analytical skills, which will last throughout your working life, and gain a deeper understanding of external and internal business processes. You will discover how marketing models fit together and are used in practice and be able to work out action plans for implementing your newly acquired skills.

£1,615.50

+ VAT

What’s included



Your organisation will benefit from an increasing awareness of how effective marketing strategies will impact your business, and how they can lead directly to performance and profit improvements. A greater understanding of customers, competitors and organisational structure and communication will lead to sharper strategic focus.

Who this course is for You don’t need to be a marketer to derive value from this course. The main requirement is that you need to influence positive public behaviour and would like to improve your strategic approach. Whether from a marketing, communications, social service, public or private sector background, you can learn how to rethink the way you do things for greater impact.

Who this course is for Marketers who are starting to move into positions where they will be expected to demonstrate increasing strategic awareness. Existing marketing managers who want and need to refresh their marketing knowledge. Managers from other disciplines who need to work closely with other marketing colleagues as members of cross-functional strategic teams. Sales executives who are moving across to marketing.

What you will learn Recognise where and how social marketing can be applied Understand how to get started Design your own social marketing strategy How to apply some of social marketing’s core concepts, processes and practical tools

What you will learn Add value for the customer, and therefore your company, by ensuring that you practise marketing orientation Use all the steps of the strategic marketing process in a logical and persuasive fashion Practise in a hands-on way the tools and frameworks of strategic marketing Carry out segmentation, targeting and positioning Link strategic positioning to marketing tactics Develop your marketing mix Set up meaningful and precise milestones to measure progress Match internal strengths to external opportunities for maximum return

Learning approach A ‘hands-on’ course, where participants prepare their own (or use a worked example) social marketing programme Fully interactive to encourage group discussion. The aim is to exchange results (from worked examples) and give insight to different approaches to social marketing Tailored and targeted support (numbers permitting)

Courses can be tailored and delivered directly to your team 12 Training bookings and advice +44 (0)1628 427200

Learning approach The delivery style is interactive. There will be a full explanation of the tools and frameworks used, then each component will be practised, sometimes individually, but more often in groups. Contributions from delegates, especially experiences from the field, are warmly welcomed. Other media, including film clips will be used to illustrate various points.


Tuition, course materials, lunch and refreshments Related course

Strategic Marketing Masterclass (p16) More dates and to book online

www.cim.co.uk/0130


Market and Sales Forecasting Get ahead of the curve – give yourself a core competency


1218 Level

Advanced Duration

1 day Overview This workshop is designed to help marketers who need to produce ‘good’ forecasts develop practical forecasting skills within the context of a professional forecasting framework. It covers all key aspects from forecasting fundamentals, best and worst practice, through challenges and issues to appropriate tools and techniques, with considerable use of the latter throughout! Benefits to you and your company As your forecasting skills develop (organisation/ planning, execution and evaluation), you’ll feel more confident that you’ve done a professional job ie. collected the right data, processed and interpreted it in the right way, drawn the right conclusions and justified both the validity of your methodology and the likely outcome/forecast. Information is power!

Venues and dates

London 2010 19 October 2011 17 February 05 May 13 September Price




Business Analysis for Marketing Managers (p29) Business Maths for Marketers (p30) More dates and to book online

www.cim.co.uk/1218 A more professional approach to forecasting incorporating better planning, the collection, analysis and interpretation of appropriate data and the utilisation of information technology should lead to increased confidence in the forecasts created and ultimately the performance delivered. Who this course is for It is specifically designed for quantitatively oriented marketers who are proficient with spreadsheets and already have a reasonable understanding of the scientific (mathematical/ statistical) side of marketing, but want to develop their skills and boost their confidence. What you will learn Create professional short, medium, and longterm forecasts Assess the marketing environment (macro, micro, internal) Manage expectations upwards, downwards and sideways Implement best practice in terms of forecast design, delivery and evaluation Collect the right data in the right way Integrate qualitative and quantitative research Measure markets, share, growth, and other parameters more confidently Convert the data into relevant information using various statistical tools and techniques Make realistic projections and offer alternative scenarios with ‘sensitivity analyses’ Implement, evaluate and control your forecasting efforts professionally Apply within both strategic (customer...) and tactical (PLC, pricing...) arenas Learning approach A mixture of slides, demos and discussion, with lots of ‘hands-on’ exercises and mini workshops geared to putting theory into practice. We shall be using IT/software to help produce and appraise forecasts. Emphasis on application!

Book online www.cim.co.uk 13


Implementing Strategy Effective implementation of strategy is key to an organisation’s success

Marketing to the 50+ Market 7 CPD hours Course code

1150

Overview This workshop provides a clear, logical process to adopt for translating high-level organisational strategy into practical activity. It highlights the key steps and potential pitfalls along the way and provides a rounded view of the issues and challenges which will impact on achieving the desired results.

Strategy can only impact on the bottom line if it is successfully implemented. Many would argue that drafting a strategy is the easy part and that the key challenge lies in its proper implementation. This workshop provides a framework for successful strategy implementation.

Advanced

Duration

Duration

1 day

1 day

Venues and dates

London 2010 18 November 2011 22 February 13 July

Overview The press is full of stories about population ageing and the ‘boomer’ generation. This course distinguishes the facts from the fiction and explains in practical terms how marketers can exploit the ongoing changes to the demographics of the UK.

Price

£499.00 + VAT £449.10 + VAT What’s included


Strategic Marketing Masterclass (p16) More dates and to book online

www.cim.co.uk/1150

Translate high-level strategy into practical goals

1306 Level

What you will learn How to use a framework-based approach to implementing strategy with the key tools, techniques and approaches needed to:

Course code

Advanced

Who this course is for This workshop is suitable for any manager who is responsible for implementing organisational strategy including its strategic and operational aspects. This could include managers who are leading teams, business units or business development programmes. The workshop would also help those who are involved in strategy implementation from any of the key functions such as the marketing and sales teams.

7 CPD hours

Level

CIM Member price

Benefits to you and your company You will benefit from having a clear understanding of how to organise and prepare for successful strategy implementation. You will also learn how to get your strategy implementation off to a good start, keep it on track, deliver the desired results and learn from your real time experiences.

Excel at marketing to the UK’s fastest growing and most wealthy segment of consumers

and objectives with a clear appreciation of the critical success factors Identify where your organisation’s culture needs to change in order to remove barriers to success Identify and make plans to fill gaps in your organisation’s capability Develop techniques to win and retain stakeholder support Design and put in place a practical balanced performance management system to ensure ‘things get done right and the right things get done’ Ensure that the key learning points from strategy implementation are used to develop organisational capability

Learning approach This course combines presentation and discussion with learning point illustration using case examples and group exercises.


Venues and dates

London 2010 05 October 2011 09 February 13 July Price

Benefits to you and your company This highly effective one day workshop gives you the techniques, knowledge and confidence to market to the UK’s most important consumers – the over-50s. This course enables organisations to understand and respond to the shift in marketing importance from the young to older consumers. Organisations will be equipped with the latest techniques to segment the over-50s market, as well as the knowledge to select the most appropriate channel mix and a framework for NPD. Organisations can then make the transition from age-specific to age-neutral marketing.




www.cim.co.uk/1306

Who this course is for Marketers and other managers who need to understand the implications of the ageing population on all aspects of marketing from NPD to marketing communications. The workshop is especially valuable for marketers responsible for creating and implementing campaigns targeting older people. Note: this course assumes a good understanding of marketing principles but no specific technical knowledge. What you will learn Quantify the business value of the 50+ market Segment the market Predict the purchasing behaviour of 50+ consumers Understand the real and imaginary differences between old and young consumers Apply the rules of age-neutral marketing Transform your organisation’s customer touch points to become ‘50+ friendly’ Produce creative materials that resonate Apply lessons from companies that have succeeded or failed with 50+ marketing campaigns Audit your own organisation’s readiness to exploit the challenges created by population ageing Access and use the best sources of information about 50+ marketing Learning approach Delegates are asked to submit examples of the marketing communications they use when influencing their older customers (eg. web, email, advertising, brochures etc). During the training session this will be discussed to help reinforce the key learning points. In addition, this process provides delegates with new insights to incorporate into their current marketing activities.

Courses can be tailored and delivered directly to your team


Developing Compelling Customer Value Propositions Build significant demand for your products and services by creating ‘compelling value propositions’

Residential option


0190 Level

Overview This course is designed to ensure that you turn your offerings into compelling ‘value propositions’ and grow demand for your products and services. The creation of your value proposition will require you to think laterally about what you offer the market to capitalise on sales and marketing opportunities. This will help you build demand generation, pipeline, revenues and profits for your organisation.

Course code

0429 Level

Advanced Duration

2* days

2 days

Venues and dates

Moor Hall Conference Centre 2010 18-20 October 2011 07-09 March 19-21 September Residential Price

£1,495.00 + VAT

Benefits to you and your company You will learn how to construct value propositions and become more effective in working with other departments to realise the true potential of the proposition. You will benefit from applying this new and proven method of marketing to your chosen portfolio of products and services. Your organisation will benefit in three ways. Firstly, by instilling a complete value process allowing you to create compelling propositions; secondly, by empowering your employees to make informed decisions on the direction and shape of the proposition and finally, by providing guidance on how to execute your propositions and direct marketing efforts to specific audiences/markets.

CIM Member price

Learning approach The course is designed to be as interactive as possible and includes: Individual tasks Group discussions Individual and group exercises and presentations A variety of learning media including video and slide-based materials

14 CPD hours

Duration

£1,345.50 + VAT

What you will learn Define and evaluate customer propositions Understand and apply key principles in developing customer propositions Work more effectively with other functions to deliver successful customer propositions Align multiple customer contact points behind a proposition to ensure consistent delivery Evaluate and measure the effectiveness of propositions, both internally (team roles, process, internal barriers etc.) and externally (success in the marketplace) Develop an understanding of, and the skills relating to, the formulation of compelling business cases – ensuring that propositions can be sold internally, before externally

A research-based investigation of best practice marketing in the G8 economies that reveals win-win strategies for marketing directors

New course Residential option

Advanced

CIM Member price

Who this course is for This course is designed for practitioners or managers whose role involves the research, development and delivery of customer value propositions – defining and developing offerings to a market/segment/ audience/customer. It is likely that you will work as part of a dedicated or virtual team responsible for planning, business case development or implementation.


What’s included


£1,299.00 + VAT £1,149.00 + VAT What’s included

Tuition, course materials, lunch and refreshments *Note

Course starts in the evening of Day 1, followed by 2 full days’ tuition Related courses

Strategic Marketing Masterclass (p16) From Market Insight to Marketing Strategy (p38)

Overview Leading US observers have declared that marketing is ‘under siege’, that the influence of marketing departments is in decline, and that its responsibilities are dispersed across the organisation. Ten years ago marketing could claim demonstrable influence on the way organisations approached business. What went wrong? This programme sets out in straightforward terms, backed by a wealth of research across leading businesses in the world’s major economies, how marketing leaders can restore marketing’s standing in the organisation and translate that into genuine and sustainable business performance.

Moor Hall Conference Centre 2011 14-15 February 13-14 June Residential Price




Benefits to you and your company A Marketing Director should be recognised as the cornerstone of a business’s commercial success. We will show you two ways for your marketing department to influence performance – either a direct effect, where the benefits of a strong marketing function flow immediately into improved business performance, or an indirect effect, where a strong marketing function increases marketing orientation.

£1,197.00 + VAT

Who this course is for This course is for senior marketers at Head of or Director level who are responsible for the development of high level plans and strategies and who are charged with management responsibility for their organisation’s marketing function.

John Saunders John Saunders is Professor of Marketing, Aston Business School, Aston University, England and Distinguished Professor at AUDENCIA Grade École Nantes, France. His major research interests are evolutionary marketing (the application of evolutionary theory to marketing), sustainable marketing and the future of marketing. He holds degrees from the universities of Loughborough (BSc), Cranfield (MBA) and Bradford (PhD).

More dates and to book online

www.cim.co.uk/0190

Venues and dates

What you will learn The three potential determinants of marketing’s influence within a firm Why earning respect for your marketing outputs is a question of competences, not genius How to successfully integrate courage and creativity Why it’s important to get even closer to the customer How to demonstrate that business performance and marketing orientation increase with marketing’s influence within a firm How to convert knowledge of customer needs into new product development ideas Why it’s important to champion customer needs across the organisation, ensuring that they are a foundation of corporate strategy

CIM Member price



www.cim.co.uk/0429

Learning approach An interactive and thought-provoking high-level exchange between Professor Saunders and the group Case studies, group discussion and analysis Due to the calibre of people attending this programme there are excellent opportunities for peer-to-peer learning



Strategic Marketing Masterclass Delivering organisational success by putting the customer at the heart of planning

Overview The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. Today’s business environment drives the continual search for competitive advantage and this masterclass is designed to provide delegates with the knowledge, tools and techniques to achieve this. Benefits to you and your company You will have the opportunity to review your current approaches and compare these with good practice and other sectors. You will build your confidence and provide the evidence needed to make a business case in order to support stronger external orientation and customer led planning. You will also extend your range of planning tools and techniques and come away with ideas and tips that will help you achieve your personal performance goals.

Residential option


New course

35 CPD hours

From strategy to share price

7 CPD hours

Course code

Course code

0174

0428

Level

Level

Masterclass

Masterclass

Duration

Duration

5 days (split 3*+2)

1 day

Venues and dates

Moor Hall Conference Centre Module 1 (3 day) + Module 2 (2 day) 2011 25-28 January + 28 Feb - 01 Mar 05-08 April + 23-24 May 21-24 June + 25-26 July Residential Price


Tuition, course materials and full board accommodation

Who this course is for Delegates need to be experienced managers, from a marketing or non marketing background, involved with their business planning and strategy development and/or who have the authority to develop and implement marketing plans and strategy. What you will learn Structure and write strategic and operational marketing plans Assess your organisation’s use of strategic marketing and make constructive recommendations to maximise ‘business’ benefits from a customer orientated perspective Appreciate the customer-focused planning process and be able to map your organisation’s decision-making against it Manage segmentation analysis and decision-making Recognise barriers to achieving high performance organisations and teams, and be able to recommend practical steps to overcome these in a variety of scenarios Appreciate the critical importance of control and be able to recommend a range of control metrics in financial and marketing terms


Benefits to you and your company You will use the processes we reveal to identify whether or not you have either a robust strategy that you can prove to the board, or you discover you haven’t and have to go back to basics and reformulate your strategy. You will learn how to develop robust value creating strategies that break away from the vapid forecasting and budgeting that characterises most marketing plans.



Module 1 starts in the evening of Day 1, followed by 3 full days’ tuition More dates and to book online

www.cim.co.uk/0174

Richard Mayer Richard Mayer is actively involved in marketing training for a range of clients. His main interest lies in improving professional marketing standards, with a particular focus on business to business marketing and strategic marketing planning in both the private and public sector. He has worked on marketing training projects for several prominent blue-chip companies, including O2, HSBC, Pfizer, Microsoft and BP.

Learning approach The non-competitive, shared-learning environment is a balance of traditional delivery from a highly experienced consultant practitioner, with clinic sessions, group activities and social learning amongst peers.


Venues and dates

London 2011 22 February 02 June Price




www.cim.co.uk/0428

CIM Member price

Non-residential Price

This masterclass will provide your manager with the time and catalysts to help them identify opportunities that could directly improve your competitive advantage and your planning process. The split format of the programme (3 + 2 days) allows participants to reflect on experiences and learning from the first module, before returning to address the specific strategic marketing challenges facing their own organisation.

Overview As marketers we must serve two distinct groups: firstly, customers who want the most value for the lowest outlay and, secondly, shareholders who want the greatest return for the lowest investment and risk. Neither of these groups will remain loyal if they can achieve better value elsewhere. Shareholders invest in our ability as marketers to use their funds to outperform other marketers. This research-based masterclass, delivered by one of the world’s leading marketing thinkers provides a way of measuring the risk associated with a marketing strategy and the likely value it will create for shareholders.

Marketing due diligence involves the careful evaluation of the business plan and what lies beneath it. It is an objective process that pays no heed to opinion and provides a research-based, objective answer to the question: does this business plan create shareholder value? The outcomes you produce enable investors to make informed and substantiated investment decisions. Who this course is for This course is for senior marketers at Head of or Director level who are responsible for the development of high level plans and strategies. What you will learn How the marketing due diligence process is developed and applied How to develop the implications of the strategy and conduct rigorous and logical analysis How to assess the risks of the strategy. Working through the 15 risk factors and assessing the probability of them occurring Identify with absolute accuracy the weaknesses in a particular strategy along with appropriate corrective action needed to remedy the weaknesses Assess whether or not the strategy delivers shareholder value How to create a substantive piece of evidence that can be used in negotiations with investors or in connection with other sources of finance Learning approach An interactive and thought-provoking high-level exchange between Professor McDonald and the group Case studies and group discussion and analysis Due to the calibre of people attending this masterclass there are excellent opportunities for peer-to-peer learning

Emeritus Professor Malcolm H.B. McDonald MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA Malcolm McDonald is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.He is Chairman of Brand Finance plc and five small companies, but also spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox and BP. He has written forty three books, including the best seller ‘Marketing Plans; how to prepare them; how to use them’. Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management.


Courses for the NHS Technology has utterly transformed the marketing environment within the NHS and few companies have harnessed that technology better than Dr Foster. Their services allow marketers within the NHS to drill down deeply into the raw data they possess and through analysis turn that data into actionable insights that are of significant benefit to NHS trusts. They provide the cornerstone of effective business development and social marketing campaigns. CIM has partnered with Dr Foster to encourage best marketing practice throughout the NHS and will be working closely together with them to develop training programmes at the cutting edge of marketing practice in today’s National Health Service. These courses are the first fruits of this partnership Principles of Marketing for the NHS

page 17

Marketing Metrics in the NHS

page 22

The Role of Branding in the NHS

page 44

Principles of Marketing for the NHS Understanding how to identify your markets and stakeholders and develop a strategy for marketing your services to them


0090 Level

Advanced

In partnership with

Duration

1 day Overview If the role of the NHS is to improve care for patients and the public it serves – managers need to be able to identify who those people are, where they are, what they need and when they will need it. This introduction to marketing planning helps you to take a strategic approach to understanding what you are delivering and who you are delivering it to. Benefits to you and your company You will learn how to adopt a strategic marketing approach, understanding the structure of the current market, how services are being commissioned, from whom and for whom. This will then be translated into a strategy for your own organisation to work from at a local level. You will be able to develop your own marketing plan and related marketing mix, including an appropriate communications strategy.

Venues and dates

London 2010 07 December 2011 05 April 27 September Price




The Role of Branding in the NHS (p44) Marketing Metrics in the NHS (p22) More dates and to book online

www.cim.co.uk/0090

Dr Foster’s, Hospital Marketing Manager (HMM) tool helps over 70% of all acute trusts plan and develop their services through understanding their referral patterns and devising local marketing strategies.

Who this course is for This is a strategic course, suitable for Heads of Services or Directors who need to ensure that their organisation is adopting a more strategic approach to service commissioning and delivery. What you will learn How to prepare a marketing plan for your organisation, including: environmental analysis, stakeholder analysis, segmentation, marketing mix Your organisation’s critical success factors Measuring outcomes against objectives Learning approach The delivery content is an overview of the principles of marketing with practical application of how to write a marketing plan using external and delegate examples. The course is highly interactive and based on a high element of discussion.


Metrics In a recent poll from the Marketing Transformation Leadership Forum, the think tank from CIM and Thomson Reuters:

An overwhelming 78% of senior marketers believe scrutiny over marketing investments is going to increase over the next five years

Only 29% of senior marketers believe that marketers are adequately skilled to tackle the accountability challenge

In addition, our 2010 benchmarking survey on Marketing Measurement and Accountability (CIM/Deloitte), found a number of concerning statistics suggesting that marketers still have work to do to help justify, evaluate and sustain marketing investment:

Only 7% of companies set clear KPI’s clearly for each initiative

7 out of 10 organisations feel their reporting doesn’t fully measure the impact of marketing

For more information on our think tank, see www.marketing-transformation.com and for the benchmarking study, visit www.cim.co.uk/globalinsights

Chaotic Order

Creativity is a balance between chaos and ordered thinking. Starting with the freedom of chaotic and spontaneous thoughts, taming and crafting them into a measured order that is both beautiful and tangible. © Yehrin Tong, illustrator

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19

Introduction to Marketing Metrics

Metrics Courses

If you can’t measure it, you can’t manage it – it’s as simple as that!


0596 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Introduction to Marketing Metrics

1 day workshop

20

Digital Metrics and Analytics

1 day workshop

21

Advanced Marketing Metrics in the NHS Marketing Metrics: Measuring Marketing Performance

1 day workshop 2 day course

21 22

see also... Brand Metrrics

1 day workshop


Overview This workshop provides an overview of how marketing metrics can be used to measure marketing performance as well as the likely key metrics that should be utilised to assess the efficiency and effectiveness of your marketing efforts. It will demystify the ubiquitous concept of ‘ROI’ (Return on Investment) as well as give you a widely used basic formula (with sample calculations and associated spreadsheet).

43

Benefits to you and your company Having learnt and worked your way through the metrics fundamentals, you should return to work with much greater confidence – and a toolkit – to help you better allocate and manage scarce marketing resources. This new quantitative approach should also result in marketing being perceived as fundamental and driving rather than superficial and ‘fluffy’! Your organisation will benefit from your better understanding of your value proposition, the key drivers (and hence likely metrics) and how the various marketing tools and techniques contribute to value delivery. Delegates will be able to establish the link between effort expended and rewards won (ROI).

Venues and dates

London 2010 18 November 2011 17 January 07 April 03 August Price




Brand Metrics (p43) Digital Metrics and Analytics (p21) Marketing Metrics: Measuring Marketing Performance (p22) More dates and to book online

www.cim.co.uk/0596

Who this course is for This workshop is designed for people and organisations that understand the critical importance of measuring and evaluating their marketing activities and expenditure, and are keen to do something about it. The content is broad in coverage and therefore whilst it covers all of the key aspects, it does so in ‘fundamentals’ as opposed to ‘in depth’ manner. What you will learn Set ‘SMART’ marketing driving objectives Design a basic marketing performance measurement system Avoid common design, implementation and management pitfalls Utilise common performance measurement frameworks (‘Balanced Scorecard’, ‘ServQual’...) Develop internally consistent metrics (linked to ‘SMART’ objectives) using a ‘Metric Definition’ template Calculate the ROI at strategic (client/customer/ consumer) and tactical (mix) level Measure the efficiency and the effectiveness of strategic and tactical marketing activities Develop marketing plans with emphasis on good implementation, evaluation and feedback Design and deliver appropriate and targeted marketing activity reports and indicators Ensure that marketing is seen as focused, accountable and adding value Learning approach A mixture of slides, exercises/mini workshops and discussion, with the emphasis on application!



Metrics

Digital Metrics and Analytics Measuring and analysing your digital activities to gain insight and boost performance


0659 Level

Foundation Duration

1 day Overview This workshop is designed to give you the fundamentals of digital metrics and analytics so that you can confidently and proficiently either undertake digital measurement and analysis yourself, or specify to an agency or partner what you expect to be done and why.

Venues and dates

London 2010 06 October 2011 18 January 04 May Price

£499.00 + VAT Benefits to you and your company You will be in a much better position to specify the key data and resultant information you need in order to improve not only your digital marketing performance but also your overall organisation’s performance.

CIM Member price



The core benefit to the organisation is establishing the link between investment in digital marketing and the subsequent results and ROI. Specific digital metrics and web analytics can help the organisation determine, amongst other things, whether they are providing a worthwhile experience and whether their digital marketing initiatives are working from a bottom-line point of view.

Introduction to Digital Marketing (p56) Marketing Metrics: Measuring Marketing Performance (p22) More dates and to book online

www.cim.co.uk/0659

Who this course is for This workshop is designed for people/ organisations who want to get a better understanding of how their key digital marketing tools and techniques are working with a view to measuring and improving the return on their digital marketing investment, effort and activities. Some experience with – or at least exposure to – web analytics software and/or reports would be useful, but is not essential. What you will learn Create and implement a ‘best practice’ web analytics strategy Avoid common design and implementation issues including measuring the wrong things Undertake appropriate quantitative and qualitative analyses geared to developing insight Understand where your web traffic is coming from and going to and perhaps even why Determine key strategic and tactical metrics that should underpin your digital marketing Improve the design and conversion of your web site and other digital marketing tactics Select products, services, solutions, partners etc. based on clearly identified requirements Generate focused and meaningful digital marketing reports Build a knowledge base and benchmarking capability based on internal and external data Establish the financial ROI on digital marketing activities to optimise budgets Use metrics and analytics to inform digital marketing initiatives Learning approach A mixture of slides, video, exercises, demos and discussion, with opportunities for ‘hands on’ experience eg. creating and tracking digital campaigns.


Metrics

Marketing Metrics in the NHS Learn a range of metrics to demonstrate the benefits of marketing

In partnership with



0517

Level

Level

Advanced

Advanced

Duration

Duration

1 day

2 days

Venues and dates

Benefits to you and your company Delegates will have a better understanding of how marketing can contribute to the organisation’s delivery objectives and can utilise key measures to demonstrate the benefits obtained.

Price

London 2010 09 November 09 December 2011 07 April 29 September £499.00 + VAT CIM Member price


Who this course is for This course is useful for anyone either planning, managing or delivering marketing and communications or patient engagement in their organisations.

Putting the numbers into your marketing

Residential option

0095

Overview The purpose of the course is to learn a range of techniques to measure your organisation’s marketing activity and demonstrate how it increases value in stakeholder engagement and service delivery.

The benefit to your organisation is that more robust measurements can be taken of your marketing activity set against strategic marketing objectives and budget management.

Marketing Metrics: Measuring Marketing Performance


Principles of Marketing for the NHS (p17) The Role of Branding in the NHS (p44) More dates and to book online

www.cim.co.uk/0095

What you will learn Understand the role of marketing in the NHS Understand how measuring marketing activity can help the organisation to plan strategically for the future Identify and employ different techniques used in measuring marketing activity Communicate to a range of stakeholders how marketing metrics can demonstrate an effective marketing return on investment (MROI) Learning approach Lecture format Discussions groups Practical exercises Company presentation on health service intelligence

Overview Given the importance of ‘the numbers’ for all organisations, both commercial and ‘not-forprofit’, especially in the current economic environment, there has never been a greater need for accountable marketing.

Venues and dates

This course will help you develop a more quantitative approach to the development, implementation and evaluation of your marketing plans and associated activities, utilising appropriate metrics to assess both the efficiency and effectiveness of both strategies and tactics.

Residential Price

Benefits to you and your company You will be able to set up a ‘marketing performance measurement system’ and communicate more appropriately and effectively with your managers, directors and/or board. Your organisation should see an improved return on its investment in marketing and a better understanding of how the various marketing tools and techniques work. It will appreciate the effort expended and the rewards won through focused measurement and it will therefore be more confident in allocating resources to marketing.







www.cim.co.uk/0517

Who this course is for For people who understand the critical importance of measuring and evaluating their marketing activities and expenditure, and are ready to invest time and brainpower in developing a metrics oriented approach to doing the best they can with the resources they’ve got. What you will learn Use tools such as ‘efficiency metrics’, ‘effectiveness metrics’ and ‘ROI’ Design appropriate marketing metrics and calculation formulae Locate these metrics within a ‘Marketing Performance Measurement System’ Avoid common design, implementation and management pitfalls Measure the efficiency and effectiveness of strategic and tactical marketing activities Understand the growing relevance and usefulness of direct marketing tools and techniques with their in-built response mechanisms and metrics Use models (econometric), basic marketing mathematics and statistics Develop marketing plans with the emphasis on implementation, evaluation and feedback Establish links between market activities, performance and results Ensure that marketing is seen as focused, accountable and adding value Learning approach A mixture of presentation, workshop and discussion centred around a strategic marketing case study, with the emphasis on application.


Moor Hall Conference Centre 2010 16-17 November 2011 16-17 March 18-19 July


New for 2010 Get in shape with our new Marketing Bootcamp We can’t promise you’ll get a six-pack but we’ll certainly give your marketing skills an intensive work-out at our Marketing Bootcamp.

Build your marketing muscle power and improve your game plan Our bootcamp is a highly intensive programme that runs over five consecutive days. It is delivered at CIM’s dedicated training centre in Berkshire – an ideal environment for your marketing work-out. It includes five essential courses, covering the fundamental concepts of marketing and practical skills for implementation. You will come away with a new set of skills that you can implement immediately within your organisation.

Collecting CPD points? For those on our Chartered CPD Programme and for those working to achieve or maintain Chartered Marketer status, you can earn 35+ CPD hours by attending a bootcamp - making it an easy and effective way of achieving your full annual CPD requirement.

Get Your Marketing Bootcamp information pack Call us on +44(0)1628 427200 or email [email protected] quoting Marketing Bootcamp. Our next Bootcamp is scheduled for February 2011, so don’t delay – speak to one of our training advisors today.

Our Marketing Bootcamp can also be offered as an in-company programme. We can tailor the programme and split it into modules to suit your needs. To find out more speak to one of our advisors on +44(0)1628 427250.

Marketing Bootcamp Practical Skills Designed to provide the basic understanding and skills that underpin the execution of great campaigns, these five subjects include some of the most popular and highly acclaimed courses in our portfolio. Tried and tested, they will give you all the practical tools and ammunition you need – and leave you eager to put into practice what you’ve learned. Who should attend? Ideal for new recruits in marketing or junior marketers who want to develop a more rounded set of practical marketing skills. What you’ll cover 1 Fundamentals of Marketing What marketing is, what it does… and how to use it to improve your organisation’s profits 2 Introduction to Marketing Communications A solid grounding in the tools, techniques and approaches used in professional marcoms 3 Principles of Great Copywriting Learn how to write outstanding and brand-building copy 4 Introduction to Digital Marketing Explore the opportunities and challenges of digital communications and technologies 5 Introduction to Marketing Metrics Learn how to use marketing metrics to measure marketing performance and measure ROI (Return on Investment)

Residential option


0900 Duration

5 days

Venues and dates

Moor Hall Conference Centre 2011 31 January -04 February 09-13 May Package price

£2,100 + VAT This includes a saving of £395 on the price of booking courses individually and includes the bootcamp experience (including full board accommodation) for free! What’s included

Tuition, course materials and full board accommodation To book online

www.cim.co.uk/0900


Business, Management and Finance ‘No marketer is an island’... at its most fundamental level, irrespective of sector or other context, marketing can be seen as a management philosophy, as well as a department or function within the business. An externally oriented way of working to ensure that business pursues the customers and opportunities, with the right offer or proposition, to secure the value or return desired. This cross functional ethos demands that marketing practitioners be versed and capable in the working skills of their counterparts across the business – both for credibility as well effective marketing performance. Skills such as innovation, team working, financial competence and people management become ever more important as the context in which marketers operate becomes more horizontal, than vertical.

Scaling the heights

I wanted to reflect, in a fairly fluid way, the themes of aspiration, achievement and optimism alongside the means to achieve those targets. © Matthew Cooper, illustrator

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25

Business Management and Finance Courses

Essential Presentation Skills Become a confident, engaging and influential presenter, whether talking to internal or external audiences


0970 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Essential Presentation Skills

1 day workshop

26

Assert Yourself

1 day workshop

27

Essentials of Project Management

1 day workshop

27

Time Management

1 day workshop

28

Leadership Skills for New Managers

1 day workshop

28

Business Analysis for Marketing Managers

1 day workshop

29

Budgeting for Marketers

1 day workshop

29

Business Maths for Marketers

1 day workshop

30

Finance for Non-Financial Managers

1 day workshop

30

Overview Even the most professional and accomplished marketers can feel nervous and uncomfortable when asked to make a presentation. This course builds confidence from the first moment to the last, improving delegates’ mindsets as well as skill sets. We also study the psychology of persuasion, learn how to structure material powerfully and discover how to engage with an audience.

Venues and dates

London 2010 05 October 2011 15 June Price



Advanced Managing Marketing Resource

3 day course

31

Influencing Skills to Get Results

1 day workshop

32

Masterclass Presentation Masterclass

2 day course


32

Benefits to you and your company You will be able to address and overcome the natural fears that people have when preparing to make a presentation, such as: will the audience find me interesting? Will they buy my arguments? will I remember what to say? Will my voice dry up? How will I handle those tricky questions? Your employer can feel confident that you are able to represent their brand with conviction and pride, whether you are pitching for business, presenting to a peer group or engaging internal stakeholders. Who this course is for For all those who want to improve their presentation skills, especially middle to senior managers, either agency or client-side who want to maximise their impact and increase their influence. What you will learn Discover how to access your most positive mindset and overcome the fear of public speaking Identify your audience and what they care about Discover the ‘cycle of persuasion’ and the five secrets of great content Learn how to structure what you are saying for maximum effect An authoritative voice: improve your tone, pace, volume and emphasis Develop more confident body language, so that your eyes, face and hands match your message How to channel nervous energy Using visual aids How to handle questions


Presentation Masterclass (p32) More dates and to book online

www.cim.co.uk/0970

“This course was invaluable, giving me the confidence and the structure to really improve my presentations” Mike Geoghegan Senior Trade Marketing Executive, Royal Caribbean International

Learning approach This course is very hands-on with intensive practical exercises. There will be several opportunities to make presentations and learn from peer and tutor feedback.



Assert Yourself Realise the full potential of the most important asset of all – YOU

Essentials of Project Management 7 CPD hours Course code

0976

Foundation

Duration

Duration

1 day

1 day

Price

Benefits to you and your company Getting the balance between being too shy or aggressive at work is always difficult. This popular event gives you the confidence to ensure that you are heard, respected and appreciated.

