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For those marketing and sales professionals who want We’re here to help
to play an active part in driving their business forward, If you would like any help in planning your
and who want to continue to develop cutting-edge development needs, or if you want to discuss a
skills, our learning and development programmes are co-ordinated approach to developing a team of people,
on hand to help them achieve their goals. please call our experienced training advisors on
+44(0)1628 427200 or email training@cim.co.uk
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
8 18 24 34
Strategy Metrics Business, Insights
and Planning Management and Innovation
and Finance
40 46 54 68
Branding Product Digital Marketing Direct Marketing
Management
74 84 90 96
Marketing Copywriting Essentials of Compliance
Communications Skills Marketing
2
What’s new? 13 core areas
1 Bringing Brands to Life To make it easier to find the courses you’re looking
in Service Organisations page 45 for, we’ve broken them down into 13 key subject
2 Research-based Market Insight page 38 areas and colour coded our directory to match.
3 Marketing Due Diligence page 16
4 Turning Marketing Capability into Strategy & Planning
Business Performance page 15
Metrics
5 Fundamentals of Pricing page 49
6 Pricing for Product Managers page 52
Business, Management and Finance
7 Product Management –
Business to Business page 50
Insights and Innovation
8 Product Management –
Business to Consumer page 50 Branding
9 Transforming Product Management
into a Strategic Function page 52 Product Management
10 Creating a Great Web Experience page 61
Digital Marketing
Three levels of learning
It’s important that you choose the training that’s right for you. Direct Marketing
That’s why we have divided our courses into three levels that
reflect the amount of experience and knowledge required. Marketing Communications
Foundation Courses
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. Essentials of Marketing
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.
3
Getting to the heart of
what’s driving your business…
Performance support and
“You don’t need me to spell
improvement solutions that build
out the advantages of buying
marketing and sales capability
in development solutions
Any one of the 120 training programmes in this that are unique to your
directory can be delivered directly to teams and, organisation… but I’d like
over the years, thousands of organisations have to take this opportunity to
benefited from delivery of The Chartered Institute tell you why you need to
of Marketing’s training courses in-house. work with us…”
However, CIM also offers in-company solutions
that can go far beyond training which, after all, is
simply one method amongst many for delivering
We understand marketing and sales
improvements in performance. like no other organisation
Our Learning and Development unit is firmly embedded
We pride ourselves on offering learning and in the part of our business that undertakes and publishes
leading-edge practitioner-based research. This includes
development solutions that are: insights from our Marketing Transformation Leadership
Forum and our range of global benchmarking studies.
…defined by their outcome, not by their method:
From these we are able to explore emergent best-
we improve the performance of your people using the practice across marketing and sales, and translate this
most appropriate means of delivery and engagement best-practice into workable solutions for any business.
…flexible, based on a clear and detailed Our solutions are not generic, not textbook; our solutions
understanding of your needs as an organisation for your business are based on a profound understanding
and tailored to fit of what makes the marketing and sales functions within
organisations tick and then developing specific
…based on diagnosis: we have a range of approaches that we can apply within your organisation.
diagnostic tools to assess skills gaps and recommend
Helping your organisation prosper
solutions for how these should be addressed If you haven’t worked with us to provide in-company
…people-centric: we focus on doing whatever is performance support and improvement solutions for
your sales or marketing staff then maybe it’s time you
necessary through our development programmes to
gave us a try. We’re different: we want to go beyond
bring the best out of your people, and to help them simply training your people, we want
step up their performance levels and keep them raised to make them so much better at what
they do, so that your organisation
…strategic: our in-company programmes are can prosper, whatever the economic
based on gaining a sound understanding of the climate throws at you.
strategic objectives and principles underpinning
David Thorp
your organisation’s need to build or improve skills Director of Research and
…relationship-based: we work with you to get in Professional Development
4
“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
eople
impact on p
usiness
classroom impact on b
e-learning
coaching
mentoring
5
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.
www.marketing-transformation.com
Follow our progress and get involved.
This is our profession to shape. Join us.
6
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.
7
Strategy and Planning
8
9
Strategy and Planning Courses Principles of Marketing Residential option
Foundation
Duration
5 days
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.
Foundation Foundation
Duration Duration
1 day 1 day
position based on clear competitive advantage. lunch and refreshments between a tactical and strategic approach to Tuition, course materials,
You will leave more confident in your abilities to marketing. You will benefit by comparing your lunch and refreshments
Related courses
operate at a strategic level in your organisation. Writing an company’s approach to that of other delegates Related courses
Integrated Marketing and the case studies used. You will leave Strategic Marketing
Through the application of a case study, your Communications equipped with a strategic marketing framework Masterclass (p16)
Plan (p81) Implementing Strategy
managers will be able to write more effective Foundations of Marketing and an understanding of the key marketing
(p14)
marketing plans, manage the process of putting Strategy (p12) activities that drive value.
plans together and ensure their implementation More dates and to book online
More dates and to book online
back at work. This will lead to more satisfied Through many relevant examples and models, www.cim.co.uk/0653
www.cim.co.uk/0751
customers and better bottom line performance. your executives will be able to contribute more
effectively to the strategic planning processes in
Who this course is for your business.
“Just what I
This course is especially useful for marketing
managers having to prepare a marketing plan for Who this course is for needed from a
the first time or who are reviewing the This course is designed for managers and course – great!
effectiveness of current plans. Senior Managers executives, irrespective of function, with limited I found this
will also find this workshop invaluable when experience of the subject. It provides an
course extremely
needing to evaluate the plans submitted to them introduction and overview of the key issues in
by specialists. strategic marketing decision-making. useful, course
director was
What you will learn What you will learn fantastic and
Apply a logical, easy to understand, Identify the special characteristics and role of
step-by-step process to produce a sound strategic marketing
I learnt a lot”
marketing plan Describe and evaluate a strategic business Kelly O’Neil
Conduct a marketing audit and make SWOT portfolio using ‘portfolio analysis’ Enterprise
analysis more effective Assemble the essential elements of strategy Development Manager,
Write marketing objectives and determine the into a cohesive one page strategy statement Birmingham City
strategic thrust of your organisation Recognise some of the issues likely to be met University
Segment your market and develop a brand when introducing strategic marketing into an
positioning statement organisation and identify the ways by which
Obtain maximum support from colleagues in they might be overcome
preparing and implementing marketing plans Facilitate the strategic marketing planning
Develop marketing plans with greater process in your own organisation
confidence
Contribute more to the effectiveness of your Learning approach
organisation The course provides a clear strategic framework
and allows you to apply the principles presented
Learning approach to a case situation and your own organisation.
This course is designed to help you write This reinforces your learning in a fun and
better marketing plans and manage the interactive environment, making application easier
implementation process. It provides a clear back at work. Delegates are sent and asked to
framework and allows you to apply the principles assess a real-life strategic marketing plan prior to
presented to a case situation. This reinforces your the course and this is discussed on the day.
learning in a fun and interactive environment,
making application easier back at work.
Courses can
be tailored
and delivered
directly to
your team
Foundations of
Introduction to Social Marketing Marketing Strategy Residential option
Insight-driven strategic marketing to 7 CPD hours A systematic approach for you to 21 CPD hours
influence people’s behaviour for social Course code identify, evaluate and implement Course code
and environmental benefit 1248 strategies for profitable growth 0130
Level Level
Foundation Foundation
Duration Duration
1 day 3 days
current workplace approaches, design customer- lunch and refreshments gain a deeper understanding of external and Tuition, course materials
driven strategies, and implement targeted internal business processes. You will discover and full board
More dates and to book online
accommodation
behaviour change programmes based on sound www.cim.co.uk/1248 how marketing models fit together and are used
marketing and social science principles. in practice and be able to work out action plans Non-residential Price
impact and sustained outcomes. Improved directly to performance and profit improvements. Tuition, course materials,
commissioning, structuring, delivery and A greater understanding of customers, lunch and refreshments
resourcing of services and campaigns can result competitors and organisational structure and Related course
from insight and customer-centric approaches. communication will lead to sharper strategic focus. Strategic Marketing
Masterclass (p16)
Who this course is for Who this course is for More dates and to book online
You don’t need to be a marketer to derive value Marketers who are starting to move into positions
www.cim.co.uk/0130
from this course. The main requirement is that where they will be expected to demonstrate
you need to influence positive public behaviour increasing strategic awareness. Existing
and would like to improve your strategic marketing managers who want and need to
approach. Whether from a marketing, refresh their marketing knowledge. Managers
communications, social service, public or private from other disciplines who need to work closely
sector background, you can learn how to rethink with other marketing colleagues as members of
the way you do things for greater impact. cross-functional strategic teams. Sales executives
who are moving across to marketing.
What you will learn
Recognise where and how social marketing What you will learn
can be applied Add value for the customer, and therefore your
Understand how to get started company, by ensuring that you practise
Design your own social marketing strategy marketing orientation
How to apply some of social marketing’s core Use all the steps of the strategic marketing
concepts, processes and practical tools process in a logical and persuasive fashion
Practise in a hands-on way the tools and
Learning approach frameworks of strategic marketing
A ‘hands-on’ course, where participants Carry out segmentation, targeting and
prepare their own (or use a worked example) positioning
social marketing programme Link strategic positioning to marketing tactics
Fully interactive to encourage group discussion. Develop your marketing mix
The aim is to exchange results (from worked Set up meaningful and precise milestones to
examples) and give insight to different measure progress
approaches to social marketing Match internal strengths to external
Tailored and targeted support (numbers opportunities for maximum return
permitting)
Learning approach
The delivery style is interactive. There will be a full
explanation of the tools and frameworks used,
Courses can then each component will be practised,
be tailored sometimes individually, but more often in groups.
and delivered Contributions from delegates, especially
experiences from the field, are warmly welcomed.
directly to Other media, including film clips will be used to
your team illustrate various points.
1218
Level
Advanced
Duration
1 day
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.
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!
Advanced Advanced
Duration Duration
1 day 1 day
desired results. £499.00 + VAT Benefits to you and your company £499.00 + VAT
CIM Member price
This highly effective one day workshop gives you CIM Member price
Benefits to you and your company the techniques, knowledge and confidence to
£449.10 + VAT £449.10 + VAT
You will benefit from having a clear understanding market to the UK’s most important consumers –
of how to organise and prepare for successful What’s included the over-50s. What’s included
strategy implementation. You will also learn how Tuition, course materials, Tuition, course materials,
to get your strategy implementation off to a good lunch and refreshments This course enables organisations to understand lunch and refreshments
start, keep it on track, deliver the desired results Related course and respond to the shift in marketing importance More dates and to book online
and learn from your real time experiences. Strategic Marketing from the young to older consumers. www.cim.co.uk/1306
Masterclass (p16) Organisations will be equipped with the latest
Strategy can only impact on the bottom line if it More dates and to book online
techniques to segment the over-50s market, as
is successfully implemented. Many would argue well as the knowledge to select the most
www.cim.co.uk/1150
that drafting a strategy is the easy part and appropriate channel mix and a framework for
that the key challenge lies in its proper NPD. Organisations can then make the transition
implementation. This workshop provides a from age-specific to age-neutral marketing.
framework for successful strategy implementation.
Who this course is for
Who this course is for Marketers and other managers who need to
This workshop is suitable for any manager who is understand the implications of the ageing
responsible for implementing organisational population on all aspects of marketing from NPD
strategy including its strategic and operational to marketing communications. The workshop is
aspects. This could include managers who are especially valuable for marketers responsible for
leading teams, business units or business creating and implementing campaigns targeting
development programmes. The workshop would older people. Note: this course assumes a good
also help those who are involved in strategy understanding of marketing principles but no
implementation from any of the key functions specific technical knowledge.
such as the marketing and sales teams.
What you will learn
What you will learn Quantify the business value of the 50+ market
How to use a framework-based approach to Segment the market
implementing strategy with the key tools, Predict the purchasing behaviour of 50+
techniques and approaches needed to: consumers
Understand the real and imaginary differences
Translate high-level strategy into practical goals between old and young consumers
and objectives with a clear appreciation of the Apply the rules of age-neutral marketing
critical success factors Transform your organisation’s customer touch
Identify where your organisation’s culture points to become ‘50+ friendly’
needs to change in order to remove barriers Produce creative materials that resonate
to success Apply lessons from companies that have
Identify and make plans to fill gaps in your succeeded or failed with 50+ marketing
organisation’s capability campaigns
Develop techniques to win and retain Audit your own organisation’s readiness to
stakeholder support exploit the challenges created by population
Design and put in place a practical balanced ageing
performance management system to ensure Access and use the best sources of
‘things get done right and the right things information about 50+ marketing
get done’
Ensure that the key learning points from Learning approach
strategy implementation are used to develop Delegates are asked to submit examples of the
organisational capability marketing communications they use when
influencing their older customers (eg. web, email,
Learning approach advertising, brochures etc). During the training
This course combines presentation and session this will be discussed to help reinforce Courses can
discussion with learning point illustration using the key learning points. In addition, this process be tailored
case examples and group exercises. provides delegates with new insights to and delivered
incorporate into their current marketing activities.
directly to
your team
Build significant demand for your 14 CPD hours A research-based investigation of best 14 CPD hours
products and services by creating Course code practice marketing in the G8 Course code
‘compelling value propositions’ 0190 economies that reveals win-win 0429
strategies for marketing directors
Level Level
Advanced Advanced
Duration Duration
2* days 2 days
marketing opportunities. This will help you build Residential Price organisations approached business. What went £1,295.00 + VAT
demand generation, pipeline, revenues and £1,495.00 + VAT wrong? This programme sets out in CIM Member price
profits for your organisation. straightforward terms, backed by a wealth of
CIM Member price £1,165.50 + VAT
research across leading businesses in the world’s
Benefits to you and your company £1,345.50 + VAT major economies, how marketing leaders can What’s included
You will learn how to construct value propositions What’s included restore marketing’s standing in the organisation Tuition, course materials
and become more effective in working with other and translate that into genuine and sustainable and full board
Tuition, course materials accommodation
departments to realise the true potential of the and full board business performance.
proposition. You will benefit from applying this accommodation Non-residential Price
new and proven method of marketing to your Non-residential Price Benefits to you and your company £1,197.00 + VAT
chosen portfolio of products and services. A Marketing Director should be recognised as the
£1,299.00 + VAT CIM Member price
cornerstone of a business’s commercial success.
CIM Member price £1,067.50 + VAT
Your organisation will benefit in three ways. Firstly, We will show you two ways for your marketing
by instilling a complete value process allowing £1,149.00 + VAT department to influence performance – either a What’s included
you to create compelling propositions; secondly, What’s included direct effect, where the benefits of a strong Tuition, course materials,
by empowering your employees to make marketing function flow immediately into lunch and refreshments
Tuition, course materials,
informed decisions on the direction and shape of lunch and refreshments improved business performance, or an indirect More dates and to book online
the proposition and finally, by providing guidance effect, where a strong marketing function www.cim.co.uk/0429
*Note
on how to execute your propositions and direct increases marketing orientation.
marketing efforts to specific audiences/markets. Course starts in the
evening of Day 1, followed
by 2 full days’ tuition Who this course is for John Saunders
Who this course is for This course is for senior marketers at Head of John Saunders is
Related courses
This course is designed for practitioners or or Director level who are responsible for the Professor of Marketing,
Strategic Marketing
managers whose role involves the research, development of high level plans and strategies and Aston Business School,
Masterclass (p16)
development and delivery of customer value From Market Insight to who are charged with management responsibility Aston University,
propositions – defining and developing offerings Marketing Strategy (p38) for their organisation’s marketing function. England and
to a market/segment/ audience/customer. It is More dates and to book online Distinguished Professor
likely that you will work as part of a dedicated or What you will learn at AUDENCIA Grade
www.cim.co.uk/0190
virtual team responsible for planning, business The three potential determinants of marketing’s
École Nantes, France.
case development or implementation. influence within a firm His major research
Why earning respect for your marketing outputs
interests are
What you will learn is a question of competences, not genius evolutionary marketing
Define and evaluate customer propositions How to successfully integrate courage and
(the application of
Understand and apply key principles in creativity evolutionary theory to
developing customer propositions Why it’s important to get even closer to the
marketing), sustainable
Work more effectively with other functions to customer marketing and the
deliver successful customer propositions How to demonstrate that business performance
future of marketing. He
Align multiple customer contact points behind and marketing orientation increase with holds degrees from the
a proposition to ensure consistent delivery marketing’s influence within a firm universities of
Evaluate and measure the effectiveness of How to convert knowledge of customer needs
Loughborough (BSc),
propositions, both internally (team roles, into new product development ideas Cranfield (MBA) and
process, internal barriers etc.) and externally Why it’s important to champion customer needs
Bradford (PhD).
