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Create a roadmap to developyour digital marketing strategyand capabilityOverview A strategic approach to digital marketing requiresclarity on vision and goals. Presenting anadvanced framework for reviewing and improvingyour current digital strategy, this course explainskey decision points to identify new opportunitiesacross the digital mix. The result is a betterstrategic approach to achieving yourorganisation's online objectives.Benefits to you and your company You will have greater confidence to review theoptions for incorporating digital tools within yourmarketing strategy and campaign activities. Youwill learn a tried and tested approach toimproving e-marketing within your organisationand will be able to justify your strategic approach.Businesses can be sure they are adopting anddeveloping a structured approach to exploiting theinternet and related digital communicationstechnologies. Employees will gain greaterconfidence by taking away practical advice that isimmediately relevant and useful as well as a clearerstrategic focus leading to better overall results.Who this course is forThis course assumes a working knowledge ofdigital media. Attendees who will benefit mostfrom this course are marketing managers whohave a responsibility for e-marketing and digitalcommunications.What you will learn ßReview the dynamics and new trends of yourmarketplace. ßEvaluate the impact of digital on your team,your organisation and your brand.ßUnderstand how to maximise the principles ofnew media strategy.ßDefine a vision and set goals for your e-marketing strategy.ßReview and select strategic priorities for yourcompany.ßUnderstand the pros and cons of the range ofdigital tools.ßMap the appropriate digital tools to achievemarketing objectives.ßDevelop a plan to integrate traditionalcommunications with digital communications.ßIdentify KPIs and deploy tools to monitor andimprove your web marketing.Learning approachThe instructor takes a modular approach to the day. Each topic area is presented coveringgood theoretical practice, highlighted withexamples, followed by short group exercises.Discussion and debate is encouraged withdelegates asked to provide examples fromwithin their own organisations.Managing Digital MarketingBook onlinewww.cim.co.uk 27Digital Marketing7 CPD hoursCoursecode0649Level AdvancedDuration1 dayVenues and datesLondon201106September 07December 201206June 18SeptemberBirmingham201228NovemberManchester201226April Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßIntegrated DigitalMarketing (p23)ßRunning Effective DigitalCampaigns (p22)ßManaging Digital Teams(p22)Moredatesandtobookonlinewww.cim.co.uk/0649"Great course -lots of usefultheory, modelsand examples."Jody DaviesDVLA PersonalisedRegistrationsLearn how nudge marketing candeliver world class digital marketingstrategy across the web14 CPD hoursCoursecode0189Level MasterclassDuration2 daysVenues and datesLondon201226-27March19-20SeptemberMoor Hall, Berkshire201128-29November201218-19JuneResidentialPrice£1,815+ VATCIM Member price£1,633+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,715+ VATCIM Member price£1,543+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0189Jim Boulton Jim Boulton is a partnerat post-advertisingagency, StoryWorldwide, where heconsults on all aspectsof digital communicationfor clients includingAgent Provocateur,Duchy Originals,Johnson & Johnson,Lexus and Estée Lauder.Jim also curates theGoogle sponsored event'Digital Archaeology', an exhibition thatcelebrates the goldenage of the website andis a central part ofInternet Week on bothsides of the Atlantic.Overview Centred around case studies, effective tools andfirst-hand experience of digital marketingtechniques that work, this course will empowerand inspire delegates to rethink theirorganisation's digital marketing. Drawing onmacro-trends, systematic processes, behaviouraleconomics and an analysis of the evolving digitallandscape, you will be able to identify, prioritise,plan and manage digital marketing initiatives thatwill significantly improve user experiences andencourage loyalty.Benefits to you and your company This course will demystify the social web andreveal the intangible 'magic' that makes thedifference between an online brand and an onlinesuperbrand. Delegates on this course are leadingthe curve or ready to catch up aggressively. It willbe the catalyst for significant improvements andpresent a new mindset, both crucial for winningin the highly competitive market place. This course will demonstrate how joined upmarketing narratives can be constructed andastonishing levels of customer loyalty achieved.By showing how tactical campaigns can be usedas test beds for strategic planning, organisationswill gain insights on how to optimise budgets andgain maximum ROI.Who this course is forAmbitious marketers, notably marketing directorsand senior managers who have a goodunderstanding of the business benefits of digitalmarketing, but feel frustrated by the lack ofestablished processes and standards formanaging the process. The course offers a greatnetworking opportunity to meet and learn fromother players in the industry.What you will learn ßUnderstand how the digital landscape isevolving.ßUnderstand the fundamentals of digitalmarketing.ßUnderstand behavioural economics and how itcan be applied to the web.ßUnderstand online branding and how it isrelevant.ßRecognise the power of branded contentprogrammes.ßUse online advertising techniques.ßCreate, migrate and manage online audiences. ßKnow how to brief and manage agencies.Learning approachA fun and collaborative, case study driven digitalmarketing deep dive.Digital MarketingMasterclassResidential option

Strategy and Planning Adopting a strategic approach to marketing is crucial to business successand profitability. However, more often than not, when marketers talk aboutstrategy, they are thinking about forthcoming marketing tactics. Marketersneed to work towards a more strategic approach to marketing, focusing onkey value drivers such as market insight, strategic relationships, brand andnew product development. Our courses focus on the practical skills and understanding needed to develop a more strategic, cross-functional approach to marketing -resulting in strategic marketing plans that deliver real value.28