What’s included

Learning approach A combination of lecture and hands-on exercises makes this course a complete learning experience.

0759 Level

This highly enjoyable event is crucial for anyone at any level wishing to learn how saying ‘no’ encourages others to resoundingly say ‘yes’ to your initiative and insights.

What you will learn Revive and release your full professional potential Instil confidence in others by understanding what motivates you Adapt and flourish in hectic sales and marketing environments Build mutual trust and understanding Improve listening skills Be heard, respected and valued Tackle awkward people Continue to be a valued asset to your company whilst remaining in control of your own career

Course code

Foundation

Venues and dates

Who this course is for Anyone looking to build confidence in themselves or teams will find that this event helps them communicate more effectively with the key people they work with throughout their sales and marketing career.

7 CPD hours

Level

Overview When you feel able to get your point across, everything at work improves; from dealing with difficult customers and demanding teams, to achieving what you do best – at peak performance.

Each member of your sales or marketing team brings individual strengths and skills to your flourishing organisation. Packed with cutting edge, highly enjoyable, interactive exercises, this popular event draws out people’s full potential so making them happier, more successful team players.

Gain the confidence and skills required to implement the key stages of excellent project management

London 2010 25 October 2011 02 March 03 August £499.00 + VAT CIM Member price

£449.10 + VAT Tuition, course materials, lunch and refreshments Related course

Influencing Skills To Get Results (p32) More dates and to book online

www.cim.co.uk/0976

Overview This workshop provides an essential foundation for anyone new to project management. With a focus on the steps required to scope, plan, implement and evaluate marketing projects, it also provides the grounding required to deliver on time and within budget. We also consider the ‘human factor’, encouraging the project manager to manage the process of gaining cooperation and mutual accountability within the project team. Benefits to you and your company You will understand the key stages of project management and your responsibilities to both stakeholders and your team. You will gain confidence in the process to deliver projects on time and within budget. You will understand how to unite your team and work together to welcome the challenges that project management brings. This workshop provides the essential skills to perform efficiently and cost-effectively. For the organisation this means better project control and delivery, and confident marketers who take the inevitable challenges of project management in their stride. Who this course is for This workshop provides the perfect introduction to project management and is therefore suitable for anyone who is new to marketing or project management and would like some formal training to help build skill and confidence. What you will learn Understand what it really means to be a project manager and why it is an essential skill for the ambitious marketer Understand how personal efficiency is a big contributory factor to successful project management Scope a project and set realistic objectives while managing stakeholder expectations Plan a project and prioritise all the tasks within the plan Implement the project plan and organise your team to work to deadlines Work with the team to get the best out of people so that they understand the role they are playing and the accountability they have to the team Understand why evaluation is so important

Venues and dates

London 2010 04 November 2011 10 January 18 May 14 September Price




Managing Marketing Resource (p31) More dates and to book online

www.cim.co.uk/0759

“This is the most useful training course I have been on. It equipped me with the key tools and the confidence to better manage and control projects. I was able to put my learning into practice straight away” Mark Bentley Product Manager, Lyons Seafoods

Learning approach There is lots of discussion and exercises to ensure that the project management theory we cover can be translated for the real world and the delegates’ own work situation.



Time Management How to achieve more in less time through research-proven training

Leadership Skills for New Managers 7 CPD hours Course code

1417 Level In partnership with

Overview This course seeks to produce a measurable step-change in your overall ability to make effective use of your work and personal time. In a fun, non-threatening way, it increases awareness of your current time challenges. It provides guidelines and techniques that can be shown to work in the realities of the workplace.


1406 Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 25 November 2011 11 January 12 April 06 July

Overview This course will develop the skills and confidence you need to work effectively with your team and how to deal impartially with difficult situations. For team leaders attending, this course helps you recognise your skills in an organised and professional way.

Venues and dates

Benefits to you and your company You will meet and communicate with other first-time leaders and leave with extra confidence to assert yourself in your leadership role. You will learn how to improve team performance, by motivating individuals and building a team that will provide a sense of purpose and achievement for all its members.

Price

Price

£499.00 + VAT Benefits to you and your company You will benefit by learning a flexible, practical way of structuring your day, spending more time on what is important to you and feeling more in control of your time. Increased confidence in managing tasks and achieving a better work-life balance are other typical benefits.

The internationally acclaimed beginners guide to leadership, covering the first four hurdles faced by every new manager

CIM Member price



Many new managers suffer stress and disillusionment in the first few months in their appointment due to lack of skills. The course will remove this concern and provide your organisation with new leaders who understand how to direct their teams and build group synergy.

Who this course is for The training is aimed at people with responsible roles at all levels and all functions that have some discretionary use of their time. It is equally suited to small businesses as it is to multi-national market leaders.

Who this course is for The main beneficiaries of this dynamic course are those newly appointed, or about to be appointed, to management positions.

Learning approach Inter-active, relaxed and fun Work-based examples to illustrate concepts Discussions to explore ideas and exercises to consolidate learning Research-proven methods to measure postcourse improvement on 15 key time management skills





www.cim.co.uk/1417 The proven methods learnt on this course will help organisations benefit from increased productivity, fewer delays and enhanced timely achievement of goals. More time will be spent on important value-adding tasks at the expense of the time-consuming unimportant ones.

What you will learn Identify and avoid the ‘Chicken Farmer Syndrome’ and other common time traps Devote more time to what is really important Clarify and achieve expectations through effective planning, monitoring, personal time and diary management Plan and prioritise daily tasks, cope with the ‘expected unexpected’ and spend more time on the important value-adding tasks Plan and protect quality time for quality tasks by managing interruptions Say ‘no’ acceptably and prevent pressure becoming stress Have increased confidence and results from delegation Improve your contribution to meetings Develop a personal time management toolkit that combines the benefits of both technology and paper Work with an uncluttered desk and effective filing system Manage emails efficiently

London 2010 09 November 2011 15 February 10 May 05 July 20 September

What you will learn How to make an effective transition between team member and team leader The three critical factors of leadership success Identify the three critical actions of leadership Recruit new team members Understand and outline the behaviour of success Manage people and resources effectively Understand and implement leadership styles Put motivation theories into practice Use key communication techniques Make leadership decisions Understand the process of management Understand what makes an effective team Control the ‘satisfiers’ and ‘dissatisfiers’ that control work output Set and monitor targets and reporting standards Learning approach A totally interactive experience designed to elicit opinions and contributions from all attending. The course format includes: A case study exercise An introduction to psychometric measurement Training video Group exercises Group discussions

Managing Marketing Resource (p31) More dates and to book online

www.cim.co.uk/1406


Business Analysis for Marketing Managers Build your own toolkit for turning unfocused data into strategic information

Overview This overview course meets the needs of marketers who want to develop a business analysis toolkit which they can use continuously to check their marketing strategy and thereby improve company performance. It will help delegates to infuse marketing data into a process which can act as a template for assessing new business opportunities, and help to evaluate alternative strategies. Benefits to you and your company You will learn how to take the raw materials of business data and turn them into real business intelligence. You’ll ‘learn by doing’, using best practice examples and scenarios, so that you can do it for yourself when you go back to the workplace.

Budgeting for Marketers 7 CPD hours Course code


1304

0786

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 28 October 16 December 2011 03 March 15 June Price




www.cim.co.uk/1304

Your organisation will get the benefit of investments already made in data collection and market intelligence, by making them more usable. If used effectively, the toolkit should lead to significant performance and profit improvements. A greater understanding of objective assessment tools will lead to sharper strategic focus.

Overview Unless you understand the financial side of the business, you’re unlikely to make it to top management. This highly interactive workshop will introduce you to methods of creating budgets and show how they are used to monitor and improve financial performance. It will help you, and your organisation, to manage budgets effectively and you will be able to deal more confidently with your accountants. Benefits to you and your company You will benefit because you will understand the methods and terminology used by accounts and finance staff, and you will feel more confident when communicating with them. The course will help you to do your job better and help prepare you for senior management, where the ability to use budgets is crucial. Your organisation will benefit because people will return to the workplace with a greater degree of understanding and more confidence. The course will help them to prepare more accurate budgets, manage them better and have more effective relationships with their finance teams.

Who this course is for This course is designed for marketers who are moving into positions in which they will be expected to demonstrate increasing strategic awareness, and for existing marketing managers who want to have an objective process for deciding between alternative opportunities. This workshop is a foundation course, and is intended to be self-sufficient, demanding no prior in-depth working knowledge of strategic marketing frameworks.

Venues and dates

London 2010 16 November 2011 08 February 05 May 25 August Price




Business Analysis for Marketing Managers (p29) Business Maths for Marketers (p30) More dates and to book online

www.cim.co.uk/0786

Who this course is for The training will suit anyone who has recently started to deal with budgets in their job, or who will do so in the future. What you will learn Understand the benefits and limitations of budgets Develop more accurate budgets and forecasts Monitor and control budgets through the use of monthly accounts Use tools such as sensitivity and break-even analysis Present your budget and deal with challenges

What you will learn Learn the definitions of each tool – what it is, and what it does Use the main steps of the strategic marketing process in a logical and prioritised way Appreciate the importance of interpreting the statements companies make about themselves See the importance of risk analysis and scenario planning in every area of the business Understand what parameters might be important for your company, and learn how to rank them Put the steps together in the right sequence Present findings as an effective decisionmaking tool for senior management Learning approach Delivery style is interactive. All the tools and frameworks are used, then each component will be practised, sometimes individually, sometimes in groups. Contributions from delegates, especially experiences from the field, are warmly welcomed.

Feel more confident when dealing with budgets

Learning approach A variety of approaches will be used, including: Individual exercises where you are asked to construct a budget from a set of sample data Pairs exercises where you analyse a set of management accounts and suggest corrective action Group exercises in which you will be asked to create and justify a budget



Business Maths for Marketers Proven mathematical and statistical techniques to help quantify your marketing

Overview This workshop is designed to give you the confidence to utilise basic mathematical and statistical procedures so you can contribute more fully to defining and delivering organisational objectives. It’s designed to help you collect, process, analyse and utilise quantitative data and derived information more efficiently and effectively. With increasing pressure on budgets, it will help you to better justify plans and quantify results. Benefits to you and your company You will learn the key mathematical and statistical techniques that will enable you to not only better understand your marketing environment but also produce more quantitatively oriented plans, strategies and tactics. The workshop should also boost your confidence in liaising with more quantitatively oriented colleagues, managers and directors eg. finance.



0502

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 15 November 2011 02 February 08 April 11 July Price




Business Analysis for Marketing Managers (p29) Market and Sales Forecasting (p13)

www.cim.co.uk/1153

Overview Unless you understand the financial side of the business, you’re unlikely to make it to top management. This workshop will introduce you to the essential financial and accounting concepts, and show how they affect marketing and selling. It will help you to assess the financial strength of potential customers and suppliers, and see how your own activities affect the organisation’s performance.

Venues and dates

Benefits to you and your company You will benefit because you will understand the terminology used by accounts and finance staff, and will feel more confident when involved with them. The course will help you do your job better and help prepare you for senior management, where financial awareness is crucial.

What’s included

Organisations will benefit because people will have more confidence and they will have a greater understanding of the financial performance of their own organisation, suppliers and competitors. This should result in increased profit and/or better use of the resources that they manage. Who this course is for The training will suit anyone who has to deal with finance in their job, or who will do in the future. For example it will suit those who deal with suppliers and customers, and who have to analyse annual financial statements.

Who this course is for This workshop has been specifically designed for marketers and those in related functions who know deep down that their quantitative skills ‘leave a lot to be desired’ but appreciate their importance and want to do something about it!

What you will learn Interpret financial accounts Carry out ratio analysis and interpretation of key performance indicators Use tools such as break-even analysis Manage working capital Understand terminology such as gearing and return on capital employed

What you will learn Utilise ‘quick maths’ techniques to build confidence and impress colleagues Exploit the key 20% mathematical/statistical tools and techniques that will deliver 80% of the results you need Differentiate between ‘margin’ and ‘mark-up’ and understand the implications Determine the ‘bottom line’ impact of price changes Calculate the breakeven point on projects including the development of new products Utilise key financial mathematics in order to speak the same language as your accountant and CEO Use basic ‘descriptive statistics’ to analyse and describe data and turn it into information Use basic ‘inferential statistics’ to establish ‘correlations’ and ‘cause and effect’ Calculate key marketing statistics such as ‘ROMI’ (Return on Marketing Investment) Learning approach A mixture of slides, demos and discussion, with lots of ‘hands-on’ exercises and mini workshops geared to putting theory into practice and using IT/software to help understand how the fundamental concepts and calculations work.

Feel more confident when dealing with finance

1153


Many marketers are not fluent in ‘the language of business’ ie. numbers. This workshop will help marketers become more analytical and quantitative, which will improve marketing’s credibility and your confidence in your marketing department’s orientation and focus.

Finance for Non-Financial Managers

Learning approach A variety of exercises will be used, including: Individual exercises where you calculate and interpret ratios Pairs exercises where you assess the benefit of marketing initiatives Group exercises in which you will analyse and interpret annual financial statements



London 2010 25 November 2011 17 March 19 July Price


£449.10 + VAT Tuition, course materials, lunch and refreshments Related courses

Business Analysis for Marketing Managers (p29) Budgeting for Marketers (p29) Business Maths for Marketers (p30) More dates and to book online

www.cim.co.uk/0502


Managing Marketing Resource All the skills you need to manage projects and people to meet expectations

Residential option


0602 Level

Advanced Duration

3 days Overview Balancing a team’s skills and styles can be tricky, especially when the expectations of key stakeholders also have to be managed. This can lead to marketing managers carrying the burden for poorly conceived projects with ill-defined budgets, timings and project outcomes. This course is designed to equip marketing managers with the project and people skills to deliver marketing projects to expectations. Benefits to you and your company You will return to your organisation fully equipped with a modern process for successfully managing your team and projects from the brief through to successful outcome. You will understand the range of skills required to be a successful project and people manager and how marketing within a project environment is highly motivational. Your company will benefit from individuals who feel confident in managing challenging projects with a solid process in place to support them. Vitally, the course also focuses on people management and how to communicate and motivate teams in a way that ensures everyone gives their best.

Venues and dates

Moor Hall Conference Centre 2010 25-27 October 2011 07-09 February 08-10 June Residential Price







www.cim.co.uk/0602

Who this course is for For marketing managers who wish to acquire the project management skills necessary to manage a project through to successful completion as well as understand how to hone and fine-tune their people management skills. What you will learn Be a project leader – balancing your commitment to the team and the project Define project scope, managing changes and risk Plan a project, prioritise and deliver a plan of action Work to deadlines and deliver within budget and on time Motivate team members and gain their buy-in Manage stakeholder expectations Use powerful negotiation skills when managing others Communicate effectively one-to-one and to your team Manage team dynamics Use the power of influencing amongst extended or indirect teams Evaluate the success of a project Learning approach It is a highly interactive course, with many opportunities to practice skills and role-play in a safe environment. All learning points are supported with exercises and discussion, as well as references to the delegate’s own work situation to ensure that theory can be put into practice.



Influencing Skills to Get Results Increase your chances of getting others to act in the way you want


0977

Developing powerful presentation skills for increased business and personal success

Residential option


0065

Level

Level

Advanced

Masterclass

Duration

Duration

1 day

2 days

Overview This workshop provides the skills and approach to provide a credible argument that supports your goals and persuades other people. The best influencers require good interpersonal and communication skills. This workshop will show you how to persuade, influence and negotiate – not through convincing or selling, rather through learning about others and negotiating.

Venues and dates

Benefits to you and your company You will gain greater cooperation, both internally and externally, in order to meet goals, establishing principles and initiating action. You will become increasingly effective when communicating with colleagues and customers.

What’s included

London 2010 03 December 2011 25 May Price

Overview The way we present to an audience can make a considerable impact on our business and personal success. We are increasingly judged on how competently we deliver our message as well as the message itself.


£449.10 + VAT Tuition, course materials, lunch and refreshments

Assert Yourself (p27)

www.cim.co.uk/0977

Who this course is for This course is for anyone who needs to persuade and influence across functions (marketing, sales, finance, HR, production etc.) in order to achieve their goals. In addition, managers who are responsible for the management of others will benefit from this workshop. What you will learn Build rapport and trust with people Recognise and understand the motivations of others Use the learning style and social style of others in order to influence Develop a structured approach to influencing and persuasion Use neuro-linguistic programming (NLP) techniques to move the other person towards your point of view Handle conflict, disagreement or misunderstandings effectively Negotiate through finding shared solutions Obtain and retain commitment Learning approach The programme will be supported by a course manual though the nature of the subject makes the day very experiential. Participants will be encouraged to explore themselves in order to better understand others and thus to be more effective in influencing.


Venues and dates

Moor Hall Conference Centre 2010 02-03 December London 07-08 April 08-09 September

2011

The purpose of this programme is to develop powerful presenters, people who feel confident in their own performance. Presenters such as this build and maintain rapport with their audience and communicate in an impressive and influential manner.

Related course


Your organisation will see an improvement in internal and external working relationships, as well as a greater acceptance of proposals for change in activities and corporate processes. Those attending the course will be armed to pull people together, move ideas forward, galvanise change and create constructive solutions.

Presentation Masterclass

Benefits to you and your company You will benefit from higher levels of competence and credibility during presentations. You will learn to use a range of presentation techniques to achieve your objectives and inspire people to action. Future presentations will be welcomed not feared.

Residential Price





£1,387.00 + VAT Organisations who invest in this programme for their sales and marketing professionals and other senior personnel will gain significant benefits. Their peoples’ increased presentation skills and self confidence will enable them to influence decision makers, gain acceptance of ideas, win more business and enjoy greater success.

What’s included


www.cim.co.uk/0065

Who this course is for Everyone who needs to make business presentations more effective, enjoyable and successful, especially those in more senior positions, who need to make a difference to business performance. What you will learn Identify your Perfect Presenter Profile and work towards its achievement Have more confidence and competence in front of any audience Build and maintain rapport with their audience Have a greater understanding of audiences’ needs and how to satisfy them Use a toolkit of techniques for structuring presentations that make an impact Gain more control in audience interactions and challenging presentation situations Set a plan for maximising presentation opportunities Learning approach Positive, supportive, constructive and brisk paced Learning by doing and reviewing 8-10 presentations throughout the 2 days Exercises demonstrated by course director and or review coach 1 to 1 reviews in separate room Coaching points build and develop with each presentation Delegates receive a DVD of their own presentations


your training budget Multiple bookings offer Did you know you could save more than £500 on CIM training courses with our multiple bookings offer? Simply book more than one course for yourself and/or your team or colleagues at the same time and benefit from the following discounts:

2nd course – save 20% 3rd course – save 25% Subsequent bookings – save 25% All courses must be booked at the same time and taken within six months of the date of booking. Saving quoted is based on a booking of three 2 day residential courses. Please quote the code ‘735EN’ at the time of booking. Full terms can be found at www.cim.co.uk/training

Get 50% off a compliance course when you book any other course from this directory

Responsible marketers need to work within the legal and regulatory frameworks that govern their day to day activities, and with a growing number of regulations affecting the marketing profession, no business can afford to take the many risks associated with bad practice. Normally £499, but now only £249 when booked alongside another course, our compliance courses will give you vital knowledge and confidence to ensure you are operating within the law and following responsible business practice. Choose from: Data Protection for Marketers page 98 Get privacy and data protection working for you and not against you! Must Know Law for Marketers page 99 Ensure you work within the legal and regulatory frameworks Corporate Responsibility page 99 Learn how to balance social and environmental responsibility with economic objectives, a growing and vital skill area for marketers This offer cannot be used in conjunction with any other CIM promotions or member discounts. Both courses must be booked at the same time and attended by the same person. The 50% discount applies to the price of a one day workshop ie. £499.00. Quote code ‘1058EN’ at time of booking. Full terms can be found at www.cim.co.uk/training


Insights and Innovation The upsurge in business intelligence and analytics means that organisations can gather and manage strategic insight more deeply, and with greater effectiveness, than ever before. In practice, however, not all businesses are taking advantage of these tools. Findings from our recent global benchmarking study (The Future for Marketing Capability, CIM/Accenture) show:

Only 42% of organisations believe planning and decision making across the business features insight early in the process

Only 53% of organisations invest in systems and tools to enable the business to access and inform insight activities

This same study, however, identified that those organisations that invest in systems and tools to ensure that ‘insight’ plays a strategic role within the business can yield significant benefits. For more information on this global benchmarking study, see www.global-benchmark.com

Everyone’s an artist

My idea is to create a world generated and powered by the creative idea, a colourful factory generating and constructing the world around it. © Celyn, illustrator

34

35

Fundamentals of Market Research

Insights and Innovation Courses

Collecting and using relevant information for better business decisions


0663 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Fundamentals of Market Research

1 day workshop

36

Thinking and Creativity Skills

1 day workshop

37

Creating Advantage from Competitor Insight

1 day workshop

37

Advanced Research-based Market Insight

2 day course

38

Masterclass From Market Insight to Marketing Strategy

2 day course

38

Strategic and Creative Thinking Skills

2 day course

39

Creating a Culture for Innovation

2 day course

39


Overview Those in a marketing function are often expected to take on a market research role without a full understanding of what is expected. This course provides a structured and practical guide to undertaking and/or commissioning market research. It will provide delegates with the confidence to assess what is realistic to deliver in response to the myriad of requests they receive and provide guidance on how information needs can best be met. Benefits to you and your company The workshop is intended to provide you with the confidence and understanding needed to undertake or to manage market research projects. There will be less time wasted in looking for information that is of limited use and more efficient delivery of information tailored to specific needs.

London 2010 16 November 10 December 2011 25 March 29 June 12 September Price




Research-based Market Insight (p38) More dates and to book online

If past market research has not delivered on its objectives it may be because the original brief was not clear, the methodology was inappropriate or the wrong questions were asked. This workshop will lead to successful application of market research techniques to assist in management decisions for the organisation. A planned and systematic approach to market research will contribute to the development of the organisation’s overall strategy. Who this course is for This workshop is primarily for those who wish to commission research or are now expected to conduct research themselves in-house. This may be a marketing manager, a marketing communications executive, or a recently appointed marketing executive new to market research and needing to understand what market research is all about. What you will learn Understand the 10 steps of a market research project Write an effective research brief Undertake desk research to uncover existing information Manage your relationship with external agencies Choose between alternative methodologies Select and evaluate an appropriate sample Construct an effective questionnaire Analyse the data outputs Draw conclusions and make recommendations Learning approach The training will use an example from the delegate’s own organisation to develop a research brief, explore sources of information and consider the optimal methodology. Learning will be supported by reference to past real-world examples drawn from both B2B and consumer markets.


Venues and dates

www.cim.co.uk/0663

“This course has helped me assess and analyse market opportunities in a more systematic way. I received some great advice and very useful tips.” Anand Shukla Social Enterprise Consultant, Barnardos


Thinking and Creativity Skills Marketing’s biggest asset is the human imagination – brainpower plus creativity equals success

Overview This fast-paced course aims to teach the use of problem solving techniques to reach creative and practical solutions. It demonstrates a set of practical and creative thinking tools that are easy to understand and can be applied immediately. There will be time dedicated to practicing using these techniques through practical exercises in a highly interactive session. Benefits to you and your company A fascinating course that you will be able to draw on for the rest of your career. You will benefit from developing skills for improved creative thinking, problem solving and decision making. You will gain an understanding of how to develop and action more ideas, both individually and in teams.


How to analyse and outmanoeuvre the competition


1125

0953

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 09 November 2011 17 February 11 July Price




Strategic and Creative Thinking Skills (p39) More dates and to book online

Organisations will benefit by developing an organisational capability in creativity. This important and widely used business tool can be used for understanding and resolving issues, from the identification of new strategic opportunities, development of competitively different products and services and for continuous improvement.

Creating Advantage from Competitor Insight

www.cim.co.uk/1125

Overview Competitor insight is a critical component of strategic planning. It enables an organisation to take better informed decisions about its own priorities and resource allocation. This course provides delegates with a methodology for evaluating the effectiveness of its competitors’ strategies, identifying sources of competitive advantage and disadvantage, and determining how best to optimise its own strategy.

Venues and dates

Benefits to you and your company You will understand the necessity for rigorous and on-going competitor intelligence, the key questions to ask, how to go about finding answers and how to apply the findings and insights.

What’s included

Acting on robust competitor insights is a necessity for all organisations. Without a competence in it, an organisation risks wasting resources (ie. time, effort and cash), and underachieving in terms of both market share and financial performance.

London 2010 05 October 2011 05 January 04 July Price



Fundamentals of Strategic Marketing (p11) More dates and to book online

www.cim.co.uk/0953

Who this course is for Any marketer seeking to improve market and economic performance including those with specific responsibilities for competitor insight.

Who this course is for Managers who are in a role where there are problems to be solved, opportunities to be exploited, challenges to be addressed and solutions that aren’t obvious. Anyone who wants to generate new ideas quickly or who wants to develop their creativity, innovativeness and entrepreneurialism.

What you will learn How to tackle the process of building an insightful dossier on your competitors Find the information to help answer six critical competitor insight questions Use competitor gaming to fill in the gaps where information is not available Apply the findings and insights in order to optimise market and economic performance

What you will learn The strategic importance of spotting new opportunities through creative thinking, as well as seeing challenges from a new perspective Problem analysis – identify the real root cause of a problem, avoid analysis paralysis Generate, develop and select ideas – creative exploration, thinking without restraint Making decisions and taking action – appropriate solutions, prioritisation, reaching consensus and commitment Improve ‘team thinking’

Learning approach Interactive discussion and presentation in the morning followed by group work in the afternoon to execute a competitor insight exercise.

Learning approach Theory, case studies and exercises will be applied to explore an opportunity or issue belonging to the delegate’s organisation.



Research-based Market Insight Collecting and using market intelligence to deliver insights as a basis for marketing strategy

Overview Drawing insight from market information requires a deep understanding of customers’ attitudes and consumer behaviour. This course focuses on information requirements, data collection options and how to ensure required information is available and accessible for business decisions.



0427

From Market Insight to Marketing Strategy Applying insights to market information to attract, keep and grow customers profitably

Masterclass

Duration

Duration

2 days

2 days

Venues and dates

Moor Hall Conference Centre 2011 13-14 January 12-13 April 01-02 September £1,295.00 + VAT CIM Member price

£1,165.50 + VAT Tuition, course materials and full board accommodation

Overview The course will show what organisations need to consider to truly understand – and therefore influence the behaviour of – customers and other stakeholders. It will show how organisations can harness insights in order to grow their business profitably.


£1,067.50 + VAT Tuition, course materials, lunch and refreshments Related courses

Fundamentals of Market Research (p36) Foundations of Marketing Strategy (p12) More dates and to book online

Who this course is for The course is both for ‘specialists’ in marketrelated functions (marketing/sales, market research, etc) and for ‘generalists’ occupying a more general management/strategic function who wish to assess their organisation’s performance as market-sensitive enterprises. As the course is intended to be practical rather than technical, intuitively understandable, and relevant to any business person focused on market performance, there are no pre-requisites. What you will learn View the market more laterally and understand it in greater depth than a surface interpretation of market responses would allow Apply approaches and tools enabling you to gain better market insights See how different pieces of market information can be brought together to enable fresh insights to be gleaned Take into account all the key elements that need to be considered to help your organisation achieve profitable business growth Harness market information to maximise its relevance to your organisation’s business performance Assess the impact of the actions taken by your organisation on the perceptions of customers and other stakeholders, and thereby modify them so as to enhance business performance

What you will learn Review existing information available internally and externally to the organisation Understand customer needs, monitor customer satisfaction, measure company performance Plan a market survey and select appropriate methodologies Use the customer database to develop insight Analyse qualitative and quantitative research Use market information as part of the planning process



Moor Hall Conference Centre 2010 21-22 October 2011 04-05 April 15-16 September £1,650.00 + VAT CIM Member price



The course will reveal tools to help your organisation differentiate itself from the competition, make best use of its marketing resources, and strengthen its brand and customer loyalty.

www.cim.co.uk/0427

You are likely to be in a marketing function and possibly new to market research and/or marketing information.

Venues and dates

Residential Price

Benefits to you and your company You will be armed with ideas about the key questions to raise about your market and your organisation’s position in it, and how market information should be analysed and interpreted so as to enhance your organisation’s business performance. And you will leave with action checklists to implement within your organisation.


Who this course is for This course is intended for those who are responsible for the collection and dissemination of market information to management, ensuring that information needs can be met on a regular, and planned, basis.

Learning approach The training will include specific exercises to develop a research brief and to use survey output to draw conclusions.

0060 Level

What’s included

Sound marketing decisions rely on the availability of market information to develop strategy, to determine tactics or to measure performance. Customer insight is essential for successful NPD, market positioning, market development and competitive strategy. By understanding the type of information needed, how it can be collected and how then to use it, the organisation can develop a customer focused marketing strategy.

Course code

Advanced

What’s included

Benefits to you and your company The delegate will learn to identify the key information needed and develop a structured approach to harness and deliver the information required by management. A fresh and detailed understanding and interpretation of the data will provide the support needed to develop business strategy.

14 CPD hours

Level

Residential Price

It is not enough to collect market information, the added value lies in using appropriate tools to develop insight which can become the basis of competitive advantage.

Residential option

Learning approach The course will be informal and interactive, participants being encouraged to ask questions, make comments and talk about their own experiences. It will be task orientated, with tasks being set as each session is conducted. The focus will be on a way of thinking rather than on ‘right’ or ‘wrong’ answers.




www.cim.co.uk/0060

Farrokh Suntook, BSc(Econ), MBA, FCIM Farrokh runs a consultancy to help organisations develop their business through a deeper understanding of their markets. This is done by applying approaches providing insights into how the marketplace really makes decisions. Farrokh has also written a book: ‘The Stakeholder Balance Sheet: Profiting from Really Understanding Your Market’. Much of the thinking behind his book is applied to this course.


Strategic and Creative Thinking Skills Develop your executive edge by creating long-term strategic advantage and implementing new business ideas

Overview In times of great change there is great danger AND great opportunity. Higher performance requires original thinking plus an executive edge. Marketeers aiming for success should aim to significantly enhance their ability to think strategically AND create innovative ideas AND get them implemented. Over 3500 people have already benefited from learning original thinking skills from this accomplished author and practitioner. Benefits to you and your company This masterclass is very hands-on and designed to help transfer high value executive level original thinking and decision making skills. Our aim is to help you and your organisation thrive under increasingly demanding conditions. You will be able to take back to your organisation the ability to develop a wider range of actionable options to make things happen. Who this course is for This masterclass is for people who want to improve their original thinking skills and their strategic level decision making abilities. The workshop is best suited to those ready to be developed and further stretched. It will be particularly useful for any manager making a transition from a tactical to a strategic role. Prior strategic planning experience is not required.

Residential option


Creating a Culture for Innovation Make innovation the ‘lifeblood’ of your organisation

Learning approach This workshop is highly interactive. All learning is activity-led, and is underpinned by tried and tested models and theory. Exercises and concepts are based on real commercial situations. Delegates can try out new thinking tools in a safe, experimental environment and can begin to address their real-life business issues.


0536

0091

Level

Level

Masterclass

Masterclass

Duration

Duration

2 days

2 days

Venues and dates

Moor Hall Conference Centre 2010 07-08 October 2011 03-04 March 08-09 September Residential Price





£1,387.00 + VAT

Overview Innovation is the top priority for any marketing department. To do this, they need to have the internal capability to innovate on demand – be it to identify new market opportunities, develop differentiated products/services, increase operational efficiency, or to create greater brand/customer impact. This masterclass is designed to help senior managers create a culture of innovation. Benefits to you and your company Participants will understand what is required to create an internal capability for innovation – in terms of strategy, culture, people, processes and structure – and the barriers to implementing it. They will explore the application of change management techniques to develop an organisation-wide culture of innovation.

Related courses

Organisations will benefit from the identification of barriers to innovation and the development of strategies to deal with such barriers so that they can continue to compete successfully in a constantly changing marketplace.

Influencing Skills to Get Results (p32) Advanced Negotiation Skills (p108) From Market Insight to Marketing Strategy (p38)

Who this course is for Senior managers who wish to develop a truly innovative, entrepreneurial and action orientated culture within their organisation.

What’s included

Tuition, course materials, lunch and refreshments

www.cim.co.uk/0536

Stephen Reid Stephen is a management consultant who works with large international organisations developing new strategies, people and teams. He has lived and worked in the UK, Scandinavia, Saudi Arabia and Dubai. Stephen has a solid prior track record of running successful operations to managing director level. Stephen is the author of two books, How to Think and High Performance Thinking Skills.

Venues and dates

Moor Hall Conference Centre 2010 12-13 October 2011 02-03 February 05-06 July Residential Price







www.cim.co.uk/0091


What you will learn Confidently generate pragmatic creative ideas and strategic choices on demand Understand strategic contexts and limitations of certainty Understand how levels of certainty can motivate or hinder decision making Appreciate the value of error Demonstrate your strategic awareness and your ideas longer term viability Employ alternative thinking tools when faced with complex issues Confidently generate a wide variety of options Turn your ideas into reality in the workplace Understand alternative perceptions and how people think Gain insights into how understanding others can help you get things done Deal with selected implementation issues

Residential option

What you will learn The importance of innovation in today’s business climate and how to understand an organisations innovation capability Understand the barriers to innovation and how to apply change management techniques to make your organisation more innovative Create and articulate a vision for innovation and the strategies for encouraging and managing risk-taking The role of innovation leadership and aligning what leaders say with what they do Removing the cultural barriers to innovation, to win the hearts and minds of staff Removing the people barriers to change, to empower and motivate staff How to develop high performance innovation teams and create structures to encourage an internal and external marketplace for ideas

Paul McWhinnie Paul is an experienced innovation expert, who has held the posts of Marketing Director and Head of Marketing Propositions/Innovation. His experience includes launching a start-up firm, introducing innovative products and major new ventures, across a number of industries. As a consultant he has advised high profile companies such as AOL, BBC, Bestfoods, British Council, Hasbro, Norwich Union, RAC, SAB Miller, Unilever, and Virgin.