(success in the marketplace) across the organisation, ensuring that they are
Develop an understanding of, and the skills a foundation of corporate strategy
relating to, the formulation of compelling
business cases – ensuring that propositions Learning approach
can be sold internally, before externally An interactive and thought-provoking high-level
exchange between Professor Saunders and
Learning approach the group
The course is designed to be as interactive as Case studies, group discussion and analysis
possible and includes: Due to the calibre of people attending this
Individual tasks programme there are excellent
Group discussions opportunities for peer-to-peer learning
Individual and group exercises and presentations
A variety of learning media including video and
slide-based materials
Strategic
Marketing Masterclass Residential option Marketing Due Diligence New course
Delivering organisational success 35 CPD hours From strategy to share price 7 CPD hours
by putting the customer at the Course code Course code
heart of planning 0174 0428
Level Level
Masterclass Masterclass
Duration Duration
your confidence and provide the evidence £3,495.00 + VAT will create for shareholders. More dates and to book online
needed to make a business case in order to CIM Member price www.cim.co.uk/0428
support stronger external orientation and Benefits to you and your company
£3,145.50 + VAT
customer led planning. You will also extend your You will use the processes we reveal to identify
range of planning tools and techniques and come What’s included whether or not you have either a robust strategy Emeritus Professor
away with ideas and tips that will help you Tuition, course materials and that you can prove to the board, or you discover Malcolm H.B.
achieve your personal performance goals. full board accommodation you haven’t and have to go back to basics and McDonald MA(Oxon),
Non-residential Price reformulate your strategy. You will learn how to MSc, PhD, D.Litt.
This masterclass will provide your manager with £3,103.00 + VAT develop robust value creating strategies that break FCIM FRSA
the time and catalysts to help them identify away from the vapid forecasting and budgeting Malcolm McDonald is an
CIM Member price
opportunities that could directly improve your that characterises most marketing plans. Emeritus Professor at
competitive advantage and your planning process. £2,753.50 + VAT
Cranfield and a Visiting
The split format of the programme (3 + 2 days) What’s included Marketing due diligence involves the careful Professor at Henley,
allows participants to reflect on experiences and Tuition, course materials, evaluation of the business plan and what lies Warwick, Aston and
learning from the first module, before returning to lunch and refreshments beneath it. It is an objective process that pays no Bradford Business
address the specific strategic marketing *Note
heed to opinion and provides a research-based, Schools.He is Chairman
challenges facing their own organisation. objective answer to the question: does this of Brand Finance plc and
Module 1 starts in the
evening of Day 1, followed business plan create shareholder value? The five small companies, but
Who this course is for by 3 full days’ tuition outcomes you produce enable investors to make also spends much of his
Delegates need to be experienced managers, More dates and to book online
informed and substantiated investment decisions. time working with the
from a marketing or non marketing background, operating boards of the
www.cim.co.uk/0174
involved with their business planning and Who this course is for world’s biggest
strategy development and/or who have the This course is for senior marketers at Head of or multinational companies,
authority to develop and implement marketing Director level who are responsible for the such as IBM, Xerox and
plans and strategy. Richard Mayer development of high level plans and strategies.
Richard Mayer is BP. He has written forty
actively involved in three books, including
What you will learn What you will learn the best seller ‘Marketing
Structure and write strategic and operational
marketing training for a How the marketing due diligence process is
range of clients. His Plans; how to prepare
marketing plans developed and applied them; how to use them’.
Assess your organisation’s use of strategic
main interest lies in How to develop the implications of the strategy
improving professional Apart from market
marketing and make constructive and conduct rigorous and logical analysis segmentation, his current
recommendations to maximise ‘business’ marketing standards, How to assess the risks of the strategy.
with a particular focus interests centre around
benefits from a customer orientated perspective Working through the 15 risk factors and the measurement of the
Appreciate the customer-focused planning
on business to business assessing the probability of them occurring
marketing and strategic financial impact of
process and be able to map your Identify with absolute accuracy the marketing expenditure
organisation’s decision-making against it marketing planning in weaknesses in a particular strategy along with
both the private and and global best
Manage segmentation analysis and appropriate corrective action needed to practice key account
decision-making public sector. He has remedy the weaknesses
worked on marketing management.
Recognise barriers to achieving high Assess whether or not the strategy delivers
performance organisations and teams, and training projects for shareholder value
be able to recommend practical steps to several prominent How to create a substantive piece of evidence
overcome these in a variety of scenarios blue-chip companies, that can be used in negotiations with investors
Appreciate the critical importance of control
including O2, or in connection with other sources of finance
and be able to recommend a range of control HSBC, Pfizer,
metrics in financial and marketing terms Microsoft Learning approach
and BP. An interactive and thought-provoking high-level
Learning approach exchange between Professor McDonald and
The non-competitive, shared-learning the group
environment is a balance of traditional delivery Case studies and group discussion and analysis
from a highly experienced consultant practitioner, Due to the calibre of people attending this
with clinic sessions, group activities and social masterclass there are excellent opportunities for
learning amongst peers. peer-to-peer learning
programmes at the cutting edge of marketing practice Benefits to you and your company
£449.10 + VAT
in today’s National Health Service. You will learn how to adopt a strategic marketing What’s included
www.cim.co.uk/0090
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
Dr Foster’s, Hospital approach to service commissioning and delivery.
Marketing Manager (HMM)
What you will learn
tool helps over 70% of all How to prepare a marketing plan for your
acute trusts plan and organisation, including: environmental
analysis, stakeholder analysis, segmentation,
develop their services
marketing mix
through understanding their Your organisation’s critical success factors
Measuring outcomes against objectives
referral patterns and devising
local marketing strategies. 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.
Courses can
be tailored
and delivered
directly to
your team
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
18
19
Metrics Courses Introduction to Marketing Metrics
If you can’t measure it, you can’t 7 CPD hours
manage it – it’s as simple as that! Course code
0596
Level
Foundation
Duration
1 day
Foundation
Duration
1 day
£499.00 + VAT
Benefits to you and your company CIM Member price
You will be in a much better position to specify
£449.10 + VAT
the key data and resultant information you
need in order to improve not only your digital What’s included
Related courses
The core benefit to the organisation is establishing Introduction to Digital
the link between investment in digital marketing Marketing (p56)
and the subsequent results and ROI. Specific Marketing Metrics:
Measuring Marketing
digital metrics and web analytics can help the Performance (p22)
organisation determine, amongst other things,
More dates and to book online
whether they are providing a worthwhile experience
and whether their digital marketing initiatives are www.cim.co.uk/0659
working from a bottom-line point of view.
Learning approach
A mixture of slides, video, exercises, demos and
discussion, with opportunities for ‘hands on’
experience eg. creating and tracking digital
campaigns.
Marketing Metrics:
Measuring Marketing
Marketing Metrics in the NHS Performance Residential option
Learn a range of metrics to 7 CPD hours Putting the numbers into your 14 CPD hours
demonstrate the benefits of marketing Course code marketing Course code
0095 0517
Level Level
1 day 2 days
Delegates will have a better understanding of how £499.00 + VAT quantitative approach to the development, £1,295.00 + VAT
marketing can contribute to the organisation’s CIM Member price
implementation and evaluation of your marketing CIM Member price
delivery objectives and can utilise key measures to plans and associated activities, utilising
£449.10 + VAT £1,165.50 + VAT
demonstrate the benefits obtained. appropriate metrics to assess both the efficiency
What’s included and effectiveness of both strategies and tactics. What’s included
The benefit to your organisation is that more Tuition, course materials, Tuition, course materials
robust measurements can be taken of your lunch and refreshments Benefits to you and your company and full board
accommodation
marketing activity set against strategic marketing Related courses You will be able to set up a ‘marketing
objectives and budget management. performance measurement system’ and Non-residential Price
Principles of Marketing
for the NHS (p17) communicate more appropriately and effectively £1,197.00 + VAT
Who this course is for The Role of Branding in with your managers, directors and/or board.
the NHS (p44) CIM Member price
This course is useful for anyone either planning,
£1,067.50 + VAT
managing or delivering marketing and More dates and to book online Your organisation should see an improved return
communications or patient engagement in www.cim.co.uk/0095 on its investment in marketing and a better What’s included
their organisations. understanding of how the various marketing tools Tuition, course materials,
and techniques work. It will appreciate the effort lunch and refreshments
What you will learn expended and the rewards won through focused More dates and to book online
Understand the role of marketing in the NHS measurement and it will therefore be more www.cim.co.uk/0517
Understand how measuring marketing activity confident in allocating resources to marketing.
can help the organisation to plan strategically
for the future Who this course is for
Identify and employ different techniques used For people who understand the critical
in measuring marketing activity importance of measuring and evaluating their
Communicate to a range of stakeholders how marketing activities and expenditure, and are
marketing metrics can demonstrate an effective ready to invest time and brainpower in developing
marketing return on investment (MROI) a metrics oriented approach to doing the best
they can with the resources they’ve got.
Learning approach
Lecture format What you will learn
Discussions groups Use tools such as ‘efficiency metrics’,
Practical exercises ‘effectiveness metrics’ and ‘ROI’
Company presentation on health Design appropriate marketing metrics and
service intelligence 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
Courses can
Learning approach be tailored
A mixture of presentation, workshop and and delivered
discussion centred around a strategic marketing
case study, with the emphasis on application.
directly to
your team
It includes five essential courses, covering the Designed to provide the basic 35 CPD hours
understanding and skills that underpin
fundamental concepts of marketing and practical skills the execution of great campaigns,
Course code
for implementation. You will come away with a new these five subjects include some of the 0900
set of skills that you can implement immediately within most popular and highly acclaimed Duration
£2,100 + VAT
information pack 2 Introduction to Marketing Communications
This includes a saving of
A solid grounding in the tools, techniques and
Call us on +44(0)1628 427200 or email training@cim.co.uk approaches used in professional marcoms
£395 on the price of
booking courses
quoting Marketing Bootcamp. Our next Bootcamp is 3 Principles of Great Copywriting individually and includes
the bootcamp experience
Learn how to write outstanding and
scheduled for February 2011, so don’t delay – speak to (including full board
brand-building copy accommodation) for free!
one of our training advisors today. 4 Introduction to Digital Marketing
What’s included
Explore the opportunities and challenges
Tuition, course materials
of digital communications and technologies
and full board
5 Introduction to Marketing Metrics accommodation
Learn how to use marketing metrics to
To book online
measure marketing performance and measure
Our Marketing Bootcamp can also be www.cim.co.uk/0900
ROI (Return on Investment)
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.
24
25
Business Management
and Finance Courses Essential Presentation Skills
Become a confident, engaging and 7 CPD hours
influential presenter, whether talking Course code
to internal or external audiences 0970
Level
Foundation
Duration
1 day
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.
Courses can
be tailored
and delivered
directly to
your team
Foundation Foundation
Duration Duration
1 day 1 day
aggressive at work is always difficult. This popular lunch and refreshments management and your responsibilities to both Tuition, course materials,
event gives you the confidence to ensure that stakeholders and your team. You will gain lunch and refreshments
Related course
you are heard, respected and appreciated. Influencing Skills confidence in the process to deliver projects on Related course
To Get Results (p32) time and within budget. You will understand how Managing Marketing
Each member of your sales or marketing team More dates and to book online
to unite your team and work together to welcome Resource (p31)
brings individual strengths and skills to your the challenges that project management brings. More dates and to book online
www.cim.co.uk/0976
flourishing organisation. Packed with cutting edge,
www.cim.co.uk/0759
highly enjoyable, interactive exercises, this popular This workshop provides the essential skills to
event draws out people’s full potential so making perform efficiently and cost-effectively. For the
them happier, more successful team players. organisation this means better project control and
delivery, and confident marketers who take the “This is the most
Who this course is for inevitable challenges of project management in useful training
Anyone looking to build confidence in themselves their stride. course I have
or teams will find that this event helps them
communicate more effectively with the key Who this course is for been on. It
people they work with throughout their sales and This workshop provides the perfect introduction equipped me with
marketing career. to project management and is therefore suitable the key tools and
for anyone who is new to marketing or project
the confidence to
What you will learn management and would like some formal training
Revive and release your full professional to help build skill and confidence. better manage
potential and control
Instil confidence in others by understanding What you will learn projects. I was
what motivates you Understand what it really means to be a
able to put my
Adapt and flourish in hectic sales and project manager and why it is an essential skill
marketing environments for the ambitious marketer learning into
Build mutual trust and understanding Understand how personal efficiency is a big practice straight
Improve listening skills contributory factor to successful project away”
Be heard, respected and valued management
Tackle awkward people Scope a project and set realistic objectives Mark Bentley
Continue to be a valued asset to your while managing stakeholder expectations Product Manager,
company whilst remaining in control of your Plan a project and prioritise all the tasks within Lyons Seafoods
own career the plan
Implement the project plan and organise your
Learning approach team to work to deadlines
A combination of lecture and hands-on exercises Work with the team to get the best out of
makes this course a complete learning people so that they understand the role they
experience. are playing and the accountability they have to
the team
Understand why evaluation is so important
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.
1 day 1 day
managing tasks and achieving a better work-life lunch and refreshments will provide a sense of purpose and achievement Tuition, course materials,
balance are other typical benefits. for all its members. lunch and refreshments
More dates and to book online
Business Analysis
for Marketing Managers Budgeting for Marketers
Build your own toolkit for turning 7 CPD hours Feel more confident when dealing 7 CPD hours
unfocused data into strategic Course code with budgets Course code
information 1304 0786
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
business opportunities, and help to evaluate £499.00 + VAT effectively and you will be able to deal more £499.00 + VAT
alternative strategies. CIM Member price
confidently with your accountants. CIM Member price
business data and turn them into real business Tuition, course materials, methods and terminology used by accounts and Tuition, course materials,
intelligence. You’ll ‘learn by doing’, using best lunch and refreshments finance staff, and you will feel more confident lunch and refreshments
practice examples and scenarios, so that you More dates and to book online when communicating with them. The course will Related courses
can do it for yourself when you go back to www.cim.co.uk/1304 help you to do your job better and help prepare Business Analysis for
the workplace. you for senior management, where the ability to Marketing Managers (p29)
use budgets is crucial. Business Maths for
Marketers (p30)
Your organisation will get the benefit of
investments already made in data collection and Your organisation will benefit because people will More dates and to book online
market intelligence, by making them more usable. return to the workplace with a greater degree of www.cim.co.uk/0786
If used effectively, the toolkit should lead to understanding and more confidence. The course
significant performance and profit improvements. will help them to prepare more accurate budgets,
A greater understanding of objective assessment manage them better and have more effective
tools will lead to sharper strategic focus. relationships with their finance teams.
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 Courses can
experiences from the field, are warmly welcomed. be tailored
and delivered
directly to
your team
Foundation Foundation
Duration Duration
1 day 1 day
understand your marketing environment but also lunch and refreshments and will feel more confident when involved with Related courses
produce more quantitatively oriented plans, Related courses them. The course will help you do your job better Business Analysis for
strategies and tactics. The workshop should also Business Analysis for and help prepare you for senior management, Marketing Managers (p29)
boost your confidence in liaising with more Marketing Managers (p29) where financial awareness is crucial. Budgeting for Marketers
Market and Sales (p29)
quantitatively oriented colleagues, managers and Business Maths
Forecasting (p13)
directors eg. finance. Organisations will benefit because people will for Marketers (p30)
More dates and to book online have more confidence and they will have a greater
More dates and to book online
Many marketers are not fluent in ‘the language of www.cim.co.uk/1153 understanding of the financial performance of their
www.cim.co.uk/0502
business’ ie. numbers. This workshop will help own organisation, suppliers and competitors. This
marketers become more analytical and should result in increased profit and/or better use
quantitative, which will improve marketing’s of the resources that they manage.
credibility and your confidence in your marketing
department’s orientation and focus. Who this course is for
The training will suit anyone who has to deal with
Who this course is for finance in their job, or who will do in the future.
This workshop has been specifically designed For example it will suit those who deal with
for marketers and those in related functions who suppliers and customers, and who have to
know deep down that their quantitative skills analyse annual financial statements.
‘leave a lot to be desired’ but appreciate their
importance and want to do something about it! What you will learn
Interpret financial accounts
What you will learn Carry out ratio analysis and interpretation of
Utilise ‘quick maths’ techniques to build key performance indicators
confidence and impress colleagues Use tools such as break-even analysis
Exploit the key 20% mathematical/statistical Manage working capital
tools and techniques that will deliver 80% of Understand terminology such as gearing and
the results you need return on capital employed
Differentiate between ‘margin’ and ‘mark-up’
and understand the implications Learning approach
Determine the ‘bottom line’ impact of price A variety of exercises will be used, including:
changes Individual exercises where you calculate and
Calculate the breakeven point on projects interpret ratios
including the development of new products Pairs exercises where you assess the benefit of
Utilise key financial mathematics in order to marketing initiatives
speak the same language as your accountant Group exercises in which you will analyse and
and CEO interpret annual financial statements
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 Courses can
geared to putting theory into practice and using be tailored
IT/software to help understand how the and delivered
fundamental concepts and calculations work.
directly to
your team
Managing
Marketing Resource Residential option
Advanced
Duration
3 days
£1,615.50 + VAT
Benefits to you and your company
You will return to your organisation fully equipped What’s included
£1,419.50 + VAT
Your company will benefit from individuals who
feel confident in managing challenging projects What’s included
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.
