Download Marketing Communications

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 need
to plan strategically – a well thought through communications plan brings
together the right tools, techniques and media to create best advantage.
Our wide range of courses will give you a firm understanding of the strengths
and weaknesses of a range of communications tools, techniques and media
and how these can work together to develop well-managed marcoms and
ensure your resources are used effectively and efficiently.
Marketing Communications Courses
Course
Duration
Page
Introduction to Marketing Communications
1 day workshop
66
Introduction to Public Relations
1 day workshop
66
Internal Communications
1 day workshop
67
Essentials for Successful Exhibitions
1 day workshop
67
Sponsorship Essentials
1 day workshop
68
2 day course
69
Agency Briefing and Management
1 day workshop
69
Successful Public Relations
3 day course
70
Writing an Integrated Marketing
Communications Plan
1 day workshop
70
Managing Marketing Communications
3 day course
71
2 day course
71
Foundation
Advanced
How to Plan and Control
Effective Marketing Events
Masterclass
Marketing Communications Masterclass
For classification levels please refer to page 3
For latest courses and dates check www.cim.co.uk
64
65
Marketing Communications
Marketing Communications
Introduction to
Marketing Communications
A solid grounding in the tools,
techniques and approaches
used in professional marketing
communications
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.
L 7 CPD hours
Course code
Your organisation will have 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.
An insight into the key
elements of PR
L 7 CPD hours
Course code
0555
0650
Level
Level
Foundation
Internal Communications
Maximise organisational performance
and understand how to motivate your
people through improved internal
communication
Essentials for Successful Exhibitions
L 7 CPD hours
Course code
L 7 CPD hours
Be seen in the right places,
at the right time
Course code
0647
0504
Level
Level
Foundation
Foundation
Foundation
Duration
Duration
Duration
Duration
1 day
1 day
1 day
1 day
Venues and dates
London
2011 28 September
2012 20 February
18 May
17 July
23 October
Manchester
2011 24 November
Price
Benefits to you and your company
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.
Introduction to Public Relations
£550 + VAT
Overview
This one day 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 to you and your company
You will develop an understanding of the theory
and practice of PR: more focused planning,
successful evaluation of PR campaigns,
stronger writing skills and a knowledge of how
the media operates.
What’s included
Tuition, course materials,
lunch and refreshments
Related course
ß Managing Marketing
Communications (p71)
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 inhouse PR activities will create and sustain your
corporate reputation.
More dates and to book online
www.cim.co.uk/0555
Who this course is for
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 a more general role.
What you will learn
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.
Learning approach
ß Whole-group discussion.
ß Short exercises in pairs and smaller groups.
ß Mini case studies within two featured
businesses – business to business and
business to consumer.
66 Training bookings and advice +44 (0)1628 427200
London
2011 10 November
2012 20 January
13 April
25 July
18 October
Price
£550 + VAT
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.
What you will learn
ß Understand the relationship between
PR and marketing.
ß The elements of 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.
Learning approach
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.
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
staff fully buy into what the company is trying to
achieve. This workshop offers an eight-step
process to help you treat your employees as
internal customers with all the benefits which that
will bring.
CIM Member price
£495 + VAT
What’s included
CIM Member price
£495 + VAT
Venues and dates
Tuition, course materials,
lunch and refreshments
Related course
ß Successful Public
Relations (p70)
London
2011 13 October
2012 15 March
06 July
25 October
14 December
Brimingham
2011 22 September
Price
Benefits to you and your company
You will have the opportunity to improve your
skills in this increasingly important field. You will
learn about the relevant research in this area, put
the theories into practice, and see how other
organisations handle the area. You will leave with
checklists to guide you in your internal
communications.
More dates and to book online
www.cim.co.uk/0650
Venues and dates
By studying examples of both good and bad
practice, and becoming aware of the
opportunities to communicate in different and
newer ways, your organisation will become more
effective in communicating with staff and
stakeholders.
Who this course is for
This course is suitable for marketing and HR
professionals of any level who need to motivate
and enthuse internal teams. No prior knowledge
of internal communications is required.
What you will learn
ß Recognise the benefits of internal
communications.
ß Check whether your organisation is using the
appropriate media (both ‘old’ and ‘new’) to get
the right messages across.
ß Develop a blueprint for incentivising staff,
disseminating organisational objectives,
targets and information through 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.
Learning approach
The delivery style is fully interactive and
participative. There will be a full explanation of the
background and tools used and each component
will be practised. Practical contributions from
delegates are warmly welcomed.
£550 + VAT
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.
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 which deliver results.
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
Related courses
ß Introduction to Marketing
Communications (p66)
ß Managing Marketing
Communications (p71)
More dates and to book online
www.cim.co.uk/0647
An exhibition is perhaps the most powerful
environment for meeting your market face-toface. It is 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?