Learning approach Pre-workshop: participants will complete a questionnaire to analyse their organisations approach to innovation At the workshop: theory, case studies and exercises will be used to arrive at a plan for making their organisation more innovative Post workshop: two conference call times will be scheduled, 30 and 60 days following the masterclass, to discuss the progress of their plan


Branding Interestingly, ‘brands’ and ‘branding’ have a mixed reputation and understanding, both amongst marketing practitioners, their agency specialists and their business counterparts. Research findings would suggest, however, that we have reached a tipping point. Our recent global benchmarking study – The Future for Marketing Capability, CIM/Accenture – revealed that whilst an overwhelming 8 out of 10 organisations agree that their leaders ‘recognise the importance of brand and how we deliver that through experience’, this optimism does not always translate into reality:

Only 62% of organisations have articulated their brand as a desired experience

Only 54% have mapped their customer journeys’ and identified the critical touch-points

Only 43% of organisations agree that operational decisions are influenced by their impact on the customer experience and brand

Harvesting the brand

The thinking behind the image is to convey the idea of exploring the brand and what the consumer takes away from it. © Neil Webb, illustrator

40

41

Introduction to Branding

Branding Courses

How to write a great brand plan


0654 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Introduction to Branding

1 day workshop

42

Building the Employer Brand

1 day workshop

43

Brand Metrics

1 day workshop

43

Advanced Marketing the Brand

3 day course

44

The Role of Branding in the NHS

1 day workshop

44

Masterclass Brand Masterclass

2 day course

45

Bringing Brands to Life in Service Organisations 2 day course

45


Overview The ability to develop brand vision and insight to really engage your target market is at the heart of effective brand strategy, together with excellence in designing an integrated marketing mix to bring this to life. Great brand plans bring all these elements, and more, together to help communicate how equity will be built and protected.

London 2010 12 October 09 December 2011 23 March 30 June 13 September Price

Benefits to you and your company You will understand the key steps in developing a strategic brand plan. You will benefit by comparing your company’s approach to that of other delegates and the case studies used. You will leave equipped with a brand planning framework and an understanding of the key activities that build brand equity.




www.cim.co.uk/0654 Through many relevant examples, and the application of a stimulating case study and group discussion, delegates will be able to write more effective brand plans. Individuals will learn leadingedge brand concepts, enabling them to bring new ideas and skills back to their organisations. Who this course is for This workshop will be especially useful for marketers when they have to prepare a brand plan for the first time, or are reviewing the effectiveness of their current plans. It is also invaluable for senior managers having to evaluate the brand plans submitted to them by specialists. What you will learn Identify the components of a brand Identify where consumer perceptions of a brand come from Conduct a market and brand situation analysis Generate ideas on a future brand strategy for a simulated brand scenario Recognise some of the contemporary issues faced by brand managers and identify ways by which they might be tackled in your own organisation The structure and contents of a brand guideline document How to write an insightful strategic brand plan Learning approach This course is designed to help managers to write effective and insightful brand plans It provides a clear brand planning framework and allows you to apply the principles presented to a case situation This reinforces your learning in a fun, stimulating and interactive environment, making application easier back at work


Venues and dates

Branding

Building the Employer Brand Stand out as an employer of choice – inside and outside of your organisation

Overview A powerful employer brand is a critical factor in attracting the highest calibre people to your organisation. Delivering on the ‘employer brand promise’ will help you in retaining the best, and ensuring that all of your employees are more motivated and engaged in achieving the company’s vision and objectives.

7 CPD hours

Your organisation will ultimately benefit from attracting and retaining high calibre staff. Implemented well and consistently over time, an effective ‘employer brand plan’ will help reduce recruitment costs, staff churn and improve overall staff motivation to deliver on your organisation’s vision and objectives. Who this course is for This course is not solely for practitioners or managers working in marketing. Any manager – and specifically those working in HR and communications – would get value from attending. What you will learn Understand why the employer brand is important Appreciate employer brand components and how this relates to the customer brand Consider the extent to which there is an alignment of your two brands How to research your employer brand How your employer brand is currently perceived, and how it needs to change/develop How to build an employer brand proposition How to build the tactical detail of the employer brand eg. organisational values and behaviours, reputation of organisation, and perception of the value of work How to communicate with potential employees through brand communications How to develop communications throughout the stages of employment Measure the success of the employer brand Learning approach There will examples of how other companies have managed different stages in the process, and delegates will apply these ideas to their own organisation.

Making the intangible tangible

7 CPD hours

Course code

Course code

1155

0646

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 09 December 2011 03 May 20 September Price


Benefits to you and your company You will come away with a clear understanding of the role that the employer brand plays in a successful organisation. You will be armed to differentiate your organisation as an employer, and to communicate this message in a compelling way, both inside and outside of your company. You will also gain insight on how this has wider, positive impact on customer perceptions and therefore for organisational success.

Brand Metrics



www.cim.co.uk/1155

Overview For most marketers, brands represent the organisation’s most important assets, key value drivers and determinants of success. It’s surprising, therefore, how few organisations have a formal and systematic process to allow them to assess brand performance and establish the link between brand, marketing and organisational performance. This workshop is designed to help achieve just that.

Venues and dates

Benefits to you and your company Appreciating the pivotal role of brand(s) in providing customers with a better, consistent and integrated, multi-channel experience, you’ll develop skills and confidence in creating and utilising appropriate brand metrics to track brand performance (awareness, preference, loyalty, equity) as well as the linkages between these and other marketing and financial measures.

What’s included



£449.10 + VAT Tuition, course materials, lunch and refreshments More dates and to book online

www.cim.co.uk/0646

Your organisation should experience a more commercially oriented approach to brand measurement and evaluation, incorporating a mixture of ‘hard’ and ‘soft’ measurement, as well as establishing the links between them. This, in turn, should increase confidence in making and justifying brand investments. Who this course is for This workshop is designed for people who understand the critical importance of measuring and evaluating the impact of their brand investment on brand relevance and performance, with a view to improving customer experience, engagement and willingness to recommend. It will be particularly useful for people working in organisations where brand investment has either been cut and/or is under threat. What you will learn How to create metrics-oriented brand/marketing plans How to design and conduct market research to establish position and track performance How to conduct a comprehensive ‘brand audit’ How to create appropriate brand and related marketing metrics How to create and integrate ‘new’ brand metrics (eg. social media ‘sentiment’) How to create a ‘Brand Marketing Scorecard’ How to avoid common design, implementation and management pitfalls How to establish links between brand/ marketing activities, organisational performance and results How to justify (attract additional/defend existing) brand investment and budget Learning approach A mixture of slides, exercises/mini workshops, discussion and video, with the emphasis on insight and application!



Branding

Marketing the Brand How to build successful and profitable brands

Residential option


The Role of Branding in the NHS Utilising your brand to its optimum capability

0039

Overview Many brands have experienced tough times in the current economic climate, whereas some have flourished. This course is designed to develop confidence in using the tools of branding to revitalize a brand or brand portfolio and bring it to life. The results will transfer into improved profit potential and long term equity growth for your brand.

Advanced Duration

3 days

1 day

Venues and dates


Overview The NHS Brand is more than just a logo; it effects all patient and public engagement and experience. This course will enable delegates to understand the role of branding in NHS organisations and to develop strategies whereby full use of the brand’s value can be made – both internally and externally.



£1,599.00 + VAT Brands are often the most valuable asset an organisation owns and the course offers numerous techniques to build this value now. Successful branding today relies less on expensive budgets and more on clever thinking; insight is gleaned from numerous current examples of this which are presented and evaluated.

Level In partnership with

Duration

CIM Member price

Benefits to you and your company Confidence and skill in building and managing brands is highly valued and the course has been widely attended by delegates who have benefited hugely from an insight into the theory and practice of branding, as well as from peer-to-peer learning and access to latest case studies.

Course code

0418

Level

Advanced

7 CPD hours

CIM Member price



Venues and dates



Benefits to you and your company You will learn how to measure the value of the NHS as well as organisational brands you work with, and embed them in the public and patient experience.



Your organisation will have a more coherent approach to brand management for use within your communications and engagement strategic plans.

Principles of Marketing for the NHS (p17) Marketing Metrics in the NHS (p22) More dates and to book online

Who this course is for Senior managers and service heads responsible for planning, marketing or communications budgets, and anyone working in marketing, communications or engagement.

www.cim.co.uk/0418

www.cim.co.uk/0039 Who this course is for Brand managers, assistant brand managers and executives with responsibility for branding are invited. Business experience is welcome but a background in theoretical marketing is not necessary. What you will learn The secrets of successful positioning and how to achieve it Learn new and exciting ideas to develop your brand identity Bring your brand fully alive using key drivers and sensory branding Develop your positioning strategy into great communications in the wired world Demonstrate the value of your brand with measurements that prove the business case Learning approach Delegates are encouraged to bring their own work to the course but case studies are provided to those who prefer them The course is interactive and fun, with many current examples presented including video cases

What you will learn This course will help you to:

“This course gives you practical ways to get to know brands, how to deconstruct them and therefore how to make yours work better for you!” Shelley Robertson Head of Brand and Communications, Skandia International

Recognise the components of effective

branding strategies Translate these within the context of the

NHS brand Apply them to a range of different stakeholders Develop ways of managing the brand

effectively as a provider and employer Communicate your branding strategy to senior

colleagues Learning approach Lecture Discussion Worked examples Sample presentations


Branding

Brand Masterclass Delivering distinctive customer experiences

Residential option


0069

Overview This masterclass provides skills, processes and ‘best practice’ tools to create and define brands and effectively engage, win support from and manage the organisation’s stakeholders. It shows how to ensure colleagues really understand what the brand is about, their role in delivering the brand promise and that they are motivated and equipped to delight customers.

What you will learn Demonstrate a business justification to create or revitalise your brand Gain senior management buy-in, and get them involved as ambassadors Design a brand definition and implementation programme Engage internal audiences, help them understand, be motivated and aligned to deliver a distinctive customer and brand experience Change organisational behaviours – get the brand lived throughout the business Improve organisational processes – from customer communications to call centre Identify and apply suitable measures to monitor brand performance, progress and success Learning approach Highly interactive and participative Variety of individual and group exercises that enable delegates to learn by doing, designed to help understanding of key principles, what really works and gain experience using powerful brand development and delivery tools All examples and exercises are based on real-life challenges and/or help create outputs directly relevant to your organisation

Course code

0422 Level

Masterclass

Duration

Duration

2 days

2 days

Venues and dates

Moor Hall Conference Centre 2010 04-05 October 2011 21-22 March 11-12 July Residential Price



CIM Member price



www.cim.co.uk/0069 Who this course is for The course is ideal for middle and senior managers who are responsible for customer and market orientation; focused on creating and ensuring organisation-wide commitment to – and delivery of – the brand promise. It is also relevant for senior managers with strategic responsibility.

14 CPD hours

Masterclass

£1,552.00 + VAT The most successful organisations are customer and brand driven. Customer awareness, recognition, loyalty and advocacy is highly profitable and drives shareholder or stakeholder value, yet many organisations fail to fully equip themselves to deliver a consistent customer experience to realise these benefits.

Leading change and transforming customer experience in service organisations


Level

CIM Member price

Benefits to you and your company With renewed confidence, know-how, experience and ‘best-practice’ techniques you’ll be able to gain top-team buy-in and involvement. You will also be more able to anticipate and overcome issues and potentially make significant savings for your organisation.

Bringing Brands to Life in Service Organisations

Guy Tomlinson Guy Tomlinson is an expert brand strategist and marketer. His impressive CV includes brand management roles at Boots and Procter & Gamble; business planning at Reader’s Digest and Group Marketing Director at Softvision. He is co-author of the highly acclaimed book, The Marketing Director’s Handbook. He also has wide consulting experience gained with PricewaterhouseCoopers and two other strategic marketing consultancies. Guy has led several brand, marketing and strategy projects, and helped many worldleading brands in both B2C and B2B sectors.

Overview The CMO is presenting the new brand vision to an expectant audience at your annual company conference. Fast forward 6 months – nothing has changed; the vision is a distant memory. Why? Changing the way organisations behave to improve the customer experience is one of industry’s toughest challenges. This course is crammed with practical advice to help you improve the customer experience in your organisation. Benefits to you and your company You will learn how to lead the creation of a customer experience that will give your organisation a competitive edge. We’ll show you how to identify what needs to change to improve the service experience and how to persuade managers and colleagues to engage in the process with passion and conviction. Your organisation will be able to apply proven techniques that will sharpen brand strategy, streamline service delivery, strengthen teamwork, improve communication and draw people together behind a common vision. The ultimate goal is a more competitive operation and improved return on investment. Who this course is for This course is designed for experienced marketers and managers in service organisations where the delivery of a consistently strong customer experience is critical to success. The course will enable CMOs, brand and product managers, and operations and HR managers working in service-led environments to lead change and improve the customer experience. What you will learn Ensure your brand strategy will deliver real commercial gains Assess the financial and operational implications of your brand strategy Win board level support and investment Model the customer journey and identify ‘make or break’ touch points How to assess ‘organisational fitness’ and performance gaps Develop a language for change Prepare a properly resourced change management plan Prepare a customer plan to align all departments behind agreed priorities How to convert marketing strategy into operational procedures and processes

Venues and dates

Moor Hall Conference Centre 2011 13-14 January 04-05 May 12-13 September Residential Price







www.cim.co.uk/0422

Mike Ashton Mike Ashton is a highly experienced international marketer and board level executive with a track record of building major brands, transforming service performance and building commercially successful customer experiences in multiple markets. Mike’s professional career spans major corporations including Procter & Gamble, Johnson & Johnson and Hilton International, where he was Senior Vice President Marketing and a member of the board for 8 years. Mike has an MBA and is a fellow of CIM.

Learning approach Seminar sessions in which techniques and ideas are introduced and discussed Workshops where teams develop and present solutions to specific scenarios Tutorials in which participants discuss specific challenges


Product Management Effective management of products and product portfolios is critical to organisational success and profitability. And in a digitally enabled world, where customers are both more demanding and vocal about brands, products and service, the role of those involved in developing, launching and managing products through their lifecycle is becoming more complex and challenging. Our product management courses address the specific challenges of B2B and consumer product sectors, as well as addressing more common issues such as customer insight, planning and pricing. Using latest insight, tried and tested models and case studies highlighting best practice, our faculty of experts will guide you through the key principles of shaping and delivering successful product management strategies and plans. Whether you are new to product management, or have experience but need to build knowledge, we have a range of programmes to meet your needs.

Digital thoughts

Technology can liberate thinking and determine new areas of practice. The profiles represent the layers of thought and different mindsets required for good practice. © Alex Williamson, illustrator

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47

Fundamentals of Product Management

Product Management Courses

Introducing the skills and processes you need to maximise your performance as a product manager


0577 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Fundamentals of Product Management

1 day workshop

48

Introduction to New Product Development

1 day workshop

49


1 day workshop

49

Advanced Product Management – Business to Business

3 day course

50

Product Management – Business to Consumer

3 day course

50

Profitable Product Management

5 day course

51

New Product Innovation and Development

3 day course

51

Pricing for Product Managers

3 day course

52

Masterclass Transforming Product Management into a Strategic Function

3 day course


52

Overview Product managers’ roles vary widely across industries and organisations but many product managers face a common set of challenges and problems. At their most successful, product managers balance strategic and tactical issues and become expert in influencing their organisations. This workshop introduces a framework for product management: the role; the key tasks and processes they should use and guidelines for product managers to manage themselves and their development.

London 2010 02 December 2011 18 February 03 May 09 September Manchester 20 June

2011

Price


Benefits to you and your company You will gain a clearer understanding of the range of responsibilities of a product manager and the techniques and tools you can use to improve your performance. You will be able to develop a proactive approach to product management and so increase your value to an employer. Delegates will have a more systematic and proactive method for managing products and a clearer definition of the product management role and tasks. They will learn practical techniques for implementing product management, increasing their capability to maximise the performance of individual products and product lines/groups. It will also lead to more motivated product managers. Who this course is for Current or recently appointed product managers, managers of product managers and other executives introducing product management as a discipline into their organisations who have little formal knowledge of product management. Previous knowledge of basic marketing principles is assumed. What you will learn Clarify your role and responsibilities Deal with common challenges Understand the key elements and stages in building a product plan Evaluate the market for your product and suggest alternatives to improve performance Understand and contribute to the product development process Develop appropriate product strategies based on product lifecycle analysis Understand the role of your product in its portfolio Learning approach The course uses a combination of presentations, discussions, exercises and examples. Participation will be an important feature of the day and you will be encouraged to relate key concepts to your own situation.


Venues and dates



www.cim.co.uk/0577

“Exactly what the course description said! I really enjoyed the course, very well explained by a great tutor. I can now apply the plans and present them to my company” Uzma Arif Trade Marketing Manager, Dunhills (Pontefract) Plc

Product Management

Introduction to New Product Development A clear NPD process that leads to effective innovation and market success

7 CPD hours

Stripped down pricing basics


0631

1319

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

Benefits to you and your company You will understand what innovation is, definitions, benefits and principles of good innovation management. You will apply idea generation and screening techniques, concept and brand development frameworks and understand key issues in launching a new product.

What’s included

London 2010 04 November 2011 27 April 14 September Price



New Product Innovation and Development (p51) More dates and to book online

www.cim.co.uk/0631

Overview In this highly practical event we focus on delivering a sound understanding of contemporary pricing tools and methodologies. We will dispel some of the myths and fears of pricing and present the subject in a logical, easy to understand and, above all, highly practical manner. This course will provide a sound footing for anyone wishing to understand pricing more fully. Benefits to you and your company To make a good pricing decision, delegates must understand the value of their product from the customer point of view. We provide a practical framework to enable them to do this. We then describe the most popular methods – costbased, competition-based, market-based and value-based approaches – and show how to develop a simple pricing approach.

Venues and dates

London 2010 06 December 2011 04 April 04 July Price




www.cim.co.uk/1319

There is much confusion and uncertainty surrounding pricing and pricing decisions in most organisations. As a result it is often done in the wrong way by the wrong people using the wrong methods! In this short but intensive course we provide solid, factual, practical and easy to understand principles which will aid a much more sound approach to pricing.

Who this course is for Managers and executives, irrespective of function, who are or expect to become involved in the development of new products and the innovation process within their organisation.

Who this course is for No specialist knowledge or experience is necessary, other than a basic understanding of marketing and commercial principles and some familiarity with spreadsheets. Individuals who have an input into the pricing process – sales, marketing, product management, accountants, operations and technical personnel – will find this course especially helpful. General managers who need a quick tactical overview, and want to get up to speed on current thinking, will also find this course of benefit.

What you will learn Write a new product strategy statement Recognise and apply a number of techniques used to generate new product ideas Apply a number of techniques used to screen new product ideas Develop a clear positioning concept and brand strategy statement for a selected new product idea Understand the major factors contributing to success and failure in new product development and assess your company’s current performance Develop an action plan for improving NPD in your own business Improve the effectiveness of your organisation’s new product development process Learning approach Through the use of many up-to-date examples of successful innovation and a live case study, delegates will have the opportunity to apply the steps in the NPD process. This reinforces your learning in a fun and interactive environment, making application easier back at work.

New course

Course code

Overview Developing and launching successful new products is a key marketing value driver. Successful innovation ensures that your products stay competitive and that growth opportunities are not missed. However extensive research indicates that failure rates in this area are high. Developing and implementing a proven NPD process increases success rates, together with managing the other key factors that drive results.

Given the significant costs involved in launching a new product, senior management should ensure that the NPD process is sufficiently robust to keep the risk of failure to a minimum. The process presented is applied by many market leading organisations, so this knowledge should significantly improve your organisation’s chances of market success.


What you will learn Basic economic and accounting principles as applied to pricing decisions How to assess customer value of a product or service proposition Know what is meant by cost and competition-based pricing and when these methods are best applied Market-based pricing methods including value-based pricing Recognise the factors to take into account when assessing profitability of pricing decisions Simple price management methods


Learning approach Primarily training is delivered by a combination of lecture, discussions and case work. Delegates will be encouraged to raise issues for class discussion provided that no confidentiality is being breached.


Product Management

Product Management – Business to Business The strategic approach to managing products and services in business to business markets



0425

Product Management – Business to Consumer The strategic approach to the multidisciplined role of a product manager in consumer markets today



0426

Level

Level

Advanced

Advanced

Duration

Duration

3 days

3 days

Overview In order to be successful, product managers in business to business markets need to have a very different approach to that of their counterparts in the consumer space. Products and services are more complex and decision making units are different. A fire-fighting tactical approach is not the answer – strategic thinking is. This course helps managers of products or services to adopt a robust strategic approach clearly linked to business objectives.

Venues and dates

Benefits to you and your company You will be able to approach the task of managing products or services from a new perspective that will empower you and enable you to win the support of colleagues and others. It will give you the ability to structure product marketing plans that are consistent and in line with the bigger business strategy.

What’s included

Delegates will leave armed with the ability to develop and manage products from the perspective of the overall objectives and strategy of the business. This should improve the management of products through the life-cycle, ensure better use of budgets and enhance profitability.

What’s included

Moor Hall Conference Centre 2011 19-21 January 04-06 May 05-07 September Residential Price


£1,615.50 + VAT Tuition, course materials and full board accommodation Non-residential Price

£1,599.00 + VAT

Overview Product managers in consumer markets need to be comfortable working with multi-disciplines and to be confident with strategy, marketing and finance. This course provides an insight into best practice and effective methods of working.

Venues and dates

Benefits to you and your company Best practice in product management ensures a collaborative approach that minimises internal conflict and results in better managed product portfolio’s that remain customer-facing and profitable.

Residential Price

The resulting improved profitability is empowering and will win the support of colleagues and others creating the agility to respond quickly to changing markets.

+ VAT


Who this course is for The course is for product managers with several years experience operating in consumer goods markets. It will also be useful for sales managers and others with responsibilities for marketing consumer goods.

What you will learn Thinking and acting strategically in business to business markets Choosing the right strategic markets and directing resources towards them Creating strategic fit in product markets and managing capabilities How to create the right value proposition for different business decision makers How to create consistent strategies across the product marketing mix How to manage price so that the product is not devalued Winning product preference, among multiple business to business decision-makers Creating a sound value chain for the product through intermediaries Aligning product marketing with brand positioning How to create product marketing plans Winning and managing internal commitment to product management strategies Measuring success in product markets Learning approach The course will be delivered using a combination of presentation, discussions, exercises and case studies.


CIM Member price

£1,615.50+ VAT What’s included




www.cim.co.uk/0426

www.cim.co.uk/0425

Who this course is for This course is for product managers, with several years experience, operating in business to business markets. It would also be of use to others who are required to work closely with product managers eg. sales managers, marketing managers and R&D managers.

£1,795.00 + VAT

CIM Member price

CIM Member price

£1,419.50

Moor Hall Conference Centre 2011 19-21 January 16-18 May 07-09 September

What you will learn To think strategically in consumer markets To research and segment the market How to analyse competitor strategy Understand brands and build effective positioning strategies How to build value into the supply chain How to manage a product portfolio including new product development initiatives How to devise communication strategy and work with agencies How to win internal commitment to product strategies How to create a collaborative, cross-functional business plan Use appropriate metrics to monitor and measure success Learning approach The course will be based on presentation and discussion; exercises and case studies. Interactive throughout it will provide up to the minute examples of good and bad product management.


Product Management

Profitable Product Management A career transition programme for delegates within developing organisations

Residential option


0204

0207 Advanced

Duration

Duration

5 days (split 3+2)

3 days

Residential Price

Moor Hall Conference Centre Module 1 (3 day) + Module 2 (2 day) 2010 15-17 November + 13-14 December 2011 08-10 March + 14-15 April 19-21 July + 22-23 September £2,700.00 + VAT CIM Member price

£2,430.00+ VAT What’s included





www.cim.co.uk/0204

Learning approach The split module structure (3 days +2 days) of this course provides an excellent opportunity to reflect and consolidate learning between modules. Individual coaching (2 hours) with the course director provides expert advice to support you to implement your project and address the specific product management challenges facing your own organisation, before returning for the second module.

Course code

Level

Benefits to you and your company This course provides you with an opportunity to review your current approaches and compare these with best practice so that you can elevate your scope of involvement beyond support and co-ordination to executive. Influencing and personal management skills are crucial to gaining authority in this role and the course will support you in developing these skills.

What you will learn Define product strategies based on credible market analysis Write a coherent, comprehensive product plan Build a convincing business case Develop go-to-market strategies and tactics Deal with the most common product management challenges Enhance your influencing skills Manage stakeholders Specify new products based on clear identification of value Develop value propositions for new or existing products

21 CPD hours

Advanced

Venues and dates

Who this course is for Individuals who are currently in the role but need formal training in the strategic and tactical tools; and those who are preparing to take up such a role. Many companies use this as qualifying training for all their product managers to ensure supportable approaches are applied consistently.

Managing new product innovation and development from business strategy to launch and review

Residential option

Level

Overview The challenging business environment demands that organisations maximise the return on investment from their products. Many are seeking to introduce or improve product management functions to achieve market advantage and increase value for their businesses. This course develops analytical, strategic and tactical approaches to product management, enabling companies to compete sustainably and profitably in increasingly competitive business-to-business markets.

Organisations gain quicker and more comprehensive responsiveness to issues; more sustainable profitable growth strategies are put in place; advocates are developed with executive potential to support succession plans. The programme is pragmatic, delivered in a way that allows the benefits of fresh thinking to be applied directly to your business.

New Product Innovation and Development

Overview Developing new products or services is often vital to an organisation’s on-going success, particularly in demanding times. However it can be a risky and time-consuming process. It is vital therefore that new product development is approached in a structured and systematic way that ensures resources are used efficiently, opportunities for innovation are not lost and appropriate decisions are taken. Benefits to you and your company You will learn how NPD fits in with the business and marketing strategies and identify the organisational drivers for NPD. You will use tools and techniques to develop new product ideas, to advance these ideas to product concepts, to evaluate them and progress them through to market testing, launch and review. Applying a systematic approach to NPD increases the probability of identifying new product opportunities and taking them successfully to market as well as reducing the costs and risks to the organisation.

Venues and dates

Moor Hall Conference Centre 2010 20-22 September 2011 24-26 January 27-29 June Residential Price







www.cim.co.uk/0207 Who this course is for This course is suitable for product, marketing and new product development managers. It is also suitable for those managers working closely with the NPD teams, such as strategy and finance, for managers who are building an NPD team or wishing to strengthen their organisation’s NPD processes. What you will learn Identify and address the key challenges to successful new product development Develop an overall NPD strategy based on internal and external business drivers Identify and develop the key areas of capability required for successful NPD and innovation Use tools and techniques for spotting new product ideas and develop them into broader concepts and propositions Understand the increasingly important role of the internet/social media in product development including co-creation of products with the customer and their role in accelerating the innovation process Ensure that new product concepts are tested and screened for their success potential Prepare a business case to support the development and launch of new products Test market and prepare a launch plan for the introduction of a new product Ensure effective post launch management and handover is completed Use learnings to improve the new product development processes Learning approach Presentation and discussion combined with learning point illustration using case examples and group exercises.


Product Management

Pricing for Product Managers Demystifying the complexities of pricing in today’s competitive markets




0424

Level

Level

Advanced

Masterclass

Duration

Duration

3 days

3 days

Venues and dates

Benefits to you and your company You will gain the confidence to tackle any pricing problem your product portfolio can throw at you. Your new confidence will come from a deep understanding of the pricing process, solid techniques and sound theoretical principles. You will be able to analyse pricing situations from several standpoints and be able to construct and defend optimal pricing solutions.

What’s included

Moor Hall Conference Centre 2010 07-09 December 2011 05-07 April 05-07 July Residential Price



£1,599.00 + VAT

Overview Product management exists to improve business profitability by providing leadership for products across functions, inside and outside of the business. Leaders of product management teams have to build skills, processes, structure and senior management support to make this happen. On top of that they need to stitch the product strategies together into a portfolio strategy that makes sense for the whole business. This course provides the tools to help you do this. Benefits to you and your company You will learn how to select the best model of product management for your organisation and then implement that model to deliver effective product and product portfolio strategies.

CIM Member price



www.cim.co.uk/0423

Who this course is for There are no pre-requisites for this course, however 18-24 months product management experience would be ideal. Although this course is designed for product managers, specialists from other disciplines will find the ideas and concepts invaluable in their work eg. management accountants, sales, marketing and technology managers, and business analysts.

Your organisation will be able to optimise your product management function so that you can extract maximum value from your product portfolio over time.

Learning approach Seminar sessions in which techniques and ideas are presented and discussed Workshop activities where individuals and groups develop and present solutions for specific scenarios, including their own situation, and learn from each others experiences Individual coaching sessions



Venues and dates

Moor Hall Conference Centre 2011 01-03 February 22-24 June Residential Price







Who this course is for This course is designed for directors of product management, senior managers of product managers, group product managers and portfolio managers – in summary for those who define product management roles, responsibilities and processes and are responsible for the business management of a portfolio of products. It is particularly appropriate for those seeking to improve their product management function to deliver effective strategic leadership for their product portfolio. What you will learn Developing a vision of product management Developing a plan to implement your vision Designing product management roles and the major PM processes Moving product management from tactical product support to strategic leadership Assessing and developing PM competencies Building a portfolio strategy for new and existing products Board level influencing skills – gaining board support for your vision and strategy

What you will learn Be able to apply key theoretical tools in resolving practical pricing challenges Know the advantages and disadvantages of existing pricing methodologies and be able to select optimal approaches in a given situation Be able to analyse the value of your product or service to the customer, and use this to quantify economic advantage Build pricing into the mix, and into the value proposition Work with sales, marketing, finance and other managers to make pricing work for your product Pricing a new product or service Deal with pricing challenges from low price competitors Deal with some of the more common – and dangerous – urban myths of pricing Learning approach A blend of lecture/presentation, case studies/ exercises, and discussion/guest speaker Opportunity for one-to-one session with course director

Developing a world class product management capability


0423

Overview Pricing is one of the most important product management tasks. Often perceived as ‘too difficult’ by many marketing people, the price decision often defaults to the highly flawed, but easier to implement, cost-plus or competitor comparison approaches. In this advanced course we take a completely new look at the pricing problem, adopting a value-based approach to all pricing decisions and provide tools and templates for immediate practical use.

Basing prices on customer value enables the company to apply a consistent and rational methodology that will achieve superior returns and better customer relationships. It will help reinforce management’s efforts to build the business on value and will produce tangible results from doing so.

Transforming Product Management into a Strategic Function

www.cim.co.uk/0424

Janet Downes Janet Downes is a highly experienced international consultant and trainer specialising in product/service management. She managed product management teams in major international corporations such as Intel, DuPont and Fuji and has consulted on the development of product management in sectors ranging from high tech (IT, telecommunications, electronics and pharmaceutical) through manufacturing to financial services. Janet has a BSc in Electronic Engineering, an MBA and is a Chartered Marketer.

Digital Marketing The staggering pace of progress across the internet, online media and related technologies has had a significant impact on marketing. Businesses have been born overnight and fundamentally challenged accepted industry norms, often creating new, previously untapped market space – Amazon, LinkedIn, Facebook and YouTube being just a few of these breakthrough businesses. Leaders increasingly recognise the threats and opportunities presented by digital and social media, but are often left with more questions than answers:

49% of UK marketers believe their organisations are scared of fully exploiting social media *

50% of businesses encourage experimentation with new online/social media channels, but less than half that amount (22.7%) fully understand how their customers use social media *

Over 51% of organisations allocate resource to research digital and social media developments, but only 28% invest in training their marketers in this area **

* Marketing Trends Survey, Spring 2010, CIM/Ipsos MORI ** The Future for Marketing Capability, Autumn 2010, CIM/Accenture More information at www.cim.co.uk/MTS

inter-faces

This image explores the complexity, yet immediacy of communications that would not have been possible even twenty years ago. © Peter Grundy, illustrator

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Introduction to Digital Marketing

Digital Marketing Courses

A ‘digital marketing 101’ – everything you need to know to be a successful digital marketer


0764 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Introduction to Digital Marketing

1 day workshop

56

Search Engine Marketing

1 day workshop

57

Email Marketing

1 day workshop

57

Online PR and Reputation Management

1 day workshop

58

Social Media Marketing

1 day workshop

58

Social Media Marketing B2B

1 day workshop

59

Social Media Marketing for the Public Sector and NFP

1 day workshop

59

Mobile Marketing

1 day workshop

60

Viral Marketing

1 day workshop

60

Principles of Website Design

1 day workshop

61

Creating a Great Web Experience

1 day workshop

61

Running Effective Digital Campaigns

2 day course

62

Managing Digital Teams

1 day workshop

62

Integrated Digital Marketing

1 day workshop

63

Affiliate Marketing

1 day workshop

63

Advanced Digital Marketing

3 day course

64

Advanced SEM – Paid Search Advertising

1 day workshop

65

Advanced SEM – Organic Search Engine Optimisation

1 day workshop

65

Advanced Social Media Marketing

1 day workshop

66

Advanced Email Marketing

1 day workshop

66

Managing Digital Marketing

1 day workshop

67

2 day course

67

How to Write for the Web

1 day workshop

88

Digital Metrics and Analytics

1 day workshop

21

Masterclass Digital Marketing Masterclass

see also...