Presentation
Influencing Skills to Get Results Masterclass Residential option
Increase your chances of getting 7 CPD hours Developing powerful presentation 14 CPD hours
others to act in the way you want Course code skills for increased business and Course code
Advanced Masterclass
Duration Duration
1 day 2 days
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:
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
Insights and Innovation Courses Fundamentals of Market Research
Collecting and using relevant 7 CPD hours
information for better business Course code
decisions 0663
Level
Foundation
Duration
1 day
From Market Insight to Marketing Strategy 2 day course 38 There will be less time wasted in looking for Related course
information that is of limited use and more efficient Research-based Market
Strategic and Creative Thinking Skills 2 day course 39 delivery of information tailored to specific needs. Insight (p38)
Creating a Culture for Innovation 2 day course 39 More dates and to book online
If past market research has not delivered on its
www.cim.co.uk/0663
objectives it may be because the original brief
For classification levels please refer to page 3 was not clear, the methodology was
inappropriate or the wrong questions were asked.
Check our website for latest courses and dates This workshop will lead to successful application “This course has
of market research techniques to assist in helped me assess
management decisions for the organisation. and analyse
A planned and systematic approach to market
research will contribute to the development of the market
organisation’s overall strategy. opportunities in a
more systematic
Who this course is for
way. I received
This workshop is primarily for those who wish to
commission research or are now expected to some great
conduct research themselves in-house. This may advice and very
be a marketing manager, a marketing useful tips.”
communications executive, or a recently
appointed marketing executive new to market Anand Shukla
research and needing to understand what market Social Enterprise
research is all about. Consultant, Barnardos
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.
Creating Advantage
Thinking and Creativity Skills from Competitor Insight
Marketing’s biggest asset is the 7 CPD hours How to analyse and outmanoeuvre the 7 CPD hours
human imagination – brainpower plus Course code competition Course code
creativity equals success 1125 0953
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
these techniques through practical exercises in a £499.00 + VAT strategies, identifying sources of competitive £499.00 + VAT
highly interactive session. CIM Member price
advantage and disadvantage, and determining CIM Member price
how best to optimise its own strategy.
£449.10 + VAT £449.10 + VAT
Benefits to you and your company
A fascinating course that you will be able to draw What’s included Benefits to you and your company What’s included
on for the rest of your career. You will benefit from Tuition, course materials, You will understand the necessity for rigorous Tuition, course materials,
developing skills for improved creative thinking, lunch and refreshments and on-going competitor intelligence, the key lunch and refreshments
problem solving and decision making. You will Related course questions to ask, how to go about finding answers Related course
gain an understanding of how to develop and Strategic and Creative and how to apply the findings and insights. Fundamentals of
action more ideas, both individually and in teams. Thinking Skills (p39) Strategic Marketing (p11)
Learning approach
Theory, case studies and exercises will be applied
to explore an opportunity or issue belonging to
the delegate’s organisation.
Courses can
be tailored
and delivered
directly to
your team
Collecting and using market 14 CPD hours Applying insights to market 14 CPD hours
intelligence to deliver insights Course code information to attract, keep Course code
as a basis for marketing strategy 0427 and grow customers profitably 0060
Level Level
Advanced Masterclass
Duration Duration
2 days 2 days
It is not enough to collect market information, £1,295.00 + VAT Benefits to you and your company £1,650.00 + VAT
the added value lies in using appropriate tools to CIM Member price
You will be armed with ideas about the key CIM Member price
develop insight which can become the basis of questions to raise about your market and your
£1,165.50 + VAT £1,485.00 + VAT
competitive advantage. organisation’s position in it, and how market
What’s included information should be analysed and interpreted What’s included
Benefits to you and your company Tuition, course materials so as to enhance your organisation’s business Tuition, course materials
The delegate will learn to identify the key and full board performance. And you will leave with action and full board
accommodation accommodation
information needed and develop a structured checklists to implement within your organisation.
approach to harness and deliver the information Non-residential Price Non-residential Price
required by management. A fresh and detailed £1,197.00 + VAT The course will reveal tools to help your £1,552.00 + VAT
understanding and interpretation of the data CIM Member price
organisation differentiate itself from the CIM Member price
will provide the support needed to develop competition, make best use of its marketing
£1,067.50 + VAT £1,387.00 + VAT
business strategy. resources, and strengthen its brand and
What’s included customer loyalty. What’s included
Sound marketing decisions rely on the availability Tuition, course materials, Tuition, course materials,
of market information to develop strategy, to lunch and refreshments Who this course is for lunch and refreshments
determine tactics or to measure performance. Related courses The course is both for ‘specialists’ in market- More dates and to book online
Customer insight is essential for successful NPD, Fundamentals of Market related functions (marketing/sales, market www.cim.co.uk/0060
market positioning, market development and Research (p36) research, etc) and for ‘generalists’ occupying a
competitive strategy. By understanding the type Foundations of Marketing more general management/strategic function who
Strategy (p12)
of information needed, how it can be collected wish to assess their organisation’s performance Farrokh Suntook,
and how then to use it, the organisation can More dates and to book online as market-sensitive enterprises. BSc(Econ), MBA, FCIM
develop a customer focused marketing strategy. www.cim.co.uk/0427 Farrokh runs a
As the course is intended to be practical rather consultancy to help
Who this course is for than technical, intuitively understandable, and organisations develop
This course is intended for those who are relevant to any business person focused on their business through
responsible for the collection and dissemination market performance, there are no pre-requisites. a deeper understanding
of market information to management, ensuring of their markets. This
that information needs can be met on a regular, What you will learn is done by applying
and planned, basis. View the market more laterally and understand
approaches providing
it in greater depth than a surface interpretation insights into how the
You are likely to be in a marketing function and of market responses would allow marketplace really
possibly new to market research and/or Apply approaches and tools enabling you to
makes decisions.
marketing information. gain better market insights Farrokh has also
See how different pieces of market information
written a book: ‘The
What you will learn can be brought together to enable fresh Stakeholder Balance
Review existing information available internally insights to be gleaned Sheet: Profiting from
and externally to the organisation Take into account all the key elements that Really Understanding
Understand customer needs, monitor need to be considered to help your Your Market’. Much
customer satisfaction, measure company organisation achieve profitable business growth of the thinking behind
performance Harness market information to maximise its his book is applied
Plan a market survey and select appropriate relevance to your organisation’s business to this course.
methodologies performance
Use the customer database to develop insight Assess the impact of the actions taken by your
Analyse qualitative and quantitative research organisation on the perceptions of customers
Use market information as part of the planning and other stakeholders, and thereby modify
process them so as to enhance business performance
Develop your executive edge 14 CPD hours Make innovation the ‘lifeblood’ 14 CPD hours
by creating long-term strategic Course code of your organisation Course code
advantage and implementing 0536 0091
new business ideas
Level Level
Masterclass Masterclass
Duration Duration
2 days 2 days
benefited from learning original thinking skills from £1,650.00 + VAT designed to help senior managers create a £1,650.00 + VAT
this accomplished author and practitioner. CIM Member price
culture of innovation. CIM Member price
to help transfer high value executive level original Tuition, course materials create an internal capability for innovation – in Tuition, course materials
thinking and decision making skills. Our aim is to and full board terms of strategy, culture, people, processes and and full board
accommodation accommodation
help you and your organisation thrive under structure – and the barriers to implementing it.
increasingly demanding conditions. You will be Non-residential Price They will explore the application of change Non-residential Price
able to take back to your organisation the ability £1,552.00 + VAT management techniques to develop an £1,552.00 + VAT
to develop a wider range of actionable options to CIM Member price
organisation-wide culture of innovation. CIM Member price
make things happen.
£1,387.00 + VAT £1,387.00 + VAT
Organisations will benefit from the identification of
Who this course is for What’s included barriers to innovation and the development of What’s included
This masterclass is for people who want to Tuition, course materials, strategies to deal with such barriers so that they Tuition, course materials,
improve their original thinking skills and their lunch and refreshments can continue to compete successfully in a lunch and refreshments
strategic level decision making abilities. The Related courses constantly changing marketplace. More dates and to book online
workshop is best suited to those ready to be Influencing Skills www.cim.co.uk/0091
developed and further stretched. It will be to Get Results (p32) Who this course is for
particularly useful for any manager making a Advanced Negotiation Senior managers who wish to develop a truly
Skills (p108)
transition from a tactical to a strategic role. Prior From Market Insight to innovative, entrepreneurial and action orientated Paul McWhinnie
strategic planning experience is not required. Marketing Strategy (p38) culture within their organisation. Paul is an experienced
More dates and to book online innovation expert, who
What you will learn What you will learn has held the posts of
www.cim.co.uk/0536
Confidently generate pragmatic creative ideas The importance of innovation in today’s Marketing Director and
and strategic choices on demand business climate and how to understand an Head of Marketing
Understand strategic contexts and limitations organisations innovation capability Propositions/Innovation.
Stephen Reid
of certainty Understand the barriers to innovation and how His experience includes
Stephen is a
Understand how levels of certainty can to apply change management techniques to
management consultant launching a start-up
motivate or hinder decision making make your organisation more innovative firm, introducing
who works with large
Appreciate the value of error Create and articulate a vision for innovation
international innovative products and
Demonstrate your strategic awareness and and the strategies for encouraging and
organisations developing major new ventures,
your ideas longer term viability managing risk-taking across a number of
new strategies, people
Employ alternative thinking tools when faced The role of innovation leadership and aligning
and teams. He has lived industries. As a
with complex issues what leaders say with what they do consultant he has
and worked in the UK,
Confidently generate a wide variety of options Removing the cultural barriers to innovation, to
Scandinavia, Saudi advised high profile
Turn your ideas into reality in the workplace win the hearts and minds of staff
Arabia and Dubai. companies such as
Understand alternative perceptions and how Removing the people barriers to change, to
Stephen has a solid AOL, BBC, Bestfoods,
people think empower and motivate staff British Council, Hasbro,
prior track record of
Gain insights into how understanding others How to develop high performance innovation
running successful Norwich Union, RAC,
can help you get things done teams and create structures to encourage an SAB Miller, Unilever,
operations to managing
Deal with selected implementation issues internal and external marketplace for ideas
director level. Stephen and Virgin.
is the author of two
Learning approach Learning approach
books, How to Think
This workshop is highly interactive. All learning is Pre-workshop: participants will complete a
and High Performance
activity-led, and is underpinned by tried and questionnaire to analyse their organisations
Thinking Skills.
tested models and theory. Exercises and approach to innovation
concepts are based on real commercial At the workshop: theory, case studies and
situations. Delegates can try out new thinking exercises will be used to arrive at a plan for
tools in a safe, experimental environment and can making their organisation more innovative
begin to address their real-life business issues. Post workshop: two conference call times will be
scheduled, 30 and 60 days following the
masterclass, to discuss the progress of their plan
40
41
Branding Courses Introduction to Branding
How to write a great brand plan 7 CPD hours
Course code
0654
Level
Foundation
Duration
1 day
Masterclass activities that build brand equity. More dates and to book online
www.cim.co.uk/0654
Brand Masterclass 2 day course 45 Through many relevant examples, and the
Bringing Brands to Life in Service Organisations 2 day course 45 application of a stimulating case study and group
discussion, delegates will be able to write more
effective brand plans. Individuals will learn leading-
For classification levels please refer to page 3 edge brand concepts, enabling them to bring new
ideas and skills back to their organisations.
Check our website for latest courses and dates
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.
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
Foundation Foundation
Duration Duration
1 day 1 day
company’s vision and objectives. £499.00 + VAT between brand, marketing and organisational £499.00 + VAT
CIM Member price
performance. This workshop is designed to help CIM Member price
Benefits to you and your company achieve just that.
£449.10 + VAT £449.10 + VAT
You will come away with a clear understanding of
the role that the employer brand plays in a What’s included Benefits to you and your company What’s included
successful organisation. You will be armed to Tuition, course materials, Appreciating the pivotal role of brand(s) in Tuition, course materials,
differentiate your organisation as an employer, and lunch and refreshments providing customers with a better, consistent and lunch and refreshments
to communicate this message in a compelling More dates and to book online integrated, multi-channel experience, you’ll More dates and to book online
way, both inside and outside of your company. www.cim.co.uk/1155 develop skills and confidence in creating and www.cim.co.uk/0646
You will also gain insight on how this has wider, utilising appropriate brand metrics to track brand
positive impact on customer perceptions and performance (awareness, preference, loyalty,
therefore for organisational success. equity) as well as the linkages between these and
other marketing and financial measures.
Your organisation will ultimately benefit from
attracting and retaining high calibre staff. Your organisation should experience a more
Implemented well and consistently over time, an commercially oriented approach to brand
effective ‘employer brand plan’ will help reduce measurement and evaluation, incorporating a
recruitment costs, staff churn and improve overall mixture of ‘hard’ and ‘soft’ measurement, as well
staff motivation to deliver on your organisation’s as establishing the links between them. This, in
vision and objectives. turn, should increase confidence in making and
justifying brand investments.
Who this course is for
This course is not solely for practitioners or Who this course is for
managers working in marketing. Any manager This workshop is designed for people who
– and specifically those working in HR and understand the critical importance of measuring
communications – would get value from and evaluating the impact of their brand
attending. investment on brand relevance and performance,
with a view to improving customer experience,
What you will learn engagement and willingness to recommend.
Understand why the employer brand is important It will be particularly useful for people working in
Appreciate employer brand components and organisations where brand investment has either
how this relates to the customer brand been cut and/or is under threat.
Consider the extent to which there is an
alignment of your two brands What you will learn
How to research your employer brand How to create metrics-oriented
How your employer brand is currently brand/marketing plans
perceived, and how it needs to change/develop How to design and conduct market research
How to build an employer brand proposition to establish position and track performance
How to build the tactical detail of the employer How to conduct a comprehensive ‘brand audit’
brand eg. organisational values and How to create appropriate brand and related
behaviours, reputation of organisation, and marketing metrics
perception of the value of work How to create and integrate ‘new’ brand
How to communicate with potential employees metrics (eg. social media ‘sentiment’)
through brand communications How to create a ‘Brand Marketing Scorecard’
How to develop communications throughout How to avoid common design, implementation
the stages of employment and management pitfalls
Measure the success of the employer brand How to establish links between brand/
marketing activities, organisational
Learning approach performance and results
There will examples of how other companies How to justify (attract additional/defend
have managed different stages in the process, existing) brand investment and budget
and delegates will apply these ideas to their
own organisation. Learning approach Courses can
A mixture of slides, exercises/mini workshops, be tailored
discussion and video, with the emphasis on and delivered
insight and application!
directly to
your team
Marketing the Brand Residential option The Role of Branding in the NHS
How to build successful and 21 CPD hours Utilising your brand to its 7 CPD hours
profitable brands Course code optimum capability Course code
0039 0418
Level Level
3 days 1 day
hugely from an insight into the theory and and full board
Related courses
accommodation
practice of branding, as well as from peer-to-peer Your organisation will have a more coherent Principles of Marketing
learning and access to latest case studies. Non-residential Price approach to brand management for use within for the NHS (p17)
£1,599.00 + VAT your communications and engagement Marketing Metrics
in the NHS (p22)
Brands are often the most valuable asset an CIM Member price
strategic plans.
organisation owns and the course offers numerous More dates and to book online
£1,419.50 + VAT
techniques to build this value now. Successful Who this course is for www.cim.co.uk/0418
branding today relies less on expensive budgets What’s included Senior managers and service heads responsible
and more on clever thinking; insight is gleaned Tuition, course materials, for planning, marketing or communications
from numerous current examples of this which lunch and refreshments budgets, and anyone working in marketing,
are presented and evaluated. More dates and to book online communications or engagement.
www.cim.co.uk/0039
Who this course is for What you will learn
Brand managers, assistant brand managers This course will help you to:
and executives with responsibility for branding
are invited. Business experience is welcome “This course Recognise the components of effective
but a background in theoretical marketing is gives you branding strategies
not necessary. practical ways to Translate these within the context of the
NHS brand
get to know
What you will learn Apply them to a range of different stakeholders
The secrets of successful positioning and how brands, how to Develop ways of managing the brand
to achieve it deconstruct them effectively as a provider and employer
Learn new and exciting ideas to develop your and therefore how Communicate your branding strategy to senior
brand identity colleagues
to make yours
Bring your brand fully alive using key drivers
and sensory branding work better for Learning approach
Develop your positioning strategy into great you!” Lecture
communications in the wired world Discussion
Shelley Robertson
Demonstrate the value of your brand with Worked examples
Head of Brand and
measurements that prove the business case Sample presentations
Communications,
Skandia International
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
Courses can
be tailored
and delivered
directly to
your team
Delivering distinctive customer 14 CPD hours Leading change and transforming 14 CPD hours
experiences Course code customer experience in service Course code
Masterclass Masterclass
Duration Duration
2 days 2 days
equipped to delight customers. £1,650.00 + VAT crammed with practical advice to help you improve £1,650.00 + VAT
CIM Member price
the customer experience in your organisation. CIM Member price
Benefits to you and your company
£1,485.00 + VAT £1,485.00 + VAT
With renewed confidence, know-how, experience Benefits to you and your company
and ‘best-practice’ techniques you’ll be able to What’s included You will learn how to lead the creation of a What’s included
gain top-team buy-in and involvement. You will Tuition, course materials customer experience that will give your Tuition, course materials
also be more able to anticipate and overcome and full board organisation a competitive edge. We’ll show you and full board
accommodation accommodation
issues and potentially make significant savings for how to identify what needs to change to improve
your organisation. Non-residential Price the service experience and how to persuade Non-residential Price
value, yet many organisations fail to fully equip Tuition, course materials, streamline service delivery, strengthen teamwork, Tuition, course materials,
themselves to deliver a consistent customer lunch and refreshments improve communication and draw people lunch and refreshments
experience to realise these benefits. More dates and to book online together behind a common vision. The ultimate More dates and to book online
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
46
47
Fundamentals of
Product Management Courses Product Management
Introducing the skills and processes 7 CPD hours
you need to maximise your Course code
performance as a product manager 0577
Level
Foundation
Duration
1 day
Product Management – Business to Consumer 3 day course 50 Benefits to you and your company £449.10 + VAT
You will gain a clearer understanding of the range
What’s included
Profitable Product Management 5 day course 51 of responsibilities of a product manager and the
Tuition, course materials,
techniques and tools you can use to improve lunch and refreshments
New Product Innovation and Development 3 day course 51
your performance. You will be able to develop a
More dates and to book online
Pricing for Product Managers 3 day course 52 proactive approach to product management and
so increase your value to an employer. www.cim.co.uk/0577
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.
