Download marketing communications

MARKETING
COMMUNICATIONS
Globally, more people now have mobile phones than
bank accounts; and yet the possibilities offered by
mobile have not been exploited by marketers to
anything like their full potential. The paper It’s Not a
Phone: A Future of Mobile Marketing 1 shows how to
use apps in ways that are engaging and fun, without
making them feel targeted or irritated.
Press reports about inappropriate marketing to
children and the commissioning of the Bailey Review
show there’s a long way to go for marketers to identify
how to market to children responsibly. Leave Those
Kids Alone: Responsible Marketing to Children 2
examines the delicate balance between offering
consumer choice, and maintaining an ethical
professionalism. The questions raised are also
transferable to other areas of marketing.
Our wide range of courses give you a solid
understanding of all the latest marcoms tools,
techniques and media and how to use them to
best effect.
1 Available at www.cim.co.uk/marketingresources
2 Available at www.cim.co.uk/marketingresources
For classification levels
please refer to page 5
INTRODUCTORY COURSES
Course
Duration Page
Introduction to
Marketing Communications
1 day 72
Introduction to Public Relations
1 day 72
Essentials for
Successful Exhibitions
1 day 73
A Guide to Virtual and
Hybrid Events NEW
1 day 73
Sponsorship Essentials
1 day 74
Internal Communications
1 day 74
ADVANCED COURSES
Managing Marketing
Communications
3 day 75
Writing an Integrated Marketing
Communications Plan
1 day 75
Agency Briefing and
Management
1 day 76
How to Plan and Control
Effective Marketing Events
2 day 76
Successful Public Relations
3 day 77
MASTERCLASS
Marketing Communications
Masterclass
2 day 77
For latest courses and dates see www.cim.co.uk 71
MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS
INTRODUCTION TO
MARKETING COMMUNICATIONS
INTRODUCTION TO
PUBLIC RELATIONS
ESSENTIALS FOR
SUCCESSFUL EXHIBITIONS
A GUIDE TO VIRTUAL
AND HYBRID EVENTS
New Course
7
0555. A solid grounding in the
tools, techniques and approaches
used in professional marcoms
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.
CPD hours
Introductory
Your organisation will have a greater capacity to
explore the full communication mix and critically
appraise the work of key partners such as
agencies. The course helps to widen knowledge
and appreciation of marketing communication
techniques, leading to more effective and
coherent collaboration between marketers.
CPD hours
Introductory
1 day course
7 CPD hours
0504. Making the most of the
world of exhibitions
Introductory
1 day course
1 day course
7
0278. Embracing the future of
on and off line conferences,
meetings and events
CPD hours
Introductory
1 day course
Format
Format
Format
Format
Public
In-company
Public
In-company
Public
In-company
Public
In-company
Venues and dates
London
18 Jan
12 Apr
15 Jul
11 Oct
2013
Price
£550 + VAT
CIM Member price
£495 + VAT
Benefits
You will increase your understanding of marketing
communications 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.
7
0650. A comprehensive insight into
the key elements of PR
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Related course
ß Managing Marketing
Communications (p75)
www.cim.co.uk/0555
Who should attend
This course is for people who are new to the
marketing profession or the marcoms discipline
and looking to start from the first principles. It is
also popular with those who support marcoms
teams or have been given a communications brief
as part of more general role.
Learning outcomes
ß Analyse the role of marketing communications
within your organisation.
ß Uncover the needs of target audiences to aid
communications messages.
ß Judge the effectiveness of campaign activity.
ß Work closely with professional suppliers such
as advertising agencies.
ß Assess key marketing communication tools
and techniques including advertising, direct
mail, public relations and sales promotion, as
well as personal selling.
ß Capitalise on the full potential of electronic
media in a marketing communications context.
Delivery style
ß Whole-group discussions.
ß Short exercises in pairs and smaller groups.
ß Mini case studies within two featured
businesses – business to business and
business to consumer.
