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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