Introduction to New
Product Development Fundamentals of Pricing New course
A clear NPD process that leads 7 CPD hours Stripped down pricing basics 7 CPD hours
to effective innovation and Course code Course code
market success 0631 1319
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
Developing and implementing a proven NPD £499.00 + VAT provide a sound footing for anyone wishing to £499.00 + VAT
process increases success rates, together with CIM Member price
understand pricing more fully. CIM Member price
managing the other key factors that drive results.
£449.10 + VAT £449.10 + VAT
Benefits to you and your company
Benefits to you and your company What’s included To make a good pricing decision, delegates must What’s included
You will understand what innovation is, definitions, Tuition, course materials, understand the value of their product from the Tuition, course materials,
benefits and principles of good innovation lunch and refreshments customer point of view. We provide a practical lunch and refreshments
management. You will apply idea generation and Related course framework to enable them to do this. We then More dates and to book online
screening techniques, concept and brand New Product Innovation describe the most popular methods – cost- www.cim.co.uk/1319
development frameworks and understand key and Development (p51) based, competition-based, market-based and
issues in launching a new product. More dates and to book online
value-based approaches – and show how to
develop a simple pricing approach.
www.cim.co.uk/0631
Given the significant costs involved in launching a
new product, senior management should ensure There is much confusion and uncertainty
that the NPD process is sufficiently robust to surrounding pricing and pricing decisions in most
keep the risk of failure to a minimum. The organisations. As a result it is often done in the
process presented is applied by many market wrong way by the wrong people using the wrong
leading organisations, so this knowledge should methods! In this short but intensive course we
significantly improve your organisation’s chances provide solid, factual, practical and easy to
of market success. understand principles which will aid a much more
sound approach to pricing.
Who this course is for
Managers and executives, irrespective of Who this course is for
function, who are or expect to become involved No specialist knowledge or experience is
in the development of new products and the necessary, other than a basic understanding of
innovation process within their organisation. marketing and commercial principles and some
familiarity with spreadsheets. Individuals who
What you will learn have an input into the pricing process – sales,
Write a new product strategy statement marketing, product management, accountants,
Recognise and apply a number of techniques operations and technical personnel – will find this
used to generate new product ideas course especially helpful. General managers who
Apply a number of techniques used to screen need a quick tactical overview, and want to get
new product ideas up to speed on current thinking, will also find this
Develop a clear positioning concept and course of benefit.
brand strategy statement for a selected new
product idea What you will learn
Understand the major factors contributing to Basic economic and accounting principles
success and failure in new product as applied to pricing decisions
development and assess your company’s How to assess customer value of a product
current performance or service proposition
Develop an action plan for improving NPD in Know what is meant by cost and
your own business competition-based pricing and when these
Improve the effectiveness of your methods are best applied
organisation’s new product development Market-based pricing methods including
process value-based pricing
Recognise the factors to take into account
Learning approach when assessing profitability of pricing decisions
Through the use of many up-to-date examples of Simple price management methods
successful innovation and a live case study,
delegates will have the opportunity to apply the Learning approach
steps in the NPD process. This reinforces your Primarily training is delivered by a combination of
learning in a fun and interactive environment, lecture, discussions and case work. Delegates
making application easier back at work. Courses can will be encouraged to raise issues for class
be tailored discussion provided that no confidentiality is
and delivered being breached.
directly to
your team
The strategic approach to managing 21 CPD hours The strategic approach to the multi- 21 CPD hours
products and services in business to Course code disciplined role of a product manager Course code
business markets 0425 in consumer markets today 0426
Level Level
Advanced Advanced
Duration Duration
3 days 3 days
This course helps managers of products or £1,795.00 + VAT Best practice in product management ensures £1,795.00 + VAT
services to adopt a robust strategic approach CIM Member price
a collaborative approach that minimises internal CIM Member price
clearly linked to business objectives. conflict and results in better managed product
£1,615.50 + VAT £1,615.50+ VAT
portfolio’s that remain customer-facing and
Benefits to you and your company What’s included profitable. What’s included
You will be able to approach the task of Tuition, course materials Tuition, course materials
managing products or services from a new and full board The resulting improved profitability is empowering and full board
accommodation accommodation
perspective that will empower you and enable and will win the support of colleagues and
you to win the support of colleagues and others. Non-residential Price others creating the agility to respond quickly Non-residential Price
It will give you the ability to structure product £1,599.00 + VAT to changing markets. £1,599.00 + VAT
marketing plans that are consistent and in line CIM Member price CIM Member price
with the bigger business strategy. Who this course is for
£1,419.50 + VAT £1,419.50 + VAT
The course is for product managers with several
Delegates will leave armed with the ability to What’s included years experience operating in consumer goods What’s included
develop and manage products from the perspective Tuition, course materials, markets. It will also be useful for sales managers Tuition, course materials,
of the overall objectives and strategy of the lunch and refreshments and others with responsibilities for marketing lunch and refreshments
business. This should improve the management of More dates and to book online consumer goods. More dates and to book online
products through the life-cycle, ensure better use of www.cim.co.uk/0425 www.cim.co.uk/0426
budgets and enhance profitability. What you will learn
To think strategically in consumer markets
Who this course is for To research and segment the market
This course is for product managers, with several How to analyse competitor strategy
years experience, operating in business to Understand brands and build effective
business markets. It would also be of use to positioning strategies
others who are required to work closely with How to build value into the supply chain
product managers eg. sales managers, marketing How to manage a product portfolio including
managers and R&D managers. new product development initiatives
How to devise communication strategy and
What you will learn work with agencies
Thinking and acting strategically in business to How to win internal commitment to product
business markets strategies
Choosing the right strategic markets and How to create a collaborative, cross-functional
directing resources towards them business plan
Creating strategic fit in product markets and Use appropriate metrics to monitor and
managing capabilities measure success
How to create the right value proposition for
different business decision makers Learning approach
How to create consistent strategies across the The course will be based on presentation and
product marketing mix discussion; exercises and case studies. Interactive
How to manage price so that the product is throughout it will provide up to the minute
not devalued examples of good and bad product management.
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
Courses can
Learning approach be tailored
The course will be delivered using a combination and delivered
of presentation, discussions, exercises and
case studies.
directly to
your team
A career transition programme for 35 CPD hours Managing new product innovation and 21 CPD hours
delegates within developing Course code development from business strategy Course code
organisations 0204 to launch and review 0207
Level Level
Advanced Advanced
Duration Duration
Transforming Product
Pricing for New course
Management into New course
Product Managers Residential option a Strategic Function Residential option
Demystifying the complexities of 21 CPD hours Developing a world class product 21 CPD hours
pricing in today’s competitive markets Course code management capability Course code
0423 0424
Level Level
Advanced Masterclass
Duration Duration
3 days 3 days
understanding of the pricing process, solid Non-residential Price then implement that model to deliver effective £1,599.00 + VAT
techniques and sound theoretical principles. You £1,599.00 + VAT product and product portfolio strategies. CIM Member price
will be able to analyse pricing situations from CIM Member price £1,419.50 + VAT
several standpoints and be able to construct and Your organisation will be able to optimise your
£1,419.50 + VAT What’s included
defend optimal pricing solutions. product management function so that you can
What’s included extract maximum value from your product Tuition, course materials,
Basing prices on customer value enables the Tuition, course materials, portfolio over time. lunch and refreshments
company to apply a consistent and rational lunch and refreshments
More dates and to book online
methodology that will achieve superior returns More dates and to book online Who this course is for www.cim.co.uk/0424
and better customer relationships. It will help www.cim.co.uk/0423 This course is designed for directors of product
reinforce management’s efforts to build the management, senior managers of product
business on value and will produce tangible managers, group product managers and portfolio Janet Downes
results from doing so. managers – in summary for those who define Janet Downes is a
product management roles, responsibilities and highly experienced
Who this course is for processes and are responsible for the business international consultant
There are no pre-requisites for this course, management of a portfolio of products. It is and trainer specialising
however 18-24 months product management particularly appropriate for those seeking to in product/service
experience would be ideal. Although this course improve their product management function to management. She
is designed for product managers, specialists deliver effective strategic leadership for their managed product
from other disciplines will find the ideas and product portfolio. management teams
concepts invaluable in their work eg. in major international
management accountants, sales, marketing and What you will learn corporations such as
technology managers, and business analysts. Developing a vision of product management
Intel, DuPont and Fuji
Developing a plan to implement your vision
and has consulted on
What you will learn Designing product management roles and the
the development of
Be able to apply key theoretical tools in major PM processes product management
resolving practical pricing challenges Moving product management from tactical
in sectors ranging from
Know the advantages and disadvantages of product support to strategic leadership high tech (IT,
existing pricing methodologies and be able to Assessing and developing PM competencies
telecommunications,
select optimal approaches in a given situation Building a portfolio strategy for new and
electronics and
Be able to analyse the value of your product or existing products pharmaceutical)
service to the customer, and use this to Board level influencing skills – gaining board
through manufacturing
quantify economic advantage support for your vision and strategy to financial services.
Build pricing into the mix, and into the value
Janet has a BSc in
proposition Learning approach Electronic Engineering,
Work with sales, marketing, finance and other Seminar sessions in which techniques and
an MBA and is a
managers to make pricing work for your product ideas are presented and discussed Chartered Marketer.
Pricing a new product or service Workshop activities where individuals and
Deal with pricing challenges from low price groups develop and present solutions for
competitors specific scenarios, including their own situation,
Deal with some of the more common – and and learn from each others experiences
dangerous – urban myths of pricing Individual coaching sessions
inter-faces
This image explores the complexity,
yet immediacy of communications
that would not have been possible
even twenty years ago.
© Peter Grundy, illustrator
54
O
55
Digital Marketing Courses Introduction to Digital Marketing
A ‘digital marketing 101’ – everything 7 CPD hours
you need to know to be a successful Course code
digital marketer 0764
Level
Foundation
Duration
1 day
Mobile Marketing 1 day workshop 60 your customers’ interactive experience. £449.10 + VAT
What’s included
Viral Marketing 1 day workshop 60 A better understanding of both established digital
Tuition, course materials,
marketing tools and techniques (website, email)
Principles of Website Design 1 day workshop 61 lunch and refreshments
and newer ones (blogs/microblogs, social
Related courses
Creating a Great Web Experience 1 day workshop 61 networks, podcasts, wikis) coupled with an
insight into best practice application, should Integrated Digital
Running Effective Digital Campaigns 2 day course 62 Marketing (p63)
ensure your organisation is in a position to deliver Email Marketing (p57)
Managing Digital Teams 1 day workshop 62 a better customer experience and ultimately Social Media Marketing
return on investment. (p58)
Integrated Digital Marketing 1 day workshop 63 Search Engine Marketing
(p57)
Affiliate Marketing 1 day workshop 63 Who this course is for
This workshop is designed for marketers who More dates and to book online
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’
1157 0766
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
Learning approach
This highly practical workshop encompasses
interaction with the web, group/individual
exercises alongside a presentation detailing the
latest findings and research.
Courses can
be tailored
and delivered
directly to
your team
Online PR and
Reputation Management Social Media Marketing
Managing your brand 7 CPD hours Exploit the potential and manage the 7 CPD hours
communications online Course code downsides of consumer participation Course code
Foundation Foundation
Duration Duration
1 day 1 day
Foundation Foundation
Duration Duration
1 day 1 day
positively influence behaviour of your audience. £499.00 + VAT options of techniques, tools and suppliers. £499.00 + VAT
We consider responses to negative comments CIM Member price CIM Member price
and managing potential damage to company or Benefits to you and your company
£449.10 + VAT £449.10 + VAT
brand reputation. This course will get you ‘up-to-speed’ with the
What’s included latest in social media and will explain which What’s included
Benefits to you and your company Tuition, course materials, matter and which are over-hyped. It will also help Tuition, course materials,
Get up to speed with the latest in social media lunch and refreshments you develop a plan, prioritising your different lunch and refreshments
and select tools relevant to your organisation Related courses options and reviewing agency and toolkit Related courses
rather than following the crowd. Explain which Social Media Marketing suppliers to help with implementation. Running Effective Digital
social media matter, how to use it and become a (p58) Campaigns (p62)
focal point for social media within your team. It Advanced Social Media Favourable comments and reviews positively Search Engine Marketing
Marketing (p66) (p57)
will help you develop a plan, prioritise your influence attitudes, awareness and preferences.
options and get your team on top of social media. More dates and to book online By understanding techniques to influence More dates and to book online
1315 0952
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
understand the ‘ins and outs’ of mobile Tuition, course materials, ‘flex’ the muscles of one of the world’s oldest More dates and to book online
marketing. This includes making the jargon more lunch and refreshments forms of marketing, ‘word of mouth’ with the www.cim.co.uk/0952
understandable, illustrating how to use the Related courses latest innovations from the world of Web 2.0.
medium to market to customers and how to Integrated Digital You’ll learn how to plan your viral campaign,
integrate this with other on and offline activities. Marketing (p63) enhance your online marketing, devise a powerful
Email Marketing (p57) guerilla-marketing project and so boost your
Your organisation will be able to understand and More dates and to book online marcoms strategies.
utilise this versatile marketing tool as it becomes www.cim.co.uk/1315
increasingly relevant in the marketing mix. This event demystifies viral marketing in all its
Implementing and integrating mobile marketing forms. It will help you deploy a truly effective and
campaigns with reference to best practice and a practical through-the-line marketing strategy that
professional methodology should result in actively supports your entire public relations and
business success. corporate social responsibility campaigns.
Learning approach
A mixture of slides, case studies, discussion,
exercises and mini-workshops with reference to
best practice.
Creating a Great
Principles of Website Design Web Experience New course
Achieving an outstanding website that 7 CPD hours Get more from your website 7 CPD hours
reflects your marketing aims Course code Course code
0884 0677
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
helps you work more effectively with internal or Related courses campaigns to improve performance. Tuition, course materials,
external web designers. lunch and refreshments
How to Write for the Web
(p88) Organisations will benefit from improved user Related courses
You will understand how to produce outstanding More dates and to book online
experience leading to improved brand perception Principles of Web Design
sites that reflect your marketing aims. This and online conversion rates. Organisations will (p61)
www.cim.co.uk/0884 Introduction to Digital
includes how to build the backbone of your ideal also see the knock-on impact of improving return
Marketing (p56)
site, deal with web design agencies, choose from other digital marketing techniques such as Search Engine Marketing
appropriate graphics, get your site Web 2.0 social media and email marketing. The course (p57)
Social Media Marketing
ready, ensure a design brief is clear and useful also gives guidance in the legal requirements of
(p58)
and know how to test your site for accessibility. accessibility and best practice.
More dates and to book online
Who this course is for Who this course is for www.cim.co.uk/0677
Anyone seeking a non-technical basic Anyone with responsibility for their organisation’s
introduction to what constitutes good web website, digital marketing campaigns or brand
design from a marketing perspective. online.