72 Training bookings and advice +44 (0)1628 427200
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.
Benefits
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.
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.
Who should attend
The programme is 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.
Learning outcomes
ß Understand the relationship between PR and
marketing.
ß Create a PR plan – either for a project or for a
longer campaign.
ß Evaluate PR success.
ß Understand how the traditional and digital
media work.
ß Identify opportunities to place stories in the
media.
ß Write a press release.
ß Deal with incoming media enquiries.
Delivery style
ß Interactive approach to learning, full of
breakout exercises and examples.
ß Tailored to delegates’ individual business
challenges and scenarios.
ß Critique of real life press releases and
collateral.
ß Case studies of successful PR campaigns.
Venues and dates
London
06 Feb
10 May
09 Aug
15 Nov
2013
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.
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Related course
ß Successful Public
Relations (p77)
www.cim.co.uk/0650
Venues and dates
London
07 Mar
10 Oct
2013
Price
£550 + VAT
CIM Member price
£495 + VAT
Benefits
Learn how to take the headaches out of
exhibiting, and just enjoy the results. From finding
extra resources to designing and delivering
stands which deliver excellent results.
An exhibition is perhaps the most powerful
environment for meeting your market face to face.
It is expensive in terms of space, design, people
and time, so you need to be sure to get value.
Your organisation will benefit from more
measurable objectives, an impactful presence
and people trained to deliver the relevant results.
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Related course
ß How to Plan and
Control Effective
Marketing Events (p76)
www.cim.co.uk/0504
Delivery style
ß Presentations and discussions.
ß Analysis of own experiences.
ß Case studies.
ß Group work and interactive learning through
created scenarios.
Venues and dates
London
16 Apr
12 Sep
05 Dec
2013
Price
£550 + VAT
CIM Member price
£495 + VAT
Benefits
Anyone involved in the events industry needs to
understand the new world of online events. Many
‘traditional’ skills will become redundant, and new
ones need to be mastered. Event professionals
also need to understand and persuade
stakeholders how such events can run. New
technology, new skills and new approaches to
events are now essential.
What’s included
Tuition ß Course materials
Lunch ß Refreshments
www.cim.co.uk/0278
The new event formats that are now available
offer opportunities for improving ROI, reaching
new markets, finding new revenue streams, and
getting more mileage from every event. The
various formats – and pros and cons – are also
explored in depth.
Who should attend
This course is suitable for first-time exhibitors
and managers with some experience. Those
undertaking the task for the first time or others
who are more experienced will also find the
workshop useful.
Learning outcomes
ß Plan your approach more effectively by
identifying, qualifying and selecting the right
exhibitions for your company.
ß Prepare in advance by clarifying real exhibition
objectives and establishing appropriate
checklists and timetables.
ß Present a stand by confirming the principles
and concepts of venue and stand hall layouts.
ß Promote attendance by identifying tactics and
ideas designed to increase stand visitor
numbers.
ß Sell at exhibitions by understanding the basics
of selling on an exhibition stand.
ß Follow up exhibitions more effectively by
adopting a proven method to qualify, prioritise,
chase and manage leads, and evaluate their
overall company performance.
Overview
This new one day workshop is designed to help
event and meetings planners who need to know
more about the future of events and understand
what options exist with the development of virtual
and hybrid events. The technology is here, but
fear and misunderstanding still exists. Using the
latest research and a wealth of case studies, this
workshop explains the process.
Who should attend
This course is designed for those working as
meeting and event planners. It is a practical
workshop aimed at those who are responsible for
their organisations’ events and who need to know
more about current and future developments.
Learning outcomes
ß The new terminology and what it all means.
ß The various formats, pros and cons.
ß Making the business case for virtual and
hybrid.
ß Virtual and real – similarities and differences.
ß The processes of going virtual.
ß The new skills required.
ß Learning from case studies and developing
action plans.
REMEMBER
If you have
a team to train…
you decide
when, where
and how and
we bring a
SOLUTION that
meets your
needs and budget.