Venues and dates
London
06 December
2012 08 March
20 June
13 September
2011
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
Related course
ß How to Plan and Control
Effective Marketing
Events (p69)
More dates and to book online
www.cim.co.uk/0504
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.
What you will learn
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.
Learning approach
Presentations, discussions, analysis of own
corporate experiences, case studies, group
work, interactive learning and through
specially-created scenarios.
Book online www.cim.co.uk 67
Marketing Communications
Marketing Communications
Sponsorship Essentials
Buying, selling and measuring
with confidence
Overview
Sponsorship can deliver great results, but can be
challenging to select, negotiate, manage and
evaluate. This programme seeks to address
those issues.
Benefits to you and your company
Attend this programme to understand the world
of sponsorship and how to approach the right
partners, whether you are a buyer or seller.
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.
L 7 CPD hours
Course code
How to Plan
and Control Effective
Marketing Events
Residential option
Making the most of ‘live marketing’
opportunities.
Course code
L 14 CPD hours
Agency Briefing and Management
Get the maximum from agency
partners and the creative process
L 7 CPD hours
Course code
0512
0040
Level
Level
Level
Foundation
Advanced
Advanced
Duration
Duration
Duration
1 day
2 days
1 day
Venues and dates
London
12 October
2012 15 March
07 June
27 September
2011
Price
£550 + VAT
CIM Member price
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
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
ß Move away from an ‘us’ and ‘them’ view of
sponsorship buyers and sellers.
ß Know precisely who you need to talk to, how,
and why.
ß Clarify your sponsorship ‘philosophy’ and
objectives.
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 all parties deliver.
ß Utilise project and relationship evaluation tools.
ß 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 created scenarios.
68 Training bookings and advice +44 (0)1628 427200
Overview
With increasingly more 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.
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.
Benefit from effective delivery of the right events
in the right way at the right time to deliver
worthwhile and measurable results.
Venues and dates
Moor Hall, Berkshire
21-22 November
2012 20-21 February
11-12 June
17-18 September
2011
Residential Price
£1,425 + VAT
What you will learn
ß Dramatically improve 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.
Learning approach
ß Presentations.
ß Course Director explanations.
ß Group work.
ß Homework.
ß DVD.
Overview
Great marketing communications come from
great agency relationships and if you’re a client
you want to set the pace and demand
outstanding work from agency partners. 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.
CIM Member price
£1,282 + VAT
What’s included
Tuition, course materials
and full board
accommodation
£1,325 + VAT
£1,192 + VAT
Venues and dates
London
08 December
2012 27 April
09 July
09 November
2011
Price
£550 + VAT
CIM Member price
Benefits to you and your company
This course will help you to understand how to
construct and implement intelligent agency
briefs. You will also learn how to evaluate creative
presentations and get the most from the creative
development process.
Non-residential Price
CIM Member price
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.
1213
£495 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
www.cim.co.uk/1213
Organisations will benefit from an understanding
of how to select the right agency, how to manage
all their agency relationships in order to match
their needs and get the most from their services.
What’s included
Tuition, course materials,
lunch and refreshments
Related courses
ß Essentials for Successful
Exhibitions (p67)
ß Sponsorship Essentials
(p68)
More dates and to book online
Who this course is for
This course is aimed at all levels within a
marketing department, 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.
www.cim.co.uk/0040
“This course far
exceeded my
expectations.
It left me really
motivated to
apply everything
I have learnt.”
What you will learn
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.
Learning approach
Best practice theory, real world case studies and
interactive practical exercises.
Joanna Pickles
Marketing and
Events Officer,
Joseph Rowntree
Foundation
Book online www.cim.co.uk 69
Marketing Communications
Marketing Communications
Successful
Public Relations
Residential option
An in-depth exploration of
public relations
Course code
L 21 CPD hours
0072
Overview
Participants will learn about every facet of PR on
this practical three day course, from creating a
plan, dealing with the media and writing great
copy to using PR agencies and evaluating activity.
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 those who feel in need of a refresher in
the profession.
What you will learn
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 Prepare for and deliver a professional media
interview.
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.
L 7 CPD hours
Course code
Residential option
Make your marketing communications
produce better results
Course code
L 21 CPD hours
Marketing Communications
Masterclass
Residential option
Creating cut-through strategic
communications
L 14 CPD hours
Course code
1233
0020
Level
Level
Level
Advanced
Advanced
Advanced
Masterclass
Duration
Duration
Duration
Duration
3 days
1 day
3 days
2 days
Venues and dates
London
16-18 May
2012
Moor Hall, Berkshire
07-09 September
2012 22-24 February
12-14 September
Manchester
2011 15-17 November
Residential Price
£1,975 + VAT
CIM Member price
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.