Courses can
be tailored
and delivered
directly to
your team
Foundation Foundation
Duration Duration
2 days 1 day
questions’ of agencies when they’re pitching for £1,067.50 + VAT pitfalls and the best approach to resourcing and Related courses
your budget. managing an effective digital team. Managing Digital
What’s included
Marketing (p67)
Your organisation will be able to develop a
Tuition, course materials,
Many organisations recognise the importance of Affiliate Marketing (p63)
lunch and refreshments
planned, measured approach to online marketing, adapting their marketing and communications More dates and to book online
Related course
with more effective targeting and media spend, plans to the new digital eco-system. Few are fully www.cim.co.uk/1219
improved campaign optimisation, better online- Managing Digital prepared for what this entails. This course will
Marketing (p67)
offline integration and increased campaign return help to equip your organisation with the
on investment (ROI). More dates and to book online necessary knowledge and skills to communicate
www.cim.co.uk/0767 with customers in a way that is convenient for
Who this course is for them, delivering considerable long term benefits
This is an in-depth practical course for marketers to the company.
who are, or will be actively involved in devising
and managing online marketing campaigns either Who this course is for
inhouse or through an agency. If you are mainly This course will help marketing and
interested in improving your results from email communications managers prepare and develop
marketing and e-newsletters we recommend an effective digital marketing team to best
course 0766 – Email Marketing. implement their organisation’s digital strategy. It is
also ideal for e-marketers, as well as human
What you will learn resource and sales managers looking to exploit
Understand how to segment audiences and the full potential of digital media.
treat people differently, according to their
behaviours and needs What you will learn
Understand how to use customer insight to Identify the key trends of digital and the impact
ensure you develop appropriate propositions on your role and organisation
and content React and respond to the ever changing digital
Exploit the unique characteristics of digital landscape and customer expectations
media Develop the right team to deliver the
Plan digital elements within a marketing organisation’s digital marketing strategy
campaign plan Adjust existing communications plans to the
Review the use of digital media channels such new digital eco-system
as paid and natural search, affiliates, Conduct a skills audit of your team and identify
advertising, social media and email marketing skills shortage for digital
Decide when to use each digital channel Create and share meaningful, relevant digital
Select and integrate media content
Succeed with our ‘tips for campaign success’ Collaborate with other departments to
Evaluate and improve online marketing maximize digital presence
effectiveness: using web analytics and free Decide when to outsource and when to
digital tools service in-house
Evaluate individual and team results
Learning approach
This course is divided into learning modules in Learning approach
which a mix of presentation exercises and The instructor takes a modular approach to the
discussions take place. day. Each topic area is presented covering good
Courses can theoretical practice, highlighted with examples,
be tailored followed by short group exercises. Discussion
and delivered and debate is encouraged with delegates asked
to provide comparative examples from within their
directly to own organisations.
your team
Foundation Foundation
Duration Duration
1 day 1 day
techniques, with appropriate metrics. lunch and refreshments marketing skills and so feel even more valued as Related courses
Related courses a team member. How to Write for the Web
Your organisation will benefit from a stronger Introduction to Digital (p88)
brand proposition and experience. The synergy Marketing (p56) Organisations will benefit from increased visibility Principles of Website
Email Marketing (p57) Design (p61)
achieved though cross-channel integration and for their products and services resulting in more
Social Media Marketing
optimisation should also mean the organisation (p58) profitable web-based business partnerships. More dates and to book online
gets a higher return on investment. Search Engine Marketing www.cim.co.uk/1229
(p57)
Who this course is for
Who this course is for More dates and to book online This course is ideal for sales and marketing
This workshop is designed for marketers looking www.cim.co.uk/0744 managers, online marketers and consultants.
to provide customers with an improved, It helps consolidate online marketing plans as
consistent and branded experience. well as improve working partnerships with online
creative partners such as agencies.
What you will learn
Create an integrated, multi-channel marketing What you will learn
(digital/traditional) plan Understand how affiliate programmes work
Research customer expectations and map the Build and implement an affiliate marketing
customer journey strategy
Use segmentation to develop alternative Recognise and identify affiliate marketing
propositions opportunities
Utilise appropriate tools and techniques Select the right affiliate partners
Exploit people power (opinion leaders/ Select better online partnership deals
‘sneezers’, social networks/‘crowds’) Market and promote your affiliate programme
Combine tools known to work synergistically Work more efficiently with online communities
(eg. direct mail and email) Earn greater commission from notable affiliate
Avoid common mistakes programmes
Exploit Web 2.0, and in particular, social media Build powerful online networks
marketing tools and techniques Avoid costly mistakes
Determine budget spend (online versus offline)
Test various propositions (‘A/B splits’, control Learning approach
groups, ‘multi-variate analysis’) The instructor takes a modular approach to the
Use appropriate metrics to measure progress day. Each topic area is presented covering good
theoretical practice, highlighted with examples,
Learning approach followed by short group exercises. Discussion
A mixture of slides, case studies, discussions and debate is encouraged with delegates
and exercises. The emphasis is on practical asked to provide examples from within their
application with reference to best practice. own organisations.
Digital Marketing
A complete guide to digital marketing 21 CPD hours
best practice, techniques and tools Course code
0066
Level
Advanced
Duration
3 days
Advanced Advanced
Duration Duration
1 day 1 day
search advertising through to the growing £499.00 + VAT customers are able to find what they are looking £499.00 + VAT
opportunities of mobile, local and video search. CIM Member price
for to create profitable and sustainable business. CIM Member price
This is a practical course following on from our This workshop follows on from our introductory
£449.10 + VAT £449.10 + VAT
introductory Search Engine Marketing (1157). Search Engine Marketing (1157).
What’s included What’s included
Benefits to you and your company Tuition, course materials, Benefits to you and your company Tuition, course materials,
Delegates attending will learn the important lunch and refreshments This course will improve your knowledge of SEO lunch and refreshments
factors to concentrate on in PPC, leaving them Related courses so that you can plan for better results, sell your Related courses
feeling more confident in this specialist area. Advanced SEM – Organic campaigns to higher management and hence Advanced SEM
It will enable a fully researched PPC plan to be Search Engine deliver better ROI. It is suitable for both agency – Paid Search Advertising
developed, with expectations addressed, Optimisation (p65) and client side organisations. (p65)
Advanced Social Media Advanced Social Media
benefits identified and a practical campaign put Marketing (p66) Marketing (p66)
into place. Search Engine Marketing This course will enable organisations to increase Search Engine Marketing
(p57) (p57)
the value of free traffic to their website. It will
This course will provide organisations with an More dates and to book online allow a fully researched SEO Plan to be created More dates and to book online
insight into the rapidly developing areas of PPC. www.cim.co.uk/0419 with expectations addressed, benefits identified www.cim.co.uk/0748
It will enable them to ensure that valuable and a practical change programme put into place.
opportunities are not missed, enabling them to
reach their target markets, and ultimately increase Who this course is for
the value of their search advertising. Marketers or web managers who are required to
plan and implement an SEO program in B2B or
Who this course is for B2C markets. They will have either have
Marketers or web managers who are required to experience of planning and running SEO
plan and implement a PPC campaign in B2B or programs or have attended our one-day
B2C markets. They will either have experience of introductory Search Engine Marketing course.
planning and running sponsored link programs or
have attended our one-day introductory Search What you will learn
Engine Marketing course. How to research, plan, co-ordinate, and
implement structured SEO programs across
What you will learn various teams
How to research, plan, co-ordinate, and Measure the results of SEO
implement structured PPC campaigns Make the best use of budget
Measure the results of your PPC investment Win support for SEO and avoid the ‘smoke
Make the best use of your budget and work and mirrors’ accusations of stakeholders
with SEO Valuable hints and tips that can improve the
Win support for PPC and avoid the common focus, process and techniques of SEO
accusations from stakeholders of ‘it’s too Gain a broader understanding of the role of
expensive’ SEO within the overall marketing plan
Valuable hints and tips that can improve the
focus, process and techniques of PPC Learning approach
Gain a broader understanding of the role of This course will encompass a best practice
PPC within the overall marketing plan presentation and practical exercises involving
live web usage.
Learning approach
This course will include practical exercises, live
web access and a best practice presentation.
Courses can
be tailored
and delivered
directly to
your team
Advanced Advanced
Duration Duration
1 day 1 day
place social media in a business context and Tuition, course materials, the newest tools, testing techniques and Related courses
develop the skills to plan, manage and measure lunch and refreshments reporting methodolgies to improve every aspect Advanced SEM – Paid
your social media activities. Related courses of your campaign, from data collection and sign Search Advertising (p65)
up, to analytics analysis and reporting. Advanced SEM
Managing Digital – Organic Search
Organisations will benefit from a more strategic Marketing (p67) Engine Optimisation (p65)
approach to social media that will help guide Digital Marketing (p64) Organisations will benefit from acquiring Digital Marketing (p64)
Advanced Social Media
resource allocation, management, brand and More dates and to book online knowledge of best practice, using the latest email
Marketing (p66)
product development, customer service and www.cim.co.uk/0745 marketing tools and delivering highly effective Email Marketing (p57)
customer relationships. reporting that increases open rates, click through
More dates and to book online
rates and essentially the bottom line.
Who this course is for www.cim.co.uk/0749
This course is for marketers who have a social Who this course is for
media programme and are looking to take their Marketers looking to improve the results of their
social media success to the next level by email marketing by going beyond the basics.
integrating it into the wider organisation. This
course will be useful for managers and senior What you will learn
executives who are looking to formalise operational Plan and execute effective email campaigns
activities and develop a strategic approach. from initial concept to analysis
Identify the most suitable email marketing tools
What you will learn for your campaign
Create and align your social media strategy Integrate your email campaigns with other
with company objectives marketing activities
Introduce best practice to your business Use social media and email marketing for
Use a multi-channel framework that will enable improved results
you to build a social media enabled marketing Interpret your analytics to improve your
campaign campaigns
Reach influencers, turn followers into fans, and Use A/B and multivariance testing
fans into engaged customers Optimise your landing pages
Develop a social media metrics dashboard Segment your data for better response rates
Select a social media agency Understand the legal and best practice
Assess the appropriateness and viability of free frameworks for email marketing
and paid-for social media tools
Encourage the use of social tools within your Learning approach
organisation Covering best practice and using case studies
Ensure a reasonable rate of return on your and exercises throughout, this course offers a
social media investment practical guide to the core techniques in digital
Manage a crisis marketing. Online tools and reference materials
Use social media as a customer service are highlighted throughout so that the material
channel covered can be put into practice immediately
upon return to the office.
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. Courses can
be tailored
and delivered
directly to
your team
Digital Marketing
Managing Digital Marketing Masterclass Residential option
Create a roadmap to develop your 7 CPD hours Strategy, planning and process for 14 CPD hours
digital marketing strategy and Course code creating world class websites and Course code
capability 0649 digital campaigns 0189
Level Level
Advanced Masterclass
Duration Duration
1 day 2 days
Benefits to you and your company £499.00 + VAT experiences and loyalty. £1,650.00 + VAT
You will have greater confidence in the CIM Member price CIM Member price
knowledge that you have reviewed the options Benefits to you and your company
£449.10 + VAT £1,485.00 + VAT
for incorporating the internet within your Online marketing is one of the most ambiguous
marketing strategy and campaign activities. You What’s included and complicated roles a marketer can be faced What’s included
can be sure that you are following a tried and Tuition, course materials, with. This course will cover the process, planning Tuition, course materials
tested approach to improving e-marketing within lunch and refreshments and reveal the intangible ‘magic’ that makes the and full board
accommodation
your organisation and will be able to justify your Related courses difference between an online brand and an
strategic approach. online superbrand. Non-residential Price
Digital Marketing (p64)
Advanced Email £1,552.00 + VAT
Companies will be able to deliver a structured Marketing (p66) Companies on this course are leading the curve
Advanced Social Media CIM Member price
approach to exploiting the internet and related Marketing (p66) or ready to catch up aggressively. It will be the
£1,387.00 + VAT
digital communications which will ensure they are catalyst for significant improvements and present
More dates and to book online What’s included
using a customer-centric approach to deliver the a new mindset, which is crucial for winning in the
best results. They will gain greater clarity and www.cim.co.uk/0649 highly competitive market place. Tuition, course materials,
vision on the goals of their online presence, lunch and refreshments
resulting in a clear strategic focus. Who this course is for More dates and to book online
Ambitious marketers, notably directors and senior www.cim.co.uk/0189
Who this course is for managers who have a good understanding of the
Attendees who will benefit most from this business benefits of digital marketing, but feel
course are marketers who are responsible for frustrated by the lack of established processes and Lars Hemming
e-marketing activities. Please note: This course standards for managing the process. The course Lars is one of Europe’s
assumes a working knowledge of digital media offers a great networking opportunity to meet and most inspiring and
and is intermediate to advanced level. learn from other big players in the industry. successful digital
entrepreneurs. He has
What you will learn What you will learn run countless high profile
Review the dynamics and trends of your online Change mindsets to compete online and successful digital
marketplace including new patterns of buyer Manage the process internally marketing and
behaviour Brief and control agencies
e-commerce projects for
Define a vision and goals for your e-marketing Manage digital marketing initiatives
companies such as
strategy Launch initiatives – tactical campaigns
Agent Provocateur, Bang
Review and select strategic priorities Deliver quality experiences leading to
& Olufsen, Deloitte,
Understand the pros and cons of the range of increased loyalty Harrods, Luxottica, MTV,
digital tools E*TRADE and Johnson
Map the appropriate digital tools to achieve Learning approach & Johnson. He is
marketing objectives An interactive workshop that combines whole currently Chairman of
Maximise the principles of new media strategy group discussion with pair, individual and group the Creative Board for
Evaluate the impact of digital on your team work. Case studies are analysed, and exercises Humanic, a shoe retailer
and your organisation and activities are used to apply the learning to with 500 stores across
Identify KPIs and deploy the best web your own company. Central Europe.
analytics to monitor and improve your web
marketing
Spot deficiencies in your website and
communications
Develop a plan to integrate traditional
communications with digital
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.
68
69
Direct Marketing Courses Introduction to Direct Marketing
Using direct marketing to achieve 7 CPD hours
profitable relationships with customers Course code
0822
Level
Foundation
Duration
1 day
results with a limited budget and other resources. Tuition, course materials,
lunch and refreshments
see also... Benefits to you and your company Related courses
Data Protection for Marketers 1 day workshop 98 You will gain a broader perspective that will Managing Direct
enable you to understand the role of direct Marketing (p72)
marketing within the overall marketing plan and CRM 2.0 – Successful
CRM in a Connected
For classification levels please refer to page 3 this can enable you to make better decisions. World (p72)
Check our website for latest courses and dates Getting better results from campaigns should
More dates and to book online
increase your credibility. You’ll also be better
placed to justify proposed campaigns and win www.cim.co.uk/0822
the support of others, and the budget.
Foundations of
Relationship Marketing
How to build relationships with 7 CPD hours
customers and increase their value Course code
to your organisation 0062
Level
Foundation
Duration
1 day
Benefits to you and your company More dates and to book online
You will learn how to create a relationship www.cim.co.uk/0062
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.
Learning approach
The course will be delivered using a combination
of formal presentation, discussions and exercises.
CRM 2.0
– Successful CRM Managing
in a Connected World Residential option Direct Marketing Residential option
Improving customer engagement and 21 CPD hours Develop engaging and innovative 14 CPD hours
business performance through an Course code direct marketing plans that drive new Course code
enhanced customer experience 0600 and existing business 0064
Level Level
Advanced Advanced
Duration Duration
3 days 2 days
Within the context of how the customer and Tuition, course materials campaigns. This should enable you to develop Tuition, course materials
marketing environment has evolved, and what the and full board more effective campaigns and share best and full board
accommodation accommodation
implications of these changes are, you will learn practice with your colleagues.
how to scope, specify, implement and evaluate a Non-residential Price Non-residential Price
CRM 2.0 approach. This should result in £1,599.00 + VAT You will be able to run more efficient campaigns £1,197.00 + VAT
delivering a better experience to your customers, CIM Member price
with higher impact and less wastage. This should CIM Member price
and improve customer engagement. enable you to develop campaigns that acquire
£1,419.50 + VAT £1,067.50 + VAT
the right type of customers and engage and
This workshop will give delegates the knowledge, What’s included retain them over time. What’s included
insight and skills to implement a robust and Tuition, course materials, Tuition, course materials,
successful CRM 2.0 approach, helping their lunch and refreshments Who this course is for lunch and refreshments
organisations to reap the benefits of improved More dates and to book online Managers and practitioners with responsibility for More dates and to book online
and profitable customer relationships. www.cim.co.uk/0600 direct marketing who may be considering how to www.cim.co.uk/0064
improve existing or start new DM campaigns.