Overview Every marketer needs to understand how to exploit digital marketing tools and techniques in order to improve their customer value proposition and overall competitiveness. That means designing an accessible, usable and value adding website and using a range of interrelated digital marketing facilities to drive traffic, conversion and referrals. Benefits to you and your company You will develop a better understanding of the digital marketing tools and techniques available as well as their appropriate use and measurement. You will develop a more strategic and professional approach to your digital marketing endeavours with a view to optimising your customers’ interactive experience. A better understanding of both established digital marketing tools and techniques (website, email) and newer ones (blogs/microblogs, social networks, podcasts, wikis) coupled with an insight into best practice application, should ensure your organisation is in a position to deliver a better customer experience and ultimately return on investment. Who this course is for This workshop is designed for marketers who want to get a better understanding of the key digital marketing tools and techniques with a view to improving their digital marketing and measuring the effectiveness of their digital marketing efforts, activities and investment. What you will learn How to define explicitly why you are investing in digital marketing Create an integrated ‘Web 2.0 Digital Marketing Plan’ Understand the needs of different audiences using research Develop clear and measurable objectives for your digital marketing activities Design and implement a best practice website Get found on the web (SEO/SEM) Build credibility using tools such as blogs, online PR, social media, networks etc. Select the most appropriate digital marketing tool(s) based on specific objectives Develop a ‘permission-based’ approach to building relationships Use web analytics and metrics to evaluate effectiveness Do all of the above within the legal/regulatory environment Learning approach A mixture of slides, exercises, demos, discussion and video, amalgamated with looking at best practice web sites and useful on-line resources eg. ‘Adwords’


Venues and dates

London 2010 04 October 01 December 2011 19 January 29 March 09 May 02 August Manchester 28 February 22 June

2011

Price




Integrated Digital Marketing (p63) Email Marketing (p57) Social Media Marketing (p58) Search Engine Marketing (p57) More dates and to book online

www.cim.co.uk/0764

Digital Marketing

Search Engine Marketing Improve the planning and management of your SEO and PPC

Overview With search engine marketing (SEM) options broader every year, the key to success is planning and management as much as technical knowledge. This structured course is designed to take a marketer through setting goals, budgeting, planning and measurement across both sponsored listings and natural search. It will lead to a better understanding and confidence in dealing with both internal teams and external agencies. Benefits to you and your company You will gain confidence and knowledge of the terminology and best practice of SEM planning, SEO projects and PPC campaigns. You will be able to judge a search agency or consultant’s abilities, look for ‘red flags’ for poor quality work and focus on the important aspects of search that will make your daily job easier. Your organisation will benefit from a structured SEM plan that focuses on delivering real business value and KPIs. As a result they will gain a greater return on investment. Who this course is for This course is aimed at marketers responsible for SEM planning in their organisation. It is also suitable for people in the broader web, marketing or PR teams looking to understand how this channel works. What you will learn Valuable research methods SEM planning and budgeting Use tried and tested ‘best practice’ techniques for managing both ‘free’ (organic) and ‘paid for’ (pay-per-click) search Decide whether to do in-house or use a specialist agency Plan and deploy ‘white hat’ linking strategies which improve your relevance and authority as a site Content optimisation to improve ‘on-page signals’ through keywords and metadata Quick wins to get your social media marketing to improve your SEO Avoid common search marketing pitfalls and key technical challenges Improve the search engines trust in your site to improve both your SEO and conversion rates Test market your search marketing using web analytics and other tools Learning approach This highly practical workshop encompasses interaction with the web, group/individual exercises alongside a presentation detailing the latest findings and research.

Email Marketing 7 CPD hours

Fresh perspectives on a core channel

7 CPD hours

Course code

Course code

1157

0766

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 19 October 09 December 2011 22 February 18 April 07 June 12 August Manchester 2011 01 March 23 June Price




Advanced SEM – Paid Search Advertising (p65) Advanced SEM – Organic Search Engine Optimisation (p65) Social Media Marketing (p58) More dates and to book online

www.cim.co.uk/1157

“Exceeded my expectations! Relevant and well presented, the course was a great introduction into the world of SEO. I will now be able to converse with our media buyers in their own language.”

Overview Email marketing has been a core tool in digital marketing for many years, however, is often unable to achieve its full potential due to a lack of guidance in best practice and issues with spam. Benefits to you and your company You will leave with a greater understanding of how to achieve and implement more effective email campaigns. The course will give organisations the ability to use email marketing as part of their integrated strategic marketing plan. As well as covering best practice, it will discuss the legal aspects of email marketing, allowing organisations to adhere to the growing guidelines surrounding spam and data protection. Who this course is for The course will suit anyone who has responsibility for delivering email marketing campaigns, either in house or agency side. Both those new to email marketing and marketers who feel they could be getting more from their email will benefit. What you will learn Plan integrated email campaigns Devise creative and copy to increase open and click-through rates Use tests and tracking metrics to improve response Select email marketing management systems Build a house list Source opt-in B2C and B2B lists Review the latest on ethical and legal constraints Design an effective e-newsletter Measure and improve email campaigns

Venues and dates

London 2010 13 October 17 November 03 December 2011 20 January 21 February 15 March 14 April 17 May 06 June 19 July 04 August 27 September Manchester 2011 03 March 20 June Price




Introduction to Digital Marketing (p56) Social Media Marketing (p58) Search Engine Marketing (p57) Advanced Email Marketing (p66) More dates and to book online

www.cim.co.uk/0766

Learning approach Covering best practice and using case studies and exercises throughout, the course offers a practical guide to the core techniques in email marketing. Online tools and reference materials are highlighted throughout so that the material covered can be put into practice immediately upon return to the office.

Jody Davies Auction & Events, DVLA


Digital Marketing

Online PR and Reputation Management Managing your brand communications online

Social Media Marketing 7 CPD hours Course code

0951

Overview Social media and digital marketing have completely changed how we engage with our audience. The use of Twitter, social networks and user reviews are just a few of the issues that have completely changed the PR and brand management landscape. This course will show you how to monitor, manage and engage with customers using these channels. Benefits to you and your company You will learn the practical ways in which online PR and social media can really work and what you should avoid. You will understand how to follow industry guidelines and be given examples and tools to plan and implement future campaigns. Organisations will benefit from a greater return from their online campaigns and be reassured they are following best practice. An awareness of where a brand is being discussed and what is being said, as well as how to respond to these communications, is essential for managing any brand.

Exploit the potential and manage the downsides of consumer participation in online social media


0651

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 14 October 2011 21 January 07 June Price




Search Engine Marketing (p57) Social Media Marketing (p58) Email Marketing (p57) More dates and to book online

www.cim.co.uk/0951

Overview Your products, services and brands are being discussed right now on the web, and this is influencing customer perception and action. This course will give you a complete guide to your options for using social media to naturally interact with your audience to better understand and positively influence them, and manage negative comments. The course also fully considers your options of techniques, tools and suppliers. Benefits to you and your company This course will get you ‘up-to-speed’ with the latest in social media and will explain which matter and which are over-hyped as a marketing tool. It will help you develop a plan, prioritise your different options and review agency and toolkit suppliers to help with implementation. In many sectors there is evidence that favourable comments and reviews positively influence brand awareness and preferences. By understanding techniques to influence audiences you can drive sales whether fulfilled offline or online.

Who this course is for Marketers responsible for managing online PR and/or online branding will leave the course with practical knowledge that they can implement immediately.

Who this course is for The course is for those who need to know more about social media and social networking so they can assess its relevance, plan an approach or implement social media.

What you will learn Plan and execute online PR campaigns from start to finish (including analysis) Identify online opportunities and threats Understand and use web 2.0 and social media Identify how and where to monitor your brand online Deal with online PR disasters and know how to avoid them in the first place Identify and engage with online audiences Follow industry guidelines and best practice Use the tools and sources of information for developing successful campaigns Understand the latest trends and areas to watch Report on and analyse campaigns from a metric and quality point of view

What you will learn Distinguish between different forms of social networking activity Assess the value of a social network to your business Review where your brand and products are being discussed Measure the effectiveness of social network marketing and e-PR Select the best tool for monitoring social networks Select agencies for engaging in social networking on your behalf Develop policies for employee participation in social networks for marketing purposes Build in social media and networking into a campaign Develop a plan to prioritise and implement different forms of social media marketing Evaluate approaches for integrating social media into your own site Create your own social networks, blogs, etc using free and paid systems Manage a crisis (blogstorm)

Learning approach Covering best practice and using case studies and exercises throughout, the course offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout so that the material covered can be put into practice immediately upon return to the office.


Learning approach An interactive workshop that combines whole group discussion with paired and individual work. Case studies are analysed and exercises and activities are used to apply the learning to your own company.

Venues and dates

London 2010 23 September 29 October 24 November 13 December 2011 26 January 03 February 09 March 20 April 12 May 09 June 28 July 04 August 15 September Manchester 02 March 22 June

2011

Price




Advanced Social Media Marketing (p66) Digital Marketing (p64) More dates and to book online

www.cim.co.uk/0651


Digital Marketing

Social Media Marketing B2B Exploit the potential of social media to drive engaging business to business dialogue

Overview Social media is reaching B2B markets allowing companies to engage with business customers to generate new leads, build relationships and enhance business service. The course evaluates your options for techniques, tools and suppliers for using social media to interact, understand and positively influence behaviour of your audience. We consider responses to negative comments and managing potential damage to company or brand reputation.


Who this course is for This course is for marketers, digital marketing managers, sales and new business managers who work in B2B marketing who need to know more about social media in order to assess its impact, plan an approach and execute a social media techniques. What you will learn Distinguish between different forms of social networking activity Review and assess the value to your business Select the best tool for monitoring Select agencies for engaging in social networking on your behalf Develop policies for employee participation Build in social media into a B2B campaign Develop a plan to prioritise and implement different forms of social media marketing Measure the effectiveness of activity Create your own social networks, blogs, etc using free and paid systems Learning approach The instructor takes a modular approach to the day. Each topic area is presented covering good practice, highlighted with examples, followed by short group exercises. Discussion and debate is encouraged with delegates asked to provide examples from within their own organisations.


0746

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 10 November 2011 13 April 12 July Price

£499.00 + VAT

Overview This course will give you a complete guide to your options for using social media in the public and not for profit (NFP) sectors. It will show you how to naturally interact with your audience to better understand them and positively influence them. The course also fully considers your options of techniques, tools and suppliers.

CIM Member price


Social Media Marketing (p58) Advanced Social Media Marketing (p66) More dates and to book online

www.cim.co.uk/0747 Understanding your audience is key to delivering the right message, the right product and the right service. Gather customer views and market research, gain favourable comments and testimonials, reach new markets and generate qualified sales leads. By understanding techniques to influence audiences you can drive people to contact you or engage with your content offline or online.

Exploit the potential and manage the challenges of using social media

0747

What’s included

Benefits to you and your company Get up to speed with the latest in social media and select tools relevant to your organisation rather than following the crowd. Explain which social media matter, how to use it and become a focal point for social media within your team. It will help you develop a plan, prioritise your options and get your team on top of social media.

Social Media Marketing for the Public Sector and NFP

Venues and dates



Benefits to you and your company This course will get you ‘up-to-speed’ with the latest in social media and will explain which matter and which are over-hyped. It will also help you develop a plan, prioritising your different options and reviewing agency and toolkit suppliers to help with implementation. Favourable comments and reviews positively influence attitudes, awareness and preferences. By understanding techniques to influence audiences you can drive people to contact you or engage with your content offline or online.



Running Effective Digital Campaigns (p62) Search Engine Marketing (p57) More dates and to book online

www.cim.co.uk/0746

Who this course is for The course is for marketers who work in the public sector or the NFP sector who need to know more about social media and social networking so they can assess its relevance, plan an approach or implement a social media programme. What you will learn Distinguish between different forms of social networking activity Assess the value of a social network Assess which are most appropriate Review where your services are being discussed Measure the effectiveness of social network marketing and e-PR networks Select agencies for engaging in social networking on your behalf Develop policies for employee participation Build social media and networking into a campaign Develop a plan to prioritise and implement different forms of social media marketing Evaluate approaches for integrating social media into your own site Create your own social networks, blogs, etc using free and paid systems Manage a crisis Learning approach The day is divided into learning modules in which topic areas are presented alongside examples, discussions and group exercises. Delegates are encouraged to share best practice case studies throughout.


Digital Marketing

Mobile Marketing Getting the best from this increasingly powerful and relevant medium

Overview Many organisations are making hundreds of millions of pounds (Apple ‘App Store’ & iTunes downloads) whilst others are saving tens of millions (NHS SMS text ‘Appointment Reminders) through mobile marketing. This course will address how to exploit this exciting marketing interface in a sensitive, professional and permission-oriented way, generating value for both consumers and your organisation. Benefits to you and your company The workshop is designed to help you understand the ‘ins and outs’ of mobile marketing. This includes making the jargon more understandable, illustrating how to use the medium to market to customers and how to integrate this with other on and offline activities. Your organisation will be able to understand and utilise this versatile marketing tool as it becomes increasingly relevant in the marketing mix. Implementing and integrating mobile marketing campaigns with reference to best practice and a professional methodology should result in business success.

Viral Marketing 7 CPD hours Course code

From word of mouth to Web 2.0 social media marketing and beyond


1315

0952

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 07 October 2011 31 January 10 May 01 August Price




Integrated Digital Marketing (p63) Email Marketing (p57) More dates and to book online

www.cim.co.uk/1315

Who this course is for This workshop is designed for marketers and digital marketers responsible for customer and prospect communications. It will be of particular interest to those who want to build skills in mobile marketing. What you will learn Build your mobile brand and engagement Design a ‘permission based’ and customised mobile marketing plan and strategy Develop, test and implement successful SMS and MMS mobile marketing campaigns Use tried and tested mobile marketing tips and techniques to ensure success Avoid common pitfalls Determine which ‘apps’ are appropriate, if any, and how to ‘market’ them Develop and execute mobile advertising, CRM, direct response, promotion and word-of-mouth (viral) campaigns Develop campaigns which comply with the latest data protection, privacy and electronic communications legislation Use metrics to measure your mobile marketing efforts Learning approach A mixture of slides, case studies, discussion, exercises and mini-workshops with reference to best practice.


Overview This outstanding viral marketing workshop helps you position your brand to boost reputation and sales. You will learn how to communicate effectively with the key people who really count to your organisation. By understanding how to integrate viral campaigns you can enhance profits whilst demonstrating true kinship with your employees, customers and partners, even during tough economic times.

Venues and dates

London 2010 06 December 2011 05 April Price



Benefits to you and your company This is an excellent opportunity to learn how to ‘flex’ the muscles of one of the world’s oldest forms of marketing, ‘word of mouth’ with the latest innovations from the world of Web 2.0. You’ll learn how to plan your viral campaign, enhance your online marketing, devise a powerful guerilla-marketing project and so boost your marcoms strategies. This event demystifies viral marketing in all its forms. It will help you deploy a truly effective and practical through-the-line marketing strategy that actively supports your entire public relations and corporate social responsibility campaigns. Who this course is for Anyone who wishes to be introduced to this important communications platform or has an existing understanding of social media and Web 2.0. What you will learn Plan and implement a successful word of mouth campaign Devise a guerilla marketing campaign Improve brand perception Profit from blogs and wikis Use viral marketing and social media to explain difficult or sensitive issues to your customers Leverage YouTube, Digg and other social network channels Learning approach A combination of presentation and hands-on exercises.


www.cim.co.uk/0952

Digital Marketing

Principles of Website Design Achieving an outstanding website that reflects your marketing aims

Overview You deserve a brilliantly designed website that reaches the top of search engine rankings. You need to know how to get the most from your web design team. This workshop cuts through the jargon to concentrate on ensuring that your website meets your full communication objectives. The course offers a thorough grounding on all marketing aspects of website design that meets both corporate and user demands.

7 CPD hours

You will understand how to produce outstanding sites that reflect your marketing aims. This includes how to build the backbone of your ideal site, deal with web design agencies, choose appropriate graphics, get your site Web 2.0 ready, ensure a design brief is clear and useful and know how to test your site for accessibility.

New course

Get more from your website

7 CPD hours

Course code

Course code

0884

0677

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2011 06 April 08 September

Overview This course will show you how to apply best practice, interpret your analytics and implement techniques to get more from your website and landing pages.

Price



Benefits to you and your company From planning to reviewing sites, this course helps you work more effectively with internal or external web designers.

Creating a Great Web Experience


How to Write for the Web (p88) More dates and to book online

www.cim.co.uk/0884

Benefits to you and your company You will leave with a practical knowledge of usability, website analytics analysis, page optimisation and user experience testing. You will gain knowledge of the latest tools and techniques available and develop a set of skills that can be applied to any website and digital marketing campaigns to improve performance. Organisations will benefit from improved user experience leading to improved brand perception and online conversion rates. Organisations will also see the knock-on impact of improving return from other digital marketing techniques such as social media and email marketing. The course also gives guidance in the legal requirements of accessibility and best practice.

Venues and dates

London 2010 12 October 2011 19 January 16 March 18 July Price




Principles of Web Design (p61) Introduction to Digital Marketing (p56) Search Engine Marketing (p57) Social Media Marketing (p58) More dates and to book online

Who this course is for Anyone seeking a non-technical basic introduction to what constitutes good web design from a marketing perspective.

Who this course is for Anyone with responsibility for their organisation’s website, digital marketing campaigns or brand online.

What you will learn Ensure your site reflects your marketing plans Understand information architecture Deal with content audits Get to grips with jargon Implement the principles of good design into your site Understand disability web access issues Brief designers Optimise graphics Deal with opportunities like pods, blogs and streaming video Improve your search engine ranking

What you will learn Understand usability best practice Work within the legal frameworks for accessibility See the advantages of standards compliance Install, analyse and interpret website analytics Use advanced analytics techniques for user journey analysis Use the latest tools and techniques to analyse and improve the performance of your site Test and improve landing pages Get more form your website and improve the users experience

Learning approach A combination of presentation and hands-on exercises.

Learning approach Covering best practice and using case studies and exercises throughout, the course offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted so that the material covered can be put into practice immediately upon return to the office.

www.cim.co.uk/0677


Digital Marketing

Running Effective Digital Campaigns Planning digital marketing campaigns that build engagement, advocacy and revenue

Overview This two day course will enable you to explore how you can create online integrated marketing campaigns by learning success factors for different online campaign tools and channels. We will also review when to deploy each channel and how they fit into a customer or prospect relationship marketing plan. Benefits to you and your company You will be able to review the strengths and weaknesses of the alternative digital media channels and select the most appropriate for your organisation. You will be able to confidently produce an e-marketing plan and ask the ‘tough questions’ of agencies when they’re pitching for your budget. Your organisation will be able to develop a planned, measured approach to online marketing, with more effective targeting and media spend, improved campaign optimisation, better onlineoffline integration and increased campaign return on investment (ROI).

14 CPD hours

Invest in people, not media

7 CPD hours

Course code

Course code

0767

1219

Level

Level

Foundation

Foundation

Duration

Duration

2 days

1 day

Venues and dates

London 2010 25-26 13-14 2011 02-03 13-14 29-30

October December February June August

Manchester 2011 03-04 March 23-24 June Price




Managing Digital Marketing (p67) More dates and to book online

www.cim.co.uk/0767 Who this course is for This is an in-depth practical course for marketers who are, or will be actively involved in devising and managing online marketing campaigns either inhouse or through an agency. If you are mainly interested in improving your results from email marketing and e-newsletters we recommend course 0766 – Email Marketing.

Overview Learn how to adjust and respond to the new pressures arising as a result of the new digital media universe and build an effective digital team with the right skills. Identify new talent and draw on cross-organisational skills. The range of digital media means there is now ample opportunity for you to lead the online discussion but you need to know how to make the most of your limited resources. Benefits to you and your company Get ahead of the curve and impress your superiors with a well-rounded knowledge of the organisational impact of digital, how to avoid the pitfalls and the best approach to resourcing and managing an effective digital team. Many organisations recognise the importance of adapting their marketing and communications plans to the new digital eco-system. Few are fully prepared for what this entails. This course will help to equip your organisation with the necessary knowledge and skills to communicate with customers in a way that is convenient for them, delivering considerable long term benefits to the company. Who this course is for This course will help marketing and communications managers prepare and develop an effective digital marketing team to best implement their organisation’s digital strategy. It is also ideal for e-marketers, as well as human resource and sales managers looking to exploit the full potential of digital media.

What you will learn Understand how to segment audiences and treat people differently, according to their behaviours and needs Understand how to use customer insight to ensure you develop appropriate propositions and content Exploit the unique characteristics of digital media Plan digital elements within a marketing campaign plan Review the use of digital media channels such as paid and natural search, affiliates, advertising, social media and email marketing Decide when to use each digital channel Select and integrate media Succeed with our ‘tips for campaign success’ Evaluate and improve online marketing effectiveness: using web analytics and free digital tools Learning approach This course is divided into learning modules in which a mix of presentation exercises and discussions take place.

Managing Digital Teams

What you will learn Identify the key trends of digital and the impact on your role and organisation React and respond to the ever changing digital landscape and customer expectations Develop the right team to deliver the organisation’s digital marketing strategy Adjust existing communications plans to the new digital eco-system Conduct a skills audit of your team and identify skills shortage for digital Create and share meaningful, relevant digital content Collaborate with other departments to maximize digital presence Decide when to outsource and when to service in-house Evaluate individual and team results



Learning approach The instructor takes a modular approach to the day. Each topic area is presented covering good theoretical practice, highlighted with examples, followed by short group exercises. Discussion and debate is encouraged with delegates asked to provide comparative examples from within their own organisations.

Venues and dates

London 2010 02 December 2011 16 March 25 May 23 August Price




Managing Digital Marketing (p67) Affiliate Marketing (p63) More dates and to book online

www.cim.co.uk/1219

Digital Marketing

Integrated Digital Marketing Giving multi-channel customers a value-added experience consistently and continually

Overview This workshop is designed to help you appreciate the importance of having an integrated, multi-channel marketing approach and how to design and deliver such a proposition. Whilst the emphasis is on digital marketing, this has to be dove-tailed with traditional tools and techniques with a view to achieving synergy, and ultimately a better experience for both actual and potential customers.


Who this course is for This workshop is designed for marketers looking to provide customers with an improved, consistent and branded experience. What you will learn Create an integrated, multi-channel marketing (digital/traditional) plan Research customer expectations and map the customer journey Use segmentation to develop alternative propositions Utilise appropriate tools and techniques Exploit people power (opinion leaders/ ‘sneezers’, social networks/‘crowds’) Combine tools known to work synergistically (eg. direct mail and email) Avoid common mistakes Exploit Web 2.0, and in particular, social media marketing tools and techniques Determine budget spend (online versus offline) Test various propositions (‘A/B splits’, control groups, ‘multi-variate analysis’) Use appropriate metrics to measure progress Learning approach A mixture of slides, case studies, discussions and exercises. The emphasis is on practical application with reference to best practice.

Course code

1229

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 28 September 22 November 2011 28 March 01 June 12 September Price

Overview Affiliate Marketing, a web based marketing practice using one site to drive traffic to another, is one of the most lucrative ways to boost your web sales and improve online brand reach. This fascinating one-day event offers a step-by-step guide to developing successful affiliate marketing programmes and generating high-volume online leads.



Your organisation will benefit from a stronger brand proposition and experience. The synergy achieved though cross-channel integration and optimisation should also mean the organisation gets a higher return on investment.

7 CPD hours

Building a programme that delivers results

0744

CIM Member price

Benefits to you and your company You will learn how to design and implement an integrated, multi-channel marketing plan, combining traditional and digital tools and techniques, with appropriate metrics.

Affiliate Marketing

Introduction to Digital Marketing (p56) Email Marketing (p57) Social Media Marketing (p58) Search Engine Marketing (p57) More dates and to book online

www.cim.co.uk/0744

Venues and dates

London 2010 03 December 2011 16 February 18 May 28 September Price


Benefits to you and your company You will benefit from a greater understanding of how affiliate marketing programmes work and how to demonstrate return on investment. You will become more confident in your online marketing skills and so feel even more valued as a team member. Organisations will benefit from increased visibility for their products and services resulting in more profitable web-based business partnerships.



How to Write for the Web (p88) Principles of Website Design (p61) More dates and to book online

www.cim.co.uk/1229 Who this course is for This course is ideal for sales and marketing managers, online marketers and consultants. It helps consolidate online marketing plans as well as improve working partnerships with online creative partners such as agencies. What you will learn Understand how affiliate programmes work Build and implement an affiliate marketing strategy Recognise and identify affiliate marketing opportunities Select the right affiliate partners Select better online partnership deals Market and promote your affiliate programme Work more efficiently with online communities Earn greater commission from notable affiliate programmes Build powerful online networks Avoid costly mistakes Learning approach The instructor takes a modular approach to the day. Each topic area is presented covering good theoretical practice, highlighted with examples, followed by short group exercises. Discussion and debate is encouraged with delegates asked to provide examples from within their own organisations.


Digital Marketing

Digital Marketing A complete guide to digital marketing best practice, techniques and tools


0066 Level

Advanced Duration

3 days Overview This course is for anyone who wants to understand the key elements of building an effective digital marketing campaign. Covering best practice and using case studies throughout, the session offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout, enabling delegates to leave with solid hands-on knowledge that they can implement immediately upon return to the office. Benefits to you and your company You will be able to produce better results through the quick wins and techniques you learn on the course. You will also be able to question, discuss and control internal or external specialists completing the work.

Venues and dates

London Non-residential only 2010 2011

18-20 October 22-24 February 08-10 June

Moor Hall Conference Centre 2010 06-08 December 2011 11-13 April 01-03 August Manchester 28 February -02 March 21-23 June

2011

Residential Price

£1,795.00 + VAT Costly mistakes and inefficiencies will be reduced through following best practice approaches across the different aspects of digital media. A more coherent, customer-centric planned approach to digital marketing will be developed, focusing on priorities which will give the best returns. Who this course is for This is a practical course for anyone involved with the hands-on management of digital channels, or the over-arching digital strategy. You may be working in a client side or agency side role, either as an e-marketing specialist or a marketer. What you will learn Create and/or improve a programme for measuring and improving digital media effectiveness Audit current approaches and identify areas for improving performance Search engine optimisation (SEO) Pay per click marketing including Google AdWords Social media including Facebook, Twitter, Blogging Partner marketing including affiliate marketing and link-building Online advertising including ad networks and behavioural targeting Email marketing including deliverability Site structure and template designs Site content and copy Digital marketing strategy

CIM Member price

In the spotlight






Briefing sessions Following on from the success of our Spring social media briefing sessions, we will shortly be announcing further short briefing sessions covering a specific marketing tool or channel.

Related courses

Advanced Social Media Marketing (p66) Advanced SEM – Paid Search (p65) Advanced SEM – Organic Search Engine Optimisation (p65) Advanced Email Marketing (p66)

Delivered by leading course directors from the CIM faculty and packed with essential advice and tips, each two-hour session will provide insight into the latest best practice and thinking.


Digital Marketing

www.cim.co.uk/0066

In the spotlight: Blogging In the spotlight: LinkedIn In the spotlight: Facebook In the spotlight: Twitter In the spotlight: YouTube In the spotlight: How to make the most of the free web NEW

Learning approach Covering best practice and using case studies and practical examples throughout, the course offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout so that the material covered can be implemented immediately.

In the spotlight: Google analytics In the spotlight: Google webmaster tools

Marketing In the spotlight: Data protection – the basics NEW

Don’t miss out. Visit www.cim.co.uk/training to find out more. 64 Training bookings and advice +44 (0)1628 427200

Digital Marketing

Advanced SEM – Paid Search Advertising Unlock the power of PPC to reach new audiences, build awareness and deliver growth

Overview This course shows how to grow your Google Adwords and Microsoft Advertising campaigns beyond simple keyword ads into a profitable investment of marketing budget. Delegates will learn how to gain quick wins for their business by applying test and learn methodology to their paid search advertising through to the growing opportunities of mobile, local and video search. This is a practical course following on from our introductory Search Engine Marketing (1157).

Advanced SEM – Organic Search Engine Optimisation 7 CPD hours

Taking your SEO to the next level

Course code

0419

0748

Level

Level

Advanced

Advanced

Duration

Duration

1 day

1 day

Venues and dates

London 2010 15 November 2011 23 February 09 June Price


£449.10 + VAT

Overview This practical course shows how to plan your Search Engine Optimisation (SEO), review the many techniques that can increase natural search traffic and measure the resulting customers. It is designed to show delegates how to use SEO to win new customers and ensure existing customers are able to find what they are looking for to create profitable and sustainable business. This workshop follows on from our introductory Search Engine Marketing (1157).

What’s included

Benefits to you and your company Delegates attending will learn the important factors to concentrate on in PPC, leaving them feeling more confident in this specialist area. It will enable a fully researched PPC plan to be developed, with expectations addressed, benefits identified and a practical campaign put into place.


This course will provide organisations with an insight into the rapidly developing areas of PPC. It will enable them to ensure that valuable opportunities are not missed, enabling them to reach their target markets, and ultimately increase the value of their search advertising.


Who this course is for Marketers or web managers who are required to plan and implement a PPC campaign in B2B or B2C markets. They will either have experience of planning and running sponsored link programs or have attended our one-day introductory Search Engine Marketing course. What you will learn How to research, plan, co-ordinate, and implement structured PPC campaigns Measure the results of your PPC investment Make the best use of your budget and work with SEO Win support for PPC and avoid the common accusations from stakeholders of ‘it’s too expensive’ Valuable hints and tips that can improve the focus, process and techniques of PPC Gain a broader understanding of the role of PPC within the overall marketing plan

7 CPD hours

Course code

Related courses

Advanced SEM – Organic Search Engine Optimisation (p65) Advanced Social Media Marketing (p66) Search Engine Marketing (p57)

www.cim.co.uk/0419

Venues and dates




Benefits to you and your company This course will improve your knowledge of SEO so that you can plan for better results, sell your campaigns to higher management and hence deliver better ROI. It is suitable for both agency and client side organisations. This course will enable organisations to increase the value of free traffic to their website. It will allow a fully researched SEO Plan to be created with expectations addressed, benefits identified and a practical change programme put into place.


Advanced SEM – Paid Search Advertising (p65) Advanced Social Media Marketing (p66) Search Engine Marketing (p57) More dates and to book online

www.cim.co.uk/0748

Who this course is for Marketers or web managers who are required to plan and implement an SEO program in B2B or B2C markets. They will have either have experience of planning and running SEO programs or have attended our one-day introductory Search Engine Marketing course. What you will learn How to research, plan, co-ordinate, and implement structured SEO programs across various teams Measure the results of SEO Make the best use of budget Win support for SEO and avoid the ‘smoke and mirrors’ accusations of stakeholders Valuable hints and tips that can improve the focus, process and techniques of SEO Gain a broader understanding of the role of SEO within the overall marketing plan Learning approach This course will encompass a best practice presentation and practical exercises involving live web usage.

Learning approach This course will include practical exercises, live web access and a best practice presentation.


Digital Marketing

Advanced Social Media Marketing Develop your social media strategy to deliver customer engagement and sustained business benefits

Overview Social media offers frequent and unmediated access to customers and brand influencers. This course will provide you with an approach to developing an integrated social media marketing strategy and advanced tactics for reaching influencers and building customer engagement. You will learn how to take social media beyond marketing and will be introduced to techniques to develop customer service, reputation management and best practice. Benefits to you and your company Delegates will benefit by understanding how to place social media in a business context and develop the skills to plan, manage and measure your social media activities. Organisations will benefit from a more strategic approach to social media that will help guide resource allocation, management, brand and product development, customer service and customer relationships.


Taking email marketing to the next level


0745

0749

Level

Level

Advanced

Advanced

Duration

Duration

1 day

1 day

Venues and dates


Overview Email marketing is a cost-effective and highly engaging part of the digital marketing mix. It is also one of the most challenging due to the continuous issues of spam, changes in user interactions and the fast changing digital environment. This course offers an advanced and practical guide to getting the most from email campaigns using the latest techniques and tools.




Managing Digital Marketing (p67) Digital Marketing (p64) More dates and to book online

www.cim.co.uk/0745

Benefits to you and your company You will learn the latest techniques in email marketing to improve the results of your campaigns. You will leave with a knowledge of the newest tools, testing techniques and reporting methodolgies to improve every aspect of your campaign, from data collection and sign up, to analytics analysis and reporting. Organisations will benefit from acquiring knowledge of best practice, using the latest email marketing tools and delivering highly effective reporting that increases open rates, click through rates and essentially the bottom line.

Venues and dates





Advanced SEM – Paid Search Advertising (p65) Advanced SEM – Organic Search Engine Optimisation (p65) Digital Marketing (p64) Advanced Social Media Marketing (p66) Email Marketing (p57) More dates and to book online

www.cim.co.uk/0749

Who this course is for This course is for marketers who have a social media programme and are looking to take their social media success to the next level by integrating it into the wider organisation. This course will be useful for managers and senior executives who are looking to formalise operational activities and develop a strategic approach.

