Fast track through the concepts ofmarketing planning and write yourown plan21 CPD hoursCoursecode0019Level FoundationDuration3 days +Venues and datesMoor Hall, Berkshire201114-16December201206-08March18-20July04-06September03-05DecemberResidentialPrice£2,075+ VATCIM Member price£1,867+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,875+ VATCIM Member price£1,687+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0019The MarketingPlanning ToolkitUse logical planning to improve theeffectiveness and profitability ofyour business 7 CPD hoursCoursecode0751Level FoundationDuration1 dayVenues and datesLondon201105October 201222February 19July22NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßThe Marketing PlanningToolkit (p30)ßWriting an Integrated MarketingCommunications Plan(p70)Moredatesandtobookonlinewww.cim.co.uk/0751Overview Marketing planning allows an organisation to bringtogether all the elements of marketing thusproviding clear direction in relation to the keymarketing value drivers. Developing an insightfulmarketing plan ensures marketers contribute at astrategic level in the organisation. Benefits to you and your company You will get a clear step-by-step process toproduce an effective marketing plan. You willconduct a marketing audit, generate alternativegrowth strategies and select a brand positionbased on clear competitive advantage. You willleave more confident in your abilities to operateat a strategic level in your organisation. Through the application of a case study, yourmanagers will be able to write more effectivemarketing plans, manage the process of puttingplans together and ensure their implementationback at work. This will lead to more satisfiedcustomers and better bottom line performance.Who this course is forThis course is especially useful for marketingmanagers having to prepare a marketing plan for the first time or who are reviewing theeffectiveness of current plans. Senior managerswill also find this workshop invaluable whenneeding to evaluate the plans submitted to them by specialists.What you will learn ßApply a logical, easy to understand, step-by-step process to produce a soundmarketing plan. ßConduct a marketing audit and make SWOTanalysis more effective. ßWrite marketing objectives and determine thestrategic thrust of your organisation. ßSegment your market and develop a brandpositioning statement .ßObtain maximum support from colleagues inpreparing and implementing marketing plans. ßDevelop marketing plans with greaterconfidence. ßContribute more to the effectiveness of yourorganisation. Learning approachThis course is designed to help you write better marketing plans and manage theimplementation process. It provides a clearframework and allows you to apply theprinciples presented to a case situation. This reinforces your learning in a fun andinteractive environment, making applicationeasier back at work. Introduction to Marketing PlanningStrategy and Planning30Training bookings and advice +44 (0)1628 427200New courseResidential optionOverview Fast track through all elements of marketingplanning in your organisation to ensure your earlycontribution to marketing activity. Explore themain concepts, tools and language used inmarketing and most importantly how theseshould be used to identify market opportunitiesfor business development. Crucially, the contentwill address a practical approach to marketingplanning and how to write a marketing plan.Benefits to you and your company You will be able to offer more support to yourorganisation's marketing processes. You will beable to understand the language and implementthe tools of marketing, so that they can beintegrated into planned marketing activity.The essential benefit to organisations is thatdelegates will be 'brought up to speed' and beable to write a marketing plan more quickly thanby the traditional learning on the job approach.Clearly, today, with the resource and timeconstraints imposed on most employees andteams, the opportunity to have more peoplemaking meaningful contributions quickly is very desirable.Who this course is for This course will interest newcomers to marketing,whether they are new to business or migratingfrom another role. It will prove valuable to thoseworking with marketing teams and wishing todevelop a greater understanding of their activities,especially the creation of a marketing plan. What you will learn ßDefine and assess the role of marketingactivity in your organisation.ßDevelop a customer focus based on customer'needs' rather than business features.ßDivide a 'market' into useable smaller markets.ßConduct a marketing audit using both fieldand desk research sources.ßMake sense of audit information to identifyuseful market strategies.ßCombine all the elements of research,marketing audits, planning and segmentationto create a competitive edge.ßUse a marketing planning tool to build a planto penetrate a real-life market.ßDevelop a marketing mix, including strategies formanaging products and services, solutions,pricing, channels, and marketing communications.ßPresent a marketing plan that builds onmarketing audit findings.Learning approachDelegates will have the opportunity to developideas for marketing their own organisation.Throughout the programme they will gathermaterial to help put together a marketing plan.Following the course they will have access to anonline toolkit and tutorials to enable them topresent a plan to the course director for feedback.