Who this course is for Typical job titles would be direct marketing
This course is most suited to managers whose manager, campaign manager, comms manager
responsibilities include customer relationship or marketing manager. “Very worthwhile
and/or experience management, which may or and relevant –
may not be underpinned by the utilisation of What you will learn I liked how it
dedicated technology and digital marketing tools Streamline your targeting to reach the best
was linked to
and techniques. It may also be of interest where potential customers
significant historical investment in CRM is failing Create relevant messages that are more my particular
to deliver the anticipated benefits, or where compelling for customers business.”
significant future investment is planned. Construct the right mix of direct marketing
Nina Challenor
tools and channels
Marketing and
What you will learn Design campaigns that are personalised for
Communications
Assessing your current ‘CRM’ efforts different target groups
Manager, Nationwide
Bringing about a cultural shift from ‘CRM’ to Convince colleagues that a direct marketing
Building Society
‘CRM 2.0’ approach is effective
Segmenting your customers and utilising Create better relationships with customers and
concepts such as ‘self-segmentation’ build loyalty
Developing an attractive and seamless Construct and use databases to enhance
(eg. on/off-line) value proposition direct marketing
Building a business case for CRM investment Measure the effectiveness and ROI of your
and calculating ROI direct marketing campaigns
Leveraging digital marketing tools and Construct and implement a direct
techniques (eg. social media) marketing plan
Assessing various CRM 2.0 technologies Utilise both traditional and evolving
Integrating technological with non- digital channels
technological aspects
Maximise the chances of success and Learning approach
avoiding pitfalls Highly participative
Measuring the success of your CRM 2.0 Sharing best practice
Days are divided into learning modules
Learning approach Each module follows show, discuss,
Interactive use of slides, exercises, exercise format
mini-workshops, discussion, internet access Courses can
and video, centred around a pivotal CRM case be tailored
study with supporting mini cases, leading to the and delivered
development of your own outline CRM 2.0
strategy and plan.
directly to
your team
74
75
Introduction to
Marketing Communications Courses Marketing Communications
A solid grounding in the tools, 7 CPD hours
techniques and approaches Course code
used in professional marcoms 0555
Level
Foundation
Duration
1 day
Learning approach
Whole-group discussion
Short exercises in pairs and smaller groups
Mini case studies – business-to-consumer
and business-to-business
Foundation Foundation
Duration Duration
1 day 1 day
You will develop a solid grounding in the theory £499.00 + VAT You will be able to apply integrated thinking £499.00 + VAT
and practice of PR: more focused planning, CIM Member price
to promotional marketing campaigns, evaluate CIM Member price
successful evaluation of PR campaigns, stronger and improve your mix of promotion tools and
£449.10 + VAT £449.10 + VAT
writing skills and a sound knowledge of how the ensure that the different tools are blended to
media operates. What’s included best effect. Your confidence will improve when What’s included
Tuition, course materials, selecting, managing and briefing internal and Tuition, course materials,
The organisation will benefit from better-planned, lunch and refreshments external partners. lunch and refreshments
Foundation Foundation
Duration Duration
1 day 1 day
leave with checklists to guide you in setting up or More dates and to book online
people, time so you need to be sure to get value. More dates and to book online
amending your internal communications. Do you have measurable objectives and the www.cim.co.uk/0504
www.cim.co.uk/0647
means to measure them? Are your people letting
Your organisation will be able to apply you down? Does spending more guarantee
acknowledged internal communications theories better results?
and turn them into practice. By studying
examples of both good and bad practice, a wider Who this course is for
appreciation of the topic will be gained, and your This course is suitable for first-time exhibitors and
organisation will see how staff empowerment and managers with some experience. Marketing and
therefore success can genuinely result from event administrators, product and brand
enhanced communications. managers or marketing and event managers
undertaking the task for the first time or others
Who this course is for who are more experienced will also find the
This is an introductory course, so no prior workshop of use.
knowledge of internal communications is
required. All managers and executives who need What you will learn
to motivate and enthuse their teams will find it Plan your approach more effectively by
useful. The course is not limited to those in the identifying, qualifying and selecting the right
marketing discipline, although internal exhibitions for your company
communications often falls nowadays within the Prepare in advance by clarifying real exhibition
remit of marketing. This workshop is suitable for objectives and establishing appropriate
both private and public bodies. checklists and timetables
Present a stand by confirming the principles
What you will learn and concepts of venue and stand hall layouts
Recognise the need for and benefits of internal Promote attendance by identifying tactics and
communications ideas designed to increase stand visitor
Understand how Internal marketing helps to numbers
spread the organisational objectives and Sell at exhibitions by understanding the basics
targets throughout departments and divisions of selling on an exhibition stand
Gain a working knowledge of both motivational Follow up exhibitions more effectively by
and cultural issues as essential background adopting a proven method to qualify, prioritise,
Understand relevant interpersonal and chase and manage leads, and evaluate their
managerial issues overall company performance
Recognise good practice and create the right
message for the right stakeholder Learning approach
Audit and improve your current system Presentations, discussions, analysis of own
corporate experiences, case studies, group
Learning approach work, interactive learning and through
Interactive specially-created scenarios.
Full explanation of all the tools and frameworks
Individual and group work to practice the tools
and techniques
Contributions from delegates, especially Courses can
experiences from the field, are warmly be tailored
welcomed and delivered
directly to
your team
Sponsorship Essentials
Buying, selling and measuring 7 CPD hours
with confidence Course code
0512
Level
Foundation
Duration
1 day
buy and sell sponsorship which will help deliver More dates and to book online
organisational objectives in the most cost- www.cim.co.uk/0512
effective manner.
Learning approach
Presentations, discussions, analysis of own
corporate experiences, case studies, group
work, interactive learning and through specially-
created scenarios.
0040 1213
Level Level
Advanced Advanced
Duration Duration
2 days 1 day
£1,295.00 + VAT agencies, this course will help you get more from £499.00 + VAT
Benefits to you and your company CIM Member price
your professional creative teams and ensure both CIM Member price
Learn how to take a strategic, managerial you and your suppliers act more cohesively when
£1,165.50 + VAT £449.10 + VAT
approach to events, to create opportunities producing creatively astute campaigns.
that integrate with organisational objectives, What’s included What’s included
and to manage the myriad of issues that live Tuition, course materials Benefits to you and your company Tuition, course materials,
marketing presents. and full board This course is ideal for anyone looking to assert lunch and refreshments
accommodation
their role when dealing with creative suppliers. Related courses
Benefit from effective delivery of the RIGHT Non-residential Price
Introduction to Marketing
events in the RIGHT way at the RIGHT time to £1,197.00 + VAT This course will help your key personnel Communications (p76)
deliver worthwhile and measurable results. CIM Member price
understand how to construct and implement More dates and to book online
intelligent creative briefs. As a result of highly
£1,067.50 + VAT www.cim.co.uk/1213
Who this course is for practical exercises, they will gain a good
This course is for marketers who are tasked with What’s included understanding of how to select the right agency
organising any activities in which their companies Tuition, course materials, for your needs and get more from their services.
are ‘going live’. Whether these are internal lunch and refreshments
meetings through to large scale international Related courses Who this course is for
events, this course will hugely benefit anyone with Essentials for Successful This course is ideal for anyone who wants to
responsibility for implementing and delivering Exhibitions (p78) develop profitable, professional relationships with
results through events. Sponsorship Essentials creative suppliers.
(p79)
What you will learn More dates and to book online What you will learn
Dramatically improve quality and reduce cost www.cim.co.uk/0040 Design your own creative brief
of event organising Understand various agency roles
Deliver the right events at the right time Deal more effectively with creative suppliers
Understand legal issues affecting events Get more from web designers
Develop techniques for internal management Construct a professional contact report
Increase delegate attendance
Understand and use event technology Learning approach
Negotiate contracts A combination of lecturing and hands-on
Deliver memorable events experience.
Explore new methodologies of evaluation
Learning approach
Presentations
Course Director explanations
Group work
Homework
Courses can
be tailored
and delivered
directly to
your team
Advanced Advanced
Duration Duration
3 days 1 day
Learning approach
Mix of lecture-style presentation and interactive,
group-based activities.
Marketing Communications
Managing Marketing Communications Masterclass Residential option
Make your marketing communications 21 CPD hours Creating cut-through marketing 14 CPD hours
produce better results Course code communications Course code
0020 0061
Level Level
Advanced Masterclass
Duration Duration
3 days 2 days
You will improve your ability to manage marketing Tuition, course materials with confidence and ‘best practice’ skills to Tuition, course materials
communications tactically and strategically, and full board devise strategies and plan, create and evaluate and full board
accommodation accommodation
improve the return on your marketing campaigns for your own organisation or product.
communications spend and increase your profile Non-residential Price It will also provide practical guidelines for Non-residential Price
among colleagues and senior managers in the £1,599.00 + VAT setting budgets and managing internal audiences £1,552.00 + VAT
organisation. It will also enable you to plan and CIM Member price
and agencies. CIM Member price
integrate marketing communications so that they
£1,419.50 + VAT £1,387.00 + VAT
play a more prominent role in achieving the Effective customer communications can have a
organisation’s objectives. What’s included massive impact on an organisation or product’s What’s included
Tuition, course materials, brand image, presence, reputation, market share Tuition, course materials,
This course will improve your ability to select lunch and refreshments and ability to command a premium. As customer lunch and refreshments
better communications strategies and tactics so Related courses communications are invariably high costly, Related courses
that your organisation can compete successfully Introduction to Marketing managing the communication process well can Managing Marketing
against competitors who have bigger budgets. Communications (p76) have a significant positive effect on your Communications (p82)
It will also enable you to test and measure results Marketing profitability. It can also influence attitudes and
Communications More dates and to book online
so that you can avoid wasteful spending and Masterclass (p82) behaviour of other constituents such as staff
develop campaigns that are cost effective. Writing an Integrated and shareholders. www.cim.co.uk/0061
Marketing
Communications Plan
Who this course is for (p81) Who this course is for
This course is for marketing and communications This course is for those responsible for planning Guy Tomlinson
managers and executives aspiring to a marketing More dates and to book online
and implementing marketing communications for Guy is a brand marketing
management role. It is also for others who believe www.cim.co.uk/0020 organisations, products or services and those and communications
that their marketing communications are working within communications teams. expert who has led a
insufficiently structured and co-ordinated. wide range of brand,
What you will learn marketing and strategy
What you will learn The course provides skills and ‘best practice’ projects for world leading
Use marketing communications strategically tools to create and define a communication brands in media,
and tactically strategy and devise communications that will consumer goods and
Create meaningful marketing communications cut-through and persuade. Specifically you’ll be B2B markets.
objectives able to: He has held marketing
Target communications accurately director and business
Blend the right promotional tools to achieve Construct a communications strategy and plan planning manager
communications objectives Establish budgets and targets positions at companies
Develop and deliver the right messages Design appropriate messages including Boots,
Win the support and co-operation of sales Assess communications ideas Procter and Gamble and
teams Select appropriate media options PricewaterhouseCoopers
Construct a marketing communications plan Manage the communications process from before founding his own
Win financial support for marketing development to implementation company in 2005. He is
communications Manage internal stakeholders, agencies and co-author of the highly
Track and measure the effectiveness of across media acclaimed book,
marketing communications The Marketing Director’s
Manage brand communications Learning approach Handbook.
Highly interactive and participative course
Learning approach A variety of individual, paired and group
Formal presentation exercises which enable delegates to discover
Video and learn by doing
Syndicated exercises Courses can Real life-based exercises to help you
Case studies be tailored understand key principles, discover what really
and delivered works and gain experience using powerful
thinking and creative communication tools
directly to
your team
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:
Original Thinking
A playful letterpress composition
inspired by relief impressions of
wooden moveable type, informing
the message ‘original thinking'.
© ILOVEDUST, illustrator
84
85
Copywriting Skills Courses Principles of Great Copywriting
All you ever wanted to know about 7 CPD hours
copywriting in a day Course code
1201
Level
Foundation
Duration
1 day
Copywriting Masterclass 2 day course 89 ‘cutting and pasting’ standard text. This highly CIM Member price
enjoyable event reveals some of the best-kept £449.10 + VAT
secrets of copywriting. In just one day you’ll gain
What’s included
an excellent overview of how to write everything
For classification levels please refer to page 3 Tuition, course materials,
from a press ad to website copy. lunch and refreshments
Check our website for latest courses and dates
More dates and to book online
Who this course is for
This course is perfect for anyone looking to www.cim.co.uk/1201
successfully write outstanding copy. Whatever
your professional level, you’ll come away ready to
turn your brilliant marketing concepts into “A great
outstanding brand-building copy.
workshop! It has
What you will learn really helped give
Write clear and powerful English structure to my
Reduce waffle copywriting which
Eliminate basic grammatical errors
is now punchy
Target your creative message to specific
audiences and to the point.”
Employ the greatest tricks and techniques
Andrew Shippey
used by professional writers New Business
Adapt copy for different media
Marketing Executive,
Improve your creative briefing process
Ventura
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.
Foundation Foundation
Duration Duration
1 day 1 day
Thanks to its comprehensive content, this course lunch and refreshments relations proposition. Tuition, course materials,
encourages your writing teams to plan and write lunch and refreshments
Related courses
brochures or leaflets that exceed expectations. Principles of Great In addition to capturing the essence of a news More dates and to book online
Discover what does and doesn’t work in creative Copywriting (p86) story, your PR message needs to reflect your www.cim.co.uk/1205
brochures or leaflets, develop a brochure or Copywriting Masterclass brand mission and vision. This immensely popular
(p89)
leaflet brief and pass critical judgement on course introduces your key personnel to some of
different copy platforms. More dates and to book online the most innovative news grabbing writing
www.cim.co.uk/1200 techniques currently practiced in the dynamic
Who this course is for world of PR. Totally interactive, it is a must for
Whether you work in a creative agency or in- any up and coming PR professional looking for a
house, brochures and leaflets are your product or great overview of classic mechanics and
service showrooms. This course, led by one of innovative PR methods.
the country’s most respected creative marketing
writers, helps you write compelling copy that Who this course is for
really works. More than just a PR writing course, this is an
essential primer for all PR professionals,
What you will learn especially new entrants.
Understand the role of brochures and leaflets
Create immediate impact What you will learn
Tell a compelling story Understanding the principles of PR
Devise a brand copy style Develop approaches for newsworthy copy
Develop effective and compelling themes in Adapt your writing style for different press and
longer print collateral, such as brochures environments
Assess your competitor’s creative work Structure your written work
Drive direct response to your website Implement online e-newsletters
Understand how new technologies impact on Understand new-media writing opportunities
traditional writing Think and write like a journalist
Courses can
be tailored
and delivered
directly to
your team
Foundation Foundation
Duration Duration
1 day 1 day
clients. This workshop takes a down-to-earth £449.10 + VAT the copy produced by your organisation is more More dates and to book online
approach to creativity on the web. Your key readable and that errors are reduced. www.cim.co.uk/0662
What’s included
personnel will learn essential techniques which
Tuition, course materials,
make web copy really work. This includes how to lunch and refreshments
Who this course is for
optimise search engine results and integrate Everyone in your organisation has to ensure that
Related courses
online and offline creative work coming away with copy errors are avoided, so this course is suitable
practical tips and techniques that can be applied Principles of Website for people at all levels, even senior management.
Design (p61)
in everyday work. The training is particularly relevant to people who
More dates and to book online are responsible for checking copy as part of their
Who this course is for www.cim.co.uk/0881 day-to-day role.
This cutting-edge event is ideal for any marketer
writing for the web or critically appraising the What you will learn
writing of in-house colleagues or agency staff. Improve the quality of copy
Recognise and remove tautology
What you will learn Avoid clichés
Understand what makes people ‘stick’ to sites Use comparatives and superlatives correctly
Enhance your email campaigns from the Ensure correct punctuation
subject box to final click-through Restructure excessively wordy copy
Promote your ratings in search engines Read copy to detect errors
Brief your website copy and design team Understand grammar and the construction
Understand the psychology of web copy of sentences
Explore new web writing techniques such as Turn passive copy into active copy
blogging and podcasting Use hyphens, apostrophes and quotation
Appreciate Web 2.0 creative writing techniques marks correctly
Use punctuation for emphasis and ease
Learning approach of reading
A combination of lecturing, hands-on exercises Avoid circumlocution
and the chance for further exercises in an
optional additional book written by one of our Learning approach
workshop leaders makes this course a complete The course is delivered in a formal
learning experience. classroom style
Includes discussions and exercises
Our workshop leaders also find it helpful if Delegates will be able to assess their ability
delegates bring along their own suggestions of and the rate of improvement by the end
favourite websites as well as a checklist of things of the day
you like and dislike about your own website.
Courses can
be tailored
and delivered
directly to
your team
Super-charge your creative 7 CPD hours Beyond words alone: exploring 14 CPD hours
copywriting skills Course code the meaning and practices of being Course code
Advanced Masterclass
Duration Duration
1 day 2 days
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
Essentials of Marketing Courses Fundamentals of Marketing
Delivering value through marketing 7 CPD hours
to drive business success Course code
0550
Level
Foundation
Duration
1 day
Fundamentals of Marketing
Fundamentals of Marketing B2B for NFP and Public Sector
Improving company competitiveness 7 CPD hours Understand concepts and activities 7 CPD hours
and performance in the business-to Course code related to marketing in the public Course code
business marketplace 0956 and non profit making sectors 0781
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
0551 1313
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
You will gain a wider understanding of the role of lunch and refreshments Would you like to include a thorough Related courses
marketing and how the elements of marketing Related courses understanding of new Olympic Marketing Must Know Law for
combine to achieve business success. This will Fundamentals of legislation and how to prevent costly marketing Marketers (p99)
increase your confidence, enthusiasm and Marketing (p92) errors? This is your chance to develop your More dates and to book online
enjoyment of your role within your department Principles of Marketing knowledge base and personal-worth in the
(p10) www.cim.co.uk/1313
and within your organisation. increasingly important area of compliance.
More dates and to book online
Stimulating group projects are used to encourage www.cim.co.uk/0551 Enhancing compliance knowledge in marketing
discussion of the key elements within the teams speeds up the process of campaign
marketing mix, the end result being a wider development as individuals learn to take more
understanding of the role of marketing within the responsibility for their input. Agency selection and
organisation. You will understand the importance service agreements are more rigorous and costly
of working as a team to achieve success and mistakes are avoided.
maximise profit/contribution.