Who this course is for Marketers looking to improve the results of their email marketing by going beyond the basics. What you will learn Plan and execute effective email campaigns from initial concept to analysis Identify the most suitable email marketing tools for your campaign Integrate your email campaigns with other marketing activities Use social media and email marketing for improved results Interpret your analytics to improve your campaigns Use A/B and multivariance testing Optimise your landing pages Segment your data for better response rates Understand the legal and best practice frameworks for email marketing

What you will learn Create and align your social media strategy with company objectives Introduce best practice to your business Use a multi-channel framework that will enable you to build a social media enabled marketing campaign Reach influencers, turn followers into fans, and fans into engaged customers Develop a social media metrics dashboard Select a social media agency Assess the appropriateness and viability of free and paid-for social media tools Encourage the use of social tools within your organisation Ensure a reasonable rate of return on your social media investment Manage a crisis Use social media as a customer service channel Learning approach An interactive workshop that combines whole group discussion with pair and group work. Case studies are analysed, and exercises and activities are used to apply the learning to your own company.

Advanced Email Marketing

Learning approach Covering best practice and using case studies and exercises throughout, this course offers a practical guide to the core techniques in digital marketing. Online tools and reference materials are highlighted throughout so that the material covered can be put into practice immediately upon return to the office.



Digital Marketing

Managing Digital Marketing Create a roadmap to develop your digital marketing strategy and capability

Overview Presenting an advanced framework for reviewing and improving your current digital strategy, this course will discuss key decision points to identify the best strategic approach with a focus on how to map the tools together and integrate them with your offline marketing.


0649

Companies will be able to deliver a structured approach to exploiting the internet and related digital communications which will ensure they are using a customer-centric approach to deliver the best results. They will gain greater clarity and vision on the goals of their online presence, resulting in a clear strategic focus. Who this course is for Attendees who will benefit most from this course are marketers who are responsible for e-marketing activities. Please note: This course assumes a working knowledge of digital media and is intermediate to advanced level. What you will learn Review the dynamics and trends of your online marketplace including new patterns of buyer behaviour Define a vision and goals for your e-marketing strategy Review and select strategic priorities Understand the pros and cons of the range of digital tools Map the appropriate digital tools to achieve marketing objectives Maximise the principles of new media strategy Evaluate the impact of digital on your team and your organisation Identify KPIs and deploy the best web analytics to monitor and improve your web marketing Spot deficiencies in your website and communications Develop a plan to integrate traditional communications with digital

Strategy, planning and process for creating world class websites and digital campaigns

Residential option


0189

Level

Level

Advanced

Masterclass

Duration

Duration

1 day

2 days

Venues and dates

London 2010 01 December 2011 23 February 11 May 06 September Price

Benefits to you and your company You will have greater confidence in the knowledge that you have reviewed the options for incorporating the internet within your marketing strategy and campaign activities. You can be sure that you are following a tried and tested approach to improving e-marketing within your organisation and will be able to justify your strategic approach.

Digital Marketing Masterclass

£499.00 + VAT

Overview This course will empower delegates to improve their organisation’s digital marketing. It draws from the most significant trends, techniques and changes in online media consumption as well as buyer behaviour. You will be able to identify, prioritise, plan and manage digital marketing initiatives that will significantly improve user experiences and loyalty.

CIM Member price



Digital Marketing (p64) Advanced Email Marketing (p66) Advanced Social Media Marketing (p66) More dates and to book online

www.cim.co.uk/0649

Venues and dates

Moor Hall Conference Centre 2010 11-12 November 2011 10-11 March 25-26 July Residential Price


Benefits to you and your company Online marketing is one of the most ambiguous and complicated roles a marketer can be faced with. This course will cover the process, planning and reveal the intangible ‘magic’ that makes the difference between an online brand and an online superbrand.



£1,552.00 + VAT Companies on this course are leading the curve or ready to catch up aggressively. It will be the catalyst for significant improvements and present a new mindset, which is crucial for winning in the highly competitive market place. Who this course is for Ambitious marketers, notably directors and senior managers who have a good understanding of the business benefits of digital marketing, but feel frustrated by the lack of established processes and standards for managing the process. The course offers a great networking opportunity to meet and learn from other big players in the industry. What you will learn Change mindsets to compete online Manage the process internally Brief and control agencies Manage digital marketing initiatives Launch initiatives – tactical campaigns Deliver quality experiences leading to increased loyalty Learning approach An interactive workshop that combines whole group discussion with pair, individual and group work. Case studies are analysed, and exercises and activities are used to apply the learning to your own company.

CIM Member price



www.cim.co.uk/0189

Lars Hemming Lars is one of Europe’s most inspiring and successful digital entrepreneurs. He has run countless high profile and successful digital marketing and e-commerce projects for companies such as Agent Provocateur, Bang & Olufsen, Deloitte, Harrods, Luxottica, MTV, E*TRADE and Johnson & Johnson. He is currently Chairman of the Creative Board for Humanic, a shoe retailer with 500 stores across Central Europe.

Learning approach The instructor takes a modular approach to the day. Each topic area is presented covering good practice, highlighted with examples, followed by short group exercises. Discussion and debate is encouraged with delegates asked to provide examples from within their own organisations.


Direct Marketing The hardest task in marketing is to find good customers that will give you a return on your investment in both the short and the long term. With the right direct marketing plan it is possible to win more valuable customers and increase their value over time. Our courses will show you how to build lasting and meaningful relationships with customers through a ‘CMR’ approach. Discover how targeting fewer people with more insightful messages can generate more business. Our range of direct marketing courses, suitable for all levels from beginner to advanced, will build the knowledge and skills needed to effectively plan, budget, brief, evaluate, measure and manage direct marketing campaigns.

Choosing your target

The varied colours and styles of target echo the many types of client and differing ways to approach them though Direct Marketing. © Martin O’Neill, illustrator

68

69

Introduction to Direct Marketing

Direct Marketing Courses

Using direct marketing to achieve profitable relationships with customers


0822 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Introduction to Direct Marketing

1 day workshop

70

Foundations of Relationship Marketing

1 day workshop

71

Advanced CRM 2.0 – Successful CRM in a Connected World

3 day course

72

Managing Direct Marketing

2 day course

72

see also... Data Protection for Marketers

1 day workshop


98

Overview This practical course shows delegates how to use direct marketing to win new customers, develop relationships with existing customers and win back lapsed customers in order to create profitable and sustainable business. Those who attend will learn how to construct and implement direct marketing campaigns and manage them cost effectively. It introduces principles, tools and frameworks that can be applied in the workplace immediately to improve results. It emphasises the importance of cost-effective direct marketing that can produce measurable results with a limited budget and other resources. Benefits to you and your company You will gain a broader perspective that will enable you to understand the role of direct marketing within the overall marketing plan and this can enable you to make better decisions. Getting better results from campaigns should increase your credibility. You’ll also be better placed to justify proposed campaigns and win the support of others, and the budget.

Venues and dates





Managing Direct Marketing (p72) CRM 2.0 – Successful CRM in a Connected World (p72) More dates and to book online

www.cim.co.uk/0822

This course will help your business optimise the potential from existing, new and lapsed customers. It should enable the organisation to increase the value of customers and ensure that valuable resources are applied where they will have the best outcome. It should also help you to identify where marketing budget, time and effort are being wasted. Who this course is for People who are required to plan and use direct marketing in B2B and B2C markets, but have not yet attended a direct marketing course. Marketing managers, marketing executives, agency personnel and those responsible for managing customer data should benefit from this course. What you will learn Plan, co-ordinate, and implement campaigns in a more structured manner Identify your best existing customers and prospective customers Measure the outcomes of your campaigns Make the best use of your marketing budget Build sustainable customer value Justify new proposals for campaigns and get them accepted Valuable hints and tips that can improve the focus, process and techniques of direct marketing Gain a broader understanding of the role of direct marketing within the overall marketing plan Learning approach The course will be delivered using a combination of formal presentations, examples, exercises and discussions. Delegates will be given an opportunity to discuss their specific issues.



Direct Marketing

Foundations of Relationship Marketing How to build relationships with customers and increase their value to your organisation


0062 Level

Foundation Duration

1 day Overview The course is designed to introduce you to the principles of relationship marketing and provide a range of tools and frameworks that will help your organisation to reduce customer churn rates. If customers stay longer and spend more, this should result in a higher return on the marketing budget that has been invested to win new customers. The course is constructed to help attendees improve the quality of relationship management and achieve the benefits of longterm customer value.

Venues and dates

Benefits to you and your company You will learn how to create a relationship marketing plan, and use technology to make your relationship marketing more effective. This course should equip you with the tools, ability and confidence to tackle many of the issues of customer relationship management in your organisation and take the lead with staff, colleagues and senior managers.


London 2011 18 March 07 July Price




www.cim.co.uk/0062

Your organisation will benefit because the course will show you how to gain a better return from every pound spent on marketing. It should therefore help your organisation to be more profitable. As the course takes a selective approach it will help your organisation to focus on the types of relationships that provide the greatest value. Who this course is for This course is for marketers who are currently involved, or expect to become involved, in the development of relationship marketing plans and customer retention initiatives. It will be of value to those who need to address the strategic and tactical aspects of long-term customer or distributor retention. What you will learn Apply the principles of trust, commitment and loyalty to relationship marketing Recognise the elements of transactional marketing and relational marketing Identify the characteristics and the process of relationship marketing Manage the relationship life cycle Identify a number of target groups that will require different types of relationship Identify and analyse customer expectation and perception Recognise the tools and techniques used to implement relationship marketing Construct a relationship marketing plan, structure and content Address the internal issues that affect success in relationship building Use various forms of technology to build and maintain relationships Learning approach The course will be delivered using a combination of formal presentation, discussions and exercises.


Direct Marketing

CRM 2.0 – Successful CRM in a Connected World Improving customer engagement and business performance through an enhanced customer experience

Residential option


0600

Develop engaging and innovative direct marketing plans that drive new and existing business

Residential option


0064

Level

Level

Advanced

Advanced

Duration

Duration

3 days

2 days

Overview Traditional CRM focused on systems, processes, databases and outbound marketing. Now, in a technology-enabled and connected world, customers are in control and their expectations are rising. They interact with brands, and indeed each other, more widely and in radically different ways. We therefore need a new and relevant approach to CRM if we are to actively engage with customers and develop mutually beneficial long-term relationships.

Venues and dates

Benefits to you and your company Within the context of how the customer and marketing environment has evolved, and what the implications of these changes are, you will learn how to scope, specify, implement and evaluate a CRM 2.0 approach. This should result in delivering a better experience to your customers, and improve customer engagement.

What’s included

This workshop will give delegates the knowledge, insight and skills to implement a robust and successful CRM 2.0 approach, helping their organisations to reap the benefits of improved and profitable customer relationships.

What’s included

Moor Hall Conference Centre 2010 13-15 December 2011 16-18 May 21-23 September Residential Price

Overview It is essential that marketing and sales effort is directed to where you can achieve the best outcome. This course is designed to help you to measure success and get the maximum return from every pound you spend. You will learn how to build a new direct marketing programme or improve existing campaigns.

CIM Member price

£1,615.50 + VAT Tuition, course materials and full board accommodation

Benefits to you and your company You should be able to develop a better understanding of your customers and prospects and as a result better channel your efforts and campaigns. This should enable you to develop more effective campaigns and share best practice with your colleagues.



£1,419.50 + VAT Tuition, course materials, lunch and refreshments More dates and to book online

www.cim.co.uk/0600




CIM Member price



You will be able to run more efficient campaigns with higher impact and less wastage. This should enable you to develop campaigns that acquire the right type of customers and engage and retain them over time. Who this course is for Managers and practitioners with responsibility for direct marketing who may be considering how to improve existing or start new DM campaigns. Typical job titles would be direct marketing manager, campaign manager, comms manager or marketing manager. What you will learn Streamline your targeting to reach the best potential customers Create relevant messages that are more compelling for customers Construct the right mix of direct marketing tools and channels Design campaigns that are personalised for different target groups Convince colleagues that a direct marketing approach is effective Create better relationships with customers and build loyalty Construct and use databases to enhance direct marketing Measure the effectiveness and ROI of your direct marketing campaigns Construct and implement a direct marketing plan Utilise both traditional and evolving digital channels

What you will learn Assessing your current ‘CRM’ efforts Bringing about a cultural shift from ‘CRM’ to ‘CRM 2.0’ Segmenting your customers and utilising concepts such as ‘self-segmentation’ Developing an attractive and seamless (eg. on/off-line) value proposition Building a business case for CRM investment and calculating ROI Leveraging digital marketing tools and techniques (eg. social media) Assessing various CRM 2.0 technologies Integrating technological with nontechnological aspects Maximise the chances of success and avoiding pitfalls Measuring the success of your CRM 2.0

Venues and dates

£1,295.00 + VAT

£1,795.00 + VAT

Who this course is for This course is most suited to managers whose responsibilities include customer relationship and/or experience management, which may or may not be underpinned by the utilisation of dedicated technology and digital marketing tools and techniques. It may also be of interest where significant historical investment in CRM is failing to deliver the anticipated benefits, or where significant future investment is planned.

Learning approach Interactive use of slides, exercises, mini-workshops, discussion, internet access and video, centred around a pivotal CRM case study with supporting mini cases, leading to the development of your own outline CRM 2.0 strategy and plan.

Managing Direct Marketing

Learning approach Highly participative Sharing best practice Days are divided into learning modules Each module follows show, discuss, exercise format




www.cim.co.uk/0064

“Very worthwhile and relevant – I liked how it was linked to my particular business.” Nina Challenor Marketing and Communications Manager, Nationwide Building Society

Marketing Communications Marketing Communications play a major part in winning customers, building relationships and building brand. However, if they are undertaken in a fragmented way they will only produce short term results. Successful marcoms is about much more than placing an ad or producing a brochure. You must plan strategically and have a full understanding of the different channels and techniques available. Our wide range of courses show you how to develop well-managed marcoms to create real competitive advantage.

The think tank

I picked up on Marketing and Sales being a battlefield and came up with the idea of a busy, forward-moving 'Think Tank' housing the CIM training courses. © Tim Ellis, illustrator

74

75

Marketing Communications Courses

Introduction to Marketing Communications A solid grounding in the tools, techniques and approaches used in professional marcoms


0555 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Introduction to Marketing Communications

1 day workshop

76

Introduction to Public Relations

1 day workshop

77

Planning and Managing Promotional Campaigns

1 day workshop

77

Internal Communications

1 day workshop

78

Essentials for Successful Exhibitions

1 day workshop

78

Sponsorship Essentials

1 day workshop

79

Advanced How to Plan and Control Effective Marketing Events

2 day course

80

Agency Briefing and Management

1 day workshop

80

Successful Public Relations

3 day course

81

Writing an Integrated Marketing Communications Plan

1 day workshop

81

Managing Marketing Communications

3 day course

82

Masterclass Marketing Communications Masterclass

2 day course


82

Overview Following this one-day, intensive workshop, you will be familiar with the range of communication tools and techniques available to professional marketers and have the ability to analyse the marcoms mix that best suits your own organisation. You will also learn how to manage and enhance the relationship that exists between marketers and external partners such as advertising and PR agencies.

London 2010 17 November 2011 14 January 12 April 05 July 28 September Price


Benefits to you and your company You will increase your understanding of marcoms in your organisation and have a greater awareness of the tools used. As well as developing more rounded skills as a marketer, you will have a solid foundation for further training and future specialisation. Your organisation will have greater capacity to explore the full marcoms mix and critically appraise the work of key partners such as agencies. The course helps to widen knowledge and appreciation of marcoms techniques, leading to more effective and coherent collaboration between marketers. Who this course is for Introduction to Marketing Communications is for people who are new to the marketing profession or the marcoms discipline and looking to start from first principles. It is also popular with those who support marcoms teams or have been given a communications brief as part of a more general role. What you will learn Analyse the role of marcoms within the marketing activity of your organisation Uncover the needs of targets to aid communications messages Judge the effectiveness of campaign activity Work closely with professional providers such as advertising agencies Assess key marcoms tools and techniques including advertising, direct mail, public relations and sales promotion, as well as personal selling Capitalise on the full potential of electronic media in a marcoms context Learning approach Whole-group discussion Short exercises in pairs and smaller groups Mini case studies – business-to-consumer and business-to-business


Venues and dates



Writing an Integrated Marketing (p81) Communications Plan Managing Marketing Communications (p82) Agency Briefing and Management (p80) More dates and to book online

www.cim.co.uk/0555


Introduction to Public Relations A comprehensive insight into the key elements of PR


0650

0966 Foundation

Duration

Duration

1 day

1 day

Price

Learning approach Interactive approach to learning, full of breakout exercises and examples Tailored to delegates’ individual business challenges and scenarios Critique of real life press releases and collateral Case studies of successful PR campaigns

Course code

Level

Benefits to you and your company You will develop a solid grounding in the theory and practice of PR: more focused planning, successful evaluation of PR campaigns, stronger writing skills and a sound knowledge of how the media operates.

What you will learn Understand the relationship between PR and marketing Create a PR plan – either for a project or for a longer campaign Evaluate PR success Understand how the traditional and digital media operate Identify opportunities to place stories in the media Write a press release Deal with incoming media enquiries

7 CPD hours

Foundation

Venues and dates

Who this course is for The programme is especially suitable for anyone who is becoming involved with PR for the first time, graduate recruits, managers who have recently assumed PR responsibilities and those who have responsibility for PR staff but little relevant experience.

An exploration of the promotional mix with in depth coverage of how to maximise sales promotion activities

Level

Overview The workshop will introduce you to the fundamentals of PR, including dealing with the media, writing press releases and developing and implementing a strategic PR campaign from scratch.

The organisation will benefit from better-planned, more strategic PR campaigns with real commercial benefits. Understanding how to take control of the media agenda will mean positive messages are consistently delivered to stakeholders via the media. Running effective in-house PR activities will create and sustain your corporate reputation.

Planning and Managing Promotional Campaigns

London 2010 24 November 2011 04 February 13 May 05 August £499.00 + VAT CIM Member price



Overview Learning how to add value and co-ordinate promotions is crucial to success. You must know how to select the appropriate vehicles for sales promotions and understand how these strategically fit within broader promotion activity.

Venues and dates

Benefits to you and your company You will be able to apply integrated thinking to promotional marketing campaigns, evaluate and improve your mix of promotion tools and ensure that the different tools are blended to best effect. Your confidence will improve when selecting, managing and briefing internal and external partners.

Price

Related courses

Successful PR (p81) More dates and to book online

www.cim.co.uk/0650

“The course delivered exactly what I expected it to, and through practical examples and a hands on approach it was easy to understand. The course director was very approachable and was good at getting the material across. I have already started applying communications skills that I took from the session, supporting me in my role and career moving forward.” Claire Meyer Proposals Co-ordinator, Taylor Woodrow Construction

London 2010 22 September 08 December 2011 01 April 22 August £499.00 + VAT CIM Member price



You will see how and why the best organisations leverage brand and insight through promotion. Your organisation will benefit from improved campaign ROI, clearer opportunities for adding value and influencing behavioural change across the mix. Better and planned approaches to promotion result in more effective spend, optimisation of message and integration.

Introduction to Marketing Communications (p76) Writing an Integrated Marketing Communications Plan (p81) More dates and to book online

www.cim.co.uk/0966

Who this course is for It provides grounding for marketers who are new to promotion, in a support role, or are involved with agreeing communication tools to be used to meet brand objectives. It will also be useful for those looking to see how promotional campaigns impact on broader business objectives. What you will learn How to select and integrate promotion tools Evaluate your communication activities so they influence behavioural change Get more out of agencies and support services Build an experience that retailers, customers or consumers value and act on Set realistic and achievable objectives Develop, brief and understand effective and ineffective sales promotion initiatives Exploit a toolbox of promotional techniques Match tactics with objectives Learning approach This interactive workshop provides examples of recent campaigns, with breakout sessions and presentations. Delegates are asked to bring examples of current promotional work to support analysis.



Internal Communications Improve performance, commitment and motivation through improved communication with staff and other stakeholders

Essentials for Successful Exhibitions 7 CPD hours Course code


0647

0504

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Overview Organisations place great emphasis on empowering employees but often forget the need for effective internal communication. This communication should never be a one-off event, otherwise commitment will cool rapidly. This workshop addresses some of the key issues around internal communications and suggests ways of using theory to improve practice in an eight-step process.

Venues and dates

Benefits to you and your company You will have the opportunity to improve your confidence in this increasingly important field. You will learn about the relevant theories, get the opportunity to put them into practice, and see how other organisations handle this area. You will leave with checklists to guide you in setting up or amending your internal communications.

What’s included

London 2010 29 October 2011 04 March 16 June Price

Overview This course will enable you to get the best from exhibitions through a step-by-step process covering selection, objective-setting, delivery, and basic evaluation. It will equip you to think creatively about your activities within a disciplined framework, and to optimise the impact of your presence.



Introduction to Marketing Communications (p76) More dates and to book online

www.cim.co.uk/0647

Your organisation will be able to apply acknowledged internal communications theories and turn them into practice. By studying examples of both good and bad practice, a wider appreciation of the topic will be gained, and your organisation will see how staff empowerment and therefore success can genuinely result from enhanced communications.

Learning approach Presentations, discussions, analysis of own corporate experiences, case studies, group work, interactive learning and through specially-created scenarios.



London 2010 15 December 2011 30 June Price



An exhibition is perhaps the most powerful environment for meeting your market face-toface. It’s expensive in terms of space, design, people, time so you need to be sure to get value. Do you have measurable objectives and the means to measure them? Are your people letting you down? Does spending more guarantee better results?

What you will learn Plan your approach more effectively by identifying, qualifying and selecting the right exhibitions for your company Prepare in advance by clarifying real exhibition objectives and establishing appropriate checklists and timetables Present a stand by confirming the principles and concepts of venue and stand hall layouts Promote attendance by identifying tactics and ideas designed to increase stand visitor numbers Sell at exhibitions by understanding the basics of selling on an exhibition stand Follow up exhibitions more effectively by adopting a proven method to qualify, prioritise, chase and manage leads, and evaluate their overall company performance

What you will learn Recognise the need for and benefits of internal communications Understand how Internal marketing helps to spread the organisational objectives and targets throughout departments and divisions Gain a working knowledge of both motivational and cultural issues as essential background Understand relevant interpersonal and managerial issues Recognise good practice and create the right message for the right stakeholder Audit and improve your current system

Venues and dates

CIM Member price

Benefits to you and your company Learn how to take the headaches out of exhibiting, and just enjoy the results, from finding extra resources to designing and delivering brilliant stands.

Who this course is for This course is suitable for first-time exhibitors and managers with some experience. Marketing and event administrators, product and brand managers or marketing and event managers undertaking the task for the first time or others who are more experienced will also find the workshop of use.

Who this course is for This is an introductory course, so no prior knowledge of internal communications is required. All managers and executives who need to motivate and enthuse their teams will find it useful. The course is not limited to those in the marketing discipline, although internal communications often falls nowadays within the remit of marketing. This workshop is suitable for both private and public bodies.

Learning approach Interactive Full explanation of all the tools and frameworks Individual and group work to practice the tools and techniques Contributions from delegates, especially experiences from the field, are warmly welcomed

Be seen in the right places, at the right time, for the right reasons

How to Plan and Control Effective Marketing Events (p80) More dates and to book online

www.cim.co.uk/0504


Sponsorship Essentials Buying, selling and measuring with confidence


0512 Level

Foundation Duration

1 day Overview Sponsorship can deliver great results, but can be challenging to select, negotiate, manage and evaluate. This programme seeks to address those issues.

Venues and dates

London 2010 23 November 2011 10 May Price

Benefits to you and your company Understand the world of sponsorship, and how to approach the right partners, whether you are a buyer or seller. How to evaluate sponsorship, and negotiate the win-win deals that all parties seek. Understand the most effective way to select, buy and sell sponsorship which will help deliver organisational objectives in the most costeffective manner.




www.cim.co.uk/0512

Who this course is for This course is for marketers and managers who are responsible for buying, selling or managing sponsorship arrangements within their organisation. What you will learn Move away from an ‘us’ and ‘them’ view of sponsorship buyers and sellers Know precisely who you need to talk to, how, and why Clarify your sponsorship ‘philosophy’ and objectives Plan and monitor your sponsorship revenue and spending Formulate and develop the right sponsorship proposition(s) for your needs Challenge your comfort zone in the quest for creative opportunities Negotiate effectively with your sponsorship partners Make time for planning, monitoring and making sure all parties deliver Utilise project and relationship evaluation tools Sharpen up your longer-term objectives, targets and strategy Learning approach Presentations, discussions, analysis of own corporate experiences, case studies, group work, interactive learning and through speciallycreated scenarios.



How to Plan and Control Effective Marketing Events Making the most of ‘live marketing’ opportunities

Overview With increasing opportunities for companies to take their organisations and brands into ‘live’ market places, there is a greater need for a strategic approach to planning and executing all aspects of events, and to understand just what they can and can’t do.


Benefit from effective delivery of the RIGHT events in the RIGHT way at the RIGHT time to deliver worthwhile and measurable results. Who this course is for This course is for marketers who are tasked with organising any activities in which their companies are ‘going live’. Whether these are internal meetings through to large scale international events, this course will hugely benefit anyone with responsibility for implementing and delivering results through events. What you will learn Dramatically improve quality and reduce cost of event organising Deliver the right events at the right time Understand legal issues affecting events Develop techniques for internal management Increase delegate attendance Understand and use event technology Negotiate contracts Deliver memorable events Explore new methodologies of evaluation

Develop strong and profitable agency relationships


0040

1213

Level

Level

Advanced

Advanced

Duration

Duration

2 days

1 day

Venues and dates

Moor Hall Conference Centre 2010 18-19 November 2011 16-17 May Residential Price

£1,295.00 + VAT Benefits to you and your company Learn how to take a strategic, managerial approach to events, to create opportunities that integrate with organisational objectives, and to manage the myriad of issues that live marketing presents.

Agency Briefing and Management

CIM Member price

£1,165.50 + VAT

Overview This exceptionally useful event will help you design a brief, evaluate creative work, improve creative thinking techniques and develop strong and profitable supplier relationships. Whether you want tips to help manage existing agency relationships, nurture new ones or even deal with international agencies, this course will help you get more from your professional creative teams and ensure both you and your suppliers act more cohesively when producing creatively astute campaigns. Benefits to you and your company This course is ideal for anyone looking to assert their role when dealing with creative suppliers.





Essentials for Successful Exhibitions (p78) Sponsorship Essentials (p79) More dates and to book online

www.cim.co.uk/0040




What’s included

Tuition, course materials and full board accommodation

Venues and dates

This course will help your key personnel understand how to construct and implement intelligent creative briefs. As a result of highly practical exercises, they will gain a good understanding of how to select the right agency for your needs and get more from their services.


Introduction to Marketing Communications (p76) More dates and to book online

www.cim.co.uk/1213

Who this course is for This course is ideal for anyone who wants to develop profitable, professional relationships with creative suppliers. What you will learn Design your own creative brief Understand various agency roles Deal more effectively with creative suppliers Get more from web designers Construct a professional contact report Learning approach A combination of lecturing and hands-on experience.

Learning approach Presentations Course Director explanations Group work Homework



Successful Public Relations An in-depth exploration of public relations

Residential option


0072

Overview Public relations is a credible, cost effective channel for building positive brand perceptions and educating stakeholders about the benefits of your organisation. Participants will learn about every facet of PR, from dealing with the media and writing great copy, to using PR agencies and evaluating activity. Benefits to you and your company You will gain greater confidence to run a press office, present the PR function to senior management and deal with the media. This course will enhance your ability to plan PR campaigns strategically, always with the organisational objectives in mind.

Who this course is for Those with a new or developing presence in a PR role, perhaps with an existing knowledge of marketing. Those who might wish to move into PR and/or feel in need of a refresh.

Learning approach Interactive approach to learning with breakout exercises and examples Tailored to delegates’ individual business challenges and scenarios Critique of real life press releases and collateral Case studies of successful PR campaigns


1233 Level

Advanced

Advanced

Duration

Duration

3 days

1 day

Venues and dates

London 2010 04-06 October 2011 08-10 June Manchester 02-04 March

2011

Moor Hall Conference Centre 2011 07-09 September Residential Price




£1,419.50 + VAT

Overview This course will help you deliver results. Marketing communications, whether above or below the line, cost time and money. This workshop will show you how a well thoughtthrough communications plan, which demonstrates how all the tools, techniques and media will work together, will ensure your resources are used effectively and efficiently.

Venues and dates

London 2010 23 September 02 December 2011 16 March 01 June Price


Benefits to you and your company You will think about the communications environment you operate in and the research and analysis you need to plan effectively. You will practice objectives that give your plan direction and review a six-stage plan framework. You will refresh your thinking on a range of communications tools, techniques and media. Organisations will benefit from a team member who has a firm understanding of the strengths and weaknesses of a range of communications tools, techniques and media and how these can work together to create best advantage within a simple planning framework.



Managing Marketing Communications (p82) Marketing Communications Masterclass (p82) More dates and to book online

www.cim.co.uk/1233

What’s included


What you will learn Create a PR plan for your organisation Understand how the media works and how best to work with them Understand how PR fits into the overall organisational structure Prepare for and deliver a professional media interview Create a crisis management plan Write a proficient copy for the media Effectively evaluate your campaigns Appreciate the challenges and opportunities in a successful PR career Get the best from your PR agencies

How do you create successful integrated marketing communications campaigns? By planning for them

Level

What’s included

Your organisation will have a more strategic, integrated view of PR. It will benefit from a greater awareness of the current forces and trends in the PR arena, and from a realistic understanding of what PR can and cannot achieve.

Writing an Integrated Marketing Communications Plan

Introduction to Public Relations (p77) More dates and to book online

www.cim.co.uk/0072

Who this course is for You may have specialised in one communications discipline and now need to take an overview. Perhaps you have moved to a managerial role and now need to create your first plan, or you have been planning communications for some time and simply want to reflect on your approach and gain some new ideas. What you will learn Why fragmentation of the communications industry requires an integrated approach to communications planning A simple, six-stage approach to planning How to set organisational, marketing and communications objectives that can be measured An approach to thinking about how your audiences perceive value and how this can be used to shape your value proposition How to determine positioning and messaging How to select communications tools and media based on merits, objectives and constraints How to measure the performance of your communications Learning approach Mix of lecture-style presentation and interactive, group-based activities.



Managing Marketing Communications Make your marketing communications produce better results

Overview Most organisations waste money on marketing communications because their activities are fragmented. Effective marketing communications requires a clear understanding of objectives, careful planning, co-ordination of the right communications tools, a strategic and tactical approach and measurement of results. This course shows you how to manage those factors. Benefits to you and your company You will improve your ability to manage marketing communications tactically and strategically, improve the return on your marketing communications spend and increase your profile among colleagues and senior managers in the organisation. It will also enable you to plan and integrate marketing communications so that they play a more prominent role in achieving the organisation’s objectives. This course will improve your ability to select better communications strategies and tactics so that your organisation can compete successfully against competitors who have bigger budgets. It will also enable you to test and measure results so that you can avoid wasteful spending and develop campaigns that are cost effective. Who this course is for This course is for marketing and communications managers and executives aspiring to a marketing management role. It is also for others who believe that their marketing communications are insufficiently structured and co-ordinated.


Creating cut-through marketing communications


0020

0061

Level

Level

Advanced

Masterclass

Duration

Duration

3 days

2 days

Venues and dates

Moor Hall Conference Centre 2010 13-15 December 2011 14-16 March 13-15 June Residential Price

Overview This course will ensure a thorough understanding of the communications landscape, help you plan, create, assess and manage communications campaigns. Particular attention is given to the strategic and executional imperatives that are essential for great communications using mixed and new media.







Introduction to Marketing Communications (p76) Marketing Communications Masterclass (p82) Writing an Integrated Marketing Communications Plan (p81) More dates and to book online

www.cim.co.uk/0020

Effective customer communications can have a massive impact on an organisation or product’s brand image, presence, reputation, market share and ability to command a premium. As customer communications are invariably high costly, managing the communication process well can have a significant positive effect on your profitability. It can also influence attitudes and behaviour of other constituents such as staff and shareholders. Who this course is for This course is for those responsible for planning and implementing marketing communications for organisations, products or services and those working within communications teams.

Construct a communications strategy and plan Establish budgets and targets Design appropriate messages Assess communications ideas Select appropriate media options Manage the communications process from development to implementation Manage internal stakeholders, agencies and across media



Venues and dates

Moor Hall Conference Centre 2010 16-17 December 2011 31 Mar - 01 Apr 15-16 September Residential Price

£1,650.00 + VAT Benefits to you and your company This in-depth programme provides both skills and experience in creating and assessing creative ideas and messages. It will equip you with confidence and ‘best practice’ skills to devise strategies and plan, create and evaluate campaigns for your own organisation or product. It will also provide practical guidelines for setting budgets and managing internal audiences and agencies.

