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Underpin your marketing decisionsusing MEXL (Marketing EngineeringUsing Excel)softwareOverviewMost marketers know the vital role of STP -Segmentation, Targeting and Positioning. However,how many of their organisations carry out thisprocess efficiently and effectively? Not many.Marketing Engineering is a systematic approachto help you to do exactly that -harnessing dataand knowledge to drive you towards moreeffective marketing decision-making,implementation and measurement. Using ourspecialised MEXL software, we use real data and sophisticated analyses to derive facts tounderpin marketing decision-making, rather than just relying on received wisdom, intuitionand 'gut feel'.Benefits to you and your company The programme will give you an easy-to-usethough extremely powerful set of analytical andstatistical tools (installed on a drop-down menuwithin Microsoft ExcelT). This will enable you tomake more informed, effective and profitabledecisions, thus building your confidence in yourcustomer/market knowledge, strategic decision-making, and implementationEnhance your company's competitive position by providing direction and focus for yourmarketing strategies. Who this course is forThis programme will appeal to senior marketersand strategists (both B2B and B2C) who want tounderstand and utilise the more quantitativeaspects of marketing in the 21st Century. It will beof particular interest to those responsible fordeveloping and implementing customer andmarketing strategies. What you will learn ßSegmentation -by guided use of the MEXLprocess, learn how to cluster - ie. calculate theoptimum number of segments yourorganisation should be addressing.ßTargeting -use the MEXL tools to optimiseyour interaction with your chosen segments,leverage your scarce marketing resources anduse your marketing budget more wisely. ßPositioning -understand and createperceptual maps and preference maps ßConsequent benefits to help you:ßShort-term: products/services, pricingtactics, channel assignment,communications programmes, sales forceallocation.ßLong-term: company strategy, marketgrowth, profitabilityLearning approachA combination of slides, demos and discussion,with lots of 'hands-on' exercises geared toputting theory into practice and using thededicated MEXL software.Marketing EngineeringBook 11The Future of Marketing21 CPD hoursCoursecode0452Level MasterclassDuration3 daysVenues and datesMoor Hall, Berkshire201223-25January16-18May24-26September03-05DecemberResidentialPrice£2,075+ VATCIM Member price£1,867+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,875.00+ VATCIM Member price£1,687.00+ VATWhat's includedTuition, course materials,lunch and courseResidential optionTony Lindley MA (Oxon), FCIM, Chartered MarketerTony Lindley is a highly experiencedmarketing trainer and consultant,working with a wide variety of B2Band B2C clients. His main focuses arestrategic marketing planning,business analysis and internalcommunications. He is a VisitingFellow in Marketing at BradfordUniversity School of Management.Tony Rowe BA (Econ), MBA, Dip.M, Chartered MarketerTony Rowe is an independentmarketing/IT consultant and trainerspecialising in the utilisation oftechnology within marketing(analytical marketing, CRM, digital,planning, metrics). In the 25 yearssince completing his MBA atBradford University School ofManagement - where he'ssubsequently delivered manyprogrammes, he's become an expert in his chosen specialism. The new MEXL training programmemakes 21st Century scientificmarketing more accessible to allmarketers and is an exciting newcollaboration for CIM and the 'two Tony's'.

Digital MarketingDigital marketing is moving faster than ever and whilst it poses some very realchallenges for marketers, there is massive potential for those that get it right.Marketers need to build their understanding of the various digital marketingtools and techniques so they can develop powerful digital marketingcampaigns and strategies. By developing a more strategic approach to your digital marketing, this can result in optimising your customers' interactive experience, and your overall competitiveness.Our courses will provide an understanding of all the digital marketing tools and techniques coupled with an insight into best practice application,to ensure your organisation is in a position to deliver a better customerexperience and ultimately return on investment.12