Who this course is for
Who this course is for Are you responsible for marketing campaigns
The course is designed for anyone in a that will maximise the opportunity of the 2012
‘supporting role’ to marketing professionals, or Olympic Games? Will you be choosing agency
for those just beginning their marketing career. services, writing marketing copy, building
No previous knowledge is necessary. It is best promotional campaigns leading up to 2012?
suited to those who want to familiarise If you are, this course is for you.
themselves with the very basics and gain an
overview of marketing as a discipline. What you will learn
Understand the importance of Intellectual
What you will learn Property Rights (IPR) to the International
Understand marketing, its technical Olympic Committee (IOC) and the Games
terminology and jargon globally
Identify who has an impact on marketing in Identify ‘Protected Olympic Marks’ and how
your organisation they may restrict your marketing strategies
Understand the ‘marketing mix’ and how it is Explore possible marketing approaches that
relevant to your job keep you within the letter of the law but still
Understand the ‘tools’ of marketing and when maximise the potential of the Games
to use them Review and assess recent guerrilla marketing
Explore the basics of areas such as market tactics and how event organisers have
research, promotions, advertising, responded eg. FIFA 2010 South Africa
e-marketing, PR, sponsorship, exhibitions How, when and where to seek additional
and word of mouth guidance on Olympic legislation
Marketing for
Non-Marketing
Managers Residential option
0023
Level
Advanced
Duration
3 days
significant input into your marketing function. This Tuition, course materials
course is ideal as part of a career development and full board
accommodation
programme for managers who are taking on
greater marketing responsibilities or more general Non-residential Price
Principles of Marketing
Who this course is for (p10)
No marketing training is necessary. This course is More dates and to book online
designed for sales, finance, HR managers etc.
www.cim.co.uk/0023
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.
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
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
Compliance Courses Data Protection for Marketers
Build your expertise in data 7 CPD hours
protection and maximise the Course code
potential of customer data 0981
Level
Foundation
Duration
1 day
www.cim.co.uk/0981
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 “Excellent
avoid costly mistakes, protect valuable brand presenter – very
investment and unlock the huge benefits that are knowledgeable.
there for the taking.
All in all a great
Who this course is for course.”
This course is designed for the marketing
Philip Whitehead
professional, database marketer, in-house legal
CRM & Support
advisor or owner/manager responsible for
Manager, Mayer Brown
customer contact.
International LLP
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
Foundation Foundation
Duration Duration
1 day 1 day
where you work closely with legal and Tuition, course materials, Benefits to you and your company Tuition, course materials,
compliance teams. lunch and refreshments As corporate responsibility continues to develop lunch and refreshments
Related courses a firm presence in boardroom decision-making, More dates and to book online
Build a marketing team that understands the Data Protection for your learning will help you to positively contribute www.cim.co.uk/0575
credible threats to your organisation, the real risks Marketers (p98) to the strategic development of your organisation.
of non-compliance including fines, prosecutions Marketers are well positioned to take a leading
More dates and to book online
and brand/reputation damage. role – you will learn techniques to design a CR
www.cim.co.uk/1152 strategy and stakeholder relationships.
Who this course is for
Any marketer, at any level, who wants to Building social and environmental performance
develop their knowledge and understanding of into an organisation’s core strategy, and
how law shapes the marketing role, and how to developing proactive stakeholder relations
develop their personal worth in a compliant improve brand value and innovation opportunity,
marketing team. as well as minimising risk. Understanding how to
respond to social and environmental trends, and
What you will learn how to prioritise and communicate with your
Work within the common law aspects of the stakeholders are key success factors.
English legal system, such as contracts,
intellectual property and statements made in Who this course is for
marketing materials This course requires no prior knowledge, and will
Understand and work within the legislative and benefit marketers in product/service strategy,
regulatory frameworks, understanding the law branding and PR communications. Whether you
on privacy and on information and the impact are in business, public or voluntary sector, it
of each on the marketing environment provides an appreciation of the strategic role that
Identify applicable European laws and their CR can play in your organisation’s development.
impact on UK businesses This course will also benefit those involved in
Find the answers you need to your legal/ improving the culture and staff development
marketing issues within an organisation.
Courses can
be tailored
and delivered
directly to
your team
100
101
Sales Courses Fundamentals of Selling
Make more sales, hit targets and sell 7 CPD hours
like a professional Course code
0809
Level
Foundation
Duration
1 day
Principles of Selling 1 day workshop 106 and have a clear understanding of how each Related courses
process relates to your own circumstances. Business Negotiation
Advanced Selling Techniques 1 day workshop 106 Skills (p104)
Your organisation will have the necessary skills, Advanced Selling
Techniques (p106)
knowledge and positive attitude to work
Advanced effectively in today’s changing world of sales. More dates and to book online
Selling Services and Solutions 3 day course 107 They will be motivated to return to the workplace www.cim.co.uk/0809
and implement the learning, giving results
Channel Management 3 day course 107 immediately. More sales, more profit!
Key Account Management 4 day workshop 108
Who this course is for
Advanced Negotiation Skills 3 day course 108 People new to sales or with limited sales
experience. This course provides a basic
Sales Management Skills 3 day course 109
grounding for people who are new to or with
Sales Storming 2 day course 109 limited knowledge of selling. The course will build
practical skills to enable delegates to deliver
effectively in today’s changing world of sales.
Masterclass
Strategic Sales Planning Masterclass 5 day course 110 What you will learn
Become one of the top 20% of sales people
by improving your personal attitude, skills
For classification levels please refer to page 3 and knowledge
Identify opportunities to attract new customers
Check our website for latest courses and dates 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
Foundation Foundation
Duration Duration
1 day 1 day
You will form a clear understanding of the steps Tuition, course materials, achieve better results and exceed your targets. Related courses
needed to protect and grow your key business. lunch and refreshments We give you the keys to effective outbound Advanced Selling
You will also learn how to successfully target and Related courses calling and show you how to maximise your Techniques (p106)
win new key customers. You will clearly Key Account results. We show you how to increase your More dates and to book online
understand your strengths and weaknesses in Management (p108) personal confidence and reduce the rejection
Business Negotiation www.cim.co.uk/0810
servicing the account and be able to plan factor to a minimum, allowing you to retain your
Skills (p104)
effective internal and external strategies, and energy levels and voice quality. We outline simple
sales action plans. More dates and to book online yet effective stages of the outbound call which
www.cim.co.uk/0826 you can tailor to any situation. “An enjoyable
Your organisation will have a better-directed sales workshop which
resource in order to develop and protect Trained staff will build confidence and enthusiasm gave me a new
relationships with key accounts and as a for handling telephone communications. Through
consequence increase key account profitability. good preparation and control of each call, set of tools and
organisations will benefit from optimised results techniques I could
Who this course is for from telephone contacts that will ultimately deliver use in my role.”
New and experienced key or major account improved results.
managers who want to evolve a proactive Sandra Stephens
structured approach to maximising business from Who this course is for Marketing Manager,
their major customers will benefit from this The course is designed for those who are E.ON UK
workshop. So too will sales managers and required to increase sales through the telephone
directors who wish to evolve their team’s to either existing or new customers. This
approach for effective key account development. programme can be attended by both those with
experience and those new to the role as the
What you will learn principles covered are equally applicable.
Describe the precise nature of relationship
desired with your key accounts What you will learn
Define the position which will differentiate your Ten steps to success
proposition from your competition and protect The telesales attitude
long-term business Activity ratios
Choose and develop the strategy relevant to Reducing the rejection factor
achieving the desired relationship Voice assessment
Analyse the business of the key account to Establish goals and get organised
identify further selling opportunities Call structure
Select true key accounts and analyse real The qualified appointment
account potential Handling the gatekeeper
Create strategically linked benefits Gaining interest
Create a deliverable internal and external The first fifteen seconds of the call
strategy The voicemail pitch
Build the KAM delivery team Effective questioning techniques
Provide value based solutions How to loosen customers who have
Develop a plan with defined actions and preferred suppliers
responsibilities Handling telesales objections
Closing the appointment
Learning approach The unqualified appointment
The training course is designed around the key
account management strategies and the key Learning approach
account planning system. Delegates will be given Courses can A totally interactive experience designed to elicit
opportunity to apply the planning system on one be tailored opinions and contributions from all attending.
of their key accounts to create an action plan to and delivered The course format includes a case study exercise,
move the account forward, and review a case training video, group exercises and discussions.
study as a group exercise.
directly to
your team
Introduction to
Selling through Distributors Business Negotiation Skills
Selecting and developing the 7 CPD hours Building a value position and 7 CPD hours
right distribution channels for Course code relationships through artful negotiation Course code
maximum impact 0750 0876
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
Delegates will benefit from gaining a full lunch and refreshments Gaining confidence in negotiation comes from Related courses
understanding of how the effective selection, Related courses understanding the process and being aware of Advanced Negotiation
management and motivation of their channel Channel Management how you can influence in a persuasive manner. Skills (p108)
partners will improve their personal and business (p107) This course will give you the confidence and skills More dates and to book online
performance. They will also begin to take a more Sales Management Skills to negotiate much more effectively by
(p109) www.cim.co.uk/0876
confident and structured approach to their role understanding and practicing the key skills needed.
and be able to promote and gain wider More dates and to book online
recognition of their function internally. www.cim.co.uk/0750 Having skilled negotiators as part of any
business, protects and enhances bottom line
With a better managed, more motivated and profitability. It also makes for better working
appropriate distributor channel, organisations relationships with suppliers and partners.
will become more profitable through improved Internally, project teams operate more effectively
business performance. Senior management and working relationships are improved.
can feel confident that those with responsibility
for distributors will have a rigorous selection Who this course is for
process in place and will be proactively managing This course is for anyone involved in the buying
them with resultant improvements in margins or selling function where the ability to negotiate a
and performance. good deal is important to protect the
organisation’s profitability. Additionally it is for
Who this course is for people who negotiate internally within their
Anyone in a sales or marketing function who is business; negotiating resources or deadlines.
responsible for selecting and managing Some knowledge or experience of negotiation
distributor relationships who needs to develop would be useful but is not essential.
their role and methods.
What you will learn
What you will learn How to plan effectively, getting the best results
Improve distributor selection criteria and anticipate the other sides position
Use a formal process to select and appoint Open a negotiation effectively to ‘kick start’ the
distributors negotiation positively and set the right tone
Evaluate distributor performance from the start
Motivate distributors to promote and focus on Understand your own requirements effectively
your products or services and those of the other party to assess where
Use information to understand the problems of the best deals can be done
distributors and find effective solutions to Receive and respond to proposals, until
improve the working relationship an acceptable solution to both parties has
Manage and motivate distributors to improve been found
performance Handle attempts to win unwarranted
Plan joint marketing and promotional concessions and how to keep the negotiation
programmes going when a deadlock is possible
Run training sessions for distributor staff Close a negotiation effectively when a deal
is possible
Learning approach
A very participative course, including a mixture of Learning approach
syndicate sessions and other inter-active Participants will learn by:
methods. Delegates will have the opportunity to Lecture style lessons on the relevant theory
understand how their existing distributor sales Understanding practical examples of theories
compare to the ‘best practice’. Courses can in action
be tailored Putting all techniques into practice
and delivered Receiving peer and facilitator feedback
Participating in question and answer sessions
directly to with the course director
your team
Prospecting and
Competitive Tendering Skills New Customer Acquisition
Win competitive bids through 7 CPD hours Focus on ‘find them, meet them and 7 CPD hours
systematic planning and effective Course code make them customers’ Course code
presentation techniques 0968 1216
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
You will develop your understanding of what a lunch and refreshments Benefits to you and your company Tuition, course materials,
good bid manager needs to do and improve your You will gain a structured process to make the lunch and refreshments
More dates and to book online
skills in writing tender responses and www.cim.co.uk/0968 prospecting and identification of new customers More dates and to book online
presentations to deliver a clear message. easier. You will recognise the different mindset www.cim.co.uk/1216
between selling to existing customers and
You and your organisation will be equipped with generating new business. Gaining techniques
the skills necessary to identify competitive that can be used immediately in your day-to-day
tendering opportunities and respond effectively, role will result in more success.
“This workshop
to win business and deliver profit. boosted my
Organisations spend a lot of money trying to attract confidence and
Who this course is for new customers as well as retain existing ones. This really had me
Those who are involved in the preparation and workshop will allow you to achieve successful
presentation of responses to requests for tender. outcomes to prospecting and cold calling, adding thinking about
SME business owners or any managers, sales to your organisation’s bottom line and reducing the things I had
and account staff involved in the tendering or cost of new customer acquisition. not considered
new business process.
before, helping
Who this course is for
What you will learn The course will suit any person who is tasked me improve my
Why companies fail to get on the tender list with finding and converting new customers. It will sales technique.
and how you can ensure you succeed cover each step of the process and give some Everyone in the
How to make a good impression at the first practical ideas for success.
group were from
contact – written or face-to-face
What skills are important at the various stages What you will learn different
of the tendering process Make more telephone appointments with new companies and
Why you need to focus on solutions and prospects backgrounds so
benefits to achieve success Choose target segments; identify, select and
How to develop a clear message for the qualify prospects
we could bounce
reader/audience Prepare more adequately for initial contact and ideas off one
How to write and deliver a persuasive and subsequent meetings another which
engaging tender document and presentation Recognise decision makers and identify was very
extended decision chains
Learning approach Use questioning skills to obtain information,
enjoyable.”
The teaching style is relaxed and participative close on orders or gain commitment Heidi Carrington
using guided and group discussion, individual Understand the varied buying motives of Corporate
planning worksheets, short written exercises and different types of people Co-ordinator,
group role-plays. Match needs and wants with benefits The National Trust
Make better pitches, using proposals as a
sales tool
Understand when to use and develop more
positive closing techniques
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.
Foundation Foundation
Duration Duration
5 days 1 day
will learn to read situations and people when and full board decisions. The workshop will show you how to Related courses
accommodation
questioning your customers and prospects. You appreciate the recent developments from Selling Services and
will have more confidence in your abilities and an Non-residential Price transactional selling to a relationship selling Solutions (p107)
eagerness to put your learnings into practice. £2,308.00 + VAT approach. You will become more objective and Sales Storming (p109)
Selling Services
and Solutions Residential option Channel Management Residential option
Developing an effective 21 CPD hours Selecting the right channels and 21 CPD hours
consultative approach to Course code developing them Course code
service and solution selling 0084 0075
Level Level
Advanced Advanced
Duration Duration
3 days 3 days
understand how to approach the sales process £1,795.00 + VAT trust, add value and avoid conflict. £1,795.00 + VAT
with a focus on the need for positive closing. CIM Member price CIM Member price
Benefits to you and your company
£1,615.50 + VAT £1,615.50 + VAT
Benefits to you and your company You will benefit from being able to match your
Experienced sales people will benefit from What’s included present role against the latest channel What’s included
increasing their sales and relationship Tuition, course materials management thinking and that of ‘world class’ Tuition, course materials
management effectiveness by adopting new and full board organisations. You will also learn how to identify the and full board
accommodation accommodation
consultative approaches. Technical experts, now characteristics of superior channel management
involved in the sales process will benefit from Non-residential Price and be able to motivate, evaluate and manage the Non-residential Price
enhanced skills and increased confidence in £1,599.00 + VAT performance of channel members. £1,599.00 + VAT
customer-facing situations. All attendees will be CIM Member price CIM Member price
able to recognise the ways to maximise the Staff will adopt a more structured approach to
£1,419.50 + VAT £1,419.50 + VAT
benefits and selling points of the service they offer. the organisation of channel sales and be better
What’s included positioned to build a disciplined relationship with What’s included
Clients will recognise what they actually want and Tuition, course materials, channel partners. By using the latest Tuition, course materials,
more readily accept proposed solutions. lunch and refreshments management thinking and developing a lunch and refreshments
Furthermore, by developing solutions based on a More dates and to book online structured channel marketing plan, organisations More dates and to book online
sound understanding of the customer’s business, www.cim.co.uk/0084 should start to see an increase in sales, margin www.cim.co.uk/0075
new customer acquisition will become more and co-operation from channel partners.
successful and customer retention will improve.