What you will learn The course provides skills and ‘best practice’ tools to create and define a communication strategy and devise communications that will cut-through and persuade. Specifically you’ll be able to:

What you will learn Use marketing communications strategically and tactically Create meaningful marketing communications objectives Target communications accurately Blend the right promotional tools to achieve communications objectives Develop and deliver the right messages Win the support and co-operation of sales teams Construct a marketing communications plan Win financial support for marketing communications Track and measure the effectiveness of marketing communications Manage brand communications Learning approach Formal presentation Video Syndicated exercises Case studies

Marketing Communications Residential option Masterclass

Learning approach Highly interactive and participative course A variety of individual, paired and group exercises which enable delegates to discover and learn by doing Real life-based exercises to help you understand key principles, discover what really works and gain experience using powerful thinking and creative communication tools

CIM Member price






Managing Marketing Communications (p82) More dates and to book online

www.cim.co.uk/0061

Guy Tomlinson Guy is a brand marketing and communications expert who has led a wide range of brand, marketing and strategy projects for world leading brands in media, consumer goods and B2B markets. He has held marketing director and business planning manager positions at companies including Boots, Procter and Gamble and PricewaterhouseCoopers before founding his own company in 2005. He is co-author of the highly acclaimed book, The Marketing Director’s Handbook.

your training budget Multiple bookings offer Did you know you could save more than £500 on CIM training courses with our multiple bookings offer? Simply book more than one course for yourself and/or your team or colleagues at the same time and benefit from the following discounts:

2nd course – save 20% 3rd course – save 25% Subsequent bookings – save 25% All courses must be booked at the same time and taken within six months of the date of booking. Saving quoted is based on a booking of three 2 day residential courses. Please quote the code ‘735EN’ at the time of booking. Full terms can be found at www.cim.co.uk/training

Get 50% off a compliance course when you book any other course from this directory

Responsible marketers need to work within the legal and regulatory frameworks that govern their day to day activities, and with a growing number of regulations affecting the marketing profession, no business can afford to take the many risks associated with bad practice. Normally £499, but now only £249 when booked alongside another course, our compliance courses will give you vital knowledge and confidence to ensure you are operating within the law and following responsible business practice. Choose from: Data Protection for Marketers page 98 Get privacy and data protection working for you and not against you! Must Know Law for Marketers page 99 Ensure you work within the legal and regulatory frameworks Corporate Responsibility page 99 Learn how to balance social and environmental responsibility with economic objectives, a growing and vital skill area for marketers This offer cannot be used in conjunction with any other CIM promotions or member discounts. Both courses must be booked at the same time and attended by the same person. The 50% discount applies to the price of a one day workshop ie. £499.00. Quote code ‘1058EN’ at time of booking. Full terms can be found at www.cim.co.uk/training


Copywriting Skills Whether you need to improve your creative writing for brochures, adverts, newsletters or for the web, there’s a course here to show you how. Our inspirational programmes will show you how to target your creative message to specific audiences and adapt copy for different media. With a course for every level of experience from beginners to our Copywriting Masterclass, you can make sure your writing captures the essence of your brand and your message remains captivating and clear.

Original Thinking

A playful letterpress composition inspired by relief impressions of wooden moveable type, informing the message ‘original thinking'. © ILOVEDUST, illustrator

84

85

Principles of Great Copywriting

Copywriting Skills Courses

All you ever wanted to know about copywriting in a day


1201 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Principles of Great Copywriting

1 day workshop

86

How to Write the Perfect Brochure and Leaflet 1 day workshop

87

How to Write Successful Newsletters and Press Releases

1 day workshop

87

How to Write for the Web

1 day workshop

88

Effective Proofreading

1 day workshop

88

Advanced Advanced Copywriting Skills

1 day workshop

89

Masterclass Copywriting Masterclass

2 day course


89

Overview Never fret about a blank screen again. This is probably the most powerful and popular one-day copywriting course in the country providing an introduction to the techniques and approaches used in effective marketing copy. You are virtually guaranteed to come away feeling more confident with valuable tools to enhance your creativity and career. Benefits to you and your company It’s time to ensure that your copywriting team connects directly with your target audience. Outstanding, planned copy strengthens relationships and drives sales. Led by one of the country’s most respected independent copywriters, this course both improves your teams’ writing style as well as boosts creative confidence. There’s more to the craft of copywriting than just ‘cutting and pasting’ standard text. This highly enjoyable event reveals some of the best-kept secrets of copywriting. In just one day you’ll gain an excellent overview of how to write everything from a press ad to website copy. Who this course is for This course is perfect for anyone looking to successfully write outstanding copy. Whatever your professional level, you’ll come away ready to turn your brilliant marketing concepts into outstanding brand-building copy. What you will learn Write clear and powerful English Reduce waffle Eliminate basic grammatical errors Target your creative message to specific audiences Employ the greatest tricks and techniques used by professional writers Adapt copy for different media Improve your creative briefing process Get to grips with grammar and proofreading Tackle writer’s block Plan an effective press release Learning approach A combination of lecturing, hands-on exercises and the chance for further exercises in an optional additional book written by one of our workshop leaders makes this course a complete learning experience.


Venues and dates

London 2010 18 October 16 November 16 December 2011 02 February 04 March 04 April 04 May 01 June 06 July 02 August 05 September Manchester 01 March 21 June

2011

Price




www.cim.co.uk/1201

“A great workshop! It has really helped give structure to my copywriting which is now punchy and to the point.” Andrew Shippey New Business Marketing Executive, Ventura

Copywriting Skills

How to Write the Perfect Brochure and Leaflet Use logical planning to improve the effectiveness and profitability of your business

Overview Capturing the heart of your message in a brochure or leaflet requires careful planning and precise writing. Step-by-step, you will be shown how to ensure your message remains captivating and clear. Ideal for anyone wishing to write a striking leaflet or brochure, this highly popular interactive workshop explains how to capture the essence of your product or service and so drive enquiries. It is an ideal complement to the Principles of Great Copywriting course.


Newsworthy copy that makes the front page


1200

1205

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 11 October 2011 07 April 05 August Price



Benefits to you and your company Thanks to its comprehensive content, this course encourages your writing teams to plan and write brochures or leaflets that exceed expectations. Discover what does and doesn’t work in creative brochures or leaflets, develop a brochure or leaflet brief and pass critical judgement on different copy platforms.

How to Write Successful Newsletters and Press Releases


Overview This highly enjoyable, insightful workshop is essential for anyone wishing to write a compelling press release or newsletter for distribution via traditional channels or the web. Benefits to you and your company Beginning with understanding the PR brief and ending with a highly enjoyable hands-on exercise, you will be able to plan a campaign which captures your reader’s interest and write a press release or newsletter that drives an editor or customer towards the heart of your public relations proposition.

Related courses

Principles of Great Copywriting (p86) Copywriting Masterclass (p89) More dates and to book online

www.cim.co.uk/1200 Who this course is for Whether you work in a creative agency or inhouse, brochures and leaflets are your product or service showrooms. This course, led by one of the country’s most respected creative marketing writers, helps you write compelling copy that really works.

In addition to capturing the essence of a news story, your PR message needs to reflect your brand mission and vision. This immensely popular course introduces your key personnel to some of the most innovative news grabbing writing techniques currently practiced in the dynamic world of PR. Totally interactive, it is a must for any up and coming PR professional looking for a great overview of classic mechanics and innovative PR methods.

Venues and dates

London 2010 15 December 2011 01 February 01 April 04 August Price




www.cim.co.uk/1205

Who this course is for More than just a PR writing course, this is an essential primer for all PR professionals, especially new entrants.

What you will learn Understand the role of brochures and leaflets Create immediate impact Tell a compelling story Devise a brand copy style Develop effective and compelling themes in longer print collateral, such as brochures Assess your competitor’s creative work Drive direct response to your website Understand how new technologies impact on traditional writing

What you will learn Understanding the principles of PR Develop approaches for newsworthy copy Adapt your writing style for different press and environments Structure your written work Implement online e-newsletters Understand new-media writing opportunities Think and write like a journalist

Learning approach A combination of lecturing, hands-on exercises and the chance for further exercises in an optional additional book makes this course a complete learning experience.

Learning approach A combination of lecturing, hands-on exercises and the chance for further exercises in an optional additional book, makes this course a complete learning experience.


Copywriting Skills

How to Write for the Web Insight-driven strategic marketing to influence people’s behaviour for social and environmental benefit

Overview Techniques used in copywriting for the web are very different to those employed offline. Now you can pick up some of the best-kept trade secrets on writing for the web designed to help ensure your site rises up the search engine ranks as well as customer estimations. This extremely popular workshop shows how to write effective copy for your internet and intranet sites. It’s an excellent follow-up to Principles of Great Copywriting. Benefits to you and your company Your web presence needs to be distinctive and useful. Learn how to write creative, compelling and professional web copy that makes a real connection with your readers, be they staff or clients. This workshop takes a down-to-earth approach to creativity on the web. Your key personnel will learn essential techniques which make web copy really work. This includes how to optimise search engine results and integrate online and offline creative work coming away with practical tips and techniques that can be applied in everyday work.

Effective Proofreading 7 CPD hours Course code

0881


0662

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 04 October 14 December 2011 03 March 03 June 01 August 09 September Manchester 2011 28 February 20 June Price




Principles of Website Design (p61) More dates and to book online

Who this course is for This cutting-edge event is ideal for any marketer writing for the web or critically appraising the writing of in-house colleagues or agency staff.

Make sure that the copy produced by your organisation is accurate and readable

www.cim.co.uk/0881

What you will learn Understand what makes people ‘stick’ to sites Enhance your email campaigns from the subject box to final click-through Promote your ratings in search engines Brief your website copy and design team Understand the psychology of web copy Explore new web writing techniques such as blogging and podcasting Appreciate Web 2.0 creative writing techniques Learning approach A combination of lecturing, hands-on exercises and the chance for further exercises in an optional additional book written by one of our workshop leaders makes this course a complete learning experience. Our workshop leaders also find it helpful if delegates bring along their own suggestions of favourite websites as well as a checklist of things you like and dislike about your own website.

Overview Every day, organisations produce copy for reports, websites, mailing letters, advertisements, brochures and leaflets that will be read by a range of stakeholders. There can be considerable embarrassment if those materials are sub-standard. This course helps you to identify and correct errors in copy.

Venues and dates

London 2010 08 November 2011 18 January 01 April 08 July 08 September Price

Benefits to you and your company This course is designed to improve the standard of proofreading in your organisation and ensure that your copy is correct. Much of the copy produced by organisations is never read because it is too wordy, or fails to keep the reader interested. The course will help you to ensure that the copy produced by your organisation is more readable and that errors are reduced.




www.cim.co.uk/0662

Who this course is for Everyone in your organisation has to ensure that copy errors are avoided, so this course is suitable for people at all levels, even senior management. The training is particularly relevant to people who are responsible for checking copy as part of their day-to-day role. What you will learn Improve the quality of copy Recognise and remove tautology Avoid clichés Use comparatives and superlatives correctly Ensure correct punctuation Restructure excessively wordy copy Read copy to detect errors Understand grammar and the construction of sentences Turn passive copy into active copy Use hyphens, apostrophes and quotation marks correctly Use punctuation for emphasis and ease of reading Avoid circumlocution Learning approach The course is delivered in a formal classroom style Includes discussions and exercises Delegates will be able to assess their ability and the rate of improvement by the end of the day


Copywriting Skills

Advanced Copywriting Skills Super-charge your creative copywriting skills


0880

Overview If you ever wanted to inject real creativity into ordinary copywriting, then this is the course for you. Led by one of the most respected independent copywriters in the business, you are bound to come away feeling energised and inspired to turn everyday marketing material into exceptional creative work. This course concentrates on the creative advertising aspects of copywriting. It is therefore perfect for marketing professionals dealing with advertising specific copywriting.

Beyond words alone: exploring the meaning and practices of being a great copywriter

Residential option


0074

Level

Level

Advanced

Masterclass

Duration

Duration

1 day

2 days

Venues and dates

London 2010 13 December 2011 01 March 02 June 06 September Price



Benefits to you and your company Professional and stylish writing can make an enormous difference to customer perceptions and, ultimately, the bottom line. Concentrating on creative brand awareness advertising, this course lifts your key writers onto a new level of imaginative writing.

Copywriting Masterclass


Overview It’s time to get tough with your copywriting – ironing out bad habits, looking at the nuances of style and picking up invaluable new techniques that you can apply in your working environment.

Venues and dates

Benefits to you and your company Your key marketing communications professionals need to achieve more than ‘industry-standard’ copy. At the heart of their goals lays a simple message that can be understood and appreciated by all who read it. This intensive course aims to meet that aim as well as boost your copywriters’ confidence in the process.

2011


www.cim.co.uk/0880

Who this course is for This course is especially suitable for copywriters looking for a good overview of copywriting as well as the opportunity to put theory into practice.

Moor Hall Conference Centre 2010 21-22 October London 10-11 February 04-05 July

Residential Price





You will explore some of the more advanced press, television and radio advertising techniques used by writers in communicating with their audience, getting ample time to practice your skills. Additionally, the course is ideal if you work with a creative agency, as it helps gauge the effectiveness of creative work and improve creative thinking tactics. Who this course is for Practitioners and managers who need to write advertising copy or assess the work of others. It is expected that you will already have some experience of writing or have taken our ‘Principles of Great Copywriting’ course. (Please note this course does not cover PR writing or general copywriting. If this is required, you are recommended to attend either ‘Principles of Copywriting’ or ‘Writing Successful Newsletters and Press Releases’. What you will learn Pinpoint your target audience more precisely Brainstorm creative ideas with confidence Establish an increased empathy with readers Think more creatively Structure your writing more effectively Relate your new-found writing skills to different media Learning approach A combination of lecturing, hands-on exercises and the chance for further exercises in an optional additional book written by one of our workshop leaders makes this course a complete learning experience.

Throughout the two-day event, led by one of the most respected independent copywriters in the business, you’ll recap all the fundamentals of copywriting as featured on Principles of Copywriting, plus have an extra full day to put your work into practice.



www.cim.co.uk/0074 What you will learn Use techniques that further improve your copy Write more effective messages for identified audiences Build on existing copywriting skills Understand today’s sophisticated markets and the challenges facing marcoms and advertising professionals Boost your creative thinking skills Learning approach A combination of lecturing, hands-on exercises and the chance for further exercises in an optional additional book, makes this course a complete learning experience.

Jonathan Gabay Jonathan Gabay is one of Europe’s most respected creative strategists and independent brand marketers. As an awardwinning copywriter and creative strategist, Jonathan brings approaching three decades of experience in all aspects of creative marketing communications. He is also a journalist and industry commentator who is often seen in the media working alongside some the world’s most respected news organisations. He regularly provides incisive commercial, political and celebrity brand comment throughout the international media.


Essentials of Marketing The courses in this section are for anyone who wants to understand what marketing is, what it does and how it can make a major contribution to an organisation. Our programmes cover the key concepts in marketing and show how the latest tools and techniques can be used in practice to improve marketing effectiveness and organisational performance.

Star Markets

An abstract approach conveying the possibilities of marketing on a global scale... where the aim is to make your brand as ubiquitous as stars in the sky. © Redseal, illustrator

90

91

Fundamentals of Marketing

Essentials of Marketing Courses

Delivering value through marketing to drive business success


0550 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Fundamentals of Marketing

1 day workshop

92

Fundamentals of Marketing B2B

1 day workshop

93

Fundamentals of Marketing for NFP and Public Sector

1 day workshop

93

PA’s Guide to Marketing

1 day workshop

94

Making the Most of the Olympic Opportunity

1 day workshop

94

3 day course

95

Advanced Marketing for Non-Marketing Managers


Overview The workshop highlights the growing importance of marketing in organisations today. It will introduce you to the key principles of marketing and demonstrate how these can be applied to improve your organisation’s performance through effective marketing activity. Benefits to you and your company Understand what marketing is and how it improves your organisation’s profitability and competitiveness. Participate with increased confidence in the work of your department by understanding the role and importance of marketing within your organisation. This knowledge of marketing principles can be used to support your future career development. By developing an understanding of key principles and practice, marketing staff will better work together to develop a customer and marketdriven approach. An integrated marketing approach will benefit your organisation in terms of efficiency and ensure effective performance in the marketplace. Who this course is for If you are newly appointed to a marketing function (less than two years experience), or work within another function but want to understand your relationship with the marketing department and contribute to marketing strategy, this workshop is for you.

Venues and dates

London 2010 11 October 15 November 06 December 2011 06 January 24 February 17 March 14 April 04 May 02 June 07 July 22 August 22 September Manchester 03 March 21 June

2011

Price




Introduction to Marketing Planning (p11) Principles of Marketing (p10) More dates and to book online

www.cim.co.uk/0550 Directors and managers of small firms will gain an insight into the value of marketing for their situation. What you will learn Apply the basic concepts and principles of marketing to become more customer and market-driven Understand marketing terminology Segment your market Understand and develop an analysis of the marketing environment Source and use market research Understand the marketing mix, distribution channels, price structures, advertising, sales promotion and the relationship between sales and marketing Discriminate between good and bad marketing practice Contribute more effectively to the marketing activities of your organisation Learning approach Interactive style Key concepts supported with examples Activities to reinforce the learning Discussion amongst the delegates is encouraged to share experience and examples of good practice


“I really benefited from this workshop and the course director was fantastic. Coming from a non-marketing background the event provided a good foundation to build on and gave me a real insight into marketing. I’m already using the skills I learned on a current project" Holly Sowden Innovation Support Executive, Yorkshire Forward


Fundamentals of Marketing B2B Improving company competitiveness and performance in the business-to business marketplace

Overview This workshop will provide you with a knowledge and understanding of key business to business (B2B) marketing principles and processes. The workshop outlines how these principles can be applied and how they can contribute to your organisation’s performance and competitiveness. Case studies are provided and discussed highlighting best practice in the field of B2B marketing. Benefits to you and your company You will understand the essential differences between B2B and business to consumer (B2C) marketing. By providing a foundation of B2B marketing principles and identifying current best practice in the field of B2B marketing, you will be able to contribute more effectively to the marketing process within your organisation. Your employee will gain a practical understanding of B2B marketing, identify current best practice and look at the main techniques, tools and concepts that can be used to improve organisation growth, profitability and marketing effectiveness. Who this course is for You should attend this workshop if you have direct responsibility for or involvement in the marketing of products and services to businesses. It will appeal to both experienced marketers new to B2B and those newly appointed to the marketing function. It will also help those within other functions to contribute to marketing strategy. Directors and managers of small firms will also gain an insight into the value of B2B marketing principles for their situation. What you will learn Apply the basic concepts and principles of B2B marketing Segment your customers and position your organisation in the marketplace Understand your markets and customers Manage customer relationship management Build a value proposition Understand product, service and channel management Develop an integrated marketing mix Identify current developments in B2B marketing Understand the relationship between marketing and sales Contribute more effectively to the marketing activities of your organisation Learning approach Interactive style Explanation of the key concepts supported with examples and activities to reinforce the learning Discussion amongst the delegates is encouraged to share experience and examples of good practice


0956

Fundamentals of Marketing for NFP and Public Sector Understand concepts and activities related to marketing in the public and non profit making sectors


0781

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 12 October 16 November 2011 07 January 18 March 05 May 08 July 23 September Manchester 2011 04 March 20 June Price


Overview This course will provide a thorough immersion in marketing concepts and activities related to the special requirements of the marketing of public sector and non profit making sector – from a basic understanding of marketing through to the steps necessary to integrate marketing within the organisation.

Venues and dates

Benefits to you and your company You will acquire a foundation of marketing principles that can be applied in the workplace. You will develop your knowledge and skills, and ensure that existing practical skills and knowledge are underpinned by a more focused understanding of key marketing concepts and best practice.

Price



Principles of Marketing (p10) Introduction to Marketing Planning (p11) More dates and to book online

www.cim.co.uk/0956

London 2010 13 October 07 December 2011 25 February 15 April 03 June 23 August £499.00 + VAT CIM Member price



This workshop will update employee knowledge and skills in the area of public sector and non profit making sector marketing. On completion, attendees will understand how best practice marketing principles can contribute to organisational performance and build strong working relationships with key stakeholders in other departments and partners.

Principles of Marketing (p10) Introduction to Marketing Planning (p11) More dates and to book online

www.cim.co.uk/0781

Who this course is for This course is designed for members of the public sector or non profit making marketing team – for experienced marketers new to these sectors, or seasoned employees new to marketing. It will also be useful for managers and employees involved in service development, service delivery, and relationship management. What you will learn Apply the basic concepts and principles of public sector and non profit making sector marketing Identify the key elements of a marketing oriented organisation Integrate marketing with other disciplines in the organisation Segment your audiences and position your proposition in the marketplace Understand public sector and non profit making sector markets, audiences and key stakeholders Analyse these audiences and apply appropriate relationship management strategies Develop and communicate the service value proposition Understand the challenge of marketing to multiple markets Develop an integrated marketing mix to effectively market your product or service Learning approach Interactive style, with key concepts supported with examples and activities to reinforce learning Discussion amongst the delegates is encouraged to share experience and examples of good practice




Making the Most of the Olympic Opportunity

PA’s Guide to Marketing An introduction to meaning, language, tools and applications

Overview Marketing is often ‘picked up on the job’ – particularly for those in supporting or administrative roles, resulting in incomplete understanding, patchy expertise, mix-ups, lack of confidence – in short, limited performance – amongst those very people that keep the show on the road. This workshop is designed for PA’s and marketing support personnel wishing to make a greater contribution to their organisation through a better understanding of marketing.



0551

1313

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates




Benefits to you and your company You will gain a wider understanding of the role of marketing and how the elements of marketing combine to achieve business success. This will increase your confidence, enthusiasm and enjoyment of your role within your department and within your organisation.

It’s a great opportunity – make sure you get it right!


Fundamentals of Marketing (p92) Principles of Marketing (p10)

Overview The Government moved swiftly to bring in legislation preventing the use of Games-related words and images by non-official advertisers. Does this mean that the 2012 Olympics offer no opportunities to organisations unless they pay a huge licence fee to use the symbols? We explore the law in this area and take a sanguine look at the likely opportunities and how best to develop them.

Venues and dates

London 2011 16 February 06 September Price



Benefits to you and your company What do you bring to your marketing team? Would you like to include a thorough understanding of new Olympic Marketing legislation and how to prevent costly marketing errors? This is your chance to develop your knowledge base and personal-worth in the increasingly important area of compliance.


Must Know Law for Marketers (p99) More dates and to book online

www.cim.co.uk/1313


Stimulating group projects are used to encourage discussion of the key elements within the marketing mix, the end result being a wider understanding of the role of marketing within the organisation. You will understand the importance of working as a team to achieve success and maximise profit/contribution.

www.cim.co.uk/0551

Who this course is for The course is designed for anyone in a ‘supporting role’ to marketing professionals, or for those just beginning their marketing career. No previous knowledge is necessary. It is best suited to those who want to familiarise themselves with the very basics and gain an overview of marketing as a discipline. What you will learn Understand marketing, its technical terminology and jargon Identify who has an impact on marketing in your organisation Understand the ‘marketing mix’ and how it is relevant to your job Understand the ‘tools’ of marketing and when to use them Explore the basics of areas such as market research, promotions, advertising, e-marketing, PR, sponsorship, exhibitions and word of mouth Learning approach The course is based on a workbook, rather than a formal presentation and notes. During the day you will complete sections of the workbook individually and with fellow delegates, giving you a valuable and personalised resource for future use.


Enhancing compliance knowledge in marketing teams speeds up the process of campaign development as individuals learn to take more responsibility for their input. Agency selection and service agreements are more rigorous and costly mistakes are avoided. Who this course is for Are you responsible for marketing campaigns that will maximise the opportunity of the 2012 Olympic Games? Will you be choosing agency services, writing marketing copy, building promotional campaigns leading up to 2012? If you are, this course is for you. What you will learn Understand the importance of Intellectual Property Rights (IPR) to the International Olympic Committee (IOC) and the Games globally Identify ‘Protected Olympic Marks’ and how they may restrict your marketing strategies Explore possible marketing approaches that keep you within the letter of the law but still maximise the potential of the Games Review and assess recent guerrilla marketing tactics and how event organisers have responded eg. FIFA 2010 South Africa How, when and where to seek additional guidance on Olympic legislation Learning approach An interactive and conversational approach is adopted to allow delegates to express concerns and ideas related to their own business Relevant, recent and updated case law will be reviewed to understand how others have fallen foul of the law and the Regulators Case study intellectual property issues will be examined to identify best practice and reinforce how the law can be used to your advantage



Marketing for Non-Marketing Managers Have an informed view on the role of marketing in your organisation

Residential option


0023 Level

Advanced Duration

3 days Overview This course is designed to introduce delegates to the purpose, importance and potential role of marketing in their organisation. It will explore key concepts, tools and language used in marketing and how the tools can be used to identify and exploit opportunities to achieve the organisation’s business aims.

Venues and dates

Moor Hall Conference Centre 2010 28-30 September 06-08 December 2011 30 Mar - 01 Apr 28-30 September Residential Price

Benefits to you and your company The course will utilise your management experience and provide an opportunity to develop your marketing skills. You will return to your organisation with the confidence to make a significant input into your marketing function. This course is ideal as part of a career development programme for managers who are taking on greater marketing responsibilities or more general management responsibilities.





Managers throughout your organisation, with a new knowledge of marketing, will be able to actively input into the formulation of strategies when marketing planning and building customer relations, resulting in a more customer and market focused organisation. Who this course is for No marketing training is necessary. This course is designed for sales, finance, HR managers etc. who have experience in their role or discipline in their organisation, who wish to broaden their management knowledge and skills in marketing. It is also suitable for those new to a role in marketing who quickly need to be up to speed.



Principles of Marketing (p10) More dates and to book online

www.cim.co.uk/0023

What you will learn Appreciate the potential role of marketing in your organisation, and be more involved in marketing decisions Draw up a marketing plan – a template marketing plan will be provided Segment your customers and markets, and understand them better Manage a portfolio of products/markets/brands Write a market research brief and proposal – a template market research proposal form will be provided Write a brand positioning statement for your brand Write a marketing communications plan – a template marcoms plan will be provided Appraise your organisation’s digital marketing Develop a longer relationship approach with your customers Deal with marketing issues more confidently Learning approach Interactive group work Application to delegate’s own organisation Template plans will be provided to assist the delegates Analysis of up to date case studies


Compliance The growing number of laws, regulations and codes affecting the marketing profession mean it’s never been more important for marketers to keep up to date. And it’s not only within national boundaries: laws being passed elsewhere in the world can have important implications. According to the recent Marketing Trends Survey, CIM/Ipsos MORI, UK marketers are still struggling to grapple with the legislative landscape. The following statistics represent those marketers who claim to have ‘a fairly good or very good understanding’:

Only 18% of marketers have an understanding of the Unfair Commercial Practices Directive

Just 14% of the Provision of Services Regulations 2009

Only 13% for the CAP and BCAP Codes

Just 13% of the London Olympic Games and Paralympic Games Act 2006

For more information on this survey, see www.cim.co.uk/MTS

Ducks in a row

Compliant or non compliant scenarios were chosen and utilising the relationship of colour and scale the image naturally evolved. © Matt Herring, illustrator

96

97

Data Protection for Marketers

Compliance Courses

Build your expertise in data protection and maximise the potential of customer data


0981 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Data Protection for Marketers

1 day workshop

98

Must Know Law for Marketers

1 day workshop

99

Corporate Responsibility

1 day workshop

99


Overview Train to be a responsible, invaluable member of your marketing team with an enhanced skill set in information law and privacy. Help guide your marketing team on how to MAXIMISE the earning potential of business contact data. By understanding what you can and can’t do with personal data, you can open up new, profitable opportunities for data capture, data sharing and e-mail/SMS marketing.

Venues and dates

Benefits to you and your company You will gain knowledge and confidence to ‘stepup’ into a more responsible marketing role where you advise and shape customer contact strategy, proactively supporting your organisation in its responsibilities to comply with information law and privacy legislation.

What’s included

A marketing team with enhanced information law and privacy knowledge will be more proactive and successful in customer contact. Marketers with this enhanced skill set will help organisations avoid costly mistakes, protect valuable brand investment and unlock the huge benefits that are there for the taking. Who this course is for This course is designed for the marketing professional, database marketer, in-house legal advisor or owner/manager responsible for customer contact. What you will learn Get up-to-speed on Data Protection Act 1998 and the Privacy and Electronic Communications (EC Directive) Regulations 2003 Write privacy and compliance notices that actually win more business, rather than increase your opt-out rates Comprehensive understanding of all those ‘tick boxes’, opt-ins, opt-outs and the law Assess your data acquisition and database marketing for compliance, particularly versus the requirements of the Data Protection Act 1998 Untangle industry codes of practice eg. DMA and Advertising Standards Code of Practice and their relevance to your marketing campaigns Maximise the profitability of marketing databases through data sharing agreements

Get 50% off a compliance course when you book any other course from this directory See page 83 for more details


Learning approach Interactive and conversational approach is adopted to allow delegates to express their concerns and ideas Relevant and recent case law will be reviewed to understand how others have fallen foul of the Information Commissioner and the law Case study privacy policies will be examined to identify best practice




Must Know Law for Marketers (p99) More dates and to book online

www.cim.co.uk/0981

“Excellent presenter – very knowledgeable. All in all a great course.” Philip Whitehead CRM & Support Manager, Mayer Brown International LLP

Compliance

Must Know Law for Marketers Protect yourself in a complex legal and regulatory world


1152 Level

Overview This workshop is about the practical application of the law as it affects marketers and sales professionals in their day-to-day activities. It is designed to show you how common marketing practice can easily fall foul of both the law and the regulators and what you can do to prevent this.


0575 Level

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 04 November 2011 09 February 08 June Price

CIM Member price

£449.10 + VAT

Overview This course shows how corporate responsibility can deliver a strategic role in your organisation through assessing market trends, developing strong stakeholder relations and encouraging business innovation. This is illustrated through case studies and practical exercises that will enable you to review current workplace approaches, and develop a CR strategy that strengthens business performance, brand reputation and staff engagement.

What’s included


Build a marketing team that understands the credible threats to your organisation, the real risks of non-compliance including fines, prosecutions and brand/reputation damage.

Building social and environmental performance into organisational strategy enhances brand value and innovation opportunity

Foundation

£499.00 + VAT Benefits to you and your company Gain the confidence to write legal marketing copy, understand how and why others have got it wrong, ‘step-up’ to a more rewarding role where you work closely with legal and compliance teams.

Corporate Responsibility (CR)

Data Protection for Marketers (p98) More dates and to book online

www.cim.co.uk/1152

Who this course is for Any marketer, at any level, who wants to develop their knowledge and understanding of how law shapes the marketing role, and how to develop their personal worth in a compliant marketing team.

Venues and dates




Benefits to you and your company As corporate responsibility continues to develop a firm presence in boardroom decision-making, your learning will help you to positively contribute to the strategic development of your organisation. Marketers are well positioned to take a leading role – you will learn techniques to design a CR strategy and stakeholder relationships.


www.cim.co.uk/0575

Building social and environmental performance into an organisation’s core strategy, and developing proactive stakeholder relations improve brand value and innovation opportunity, as well as minimising risk. Understanding how to respond to social and environmental trends, and how to prioritise and communicate with your stakeholders are key success factors.

What you will learn Work within the common law aspects of the English legal system, such as contracts, intellectual property and statements made in marketing materials Understand and work within the legislative and regulatory frameworks, understanding the law on privacy and on information and the impact of each on the marketing environment Identify applicable European laws and their impact on UK businesses Find the answers you need to your legal/ marketing issues

Who this course is for This course requires no prior knowledge, and will benefit marketers in product/service strategy, branding and PR communications. Whether you are in business, public or voluntary sector, it provides an appreciation of the strategic role that CR can play in your organisation’s development. This course will also benefit those involved in improving the culture and staff development within an organisation.

Learning approach An interactive and conversational approach is adopted to allow delegates to express concerns and ideas related to their own business Relevant, recent and updated case law will be reviewed to understand how others have fallen foul of the law and the regulators Case study intellectual property issues will be examined to identify best practice and reinforce how the law can be used to your advantage

What you will learn How corporate responsibility (CR) can contribute strategically to an organisation’s performance and innovation CR techniques, processes and tools The importance of managing stakeholder relationships and how to prioritise them Measuring and reporting CR performance Learning approach The course approach is a mix of presentation, discussion and practical exercises to maximise learning. Case studies are used extensively to illustrate the key learning points from the day.


Sales A tough business environment makes the selling process even tougher. That said, it also represents an opportunity for excellent salespeople because testing times serve to accentuate the strong from the weak. To stay ahead in this demanding environment, sales professionals need to constantly enhance their skills and knowledge and keep abreast of the latest techniques and technology. They also need to consider adopting new strategies to help them sell effectively – such as focusing on activities which give most return on investment or targeting new customer groups or building new routes to market. Our extensive range of sales programmes offers effective proven techniques to strengthen skills, increase confidence and build success.

Synapse Sales System

This drawing is a representation of my knowledge of sales, breaking it down, back to basic functions © Harry Malt, illustrator

100

101

Fundamentals of Selling

Sales Courses

Make more sales, hit targets and sell like a professional


0809 Level

Foundation Duration

1 day Course

Duration

Page

Foundation Fundamentals of Selling

1 day workshop

102

How to Develop Your Key Accounts

1 day workshop

103

Powerful Telesales Techniques

1 day workshop

103

Introduction to Selling through Distributors

1 day workshop

104

Business Negotiation Skills

1 day workshop

104

Competitive Tendering Skills

1 day workshop

105

Prospecting and New Customer Acquisition

1 day workshop

105

Principles of Selling

1 day workshop

106

Advanced Selling Techniques

1 day workshop

106

Advanced Selling Services and Solutions

3 day course

107

Channel Management

3 day course

107

Key Account Management

4 day workshop

108

Advanced Negotiation Skills

3 day course

108

Sales Management Skills

3 day course

109

Sales Storming

2 day course

109

5 day course

110

Masterclass Strategic Sales Planning Masterclass


Overview Would you like to: Attract more customers? Increase your conversion rates from contact to sale? Increase the lifetime value of existing clients? Hit target? ... then this course is for you.