See page 4.
Delivery style
The workshop will explore existing experiences
and concerns, and use case studies and
presenter-led discussions, as well as practical
exercises to explore the issues.
Book online www.cim.co.uk 73
MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS
SPONSORSHIP ESSENTIALS
INTERNAL COMMUNICATIONS
MANAGING MARKETING
COMMUNICATIONS
WRITING AN INTEGRATED
MARKETING COMMUNICATIONS PLAN
Residential option
7
0512. Buying, selling and
measuring with confidence
CPD hours
Introductory
1 day course
Overview
Sponsorship can deliver great results, but can
be challenging to select, negotiate, manage
and evaluate. This programme seeks to address
those issues.
Benefits
Attend this programme to understand the world
of sponsorship and how to approach the right
partners, whether you are a buyer or seller.
CPD hours
Introductory
1 day course
21 CPD hours
0020. Make your marketing
communications produce
better results
Advanced
3 day course
7
1233. Creating successful
integrated marketing
communications campaigns,
through planning
CPD hours
Advanced
1 day course
Format
Format
Format
Format
Public
In-company
Public
In-company
Public
In-company
Public
In-company
Venues and dates
London
06 Mar
09 Oct
2013
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Organisations will benefit from a greater
understanding of how to evaluate sponsorship,
negotiate the win-win deals that all parties seek
and how to select, buy and sell sponsorship
which will help deliver their objectives in the most
cost-effective manner.
7
0647. Maximise organisational
performance and understand how
to motivate your people through
improved internal communication
Tuition ß Course materials
Lunch ß Refreshments
www.cim.co.uk/0512
Who should attend
This course is for marketers and managers who
are responsible for buying, selling or managing
sponsorship arrangements within their
organisation.
Learning outcomes
ß Know precisely who you need to talk to, how
and why.
ß Clarify your sponsorship ‘philosophy’ and
objectives and sharpen your longer term
strategy.
ß Plan and monitor your sponsorship revenue
and spending.
ß Formulate and develop the right sponsorship
proposition(s) for your needs.
ß Challenge your comfort zone in the quest for
creative opportunities.
ß Negotiate effectively with your sponsorship
partners.
ß Make time for planning, monitoring and making
sure that all parties deliver.
ß Utilise project and relationship evaluation tools.
Delivery style
Presentations, discussions, analysis of own
corporate experiences, case studies, group work,
interactive learning and created scenarios.
CAN’T FIND A PERFECT COURSE?
We can ADAPT any course to suit
your team or even create something
completely new. Learn at a time or
location that suits you either virtually
or in person. For details see page 4,
email [email protected] or talk to us
on +44 (0)1628 427250
Overview
Many organisations talk about empowering staff,
but how many do this in practice? You need to
develop a comprehensive blueprint for internal
communication media and messages to ensure
that staff buy into what the company is trying to
achieve. This workshop offers an eight-step
process to help you treat your people as internal
customers, with all the benefits which that will bring.
Benefits
You will have the opportunity to improve your skills
in this increasingly important field. You will learn
about the relevant research in this area, see why
this has been so influential, put the theories into
practice, and see how other organisations handle
the area. You will leave with checklists to guide
you in setting up or amending your internal
communications.
Your organisation will be more effective in
communicating with staff and other stakeholders.
By studying examples of both good and bad
practice, and becoming aware of the
opportunities to communicate in different and
newer ways, a wider appreciation of the topic will
be gained. You will see clearly how staff
empowerment and therefore success can
genuinely result from enhanced communications.
Who should attend
This course is suitable for anyone who needs to
motivate and enthuse internal teams. No prior
knowledge of internal communications is
required.
Learning outcomes
ß Recognise the need for and benefits of internal
communications.
ß Check whether your organisation is using the
appropriate media to get the right messages
across.
ß Understand the issues which make internal
communications a great vehicle for staff
acquisition, motivation and retention.