Who this course is for
Who this course is for Managers and staff involved in the selection,
All those who sell services including product- motivation, evaluation and management of
based services, both full time sales people and channel partners.
those specialists (such as researchers, engineers
and technical) who only occasionally get involved What you will learn
with customers. This course is particularly Identify key issues involved in channel
relevant to organisations that are augmenting development
their product offerings through after-sales Take advantage of the selling process to
services or increasing the level of service and channel partners
value-added for customers. Handle joint selling approaches
Understand the differing types of channel
What you will learn Use developments in supply chain management
Follow the sequence of your sales process Determine selection criteria for channel partners
Set objectives for every call using templates
Understand buyer profiles and adapt the sales Build a partnership and get more co-operation
approach to different buying attitudes from channel partners
Control client meetings with introductions and Set customer service standards
effective questioning techniques Motivate channel partners
Anticipate and overcome objections from Develop clear account plans for partners
clients by working up strong answers Evaluate using reporting and feedback
Develop rapport through reading and using standards
body language and interpersonal skills Agree and assess the performance criteria for
Understand the principles involved in channel partners
successful negotiating Set ground rules and disciplines for your
Prepare sales orientated proposals and channel partner relationships
present them to clients
Recognise the importance of closing and when Learning approach
to initiate it The workshop delivery style is participative and
gets delegates involved in discussing channel
Learning approach issues. Delegates will have the opportunity to
The course has syndicate, inter-active forums analyse their own particular experience and will Courses can
and other practical sessions. Where possible be given practical templates to use for motivating be tailored
exercises will be based on the delegates own their distributors. and delivered
company so that any material developed can be
immediately applied in their work environment.
directly to
your team
Maximise the potential of your 28 CPD hours A thorough foundation in the critical 21 CPD hours
most important customers through Course code art of negotiation Course code
a strategic, relationship-based 0180 0420
account management process
Level Level
Advanced Advanced
Duration Duration
role, while mastering a wide range of transferable £2,400.00 + VAT develop your skills and improve your confidence. Tuition, course materials
professional business skills. You will also learn and full board
CIM Member price accommodation
how to develop strategic plans to realise your full Enhanced negotiation skills of your people
£2,160.00 + VAT Non-residential Price
potential and that of your portfolio. can unlock competitive advantage, enhance
What’s included relationships and drive profitable growth. Best £1,599.00 + VAT
Organisations will benefit from account managers Tuition, course materials practice, practical techniques, tools and templates CIM Member price
taking an active role in the strategic management and full board are provided which can be applied immediately
accommodation £1,419.50 + VAT
process, recognising potential in each account in the workplace to enhance negotiation success.
and developing their account portfolio. The Non-residential Price This workshop will demonstrate the different What’s included
organisation may realise higher turnover and £2,204.00 + VAT types of negotiation, the appropriate strategy Tuition, course materials,
profit, more structured and effective selling to use, how to effectively plan and achieve lunch and refreshments
CIM Member price
processes and a more ‘joined up’ approach to mutual gain and above all, how to build Related courses
£1,964.00 + VAT
account management throughout the business. confidence and credibility. Sales Management Skills
What’s included (p109)
Who this course is for Tuition, course materials, Who this course is for Strategic Sales Planning
lunch and refreshments Masterclass (p110)
Those responsible for managing face-to-face Everyone who has authority and responsibility for
relationships with customers that have a significant Related courses negotiating on behalf of their organisation in order More dates and to book online
impact on achieving the organisation’s business Strategic Sales Planning to advance business and relationships on the www.cim.co.uk/0420
objectives. Participants should have three year’s Masterclass (p110) basis of achieving mutual satisfaction. Delegates
sales experience, six months of which should More dates and to book online
should have at least five years experience in
ideally have been in an account management role. negotiation situations.
www.cim.co.uk/0180
The course is also valuable for managers and
directors intending to implement a key account What you will learn
management strategy within their organisation. Recognise the different types of negotiations
Understand your personal negotiating style
What you will learn and preferences
Recognise which accounts should be Use the wide range of personal skills and
designated as key accounts attributes required to negotiate effectively and
Understand the scope of the key account learn how to develop and enhance these
management role Prepare appropriate negotiation strategies,
Recognise the stages of a key account implementing and adapting them as appropriate
relationship Use a structured approach to the negotiation
Develop a strategic key account plan process
Identify the potential in their customers Deal with relationship issues, including
Use professional business analysis tools considering each party's perception; seeking
Identify and develop DMUs to make negotiation proposals consistent with
Utilise internal resources in a virtual team the other party's interests; making emotions
environment explicit and legitimate
Understand the impact of key account Manage and resolve conflict
management on internal communication and Recognise power – its effect and importance in
customer records the understanding of negotiation and
relationships (or common ground)
Delegates will also have developed a key Achieve best results from challenging and
account plan for one of their customers between complex negotiation situations
modules 1 and 2 and presented it for critical
appraisal in open session. Learning approach
This workshop is highly interactive with lots of Courses can
Learning approach practical exercises, templates, case studies, be tailored
The delivery style will be interactive, challenging assessment, top tips and personal feedback. and delivered
and involving, enabling delegates to relate the There will be the opportunity to bring along
learning directly to their own customers and specific issues with negotiating which can be
directly to
quickly add value back into their organisation. worked through during the workshop. your team
Sales
Management Skills Residential option Sales Storming Residential option
Provides the practical ‘know-how’ 21 CPD hours Using the power of creative thinking 14 CPD hours
which will motivate the sales team Course code to dramatically improve sales results Course code
to success 0168 0094
Level Level
Advanced Advanced
Duration Duration
3 days 2 days
issues are explored in full – plus a lot more! £1,795.00 + VAT creative thinking tools and techniques. This £1,295.00 + VAT
CIM Member price
course addresses that need. CIM Member price
Benefits to you and your company
£1,615.50 + VAT £1,165.50 + VAT
There are only so many hours in the day; the Benefits to you and your company
challenge is to make sure your precious time is What’s included You will learn how to do idea generation alone, or What’s included
used to maximum effect in order to drive more Tuition, course materials with teams, and will learn a methodology on how Tuition, course materials
sales from an energised and motivated sales and full board to creatively solve sales problems. The course will and full board
accommodation accommodation
team. This programme is designed to enable lower fear and anxiety and put applied
participants to do precisely this. A ‘Personal Non-residential Price imagination into a sales person’s bag of tricks. Non-residential Price
Action Plan’ is used throughout to document £1,599.00 + VAT This is not just ‘brainstorming’ – the course also £1,197.00 + VAT
what you are going to start doing/stop doing/do CIM Member price
includes creative ways to research, prospect, CIM Member price
more of/do less of as a consequence of attending. engage, sell and close deals.
£1,419.50 + VAT £1,067.50 + VAT
Delegates will return to their organisation with a What’s included Organisations will benefit from this course by What’s included
modus operandi for 21st Century sales Tuition, course materials, empowering their sales people to do more Tuition, course materials,
management. This will include clearly defined lunch and refreshments independent problem solving and creative lunch and refreshments
processes, the ability to prioritise activities Related courses thinking. The course will enable your sales people More dates and to book online
in order to maximise sales now and also Strategic Sales Planning to think up solutions to tough sales challenges, www.cim.co.uk/0094
pro-actively manage future challenges, and an Masterclass (p110) helping them to win business at a new and
understanding of how to build and develop an More dates and to book online
higher level.
environment that motivates the sales team to
www.cim.co.uk/0168
maximise their sales achievements. Who this course is for
Sales people who have taken some form of
Who this course is for traditional sales training and/or who have at least
This event will benefit both those already in a sales a year of actual sales experience in the field are
management role, and those about to gain this the best candidates for this course.
challenging responsibility.
This course is best suited to professional sales
What you will learn people, or sales managers/executives, that are
Adapt leadership style to the situation and looking for an edge, competitive advantages in
individual being managed selling, or fresh ideas for old sales challenges.
Set meaningful objectives for individuals and
the team as a whole What you will learn
Design incentive programmes that produce the Delegates will be able to:
desired results Determine when a sales challenge requires
Use sales meetings to galvanise team more deliberate creative thinking
enthusiasm and boost performance Frame sales problems in ways that inspire
Manage underperformance more creative ideas
Keep top performers motivated Research sales challenges and find
Develop the skills of the team via coaching breakthrough insights that make selling easier
Achieve a clear and causative link between Generate ideas alone, or with teams, and use
development and sales results several creative thinking tools, such as forced
Recruit the right people for the team associations and visual thinking to come up
Accurately forecast sales with more and better ideas
Identify the amount of sales team activity Refine good ideas – making them better, more
required in order to achieve the sales plan acceptable, more exciting, more effective
Prioritise day-to-day sales management Get into action with good ideas faster
activities in order to maximise achievement of
sales through others Learning approach
Gregg Fraley, the instructor of this course, is a
Learning approach well known public speaker, writer, and humorist.
Delegates will experience anything but a lecture. He’s also been a ‘bag carrying salesperson’, so,
Of course, robust models will be described – but this will be a highly interactive, fun, workshop-
always applied specifically to the sales team being centric course. Sales people won’t just listen to
managed. Team discussions, competitions, whole him lecture, they’ll be expected to participate in
group discussion and coaching practice all provide role plays, and will work on real world, real sales
a rich variety of different learning experiences. challenges during the course.
Strategic Sales
Planning Masterclass Residential option
0177
Level
Masterclass
Duration
are currently doing is right and also use new £3,495.00 + VAT
frameworks in the planning process. CIM Member price
£3,145.50 + VAT
Your organisation will benefit from your new ideas
about sales planning, and will maximise return on What’s included
Non-residential Price
Who this course is for £3,103.00 + VAT
This is a strategic level sales programme for sales
CIM Member price
directors, senior sales or key account/national
account managers with strategic responsibility £2,753.50 + VAT
and those developing into senior organisational What’s included
roles. It may also be suitable for senior managers Tuition, course materials,
who take responsibility for the sales force within lunch and refreshments
an organisation – for example, business *Note
development directors or operation directors.
Module 1 starts in the
evening of Day 1, followed
What you will learn by 3 full days’ tuition
At the end of the course you will be able to: Related courses
Write the sales section of your strategic
Channel Management
business plan, and write operational sales plans (p107)
Utilise clear planning structures and Marketing and
understand how to use effective tools to Sales Forecasting (p13)
Brand Masterclass (p45)
ensure customer focused decision making and
return on investment in sales is maximised More dates and to book online
Assess your organisation’s use of sales from a www.cim.co.uk/0177
strategic perspective and make constructive
recommendations to maximise ‘business’
benefits from a customer orientation Gill Kelley
Have an in-depth appreciation of a Gill Kelley specialises in
customer-focused planning process and the facilitation of learning
be able to map your organisation’s and development and
decision-making against this performance coaching.
Use key tools and techniques to ensure Her natural enthusiasm
planning is externally focused energises and motivates
Improve relationships with marketing others to achieve. She
Appreciate the critical importance of control has over 20 years
and be able to recommend a range of both experience of working
qualitative and quantitative control metrics in organisations in sales
training and business
Learning approach development roles
Traditional ‘delivery’ from a highly-experienced to senior sales
consultant practitioner management positions.
‘Clinic’ sessions
Group activities
Application of models and frameworks
to own organisation
Social learning amongst peers
marketing and sales qualifications. High quality Professional Diploma in Marketing 114
tutor support and learning resources means that Chartered Postgraduate Diploma in Marketing 115
our delegates consistently achieve excellent pass
rates and awards for outstanding achievement. 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
111
CIM Academy
Dates Dates
March March
June June
September September
each year each year
Workshop venue Workshop venue
Chartered Postgraduate
Diploma in Marketing
A challenging qualification for 35 CPD hours
marketers looking to influence
marketing strategy at the highest level
January
Delegates completing stage 1 gain the
September
Professional Postgraduate Diploma in Marketing.
each year
Delegates who go onto complete stage 2 are
eligible for Chartered Marketer Status provided Workshop venue
that they have the relevant experience and have Moor Hall, Cookham
registered on the Chartered CPD Programme.
What’s included
Course modules
Stage 1 has four units:
Emerging Themes
Analysis and Decision
Marketing Leadership and Planning
Managing Corporate Reputation
Please note: Each of the above course modules “As the official CIM Academy you
can be studied individually. Please contact us for
are assured of the best tutors
details and prices.
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”
Certificate in
Sales Qualifications Professional Sales Practice
With a firm emphasis on the application of practical The knowledge and skills to sell with 35 CPD hours
sales tools and techniques, our qualifications will not greater confidence
Dates
Who this course is for
Level 1 Certificate in Professional
Sales Practice
Anyone looking to start a career in sales
Sales people with experience but without
January
July
September
QCF level 4 formal training
each year
Individuals working in other business areas
who need to improve their selling skills Workshop venue
All qualifications
from CIM
Academy are
also available
as tailored
corporate
programmes.
Find out more:
Email
team@cim.co.uk
Call +44
(0)1628 427250
Intensive Diploma in
Strategic Sales Practice
Make informed future business 35 CPD hours
decisions
Course modules
Strategy and Plans
Managing Resources
Customer Relationships
Sales Strategy in Practice
All qualifications
from CIM
Academy are
also available
as tailored
corporate
programmes.
Find out more:
Email
team@cim.co.uk
Call +44
(0)1628 427250
So, wherever you and your team are and wherever you’re
aiming to get to, the Chartered CPD Programme will help Don’t forget to claim CPD hours
you take the next step forward. 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.
The CIM Professional Marketing Standards are an Whether you’re just starting out in marketing, or whether
enhanced vision of the UK Government-recognised you’re a marketing director with a number of years
National Occupational Standards for Marketing. experience in the industry, the professional standards help
you identify the level of CIM qualification that is most
These standards have been used in the development of appropriate for you. As you develop as a marketer, these
CIM’s qualifications to ensure that the issues addressed professional standards indicate the skills that you should
are relevant in businesses today and that the skills you aim to acquire in your career progression.
gain are attractive to employers.
For further information, visit www.cim.co.uk/standards
Page
124
✁ How to book
Email:
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Y ■
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Company name:
We would like to contact you regarding other training products and
qualifications that may be relevant to you.
Company address:
Town: ■ Yes, I wish to receive information about training and qualifications from
The Chartered Institute of Marketing.
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 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
Please note The Chartered Institute of Marketing reserves the © The Chartered Institute of Marketing 2010. All rights reserved.
right to change course venues. Delegates will be notified of any Permission to reproduce or extract material from this publication
change prior to the course start date. must be sought from The Chartered Institute of Marketing.
Index of courses
8 18 24 34 40 46 54
Strategy Metrics Business, Insights Branding Product Digital
and Planning Management and Innovation Management Marketing
and Finance
128
Index of courses
68 74 84 90 96 100
Direct Marketing Copywriting Essentials of Compliance Sales
Marketing Communications Skills Marketing
Marketing Strategy see also Strategic Marketing Page Relationship Marketing Page
Foundations of Marketing Strategy 12 Foundations of Relationship Marketing 71
From Market Insight to Marketing Strategy 38 Reputation
Implementing Strategy 14 Online PR and Reputation Management 58
Marketing Due Diligence 16 Sales Forecasting
Measurements/Metrics see Marketing Metrics Market and Sales Forecasting 13
Mobile Marketing Sales Management see also Key Accounts
Mobile Marketing 60 Strategic Sales Planning Masterclass 110
National Health Service Sales Management Skills 109
Principles of Marketing for the NHS 17 Search Engine Marketing see also Digital Marketing
Marketing Metrics in the NHS 22 Advanced SEM – Paid Search Advertising 65
The Role of Branding in the NHS 44 Advanced SEM – Organic Search Engine Optimisation 65
Negotiation Search Engine Marketing 57
Business Negotiation Skills 104 Selling see also Key Accounts and Telephone Selling
Advanced Negotiation Skills 108 Advanced Selling Techniques 106
New Customer Acquisition see Prospecting Channel Management 107
New Product Development Fundamentals of Selling 102
Introduction to New Product Development 49 Introduction to Selling through Distributors 104
New Product Innovation and Development 51 Principles of Selling 106
Niche Marketing Prospecting and New Customer Acquisition 105
Marketing to the 50+ Market 14 Selling Services and Solutions 107
Not for Profit/NFP see Public Sector Services
Older People Bringing Brands to Life in Service Organisations 45
Marketing to the 50+ Market 14 Social Marketing
Olympics Introduction to Social Marketing 12
Making the Most of the Olympic Opportunity 94 Social Media see also Viral Marketing
Online see Search Engine Marketing, Digital Marketing and Website Design Advanced Social Media Marketing 66
Performance Social Media Marketing 58
Turning Marketing Capability into Business Performance 15 Social Media Marketing B2B 59
Planning see Marketing Planning Social Media Marketing for the Public Sector and NFP 59
Presentation Skills Sponsorship
Essential Presentation Skills 26 Sponsorship Essentials 79
Presentation Masterclass 32 Strategic Marketing see also Marketing Strategy
Pricing see also Finance Fundamentals of Strategic Marketing 11
Fundamentals of Pricing 49 Strategic Marketing Masterclass 16
Pricing for Product Managers 52 Strategy see Marketing Strategy and Strategic Marketing
Product Management Team Development see Leadership
Fundamentals of Product Management 48 Implementing Strategy 14
Pricing for Product Managers 52 Telephone Selling
Product Management – Business to Business 50 Powerful Telesales Techniques 103
Product Management – Business to Consumer 50 Tendering
Profitable Product Management 51 Competitive Tendering Skills 105
Transforming Product Management into a Strategic Function 52 Thinking
Product Development see New Product Development Strategic and Creative Thinking Skills 39
Project Management Thinking and Creativity Skills 37
Essentials of Project Management 27 Time Management
Managing Marketing Resource 31 Time Management 28
Proofreading see also copywriting Value
Effective Proofreading 88 Developing Compelling Customer Value Propositions 15
Prospecting Viral Marketing see also Digital Marketing and SEM
Prospecting and New Customer Acquisition 105 Viral Marketing 60
Sales Storming 109 Website Design
Public relations see also Writing, Copywriting and Proofreading Creating a Great Web Experience 61
How to Write Successful Newsletters and Press Releases 87 Principles of Website Design 61
Introduction to Public Relations 77 Writing
Successful Public Relations 81 How to Write for the Web 88
Public Sector How to Write Successful Newsletters and Press Releases 87
Fundamentals of Marketing for NFP and Public Sector 93 How to Write the Perfect Brochure and Leaflet 87
Social Media Marketing for the Public Sector and NFP 59 Writing an Integrated Marketing Communications Plan 81
129