London 2010 17 November 2011 18 February 11 May 18 July Price

£499.00 + VAT Benefits to you and your company You will learn simple, easy to implement processes, which will lead to increased sales through new and repeat business. You will be given the opportunity to use your own company specific experiences throughout each session and have a clear understanding of how each process relates to your own circumstances. Your organisation will have the necessary skills, knowledge and positive attitude to work effectively in today’s changing world of sales. They will be motivated to return to the workplace and implement the learning, giving results immediately. More sales, more profit! Who this course is for People new to sales or with limited sales experience. This course provides a basic grounding for people who are new to or with limited knowledge of selling. The course will build practical skills to enable delegates to deliver effectively in today’s changing world of sales. What you will learn Become one of the top 20% of sales people by improving your personal attitude, skills and knowledge Identify opportunities to attract new customers Compile a quality prospect list and monitoring form which can be used to analyse business and identify the strengths and weaknesses of your activity Create your own ‘value proposition’ to enable you to clearly communicate how you can add value to your customers’ business Get those e-mails read and phone messages returned Understand and be equipped to implement a tried and tested sales process which will maximise every sales opportunity Ask effective questions which will lead to a reduced level of objections and an increased level of sales Professionally identify the needs of the customer, match with a suitable solution and close the sale Use a very simple process to anticipate and deal with any objections that may arise Truly differentiate yourself from the competition and increase repeat and referral business Learning approach Participative, interactive style Individual, paired and group, tasks, exercises and discussions


Venues and dates

CIM Member price



Business Negotiation Skills (p104) Advanced Selling Techniques (p106) More dates and to book online

www.cim.co.uk/0809

Sales

How to Develop Your Key Accounts Essential strategies for winning, defending and growing key account business

Overview There is a transition required to turn a normal account into a key account. Sales arguments must become business arguments. This workshop covers the essential knowledge needed to select the right key accounts in which to invest your resources. It identifies the optimal strategies through which key business can be won, protected and grown, and enables development of a strategic plan of action for implementation by all who interface with the key account. Benefits to you and your company You will form a clear understanding of the steps needed to protect and grow your key business. You will also learn how to successfully target and win new key customers. You will clearly understand your strengths and weaknesses in servicing the account and be able to plan effective internal and external strategies, and sales action plans.


0826

The essential guide to outbound calling – includes over fifty practical telesales tips


0810

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 09 November 2011 24 January 13 April 12 July Price




Key Account Management (p108) Business Negotiation Skills (p104) More dates and to book online

www.cim.co.uk/0826 Your organisation will have a better-directed sales resource in order to develop and protect relationships with key accounts and as a consequence increase key account profitability.

Overview In today’s tough market the pressure on finding new customers is relentless; outbound calling is now a significant part of the sales plan. As voicemail is adopted by many, it becomes increasingly difficult to get through to the right decision maker. This practical course will help you overcome the obstacles and provide you with the essential techniques for successful telephone selling and appointment making.

Who this course is for The course is designed for those who are required to increase sales through the telephone to either existing or new customers. This programme can be attended by both those with experience and those new to the role as the principles covered are equally applicable.

What you will learn Describe the precise nature of relationship desired with your key accounts Define the position which will differentiate your proposition from your competition and protect long-term business Choose and develop the strategy relevant to achieving the desired relationship Analyse the business of the key account to identify further selling opportunities Select true key accounts and analyse real account potential Create strategically linked benefits Create a deliverable internal and external strategy Build the KAM delivery team Provide value based solutions Develop a plan with defined actions and responsibilities

Venues and dates

London 2011 25 January 04 July Price



Benefits to you and your company You will learn how to prepare for every call, achieve better results and exceed your targets. We give you the keys to effective outbound calling and show you how to maximise your results. We show you how to increase your personal confidence and reduce the rejection factor to a minimum, allowing you to retain your energy levels and voice quality. We outline simple yet effective stages of the outbound call which you can tailor to any situation. Trained staff will build confidence and enthusiasm for handling telephone communications. Through good preparation and control of each call, organisations will benefit from optimised results from telephone contacts that will ultimately deliver improved results.

Who this course is for New and experienced key or major account managers who want to evolve a proactive structured approach to maximising business from their major customers will benefit from this workshop. So too will sales managers and directors who wish to evolve their team’s approach for effective key account development.

Learning approach The training course is designed around the key account management strategies and the key account planning system. Delegates will be given opportunity to apply the planning system on one of their key accounts to create an action plan to move the account forward, and review a case study as a group exercise.

Powerful Telesales Techniques


Advanced Selling Techniques (p106) More dates and to book online

www.cim.co.uk/0810

“An enjoyable workshop which gave me a new set of tools and techniques I could use in my role.” Sandra Stephens Marketing Manager, E.ON UK

What you will learn Ten steps to success The telesales attitude Activity ratios Reducing the rejection factor Voice assessment Establish goals and get organised Call structure The qualified appointment Handling the gatekeeper Gaining interest The first fifteen seconds of the call The voicemail pitch Effective questioning techniques How to loosen customers who have preferred suppliers Handling telesales objections Closing the appointment The unqualified appointment


Learning approach A totally interactive experience designed to elicit opinions and contributions from all attending. The course format includes a case study exercise, training video, group exercises and discussions.


Sales

Introduction to Selling through Distributors Selecting and developing the right distribution channels for maximum impact

Overview The selection and motivation of appropriate distribution channels are key factors to the success and profitability of the partnership between principal and distributor. They need to work together within a complex environment, gain mutual understanding and learn how to avoid conflict. This course provides delegates with an opportunity to explore ways of improving the management of distributors by establishing and maintaining a successful partnership.


Business Negotiation Skills Building a value position and relationships through artful negotiation

0876

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 21 October 2011 01 February 14 June Price

Overview Negotiation is a key work and life skill. Negotiation takes place with outside companies and customers, as well as internally within departments or project teams. Getting better results in terms of timelines, price or quality, all contribute to bottom line profitability.



Channel Management (p107) Sales Management Skills (p109)

www.cim.co.uk/0750

Benefits to you and your company Gaining confidence in negotiation comes from understanding the process and being aware of how you can influence in a persuasive manner. This course will give you the confidence and skills to negotiate much more effectively by understanding and practicing the key skills needed. Having skilled negotiators as part of any business, protects and enhances bottom line profitability. It also makes for better working relationships with suppliers and partners. Internally, project teams operate more effectively and working relationships are improved. Who this course is for This course is for anyone involved in the buying or selling function where the ability to negotiate a good deal is important to protect the organisation’s profitability. Additionally it is for people who negotiate internally within their business; negotiating resources or deadlines. Some knowledge or experience of negotiation would be useful but is not essential.

Who this course is for Anyone in a sales or marketing function who is responsible for selecting and managing distributor relationships who needs to develop their role and methods.

What you will learn How to plan effectively, getting the best results and anticipate the other sides position Open a negotiation effectively to ‘kick start’ the negotiation positively and set the right tone from the start Understand your own requirements effectively and those of the other party to assess where the best deals can be done Receive and respond to proposals, until an acceptable solution to both parties has been found Handle attempts to win unwarranted concessions and how to keep the negotiation going when a deadlock is possible Close a negotiation effectively when a deal is possible

What you will learn Improve distributor selection criteria Use a formal process to select and appoint distributors Evaluate distributor performance Motivate distributors to promote and focus on your products or services Use information to understand the problems of distributors and find effective solutions to improve the working relationship Manage and motivate distributors to improve performance Plan joint marketing and promotional programmes Run training sessions for distributor staff



Venues and dates

London 2010 04 November 2011 13 May Price


The course looks at the negotiation process itself to get the best results, using a collaborative negotiation style.


With a better managed, more motivated and appropriate distributor channel, organisations will become more profitable through improved business performance. Senior management can feel confident that those with responsibility for distributors will have a rigorous selection process in place and will be proactively managing them with resultant improvements in margins and performance.

Learning approach A very participative course, including a mixture of syndicate sessions and other inter-active methods. Delegates will have the opportunity to understand how their existing distributor sales compare to the ‘best practice’.

Course code

0750

What’s included

Benefits to you and your company Delegates will benefit from gaining a full understanding of how the effective selection, management and motivation of their channel partners will improve their personal and business performance. They will also begin to take a more confident and structured approach to their role and be able to promote and gain wider recognition of their function internally.

7 CPD hours

Learning approach Participants will learn by: Lecture style lessons on the relevant theory Understanding practical examples of theories in action Putting all techniques into practice Receiving peer and facilitator feedback Participating in question and answer sessions with the course director



Advanced Negotiation Skills (p108) More dates and to book online

www.cim.co.uk/0876

Sales

Competitive Tendering Skills Win competitive bids through systematic planning and effective presentation techniques

Overview This workshop will give you the skills to confidently seek and respond to competitive tenders of all types, from a two page quotation to a tender issued under European Union guidelines and the e-sourcing process.


You will develop your understanding of what a good bid manager needs to do and improve your skills in writing tender responses and presentations to deliver a clear message. You and your organisation will be equipped with the skills necessary to identify competitive tendering opportunities and respond effectively, to win business and deliver profit. Who this course is for Those who are involved in the preparation and presentation of responses to requests for tender. SME business owners or any managers, sales and account staff involved in the tendering or new business process. What you will learn Why companies fail to get on the tender list and how you can ensure you succeed How to make a good impression at the first contact – written or face-to-face What skills are important at the various stages of the tendering process Why you need to focus on solutions and benefits to achieve success How to develop a clear message for the reader/audience How to write and deliver a persuasive and engaging tender document and presentation Learning approach The teaching style is relaxed and participative using guided and group discussion, individual planning worksheets, short written exercises and group role-plays.

Focus on ‘find them, meet them and make them customers’


0968

1216

Level

Level

Foundation

Foundation

Duration

Duration

1 day

1 day

Venues and dates

London 2010 05 November 2011 04 April Price

£499.00 + VAT Benefits to you and your company You will be able to assess tenders and invitations and develop persuasive responses that address the needs and requirements of the brief.

Prospecting and New Customer Acquisition

CIM Member price



www.cim.co.uk/0968

Overview Without a formal and efficient structure to the process of customer acquisition, time and resources are often wasted, and those responsible for finding and acquiring new customers are left demotivated. This workshop will make it easier to reach new customers by planning the approach carefully and having control mechanisms to judge performance and improve success rates in converting prospects into customers.

Venues and dates




Benefits to you and your company You will gain a structured process to make the prospecting and identification of new customers easier. You will recognise the different mindset between selling to existing customers and generating new business. Gaining techniques that can be used immediately in your day-to-day role will result in more success. Organisations spend a lot of money trying to attract new customers as well as retain existing ones. This workshop will allow you to achieve successful outcomes to prospecting and cold calling, adding to your organisation’s bottom line and reducing the cost of new customer acquisition. Who this course is for The course will suit any person who is tasked with finding and converting new customers. It will cover each step of the process and give some practical ideas for success. What you will learn Make more telephone appointments with new prospects Choose target segments; identify, select and qualify prospects Prepare more adequately for initial contact and subsequent meetings Recognise decision makers and identify extended decision chains Use questioning skills to obtain information, close on orders or gain commitment Understand the varied buying motives of different types of people Match needs and wants with benefits Make better pitches, using proposals as a sales tool Understand when to use and develop more positive closing techniques


www.cim.co.uk/1216

“This workshop boosted my confidence and really had me thinking about things I had not considered before, helping me improve my sales technique. Everyone in the group were from different companies and backgrounds so we could bounce ideas off one another which was very enjoyable.” Heidi Carrington Corporate Co-ordinator, The National Trust

Learning approach The workshop is participative in style with interactive group forums and other exercises. It will equip delegates with practical skills to acquire and develop new customers.


Sales

Principles of Selling A comprehensive course to equip sales people with the tools to confidently succeed in the role

Overview The course is designed to bring new salespeople rapidly up to speed and ensure that they begin to contribute to their organisation as quickly as possible. It equips delegates with proven methods and techniques that they can immediately use in their own sales environment.

Residential option


Advanced Selling Techniques Gain a wider perspective to making profitable sales

0965

Level

Level

Foundation

Foundation

Duration

Duration

5 days

1 day

Venues and dates

Moor Hall Conference Centre 2010 08-12 November 2011 28 Feb - 04 Mar 06-10 June Residential Price




This course will help your organisation by reducing the learning curve for new and inexperienced sales people through exposure to realistic sales situations and scenarios. Your organisation will also benefit from developing positive sales people who are able to create profitable business opportunities. Who this course is for Aimed at new or inexperienced sales people who wish to become more successful by gaining a structured approach to the sales process in an intensive course. More experienced sales people will also benefit from the disciplined approach encouraged in the course.

Course code

0081

Overview New buyer attitudes mean we must develop new thinking and change the way we sell to achieve real success. This workshop is designed to give a wider message than a conventional sales course. It will help you develop your existing skills and identify what customers and clients want from a supplier, rather than selling a series of productorientated features.

CIM Member price

Benefits to you and your company Success in selling needs a disciplined approach and you will understand why people buy and learn to use a structured sales framework. You will learn to read situations and people when questioning your customers and prospects. You will have more confidence in your abilities and an eagerness to put your learnings into practice.

7 CPD hours



Advanced Negotiation Skills (p108) Sales Management Skills (p109) More dates and to book online

www.cim.co.uk/0081

What you will learn Set business and personal goals through planning Apply a structured framework Undertake pre-visit research and prospecting Make successful telephone appointments and get the client meetings off to a good start Use appropriate questioning techniques and listening skills Understand and match customer wants and needs Demonstrate effectively and make presentations that meet both the organisation objectives and the needs of the audience Anticipate objections and work up strong responses, using and reading body language Understand how to build better relationships and develop customer care philosophies and use account management philosophies Understand how to achieve positive closing techniques Learning approach This is a very participative course, delivered in an interactive manner. Group activities will ensure that delegates get involved in the course. Delegates will take part in two recorded role plays to practice their own sales techniques and make a formal presentation on a work based subject.


Benefits to you and your company You will develop a new view of the selling process, helping you to achieve results in a more competitive environment by understanding complex buying decisions. The workshop will show you how to appreciate the recent developments from transactional selling to a relationship selling approach. You will become more objective and able to analyse your own performance. Your organisation needs highly trained sales people, prepared to look for alternative closing approaches with customers in order to maximise contribution to the bottom line. This workshop will help ensure your organisation is better represented in a complex selling situation. Who this course is for Sales professionals who may have already received some basic sales training and have some experience in the field. It should not be considered for those without sales experience or as a replacement for fundamental sales training. What you will learn Understand how sales, marketing and key account management fit together Recognise that planning your approach is essential Unearth dissatisfaction with current practice or competitors by using advanced questioning techniques Apply the concept of how product core and product surround can be adapted to your own selling situation Recognise how service is becoming the differentiator as an increased number of products are thought of as commodities Handle objections and reluctance to commit with prepared responses Sell to different types of customer using interpersonal skills and body language to your advantage Interpret developments in key account philosophies and learn how to apply them Use powerful closing and commitment techniques Learning approach The workshop is participative in style with interactive group forums and other exercises. Delegates will be able to build on their existing sales experience and take away real ideas to use in their work situation.

Venues and dates





Selling Services and Solutions (p107) Sales Storming (p109) More dates and to book online

www.cim.co.uk/0965

“It was great to get away from my day to day environment and pick up new methods which have improved my sales techniques.” Lisa Dodds Business Development Manager, NaREC (New and Renewable Energy Centre)

Sales

Selling Services and Solutions Developing an effective consultative approach to service and solution selling

Overview Commoditisation and market maturity often drive organisations to seek differentiation, creating the need for a different sales approach or changes in the involvement of different parties in the selling and buying teams. This in-depth course will help those involved in developing client solutions and selling services or service-based products to understand how to approach the sales process with a focus on the need for positive closing. Benefits to you and your company Experienced sales people will benefit from increasing their sales and relationship management effectiveness by adopting new consultative approaches. Technical experts, now involved in the sales process will benefit from enhanced skills and increased confidence in customer-facing situations. All attendees will be able to recognise the ways to maximise the benefits and selling points of the service they offer.

Residential option


Who this course is for All those who sell services including productbased services, both full time sales people and those specialists (such as researchers, engineers and technical) who only occasionally get involved with customers. This course is particularly relevant to organisations that are augmenting their product offerings through after-sales services or increasing the level of service and value-added for customers. What you will learn Follow the sequence of your sales process Set objectives for every call Understand buyer profiles and adapt the sales approach to different buying attitudes Control client meetings with introductions and effective questioning techniques Anticipate and overcome objections from clients by working up strong answers Develop rapport through reading and using body language and interpersonal skills Understand the principles involved in successful negotiating Prepare sales orientated proposals and present them to clients Recognise the importance of closing and when to initiate it Learning approach The course has syndicate, inter-active forums and other practical sessions. Where possible exercises will be based on the delegates own company so that any material developed can be immediately applied in their work environment.

Selecting the right channels and developing them

Residential option


0084

0075

Level

Level

Advanced

Advanced

Duration

Duration

3 days

3 days

Venues and dates

Moor Hall Conference Centre 2010 01-03 December 2011 11-13 April 18-20 July Residential Price

£1,795.00 + VAT

Overview Selecting the most appropriate distribution channels and motivating channel partners are key factors in selling profitably through third parties. It is essential for any organisation involved in the selection and management of channel partners to know how to build and manage effective working relationships that build trust, add value and avoid conflict.

CIM Member price



£1,599.00 + VAT £1,419.50 + VAT Tuition, course materials, lunch and refreshments More dates and to book online

www.cim.co.uk/0084

Venues and dates

Moor Hall Conference Centre 2010 22-24 November 2011 28-30 March 05-07 September Residential Price


Benefits to you and your company You will benefit from being able to match your present role against the latest channel management thinking and that of ‘world class’ organisations. You will also learn how to identify the characteristics of superior channel management and be able to motivate, evaluate and manage the performance of channel members.

CIM Member price

What’s included

Clients will recognise what they actually want and more readily accept proposed solutions. Furthermore, by developing solutions based on a sound understanding of the customer’s business, new customer acquisition will become more successful and customer retention will improve.

Channel Management




Staff will adopt a more structured approach to the organisation of channel sales and be better positioned to build a disciplined relationship with channel partners. By using the latest management thinking and developing a structured channel marketing plan, organisations should start to see an increase in sales, margin and co-operation from channel partners.



www.cim.co.uk/0075

Who this course is for Managers and staff involved in the selection, motivation, evaluation and management of channel partners. What you will learn Identify key issues involved in channel development Take advantage of the selling process to channel partners Handle joint selling approaches Understand the differing types of channel Use developments in supply chain management Determine selection criteria for channel partners using templates Build a partnership and get more co-operation from channel partners Set customer service standards Motivate channel partners Develop clear account plans for partners Evaluate using reporting and feedback standards Agree and assess the performance criteria for channel partners Set ground rules and disciplines for your channel partner relationships Learning approach The workshop delivery style is participative and gets delegates involved in discussing channel issues. Delegates will have the opportunity to analyse their own particular experience and will be given practical templates to use for motivating their distributors.



Sales

Key Account Management Maximise the potential of your most important customers through a strategic, relationship-based account management process

Overview This two module programme will equip account managers with the skills and tools to develop and implement detailed dynamic account strategies and plans for their key accounts. Using their own customers as case studies, participants establish how ‘best practice’ principles can be applied to managing their own key accounts whilst adding immediate value into their own organisations. Benefits to you and your company You will benefit by developing a relationshipbased approach to the account management role, while mastering a wide range of transferable professional business skills. You will also learn how to develop strategic plans to realise your full potential and that of your portfolio.

Residential option


A thorough foundation in the critical art of negotiation


0420

Level

Level

Advanced

Advanced

Duration

Duration

4 days (split 2 +2)

3 days

Venues and dates

Moor Hall Conference Centre Module 1 (2 day) + Module 2 (2 day) 2010 30 Sep - 01 Oct + 28-29 Oct 2011 24-25 March + 28-29 April 22-23 September + 20-21 October Residential Price

£2,400.00 + VAT

Overview This programme gives experienced negotiators the opportunity to hone their skills and provides negotiating strategies and tactics in order to achieve better results from different negotiation situations.

Venues and dates

Benefits to you and your company By gaining insight into your own and others negotiating styles, you will improve your ability to negotiate professionally and achieve long lasting mutual outcomes. Through practical exercises and personal feedback you will have the chance to develop your skills and improve your confidence.

Residential Price

CIM Member price



£1,964.00 + VAT

Enhanced negotiation skills of your people can unlock competitive advantage, enhance relationships and drive profitable growth. Best practice, practical techniques, tools and templates are provided which can be applied immediately in the workplace to enhance negotiation success. This workshop will demonstrate the different types of negotiation, the appropriate strategy to use, how to effectively plan and achieve mutual gain and above all, how to build confidence and credibility.

What’s included

Who this course is for Those responsible for managing face-to-face relationships with customers that have a significant impact on achieving the organisation’s business objectives. Participants should have three year’s sales experience, six months of which should ideally have been in an account management role. The course is also valuable for managers and directors intending to implement a key account management strategy within their organisation.

Residential option

0180

What’s included

Organisations will benefit from account managers taking an active role in the strategic management process, recognising potential in each account and developing their account portfolio. The organisation may realise higher turnover and profit, more structured and effective selling processes and a more ‘joined up’ approach to account management throughout the business.

Advanced Negotiation Skills


Strategic Sales Planning Masterclass (p110) More dates and to book online

www.cim.co.uk/0180

What you will learn Recognise which accounts should be designated as key accounts Understand the scope of the key account management role Recognise the stages of a key account relationship Develop a strategic key account plan Identify the potential in their customers Use professional business analysis tools Identify and develop DMUs Utilise internal resources in a virtual team environment Understand the impact of key account management on internal communication and customer records Delegates will also have developed a key account plan for one of their customers between modules 1 and 2 and presented it for critical appraisal in open session. Learning approach The delivery style will be interactive, challenging and involving, enabling delegates to relate the learning directly to their own customers and quickly add value back into their organisation.


Who this course is for Everyone who has authority and responsibility for negotiating on behalf of their organisation in order to advance business and relationships on the basis of achieving mutual satisfaction. Delegates should have at least five years experience in negotiation situations.

Moor Hall Conference Centre 2010 15-17 November 2011 07-09 February 05-07 July £1,795.00 + VAT CIM Member price






Sales Management Skills (p109) Strategic Sales Planning Masterclass (p110) More dates and to book online

www.cim.co.uk/0420

What you will learn Recognise the different types of negotiations Understand your personal negotiating style and preferences Use the wide range of personal skills and attributes required to negotiate effectively and learn how to develop and enhance these Prepare appropriate negotiation strategies, implementing and adapting them as appropriate Use a structured approach to the negotiation process Deal with relationship issues, including considering each party's perception; seeking to make negotiation proposals consistent with the other party's interests; making emotions explicit and legitimate Manage and resolve conflict Recognise power – its effect and importance in the understanding of negotiation and relationships (or common ground) Achieve best results from challenging and complex negotiation situations Learning approach This workshop is highly interactive with lots of practical exercises, templates, case studies, assessment, top tips and personal feedback. There will be the opportunity to bring along specific issues with negotiating which can be worked through during the workshop.


Sales

Sales Management Skills Provides the practical ‘know-how’ which will motivate the sales team to success

Overview This three day event looks at the day-to-day sales management activities that drive success, such as – factors influencing people such as motivation and engagement, what sales forecasting tools are being used (and not used!) in the real world, and what ‘sales management’ in the 21st Century really means today. All these issues are explored in full – plus a lot more!

Residential option


Delegates will return to their organisation with a modus operandi for 21st Century sales management. This will include clearly defined processes, the ability to prioritise activities in order to maximise sales now and also pro-actively manage future challenges, and an understanding of how to build and develop an environment that motivates the sales team to maximise their sales achievements. Who this course is for This event will benefit both those already in a sales management role, and those about to gain this challenging responsibility. What you will learn Adapt leadership style to the situation and individual being managed Set meaningful objectives for individuals and the team as a whole Design incentive programmes that produce the desired results Use sales meetings to galvanise team enthusiasm and boost performance Manage underperformance Keep top performers motivated Develop the skills of the team via coaching Achieve a clear and causative link between development and sales results Recruit the right people for the team Accurately forecast sales Identify the amount of sales team activity required in order to achieve the sales plan Prioritise day-to-day sales management activities in order to maximise achievement of sales through others Learning approach Delegates will experience anything but a lecture. Of course, robust models will be described – but always applied specifically to the sales team being managed. Team discussions, competitions, whole group discussion and coaching practice all provide a rich variety of different learning experiences.

Residential option

Using the power of creative thinking to dramatically improve sales results


0168

0094

Level

Level

Advanced

Advanced

Duration

Duration

3 days

2 days

Venues and dates

Moor Hall Conference Centre 2010 08-10 November 2011 14-16 March 13-15 June Residential Price


Benefits to you and your company There are only so many hours in the day; the challenge is to make sure your precious time is used to maximum effect in order to drive more sales from an energised and motivated sales team. This programme is designed to enable participants to do precisely this. A ‘Personal Action Plan’ is used throughout to document what you are going to start doing/stop doing/do more of/do less of as a consequence of attending.

Sales Storming






Strategic Sales Planning Masterclass (p110) More dates and to book online

www.cim.co.uk/0168

Overview A hidden key to successful selling is the number and quality of ideas you have that resolve difficult sales challenges. Ideas help sales people cultivate clients, grow relationships, deliver service, and ultimately close deals. Creative thinking should be part of everything sales people do, and yet, sales people are never taught creative thinking tools and techniques. This course addresses that need. Benefits to you and your company You will learn how to do idea generation alone, or with teams, and will learn a methodology on how to creatively solve sales problems. The course will lower fear and anxiety and put applied imagination into a sales person’s bag of tricks. This is not just ‘brainstorming’ – the course also includes creative ways to research, prospect, engage, sell and close deals. Organisations will benefit from this course by empowering their sales people to do more independent problem solving and creative thinking. The course will enable your sales people to think up solutions to tough sales challenges, helping them to win business at a new and higher level.

Venues and dates

Moor Hall Conference Centre 2010 02-03 December 2011 17-18 February 02-03 June Residential Price







www.cim.co.uk/0094

Who this course is for Sales people who have taken some form of traditional sales training and/or who have at least a year of actual sales experience in the field are the best candidates for this course. This course is best suited to professional sales people, or sales managers/executives, that are looking for an edge, competitive advantages in selling, or fresh ideas for old sales challenges. What you will learn Delegates will be able to: Determine when a sales challenge requires more deliberate creative thinking Frame sales problems in ways that inspire more creative ideas Research sales challenges and find breakthrough insights that make selling easier Generate ideas alone, or with teams, and use several creative thinking tools, such as forced associations and visual thinking to come up with more and better ideas Refine good ideas – making them better, more acceptable, more exciting, more effective Get into action with good ideas faster Learning approach Gregg Fraley, the instructor of this course, is a well known public speaker, writer, and humorist. He’s also been a ‘bag carrying salesperson’, so, this will be a highly interactive, fun, workshopcentric course. Sales people won’t just listen to him lecture, they’ll be expected to participate in role plays, and will work on real world, real sales challenges during the course.


Sales

Strategic Sales Planning Masterclass The role of sales in driving business strategy

Residential option


0177 Level

Masterclass Duration

5 days (split 3*+2) Overview This masterclass is designed to provide delegates with the knowledge, tools and techniques to both contribute to the sales section of the business plan and also manage the preparation of effective operational plans to meet organisational sales objectives. Benefits to you and your company This masterclass provides you with an opportunity to benchmark your thinking and reflect on new approaches to strategy and plans. It will enable you to consider whether what you are currently doing is right and also use new frameworks in the planning process. Your organisation will benefit from your new ideas about sales planning, and will maximise return on investment in a customer oriented approach to decision making.

Venues and dates

Moor Hall Conference Centre Module 1 (3 day) + Module 2 (2 day) 2011 25-28 January + 28 Feb - 01 Mar 05-08 April + 23-24 May 21-24 June + 25-26 July Residential Price




Who this course is for This is a strategic level sales programme for sales directors, senior sales or key account/national account managers with strategic responsibility and those developing into senior organisational roles. It may also be suitable for senior managers who take responsibility for the sales force within an organisation – for example, business development directors or operation directors. What you will learn At the end of the course you will be able to: Write the sales section of your strategic business plan, and write operational sales plans Utilise clear planning structures and understand how to use effective tools to ensure customer focused decision making and return on investment in sales is maximised Assess your organisation’s use of sales from a strategic perspective and make constructive recommendations to maximise ‘business’ benefits from a customer orientation Have an in-depth appreciation of a customer-focused planning process and be able to map your organisation’s decision-making against this Use key tools and techniques to ensure planning is externally focused Improve relationships with marketing Appreciate the critical importance of control and be able to recommend a range of both qualitative and quantitative control metrics Learning approach Traditional ‘delivery’ from a highly-experienced consultant practitioner ‘Clinic’ sessions Group activities Application of models and frameworks to own organisation Social learning amongst peers


£2,753.50

+ VAT

What’s included


Module 1 starts in the evening of Day 1, followed by 3 full days’ tuition Related courses

Channel Management (p107) Marketing and Sales Forecasting (p13) Brand Masterclass (p45) More dates and to book online

www.cim.co.uk/0177

Gill Kelley Gill Kelley specialises in the facilitation of learning and development and performance coaching. Her natural enthusiasm energises and motivates others to achieve. She has over 20 years experience of working in organisations in sales training and business development roles to senior sales management positions.


Professional Qualifications CIM Academy is the only study centre wholly owned by The Chartered Institute of Marketing (CIM). We offer a range of intensive study programmes for our professional marketing, digital marketing and sales qualifications. High quality tutor support and learning resources means that our delegates consistently achieve excellent pass rates and awards for outstanding achievement.

Qualifications

Page

Marketing Professional Certificate in Marketing

113

Professional Diploma in Marketing

114

Chartered Postgraduate Diploma in Marketing

115

Digital Marketing Diploma in Digital Marketing

116

Diploma in Managing Digital Media

116

Sales Certificate in Professional Sales Practice

117

Advanced Certificate in Professional Sales Management Practice

118

Advanced Certificate in Account Management Practice

118

Intensive Diploma in Strategic Sales Practice

119

Check our website for latest courses and dates

Our study options now include... Virtual programmes – study from any location Blended online programmes – now in London (NEW) and Moor Hall Intensive residential – sessions of two to three days duration

“I chose to study through CIM Academy because of the flexible programmes they offered. This meant I could study online and over a shorter time frame.”

111

CIM Academy

Shine with the institute’s own study centre Working in Marketing and Sales is increasingly challenging and competitive. You may be bright, but how can you outshine the competition? Gaining a qualification with The Chartered Institute of Marketing’s own study centre provides you with: Practical skills and knowledge to accelerate your career The chance to learn from skilled course directors and fellow delegates

Corporate programmes We can deliver our qualifications to teams of individuals within organisations, or build a bespoke programme to suit your industry or business needs. To find out more email [email protected] or call +44(0)1628 427250 “From the highly knowledgeable tutor to the helpful learning support team, I felt supported by the CIM Academy team throughout my studies”

An excellent return on investment

Professional qualifications include: Why CIM Academy? The highest quality resources and expertise Exceptional tuition A highly supportive network from the CIM Academy team, professional course directors and fellow delegates Excellent pass rates and awards for outstanding achievement An unrivalled reputation over – 90% of our delegates would recommend us A pay as you learn option and prices which include CIM membership and assessment fees A choice of location for our blended/workshop days – central London or Moor Hall, the home of CIM

Marketing Professional Certificate in Marketing Professional Diploma in Marketing Chartered Postgraduate Diploma in Marketing Digital Marketing Diploma in Digital Marketing (NEW) Diploma in Managing Digital Media (NEW) Sales: Certificate in Professional Sales Practice Advanced Certificate in Professional Sales Management Practice Advanced Certificate in Account Management Practice Intensive Diploma in Strategic Sales Practice

Our rigorous registration process also ensures that you are placed on a course with delegates from complimentary industry backgrounds and similar levels of experience, resulting in a richer learning experience. “The support offered by CIM Academy will get you to where you want to be”

112 CIM Academy +44 (0)1628 427240 [email protected] www.cimacademy.com

CIM Academy

Flexible study options CIM Academy’s range of study options suit even the busiest of marketing and sales professionals. Choose from:

For all our qualifications, you also gain 35 CPD hours. See page 121 for further details.

Virtual Learning

Key benefits Access live sessions from any location Opportunity to go back and review tutorials to consolidate learning Gain podcasts, online tools, content and discussions through CIMCity, your personal virtual learning environment Access to a suite of online resources, including leading edge web based books through CIM’s knowledge and information centre The chance to network online with like minded individuals Support network of CIM Academy team, professional course directors and fellow delegates

Interact in live tutorials and sessions from the home or office*. Ideal if you are looking for a high level of delegate support but do not have the time or budget to travel to classes.

Blended

Key benefits A mix of online learning through interactive tutorials and face to face workshop days in central London or our Moor Hall residence in Cookham, Berkshire.

Choose when to study and at your own pace Face to face workshop days reinforce online learning, allowing

for practical application Benefit from the unrivalled resources at the home of CIM –

Moor Hall Gain podcasts, online tools, content and discussions through

CIMCity, your personal virtual learning environment Access to a suite of online resources, including leading edge

web based books and remote support through CIM’s knowledge and information centre The chance to network face to face and online with like minded individuals Support network of CIM Academy team, professional course directors and fellow delegates

Intensive residential

Key benefits

Study at Moor Hall for sessions of two to three days duration over a number of months.

Intensive guided tuition Group sessions where real life concepts are explored further Benefit from the unrivalled resources at the home of CIM –

Moor Hall Access to a suite of online resources through CIM’s

knowledge and information centre The chance to network face to face with like minded

individuals Support network of CIM Academy team, professional course

directors and fellow delegates Excellent selection of hard copy books to support your

learning – invaluable support for overall learning * Requires access to a computer with broadband – contact us for more information.