ß Develop a blueprint for bringing onside staff
who might feel undervalued, uninvolved and
lack confidence in their organisation’s vision
and mission.
ß Use this blueprint to help disseminate
organisational objectives, targets and
information throughout all departments and
divisions.
ß Ensure that all stakeholders are catered for in
the comms plans.
ß Recognise good practice and be able to create
the right message for the right stakeholders.
ß Audit and improve your current system.
Delivery style
The delivery style is fully interactive and
participative. There will be a full explanation of the
background and tools used, then each
component will be practised.
74 Training bookings and advice +44 (0)1628 427200
Venues and dates
London
01 Feb
07 Jun
13 Sep
09 Dec
2013
Birmingham
25 Nov
2013
Manchester
2013 23 Apr
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Related courses
ß Introduction to Marketing
Communications (p72)
ß Managing Marketing
Communications (p75)
www.cim.co.uk/0647
Overview
Most organisations waste money on marketing
communications because their activities are
fragmented and their messages are not relevant.
Much of the budget spent is not geared to clearly
defined objectives and the outcomes are not
measured.
Effective marketing communications requires;
– a clear understanding of objectives – careful
planning – coordination of the right
communications tools – development of the right
messages – a strategic and tactical approach –
and measurement of results. This course shows
you how to manage those factors.
Venues and dates
Moor Hall, Berkshire
08-10 Jan
03-05 Apr
02-04 Jul
10-12 Dec
2013
Birmingham
10-12 Jun
2013
Manchester
2013 18-20 Sep
Residential Price
£2,100 + VAT
CIM Member price
£1,902 + VAT
Benefits
You will improve your ability to manage marketing
communications tactically and strategically, and
improve the return on your marketing
communications spend. It should increase your
profile in the organisation and enable you to
integrate marketing communications so that they
play a more prominent role in achieving the
organisation’s objectives.
This course will enable you to structure, integrate
and manage communications so that your
organisation can achieve its marketing objectives.
Organisations will be able to compete
successfully against competitors who have bigger
budgets and be able to measure outcomes.
Who should attend
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.
Learning outcomes
ß Use marketing communications strategically
and tactically.
ß Identify key problems in marketing
communications.
ß Target communications accurately.
ß Blend the right promotional tools to achieve
communications objectives.
ß Co-ordinate marketing communications
activities externally and internally.
ß Develop and deliver the right messages.
ß Win the support and co-operation of sales
teams.
ß Construct a marketing communications plan
and budget.
ß Track and measure the effectiveness of
marketing communications.
ß Manage brand communications.
ß Select, brief and evaluate agencies.
Delivery style
The course will be delivered using formal
presentations, exercises and case studies.
What’s included
Tuition ß Course materials
Full board accommodation
Non-residential Price
£1,900 + VAT
CIM Member price
£1,722 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
www.cim.co.uk/0020
Overview
This course will help you plan integrated
marketing communications that deliver. It will
show you how a well thought-through
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
23 Jan
17 Apr
03 Jul
16 Oct
2013
Price
£550 + VAT
Benefits
You will think about the communications
environment you operate in and the research and
analysis you need to plan effectively. You will
practice setting 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 having a team
member who has a firm understanding of the
importance of setting objectives, the strengths
and weaknesses of a range of communications
tools, techniques and media and how these can
work together within a simple planning framework.
Who should attend
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 maybe
you have been planning communications for
some time and simply want to reflect on your
approach and gain some new ideas.
Learning outcomes
ß Understand why fragmentation of the
communications industry requires an
integrated approach to communications
planning.
ß Use a simple, six-stage approach to planning.
ß Set organisational, marketing and
communications objectives that work together
and can be measured.
ß Adopt an approach to thinking about how your
audiences perceive value and how this can be
used to shape your value proposition.
ß Use your value proposition to determine
positioning and messaging.
ß Select communications tools and media based
on their merits, your objectives and constraints
(such as budget).
ß Measure the performance of your
communications using return on investment
and customer lifetime value.