Creating successful integrated
marketing communications
campaigns by planning for them
Managing Marketing
Communications
Level
2011
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.
Writing an Integrated
Marketing Communications Plan
£1,777 + VAT
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.
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 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.
What’s included
Tuition, course materials
and full board
accommodation
Non-residential Price
£1,775 + VAT
CIM Member price
£1,597 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
More dates and to book online
www.cim.co.uk/0072
Learning approach
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.
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 to best advantage.
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 maybe
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
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 (business), 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 your
constraints (such as budget).
ß Measure the performance of your
communications using return on investment
and customer lifetime value.
Learning approach
ß Mix of 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.
70 Training bookings and advice +44 (0)1628 427200
Venues and dates
London
2011 26 October
2012 18 January
06 June
12 September
Price
£550 + VAT
CIM Member price
£495 + VAT
Overview
Most organisations waste money on marketing
communications because their activities are
fragmented and their messages are irrelevant.
Effective marketing communications requires a
clear understanding of objectives, careful
planning, co-ordination of the right
communications tools, development of the
messages, a strategic and tactical approach and
measurement of results. This course shows you
how to manage those factors.
What’s included
Tuition, course materials,
lunch and refreshments
Related courses
ß Managing Marketing
Communications (p71)
ß Marketing
Communications
Masterclass (p71)
More dates and to book online
www.cim.co.uk/1233
Venues and dates
Moor Hall, Berkshire
07-09 November
2012 08-10 February
06-08 June
2011
Manchester
2012 18-20 September
£1,975 + VAT
CIM Member price
What’s included
Tuition, course materials
and full board
accommodation
Non-residential Price
£1,775 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
Related course
ß Marketing
Communications
Masterclass (p71)
More dates and to book online
Who this course is for
This course is for marketing/communications
managers and executives aspiring to a
management role. It is also for others who
believe that their marketing communications are
insufficiently structured and co-ordinated.
What you will learn
ß Use marketing communications strategically
and tactically.
ß Create meaningful objectives.
ß Identify key issues in marketing
communications.
ß Target communications accurately.
ß Use the correct mix of promotional tools to
achieve objectives.
ß Co-ordinate communication activities both
internally and externally.
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 Measure the effectiveness of the marketing
communications.
ß Select, brief and evaluate agencies.
Learning approach
The course will be delivered using formal
presentations, discussions, practical exercises
and case studies. Delegates will have the
opportunity to ask questions at any point during
the course.
Venues and dates
Moor Hall, Berkshire
15-16 September
2012 02-03 February
03-04 May
22-23 August
2011
Residential Price
£1,815 + VAT
Benefits to you and your company
This in-depth programme provides both skills
and experience in devising high level
communications strategies and creating and
assessing creative ideas and messages. It will
equip you with the confidence and ‘best practice’
tools to plan, create and evaluate strategic
campaigns for your brand, product or
organisation. It also provides practical guidelines
for setting budgets and managing internal
audiences and agencies.
CIM Member price
£1,597 + VAT
This course will enable you to structure, integrate
and manage communications so that your
company can achieve its marketing objectives.
This in turn will allow you to compete successfully
against companies with bigger budgets. It will
also allow you to test and measure results so that
you can avoid wasteful spending and develop
campaigns that are cost effective.
Overview
This fast-paced masterclass helps you plan,
create, assess and manage communication
strategies. Particular attention is given to the
strategic and executional imperatives that are
essential for great communications, in addition to
creating and assessing creative work using
mixed and new media.
Residential Price
£1,777 + VAT
Benefits to you and your company
You will improve your ability to manage
communications tactically and strategically, and
improve the return on your expenditure. Your
profile amongst colleagues and senior managers
will be enhanced along with an understanding of
how to integrate communications within the
marketing mix.
0061
Effective customer communications can have a
massive impact on a product or organisation’s
brand image, presence, reputation, market share
and ability to command a premium. As customer
communications are invariably high cost,
managing the strategic communications process
well can have a significant positive effect on
profitability. It can also influence the attitudes and
behaviour of colleagues and shareholders and
enhance your own personal worth.
www.cim.co.uk/0020
Who this course is for
As a masterclass, this course is designed for
delegates with several years of management
experience. Specifically those responsible for
planning and managing marketing
communication strategies for products, services
or organisations.
What you will learn
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 plan.
ß Establish budgets and targets.
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.
CIM Member price
£1,633 + VAT
What’s included
Tuition, course materials
and full board
accommodation
Non-residential Price
£1,715 + VAT
CIM Member price
£1,543 + VAT
What’s included
Tuition, course materials,
lunch and refreshments
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 consumer
goods, media 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.
Learning approach
ß Highly interactive and participative course.
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, what really works and gain
experience using powerful thinking and
creative communication tools.
Book online www.cim.co.uk 71