CIM Academy +44 (0)1628 427240 [email protected] www.cimacademy.com 113

CIM Academy

Professional Certificate in Marketing Essential marketing knowledge for junior marketers looking to progress

Overview This qualification is for individuals who want to go beyond the basics of marketing and become an even more effective marketer. You will gain the practical skills and knowledge required to execute successful marketing activities and further your career. Who this course is for Junior marketers Those working in a marketing support role Those who undertake marketing activities as part of their job What you will learn You will learn how to: Understand the function and fundamentals of marketing in some depth – including how to write and execute a marketing plan Learn the many different ways of understanding and communicating with customers, and the function these methods serve Understand your organisation’s marketing environment, its many constituent parts, and how they work in unison Apply practical knowledge – including data collection and analysis, and the establishment of marketing budgets

35 CPD hours Workshops now in London

Study options

Virtual Learning* Price

£1,850

+ VAT

Dates

February May October each year What’s included

£120 student membership, £250 assessment fees, all tuition costs, 24/7 access to CIMCity and study materials**. *Requires access to a computer with broadband – contact us for more information. ** Please note: You will be required to read around the subject from books recommended by CIM. These are not included in the price of your course. Study option

Blended Price

£2,600

+ VAT

Course modules Marketing Essentials Assessing the Marketing Environment Marketing Information and Research Stakeholder Marketing

Dates

“The Professional Certificate has enabled me to understand all aspects of marketing in greater depth and given me the opportunity to be more proactive within the marketing team”

Workshop venue

Professional Diploma in Marketing Operational and strategic skills for mid level marketers

Overview The Professional Diploma in Marketing provides the knowledge, skills and the ‘ability to do’ in relation to operational marketing management. It is for individuals looking to build their practical skills and broaden their strategic perspective. Who this course is for Marketers responsible for managing the marketing process at an operational level Those moving into a mid-level marketing position What you will learn You will learn how to: Evaluate the role of the marketing planning process and implementation in a range of marketing contexts including organisational strategy, culture and the broader marketing environment Develop and manage a brand and product portfolio in the context of the organisation’s marketing strategies and objectives Recommend how a marketing function should be structured to deliver competitive advantage, marketing and organisational success Identify the organisation’s information needs, scope of research projects and resource capability to underpin the development of a business case to support marketing projects

35 CPD hours Workshops now in London

Study options

Virtual Learning* Price

£2,250

+ VAT

Dates

February May October each year What’s included

£160 student membership, £300 assessment fees, all tuition costs, 24/7 access to CIMCity and study materials**. *Requires access to a computer with broadband – contact us for more information. ** Please note: You will be required to read around the subject from books recommended by CIM. These are not included in the price of your course. Study option

Blended Price

£3,700

+ VAT

Dates

March June September each year

London or Moor Hall, Cookham

Course modules Marketing Planning Process Delivering Customer Value through Marketing Managing Marketing Project Management in Marketing

March June September each year Workshop venue

“For career progression, this qualification really opens doors”

London or Moor Hall, Cookham

What’s included

What’s included

£120 student membership, £250 assessment fees, all tuition costs, 24/7 access to CIMCity, study materials and core reading books.

£160 student membership, £300 assessment fees, all tuition costs, 24/7 access to CIMCity, study materials and core reading books.

Study option

Study option



Price

Price

£4,995

+ VAT

£6,495

+ VAT

Dates

Dates



Workshop venue

Workshop venue

Moor Hall, Cookham

Moor Hall, Cookham

What’s included

What’s included

£120 student membership, £250 assessment fees, all tuition costs, 24/7 access to CIMCity, study materials, core reading books, board and accommodation at Moor Hall

£160 student membership, £300 assessment fees, all tuition costs, 24/7 access to CIMCity, study materials, core reading books, board and accommodation at Moor Hall, assessment and exam fees


CIM Academy

Chartered Postgraduate Diploma in Marketing A challenging qualification for marketers looking to influence marketing strategy at the highest level

Overview The Chartered Postgraduate Diploma in Marketing is a challenging, two stage marketing qualification that demonstrates professional expertise across many areas enabling you to think and act strategically. It is equivalent to 60 points towards a Masters level qualification. Delegates completing stage 1 gain the Professional Postgraduate Diploma in Marketing. Delegates who go onto complete stage 2 are eligible for Chartered Marketer Status provided that they have the relevant experience and have registered on the Chartered CPD Programme.

35 CPD hours

Study option

Intensive Residential Price Stage 1 Stage 2

£7,495 £2,995

+ VAT + VAT

Start dates

January September each year Workshop venue

Moor Hall, Cookham What’s included

Stage 1 consists of 16 days training (six residential sessions) over a period of ten months. Stage 2 is a work-based assignment undertaken over nine months.

£320 student membership, £720 assessment fees, all tuition costs, 24/7 access to CIMCity, study materials, core reading books, accommodation and board at Moor Hall.

Who this course is for Marketers working at a strategic level or aspiring to do so, and who wish to gain a Masters level qualification Delegates looking to build on knowledge gained at the Professional Diploma level What you will learn You will learn how to: Make the transition into strategic marketing management Work more cross-functionally at a senior management level Make a significant contribution to the organisation’s corporate and business strategy Contribute to board decisions Demonstrate a high level of leadership and influence Course modules Stage 1 has four units: Emerging Themes Analysis and Decision Marketing Leadership and Planning Managing Corporate Reputation Stage 2 has one unit entitled ‘Leading Marketing’. This takes the form of a work based project relating to your own organisation or another of your choice.

“The qualification has given me knowledge in formulating business and strategic plans, crucial for every strategic level marketer”

All qualifications from CIM Academy are also available as tailored corporate programmes. Find out more: Email [email protected] Call +44 (0)1628 427250


CIM Academy

Diploma in Digital Marketing Vital skills for marketers responsible for digital marketing planning

Overview The Diploma in Digital Marketing provides knowledge on what digital marketing is about – the buzz words, current trends. The qualification covers Search Engine Optimisation, Pay Per Click, online advertising, PR, email, viral and affiliate marketing plus social media. Who this course is for Anyone in marketing who needs an awareness on what is happening in digital marketing Suitable for all marketing professionals from assistant to director level What you will learn You will learn how to: Appraise different planning approaches and marketing environmental factors that influence online marketing activity Discuss key stages in online development Analyse the way in which the Internet has changed the marketing mix elements and how to employ them creatively in the digital environment Apply relevant tools and techniques to measure and monitor an online marketing plan Explain the role of the essential elements of digital campaigns and the link between each technique Recommend improvements to a digital communications campaign Course modules Digital Marketing Essentials Digital Marketing Planning Marketing & Consumer Behaviour (double unit) Please note: Each of the above course modules can be studied individually. Please contact us for details and prices.

Diploma in Managing Digital Media

35 CPD hours New course with workshops now in London

Study route

Blended Price

£2,250

+ VAT

Discover how to implement strategies involving digital media

Overview The Diploma in Managing Digital Media is about putting digital marketing into practice i.e. implementing the campaigns themselves and the specifics that you need to be aware of.

Dates

January September July each year Workshop venue

London What’s included

£140 student membership, £255 assessment fees, all tuition costs, 24/7 access to CIMCity and study materials* * Please note: You will be required to read around the subject from books recommended by CIM. These are not included in the price of your course.

New course with workshops now in London

Study route

Blended Price

£2,250

+ VAT

Dates

Who this course is for Marketers whose role involves working with digital campaigns and implementing strategies that include digital media What you will learn You will learn how to: Explain the changes that have been brought about by advances in digital communications Identify how changes in digital marketing challenge and compliment conventional communication Measure the effectiveness of digital campaigns and recommend appropriate methods to a given situation Plan and execute digital campaigns and evaluate the importance of integrated communications Evaluate likely developments in digital communications and the role of social media Course modules Integrating Digital Media and Branding Implementing Digital Campaigns Advertising PR Please note: Each of the above course modules can be studied as individual awards in their own right. Please contact us for details and prices.

“As the official CIM Academy you are assured of the best tutors and insight”

“The practical nature of this qualification means I have been able to immediately apply some of the learned concepts in my working life”

Exemptions apply – you may be half way there already! If you are a graduate of the CIM Professional Certificate (level 4) in marketing or above, or the CAM Diploma in Marketing Communications, you do not need to complete the double unit, the Marketing and Consumer Behaviour course unit. Other exemptions apply – please contact us to find out more.

35 CPD hours

Exemptions apply – you may be half way there already! If you are a graduate of CAM Diploma in Marketing Communications, you do not need to complete the Advertising and PR unit of this qualification. Other exemptions apply – please contact us to find out more.


January September July each year Workshop venue

London What’s included

£140 student membership, £300 assessment fees, all tuition costs, 24/7 access to CIMCity and study materials*. * Please note: You will be required to read around the subject from books recommended by CIM. These are not included in the price of your course.

CIM Academy

Sales Qualifications With a firm emphasis on the application of practical sales tools and techniques, our qualifications will not only develop your knowledge and skills but also accelerate your career. All our unique qualifications are built around the National Occupational Standards for Sales, which provide a guide to the skills expected of sales professionals at varying levels of seniority.

Certificate in Professional Sales Practice The knowledge and skills to sell with greater confidence

Overview This qualification provides a thorough and intensive introduction to sales and will equip individuals with the knowledge and skills to sell with greater confidence.

35 CPD hours

Study option

Blended Price

£2,600

+ VAT

Dates

Level 1

Certificate in Professional Sales Practice QCF level 4

Who this course is for Anyone looking to start a career in sales Sales people with experience but without formal training Individuals working in other business areas who need to improve their selling skills

January July September each year Workshop venue

Moor Hall, Cookham

Level 2

Advanced Certificate in Professional Sales Management Practice QCF level 6 OR Advanced Certificate in Account Management Practice QCF level 6

What you will learn You will learn how to: Use marketing information to sell more effectively Put together a presentation that sells Make a sales call Identify customer needs Overcome customer objections Improve your sales skills and personal selling style Network with other professionals Recognise and act on opportunities for cross-selling and up-selling

What’s included

£120 student membership, £280 assessment fees, all tuition costs, 24/7 access to CIMCity and study materials.

Course modules The Sales Process Professional Sales Skills Understanding the Customer Professional Sales in Practice

“I was very pleased with the quality of the support I received with this qualification”

Level 3

Intensive Diploma in Strategic Sales Practice QCF level 7



CIM Academy

Advanced Certificate in Professional Sales Management Practice Gain practical skills in sales and account management

Overview The Advanced Certificate in Professional Sales Management Practice is for individuals looking to build practical skills in operational sales management or account management. The programme has been designed by CIM Academy and is based upon the National Occupational Standards for the sales profession. Who this course is for Current sales or account managers working at an operational level Those moving into a sales management position Experienced professionals looking for a qualification to formalise their practical experience Individuals looking to build knowledge gained at Certificate level What you will learn You will learn how to: Recruit, lead and motivate your team Write and implement effective sales strategies and plans Evaluate achievement and monitoring performance Identify your own training needs Prepare a personal development plan Course modules Managing Sales People Organising for the Customer Professional Sales Planning Professional Sales Management in Practice

“I found the course to be demanding but thoroughly enjoyable. It has also supported my development within the business”

35 CPD hours

Study option

Intensive Residential Price

£4,995

+ VAT

Dates

March September each year Workshop venue


£160 student membership, £280 assessment fees, all tuition costs, 24/7 access to CIMCity, study materials, core reading books, accommodation and board at Moor Hall

Advanced Certificate in Account Management Practice Essential knowledge for account managers

Overview The Advanced Certificate in Account Management Practice is for individuals looking to build practical skills in account management. The programme has been designed by CIM Academy and is based upon the National Occupational Standards for the sales profession. Who this course is for Current account managers working at an operational level Those moving into an account management position Experienced professionals looking for a qualification to formalise their practical experience Individuals looking to build knowledge gained at Certificate level What you will learn You will learn how to: Build effective relationships with your accounts Write and implement effective account strategies and plans Evaluate achievement and monitoring performance Work with customer service to support your accounts Create impactful presentation skills Identify your own training needs Prepare a personal development plan Course modules Account Relationships Organising for the Customer Account Planning Professional Account Management in Practice

“Since undertaking the course I have been promoted within my company. This is largely thanks to the knowledge I have gathered since I started studying with CIM Academy.”


35 CPD hours

Study option


£4,995

+ VAT

Dates




CIM Academy

Intensive Diploma in Strategic Sales Practice 35 CPD hours

Make informed future business decisions

Overview Uncover solutions to real-life business issues of direct relevance to your business through group debate and discussion. This diploma allows you to learn together with your peers in business, openly sharing knowledge and personal experience to inform your future decisions. Who this course is for Experienced sales practitioners Current and potential Sales Directors

Study option


£6,995

+ VAT

Start dates


What you will learn You will learn how to: Anchor your selling skills to a strong theoretical base Use a set of frameworks and models that can be used in a variety of sales situations Create successful relationship building Champion the strategic role of selling as a driver of business success Lead the development of innovative sales and sales management strategies



On successful completion of the course, you can gain access to the MA in Sales Management at Portsmouth University, the pioneer Master’s programme for sales managers in Europe. Course modules Strategy and Plans Managing Resources Customer Relationships Sales Strategy in Practice

“Overall the course and all of its content was exceptional. The course directors were informative and the facilities made studying a pleasure”



Professional Membership

Join our community Get the most from marketing Being the world’s largest community of marketing professionals, means our members stand out from the crowd and remain right at the heart of the industry.

Your professional development partner With 100 years’ experience in shaping the marketing industry, we’re in a great position to help marketers get ahead and stay ahead. We have a range of membership grades which acknowledge the level of each member’s experience and qualifications and so enable them to receive independent recognition for their achievements. Membership provides: more knowledge – exclusive industry intelligence; more connections – networks with experienced communities; more development – practical advice and support.

Knowledge We know how important it is to stay up to date, so we make sure our members have all the information they need at their fingertips. A whole range of resources are available in person, online or even delivered directly, providing all the essential resources needed to remain ahead.

Connections Meeting other like-minded professionals isn’t just helpful: it’s essential. Being a member means more opportunities to meet the right people and share knowledge. By getting involved with the marketing community, we connect some of the most dynamic people in the industry.

Development With expert advice, and our career and professional development centre, our members are more equipped than most to develop their careers. We provide considerable support and resources to enable self managed progression.

Training All our members receive a 10%* discount on the training courses featured in this directory. For example, a 3 day masterclass would make a saving of £180, recovering the full cost of membership. www.cim.co.uk/training * Applies to all CIM Training Workshops and Residential Courses (excludes Intensive Qualifications, Tailored and Customised Learning Programmes)

Events Local, regional and national events provide valuable opportunities to expand professional networks. Our events programme regularly includes some of the biggest names in the business, from academics and practitioners to industry gurus. With all these tools available to you, your team and your business, join today and start seeing the advantages our membership provides.

Join online at www.cim.co.uk/join or for more information, contact us on +44 (0)1628 427210, Email [email protected], or web www.cim.co.uk/membership. Please quote ‘Directory 2011’.

120 Professional Membership +44 (0)1628 427120 [email protected] www.cim.co.uk/membership

Chartered CPD Programme

Continuing professional development Take control of your career Continuing professional development (CPD) is essential to the effectiveness and progress of a professional marketer. Beyond this, it also drives recognition of the whole industry. The importance of CPD in today’s work environment cannot be underestimated – the reputation and credibility of a professional marketer depend on skills, knowledge and experience. Therefore, we provide an effective means of demonstrating individual credibility to peers, business partners and employers. Our Chartered CPD Programme provides a focused, effective and logical framework to track learnings with career progression. The programme benchmarks skills against our Professional Marketing Standards, enabling any gaps in knowledge to be identified. It then suggests a range of activities to help fill these gaps.

cpd Chartered CPD Programme

Eligible activities within the programme Qualification studies Short training courses and workshops Language training In-company development Imparting knowledge Mentoring Conferences and exhibitions Contribution to the community Private study Development events

This means marketers are in full control of their development plan and can effectively manage their own progress. We encourage all members to pursue CPD, regardless of career level or membership grade. Each member needs to undertake 35 hours of CPD activities annually, many of which they may already be doing without receiving the recognition that the programme can provide. The CPD journey can ultimately lead to achieving Chartered Marketer status – that mark of an up to date, experienced and qualified marketing professional. We remain the only organisation with authority from the Queen’s Privy Council to award this elite status in recognition of professional excellence. So, wherever you and your team are and wherever you’re aiming to get to, the Chartered CPD Programme will help you take the next step forward.

Joining the Chartered CPD Programme couldn’t be easier Members can register on the programme at no extra cost and start recording development activity immediately. Please call the CPD team on +44 (0)1628 427273 or email [email protected] and quote ‘Directory 2011’. For non-members, membership starts at £145 a year and new members can register onto the programme immediately upon joining. Contact the membership team on +44 (0)1628 427120 or join online at www.cim.co.uk/join

Don’t forget to claim CPD hours All the courses in this directory have an accredited number of CPD hours that can be claimed through the Chartered CPD Programme. The hours are easily identified next to the symbol.

Chartered CPD Programme +44 (0)1628 427273 [email protected] www.cim.co.uk/charteredcpd 121

Professional marketing standards

Professional marketing standards Extensive research with employers and leading academics has led to the development of CIM Professional Marketing Standards, a practical framework of marketing abilities which provides a guide to the skills that are expected of marketing professionals at varying levels of seniority.

Professional marketing standards framework


Professional marketing standards

The CIM Professional Marketing Standards are an enhanced vision of the UK Government-recognised National Occupational Standards for Marketing. These standards have been used in the development of CIM’s qualifications to ensure that the issues addressed are relevant in businesses today and that the skills you gain are attractive to employers.

Whether you’re just starting out in marketing, or whether you’re a marketing director with a number of years experience in the industry, the professional standards help you identify the level of CIM qualification that is most appropriate for you. As you develop as a marketer, these professional standards indicate the skills that you should aim to acquire in your career progression. For further information, visit www.cim.co.uk/standards


Booking your course Page

124

Booking form

125

Terms & conditions

126

Venues

127

Contact numbers

127

Index

128

✁

How to book

Ref. Number:

L&D Directory 2011 1054EN

Booking form

(please photocopy this form)

Event details

Payment details

Event title:

■ Please invoice my company: Purchase order no. (if required)

Event code:

■ I enclose a cheque payable to CIM Holdings Ltd

Event date: Location:

I wish to pay by: Delegate details Title: Mr

■

Mrs

■

Miss

■

Ms

■

Other

■ ■

VISA Diners Card

■ ■

Mastercard American Express

Full name:

Credit card number:

Job title:

■■■■ ■■■■ ■■■■ ■■■■ Card security code: ■ ■ ■ ■

Direct tel no: Fax no: Email:

Mastercard/Visa – last 3 digits on signature strip American Express – 4 digits on front of card

Expiry date:

M ■ M ■ Y ■ Y ■

Valid from:

M ■ M ■ Y ■ Y ■

Membership no. (if applicable): Signature: By signing above I agree to accept CIM’s booking terms and conditions.

Company details

Date:

D ■ D /■ M ■ M /■ Y ■ Y ■

Company name: Company address:

We would like to contact you regarding other training products and qualifications that may be relevant to you.

■

Town:

Yes, I wish to receive information about training and qualifications from The Chartered Institute of Marketing.

Postcode:

by

■ Post ■ Email ■ Telephone

(tick all that apply)

Main switchboard no:

From time to time, we are approached by other companies who would like to inform you of relevant business and marketing information. These companies are strictly controlled and we never disclose member information to them.

Contact details

■ Yes, I wish to receive information from third parties by ■ Post ■ Email ■ Telephone (tick all that apply)

Same as delegate: Contact name:

Book online at:

www.cim.co.uk/training

Job title: Fax this form to: +44 (0)1628 427267 Direct tel no: Mail this form to: Client Services The Chartered Institute of Marketing Moor Hall, Cookham Berkshire SL6 9QH 1054EN Book online www.cim.co.uk 125

Terms & Conditions

Terms & Conditions CIM Learning and Development can be viewed in full at www.cim.co.uk/training Bookings Can be made by fax, post, email or online and are regarded as confirmed bookings when made. An online booking form can be accessed at www.cim.co.uk/training Telephone Bookings should be confirmed within 10 days and can only be regarded as provisional until we have received written confirmation. Cancellations Written notification of cancellation of the course booking within 0–30 days of the course date, or failure to attend a course without prior written notification, will be subject to the scale of charges shown in the Transfer and Cancellation table. The full course fee is due 30 days prior to the course start date. Courses booked inside 30 days must be paid immediately. If payment has already been made only the remaining percentage of the course fee, after the transfer or cancellation charges have been applied, shall be refunded. Substitutions Clients may substitute the original delegate with another person at no extra charge. Written notification is required to substitute a delegate. Transfers Written notification is required to transfer a booking to another course. Course bookings can be transferred without charge when notification is received 31 or more days prior to the start date of the originally booked course. Where notification is received within 15–30 days (inclusive) of the start date of the originally booked course, a once only transfer is allowed with a 25% charge applied based on the original fee. The transfer charge will be 50% where notification is received within 1–14 days (inclusive) of the course date. If that transfer is then cancelled or changed at any time, the full course fee remains payable. Transfers on the day shall only be permitted when supported by a doctor’s certificate. In all other circumstances 100% of the course fee will be payable. Only one transfer is permitted per booking. Subsequent transfers or cancellations shall be affected in line with the conditions outlined in the Transfer and Cancellation table. Transfer and Cancellation Table Number of days notice

Cancellation % event fee payable

Transfer % event fee payable

31+ days 15–30 days 1–14 days 0 days (day of the course)

No charge 100% of fee due 100% of fee due 100% of fee due

No charge 25% of original fee 50% of original fee 100% of original fee

(The original event fee is the amount that has been invoiced, ie this may show a discount if the delegate is a member). All late bookings, first confirmed within 30 days of the event date, will be subject to normal cancellation and transfer terms and conditions. Entry to the course will be denied if payment has not been received or prior written agreement has not been given. Payment All course fees must be paid in full no later than 30 days prior to the start of the course or immediately for late bookings. Settlement of the invoice is only deemed to have happened when the full amount has been paid and cleared. The Institute reserves the right to levy interest or administration charges in the event of payments being made by installments. This should be agreed in writing in advance; default on a payment due will result in the full balance becoming payable and possible removal from the course.


Bank details for your information Bank name The Royal Bank of Scotland Address 20 Cavendish Square, London W1M 0DB Bank Sort Code 16-00-30 Bank Account Number 13234700 CIM Holdings Ltd VAT Number GB 302 2509 13 IBAN Code RBOSGB2L Account Contact Margaret Watts Telephone Number +44 (0)1628 427425 Accommodation and transport Accommodation for 2+ day courses is optional. Prices are listed as inclusive and exclusive of accommodation. Inclusive residential courses include accommodation from the morning of the first day of the course to the final afternoon of the course (unless otherwise stated on the booking confirmation), in a single occupancy study bedroom. Extended accommodation can be arranged at Moor Hall at a preferential rate, which has to be paid locally on departure. Any requests for extended accommodation should be emailed to [email protected] For airport transfers please contact reception who can supply details of a local taxi company, tel +44 (0)1628 427500 or email [email protected] Cancellation of course CIM reserves the right to amend or cancel any course, course times, dates or published prices. Changes to course prices, times and dates will be advised before the course start date and any course already paid in full will not be subject to the increased price. As a course may be cancelled up to two weeks prior to its start date, we recommend that delegates do not make travel arrangements before this time. Any travel costs incurred are entirely the delegate’s responsibility. CIM does not accept any liability for reimbursement of travel costs. Intellectual property All materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing and its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing. Special requirements Special requirements and dietary needs can be met and arrangements for personal religious worship or for disabled delegates easily made. Simply state your requirements at the time of booking and we will make all the necessary preparations prior to your arrival. Other terms CIM reserves the right to remove any delegate from their programme should their behaviour be deemed to be inappropriate by The Chartered Institute of Marketing or its partners. This would result in no refund of course fees or other costs being paid. CIM Holdings Ltd is a wholly owned subsidiary of The Chartered Institute of Marketing. Registered Company No 2585613. The Chartered Institute of Marketing Moor Hall, Cookham, Maidenhead Berkshire SL6 9QH, UK

Tel: +44 (0)1628 427200 Fax: +44 (0)1628 427267 http://www.cimtraining.com/

This booking form and terms and conditions apply to CIM courses (one day workshops and residential courses). A separate form is available for CIM Academy qualification programmes – you can download a copy from www.cimacademy.com, or call us on +44(0)1628 427240 to request a copy. © Copyright 2010 The Chartered Institute of Marketing Terms and Conditions

Venues & Contact Numbers

Our venues for learning

Talk to us

The Chartered Institute of Marketing runs courses in London and Manchester and also at Moor Hall, our purpose-built training centre in Berkshire.

We are here to give you the tools to excel in your career – at every stage and at every level. If you need further information or advice, we are just a phone call away...

London Euston House, 24 Eversholt Street, London, NW1 1AD Euston House is a purpose built training venue situated two minutes from Euston mainline and Underground Rail Stations and five minutes from Euston Square and Kings Cross.

Courses and Workshops +44 (0)1628 427200 Training bookings and advice Tailored and Customised Learning +44 (0)1628 427250 Bespoke solutions that deliver results CIM Academy

Manchester Macdonald Manchester Hotel & Spa, London Road, Piccadilly, Manchester, M1 2PG Situated in the heart of Manchester, within one minute walking distance of Piccadilly train station and close to major motorways. It is just 25 minutes from Manchester Airport.

Moor Hall Conference Centre – the perfect setting to study The main hub of activity and centre for residential courses is our purpose built facility in Berkshire: Moor Hall Conference Centre. Moor Hall is the headquarters of The Chartered Institute of Marketing and offers the ideal environment for learning new skills and tackling course projects. The facilities include meeting rooms, conference theatres, as well as a world class marketing library, restaurant and accommodation wings.

+44 (0)1628 427240 Intensive qualifications to accelerate your career CIM Direct +44 (0)1628 427427 One stop shop for books and learning materials Moor Hall +44 (0)1628 427244 The ideal learning and conference environment Professional Membership +44 (0)1628 427120 Providing you with career support Chartered CPD Programme +44 (0)1628 427273 Providing your professional commitment

Moor Hall has easy access to Heathrow Airport and national rail services (Maidenhead mainline station); and by road with the M4 and M40 just 10 minutes drive away. Please note The Chartered Institute of Marketing reserves the right to change course venues. Delegates will be notified of any change prior to the course start date.

© The Chartered Institute of Marketing 2010. All rights reserved. Permission to reproduce or extract material from this publication must be sought from The Chartered Institute of Marketing.


Index of courses

Index of courses 8

18

24

34

40

46

54


Metrics



Branding

Product Management

Digital Marketing

Advertising

Page

Forecasting

Page

Advanced SEM – Paid Search Advertising Affiliate Marketing Affiliate Marketing Agency Relationships Agency Briefing and Management Assertiveness see also Influencing Skills Assert Yourself Branding Brand Metrics Introduction to Branding Brand Management Marketing the Brand Brand Masterclass Bringing Brands to Life in Service Organisations Building the Employer Brand The Role of Branding in the NHS Budgeting see Finance Channel Management Channel Management Competitive Tendering see Tendering Competitor Intelligence Creating Advantage from Competitor Insight Copywriting see also Proofreading and Writing Advanced Copywriting Skills Copywriting Masterclass Principles of Great Copywriting Corporate Responsibility Corporate Responsibility Creativity see Thinking CRM see Customer Relationship Marketing Customer Relationship Marketing CRM 2.0 – Successful CRM in a Connected World Data Protection see also Marketing Law Data Protection for Marketers Digital Marketing see also Viral Marketing and SEM Digital Metrics and Analytics Digital Marketing Digital Marketing Masterclass Introduction to Digital Marketing Integrated Digital Marketing Managing Digital Marketing Managing Digital Teams Online PR and Reputation Management Running Effective Digital Campaigns Direct Marketing Managing Direct Marketing CRM 2.0 – Successful CRM in a Connected World Introduction to Direct Marketing Email see also Digital Marketing Advanced Email Marketing Email Marketing Events & Exhibitions Essentials for Successful Exhibitions How to Plan and Control Effective Marketing Events Finance Budgeting for Marketers Business Maths for Marketers Business Analysis for Marketing Managers Finance for Non-Financial Managers

65

Market and Sales Forecasting Grey Market see Older People Health Service see National Health Service Influencing see also Assertiveness Influencing Skills to Get Results Turning Marketing Capability into Business Performance Innovation Creating a Culture for Innovation New Product Innovation and Development Internal Communications Internal Communications Key Account Management How to Develop Key Accounts Key Account Management Law see Marketing Law Leadership Managing Digital Teams Leadership Skills for New Managers Market Forecasting Market and Sales Forecasting Market Research Fundamentals of Market Research Research-based Market Insight Marketing – Advanced Marketing Due Diligence Turning Marketing Capability into Business Performance Marketing – Introductory Fundamentals of Marketing Fundamentals of Marketing B2B Fundamentals of Marketing for NFP and Public Sector PA’s Guide to Marketing Marketing for Non-Marketing Managers Principles of Marketing Marketing Campaigns Managing Direct Marketing Marketing Communications Marketing Communications Masterclass Introduction to Marketing Communications Managing Marketing Communications Planning and Managing Promotional Campaigns Writing an Integrated Marketing Communications Plan Marketing Finance see Finance Marketing Insight Research-based Market Insight From Market Insight to Marketing Strategy Marketing Law Data Protection for Marketers Must Know Law for Marketers Marketing Metrics Brand Metrics Digital Metrics and Analytics Introduction to Marketing Metrics Marketing Metrics; Measuring Marketing Performance Marketing Metrics in the NHS Marketing Planning Introduction to Marketing Planning Marketing Due Diligence

13

128

63 80 27 43 42 44 45 45 43 44

107

37 89 89 86 99

72 98 21 64 67 56 63 67 62 58 62 72 72 70 66 57 78 80 29 30 29 30

32 15 39 51 78 103 108

62 28 13 36 38 16 15 92 93 93 95 95 10 72 82 76 82 77 81

38 38 98 99 43 21 20 22 22 11 16

Index of courses

68

74

84

90

96

100

Direct Marketing


Copywriting Skills


Compliance

Sales

Marketing Strategy see also Strategic Marketing Page Foundations of Marketing Strategy 12 From Market Insight to Marketing Strategy 38 Implementing Strategy 14 Marketing Due Diligence 16 Measurements/Metrics see Marketing Metrics Mobile Marketing Mobile Marketing 60 National Health Service Principles of Marketing for the NHS 17 Marketing Metrics in the NHS 22 The Role of Branding in the NHS 44 Negotiation Business Negotiation Skills 104 Advanced Negotiation Skills 108 New Customer Acquisition see Prospecting New Product Development Introduction to New Product Development 49 New Product Innovation and Development 51 Niche Marketing Marketing to the 50+ Market 14 Not for Profit/NFP see Public Sector Older People Marketing to the 50+ Market 14 Olympics Making the Most of the Olympic Opportunity 94 Online see Search Engine Marketing, Digital Marketing and Website Design Performance Turning Marketing Capability into Business Performance 15 Planning see Marketing Planning Presentation Skills Essential Presentation Skills 26 Presentation Masterclass 32 Pricing see also Finance Fundamentals of Pricing 49 Pricing for Product Managers 52 Product Management Fundamentals of Product Management 48 Pricing for Product Managers 52 Product Management – Business to Business 50 Product Management – Business to Consumer 50 Profitable Product Management 51 Transforming Product Management into a Strategic Function 52 Product Development see New Product Development Project Management Essentials of Project Management 27 Managing Marketing Resource 31 Proofreading see also copywriting Effective Proofreading 88 Prospecting Prospecting and New Customer Acquisition 105 Sales Storming 109 Public relations see also Writing, Copywriting and Proofreading How to Write Successful Newsletters and Press Releases 87 Introduction to Public Relations 77 Successful Public Relations 81 Public Sector Fundamentals of Marketing for NFP and Public Sector 93 Social Media Marketing for the Public Sector and NFP 59

Relationship Marketing Foundations of Relationship Marketing Reputation Online PR and Reputation Management Sales Forecasting Market and Sales Forecasting Sales Management see also Key Accounts Strategic Sales Planning Masterclass Sales Management Skills Search Engine Marketing see also Digital Marketing Advanced SEM – Paid Search Advertising Advanced SEM – Organic Search Engine Optimisation Search Engine Marketing Selling see also Key Accounts and Telephone Selling Advanced Selling Techniques Channel Management Fundamentals of Selling Introduction to Selling through Distributors Principles of Selling Prospecting and New Customer Acquisition Selling Services and Solutions Services Bringing Brands to Life in Service Organisations Social Marketing Introduction to Social Marketing Social Media see also Viral Marketing Advanced Social Media Marketing Social Media Marketing Social Media Marketing B2B Social Media Marketing for the Public Sector and NFP Sponsorship Sponsorship Essentials Strategic Marketing see also Marketing Strategy Fundamentals of Strategic Marketing Strategic Marketing Masterclass Strategy see Marketing Strategy and Strategic Marketing Team Development see Leadership Implementing Strategy Telephone Selling Powerful Telesales Techniques Tendering Competitive Tendering Skills Thinking Strategic and Creative Thinking Skills Thinking and Creativity Skills Time Management Time Management Value Developing Compelling Customer Value Propositions Viral Marketing see also Digital Marketing and SEM Viral Marketing Website Design Creating a Great Web Experience Principles of Website Design Writing How to Write for the Web How to Write Successful Newsletters and Press Releases How to Write the Perfect Brochure and Leaflet Writing an Integrated Marketing Communications Plan

Page

71 58 13 110 109 65 65 57 106 107 102 104 106 105 107 45 12 66 58 59 59 79 11 16

14 103 105 39 37 28 15 60 61 61 88 87 87 81

129

2010_11_directory

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