CIM Member price
£495 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Related courses
ß Managing Marketing
Communications (p75)
ß Marketing
Communications
Masterclass (p77)
www.cim.co.uk/1233
“The workshop
was packed
and delivered
in an excellent
manner.”
Henry Soulsby
Marketing
Co-ordinator
The Royal
Wolverhampton
Hospitals NHS Trust
Delivery style
ß Mix of lecture-style presentation and
interactive, group-based activities.
ß Delegates will work their way through the
planning process using a real-life case study.
ß A clear plan structure and templates will be
provided for each activity to aid learning.
ß The structure and templates can be adapted
and used as part of a planning framework in
the delegates’ own organisations.
Book online www.cim.co.uk 75
MARKETING COMMUNICATIONS
MARKETING COMMUNICATIONS
AGENCY BRIEFING
AND MANAGEMENT
HOW TO PLAN AND CONTROL
EFFECTIVE MARKETING EVENTS
SUCCESSFUL PUBLIC RELATIONS
Residential option
7
1213. Get the maximum from agency
partners and the creative process
CPD hours
Advanced
14 CPD hours
0040. Making the most of ‘live
marketing’ opportunities
Advanced
1 day course
Overview
Great marketing communications comes from
great agency relationships. This course provides
guidelines and practical tips on how to work
efficiently with agency partners, to develop
effective creative campaigns and ultimately gain
the associated business results.
21 CPD hours
0072. An in-depth exploration of
public relations
Advanced
3 day course
2 day course
14 CPD hours
0061. Creating cut-through
strategic marketing
communications
Masterclass
2 day course
Format
Format
Format
Public
In-company
Public
In-company
Public
In-company
Public
In-company
Venues and dates
London
08 Mar
12 Jul
22 Nov
2013
Price
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.
CIM Member price
£495 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Venues and dates
Moor Hall, Berkshire
14-15 Jan
10-11 Jun
11-12 Nov
2013
Residential Price
£1,425 + VAT
Benefits
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.
www.cim.co.uk/1213
Who should attend
This course is aimed at all levels of marketers,
where there is a desire to get the maximum from
their agency partners. It is not specific to one
sector and is applicable to advertising, design,
digital, DM, PR, promotions, events, B2C and
B2B, local and international agencies.
Learning outcomes
ß How to understand agency partners.
ß How to write an effective agency brief.
ß How to get the maximum out of the creative
process.
ß How to build long term mutually beneficial
agency relationships.
Delivery style
ß Best practice theory, real world case studies
and interactive practical exercises.
Benefit from effective delivery of the right events
in the right way at the right time to deliver
worthwhile and measurable results.
Who should attend
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.
Learning outcomes
ß Improve the quality and reduce the cost of
event organising.
ß Deliver the right events at the right time.
ß Understand legal issues affecting events.
ß Develop techniques for internal management.
ß Increase delegate attendance.
ß Understand and use event technology.
ß Negotiate contracts.
ß Deliver memorable events.
ß Explore new methodologies of evaluation.
Delivery style
ß Presentations.
ß Course director explanations.
ß Group work.
ß Homework.
ß DVD.
£1,282 + VAT
What’s included
Tuition ß Course materials
Full board accommodation
£1,325 + VAT
CIM Member price
£1,192 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
ß Essentials for Successful
Exhibitions (p73)
ß Sponsorship Essentials
(p74)
www.cim.co.uk/0040
“This course far
exceeded my
expectations.
It left me really
motivated to
apply everything
I have learnt.”
Joanna Pickles
Marketing and
Events Officer
Joseph Rowntree
Foundation
Venues and dates
London
16-18 Jan
16-18 Oct
2013
Birmingham
12-14 Jun
2013
Residential Price
£1,975 + VAT
Benefits
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.
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.
Related courses
REMEMBER
If you have
a team to train…
you decide
when, where
and how and
we bring a
SOLUTION that
meets your
needs and budget.
See page 4.