How to match your company'sresources and skills to theopportunities developing around youOverview Strategic marketing focuses on how to developcompetitive advantage through the drivers ofshareholder value. Delivering value to yourbusiness requires insight into your changingmarketplace and decisions regarding how tomatch your organisation's distinctive capabilitieswith promising value opportunities. Being able todo this is the key for many marketers to increasetheir influence in the organisation. Benefits to you and your company This course will help you appreciate thedifference between a tactical and strategicapproach to marketing. You will benefit bycomparing your company's approach to that ofother delegates and the case studies used. Youwill leave equipped with a strategic marketingframework and an understanding of the keymarketing activities that drive value.Through many relevant examples and modelsyour executives will be able to contribute moreeffectively to the strategic planning processes inyour business.Who this course is for This course is designed for managers andexecutives, irrespective of function, with limitedexperience of the subject. It provides anintroduction and overview of the key issues instrategic marketing decision-making.What you will learn ßIdentify the special characteristics and role ofstrategic marketing.ßDescribe and evaluate a strategic businessportfolio using 'portfolio analysis'.ßAssemble the essential elements of strategyinto a cohesive one page strategy statement.ßRecognise some of the issues likely to be metwhen introducing strategic marketing into anorganisation and identify the ways by whichthey might be overcome.ßFacilitate the strategic marketing planningprocess in your own organisation.Learning approachThis course provides a clear strategic frameworkand allows you to apply the principles presentedto a case situation and your own organisation.This reinforces your learning in a fun andinteractive environment, making applicationeasier back at work. Delegates are sent andasked to assess an actual strategic marketingplan prior to the course and this is discussed on the day. Fundamentals of Strategic Marketing Book onlinewww.cim.co.uk 31Strategy and Planning7 CPD hoursCoursecode0653Level FoundationDuration1 dayVenues and datesLondon201115September 15December 201223February 18July14NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßStrategic MarketingMasterclass (p35)ßImplementing Strategy(p33)Moredatesandtobookonlinewww.cim.co.uk/0653"Just what Ineeded from acourse - great! Ifound this courseextremely useful,course directorwas fantastic andI learnt a lot."Kelly O'NeilEnterprise Development Manager,Birmingham CityUniversity"Excellent coursewhich provided agood strategicmarketingoverview."Chinelo Nneka OsuPricing Analyst, EMTSGet ahead of the curve - give yourselfa core competency7 CPD hoursCoursecode1218Level FoundationDuration1 dayVenues and datesLondon201113September 23November 201223May06NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßBusiness Analysis forMarketing Managers (p92)ßBusiness Maths forMarketers (p93)Moredatesandtobookonlinewww.cim.co.uk/1218Overview This workshop is designed to help marketers who need to produce 'good' forecasts developpractical forecasting skills within the context of a professional forecasting framework.It covers all key aspects from forecastingfundamentals, best and worst practice, throughchallenges and issues to appropriate tools and techniques, with considerable use of thelatter throughout! Benefits to you and your company As your forecasting skills develop (organisation/planning, execution and evaluation), you'll feelmore confident that you've done a professionaljob ie. collected the right data, processed andinterpreted it in the right way, drawn the rightconclusions and justified both the validity of yourmethodology and the likely outcome/forecast.Information is power!A more professional approach to forecastingincorporating better planning, the collection,analysis and interpretation of appropriate data andthe utilisation of information technology shouldlead to increased confidence in the forecastscreated and ultimately the performance delivered.Who this course is for It is specifically designed for quantitativelyoriented marketers who are proficient withspreadsheets and already have a reasonableunderstanding of the scientific (mathematical andstatistical) side of marketing, but want to developtheir skills and boost their confidence. What you will learn ßCreate professional short, medium, and long-term forecasts.ßAssess the marketing environment (macro, micro, internal).ßManage expectations upwards, downwardsand sideways.ßImplement best practice in terms of forecastdesign, delivery and evaluation.ßCollect the right data in the right way.ßIntegrate qualitative and quantitative research.ßMeasure markets, share, growth, and otherparameters more confidently.ßConvert the data into relevant informationusing various statistical tools and techniques.ßMake realistic projections and offer alternativescenarios with 'sensitivity analyses'.ßImplement, evaluate and control yourforecasting efforts professionally.ßApply within both strategic (customer...) andtactical (PLC, pricing...) arenas.Learning approachA mixture of slides, demos and discussion, withlots of 'hands-on' exercises and mini workshopsgeared to putting theory into practice and usingIT/software to help produce and appraiseforecasts. Emphasis on application!Market and Sales Forecasting