76 Training bookings and advice +44 (0)1628 427200
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.
CIM Member price
Non-residential Price
This course will help organisations understand
how to select the right agency and manage all
their agency relationships in order to get the most
from their services.
Residential option
Residential option
Format
£550 + VAT
Benefits
This course will help individuals to understand
how to construct and implement intelligent
agency briefs, as well as understanding how to
evaluate creative presentations and get the most
from the creative development process.
MARKETING COMMUNICATIONS
MASTERCLASS
Who should attend
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 those who feel in need of a refresher in
the profession.
Learning outcomes
ß Create a PR plan for your organisation.
ß Understand how the media works and how
best to work with them.
ß Understand how PR fits into the overall
organisational structure.
ß Create a crisis management plan.
ß Write proficient copy for the media.
ß Effectively evaluate your campaigns.
ß Appreciate the challenges and opportunities in
a successful PR career.
ß Get the best from your PR agencies.
Delivery style
ß An interactive approach to learning, full of
breakout exercises and examples.
ß Tailored to delegates’ individual business
challenges and scenarios.
ß Critique of real life press releases and
collateral.
ß Case studies of successful PR campaigns.
CIM Member price
£1,777 + VAT
What’s included
Tuition ß Course materials
Full board accommodation
Non-residential Price
£1,775 + VAT
CIM Member price
£1,597 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
Related course
ß Introduction to Public
Relations (p72)
www.cim.co.uk/0072
Overview
This masterclass helps you plan, create, assess
and manage marketing communications.
Particular attention is given to creating
communication strategies, creating and
assessing creative work, and media planning.
Benefits
This in-depth programme provides skills and
experience in devising communications
strategies. It creates and assesses creative ideas
and messages.You will leave equipped with the
confidence and ‘best practice’ tools to plan, brief,
create and evaluate strategic campaigns for your
organisation. It also provides practical guidelines
for setting budgets, planning media campaigns
and managing audiences and agencies.
Effective marketing communications can have
a massive impact on an organisation’s brand
image, presence, reputation, market share
and ability to command a premium. As
communications are costly, the management of
the strategic communications process can have
a significant positive effect on profitability.
Who should attend
This course is designed for delegates with
several years of management experience.
Specifically those responsible for planning
and managing marketing communication
strategies and campaigns for products,
services or organisations.
Learning outcomes
Skills and ‘best practice’ tools to create and
define a communication strategy and then
devise communications that will cut-through
and persuade. Specifically how to:
ß Construct a communications strategy and
brief.
ß Establish budgets and objectives.
ß Design appropriate messages.
ß Assess communications ideas.
ß Select appropriate media options.
ß Manage the communications process from
development to implementation.
ß Manage internal stakeholders, agencies and
across media.
ß Measure communication effectiveness.
Venues and dates
Moor Hall, Berkshire
07-08 Jan
27-28 Jun
21-22 Nov
2013
Residential Price
£1,815 + VAT
CIM Member price
£1,633 + VAT
What’s included
Tuition ß Course materials
Full board accommodation
Non-residential Price
£1,715 + VAT
CIM Member price
£1543 + VAT
What’s included
Tuition ß Course materials
Lunch ß Refreshments
www.cim.co.uk/0061
Guy Tomlinson
Guy is a brand
marketing and
communications expert.
His career includes
brand management
roles at Boots and
Procter & Gamble;
business planning at
Reader’s Digest and
as Group Marketing
Director at Softvision.
He has immense
consulting
experience with
PricewaterhouseCoopers before
founding his own
consultancy in 2005.
He is co-author of the
highly acclaimed book,
The Marketing
Director’s Handbook.
Delivery style
ß Highly interactive, participative and fun!
ß A variety of individual, paired and group
exercises which enable delegates to discover
and learn by doing.
ß Real life based exercises to help you
understand key strategic communication
principles, how to develop and assess ideas,
understand what really works and gain
experience using powerful thinking and
creative communication tools.
Book online www.cim.co.uk 77