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
A systematic approach for you toidentify, evaluate and implementstrategies for profitable growth21 CPD hoursCoursecode0130Level FoundationDuration3 days Venues and datesLondon201203-05OctoberMoor Hall, Berkshire201121-23November19-21September201220-22JuneManchester201225-27April ResidentialPrice£1,975+ VATCIM Member price£1,777+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,775+ VATCIM Member price£1,597+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßStrategic MarketingMasterclass (p35)Moredatesandtobookonlinewww.cim.co.uk/0130Foundations ofMarketing StrategyInsight-driven strategic marketing toinfluence people's behaviour forsocial and environmental benefit7 CPD hoursCoursecode1248Level FoundationDuration1 dayVenues and datesLondon201120September21December 201224April 26OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/1248Overview How do you apply consumer insight, strategicmarketing principles and social theory to reducesmoking, tackle growing obesity, increase physical exercise or encourage sustainablelifestyles? This is social marketing. This one daycourse familiarises you with the core principlesand processes, and shows how to apply some ofthe key tools and techniques.Benefits to you and your company You will learn how to enhance your skills toachieve positive social and environmental good.This learning will enable you to review yourcurrent workplace approaches, design customer-driven strategies, and implement targetedbehaviour change programmes based on soundmarketing and social science principles. If your organisation seeks to improve publichealth and well-being, safety, environmentallifestyles or promotes a social cause, it willbenefit by improving its strategic approach forhigher impact and sustained outcomes.Improved commissioning, structuring, deliveryand resourcing of services and campaigns canresult from insight and customer-centricapproaches.Who this course is forYou don't need to be a marketer to derive valuefrom this course. The main requirement is thatyou need to influence positive public behaviourand would like to improve your strategicapproach. Whether from a marketing,communications, social service, public or privatesector background, you can learn how to rethinkthe way you do things for greater impact.What you will learn ßRecognise where and how social marketingcan be applied.ßUnderstand how to get started.ßDesign your own social marketing strategy.ßHow to apply some of social marketing's coreconcepts, processes and practical tools.Learning approachßA 'hands-on' course, where participantsprepare their own (or use a worked example)social marketing programme.ßFully interactive to encourage groupdiscussion. The aim is to exchange results(from worked examples) and give insight todifferent approaches to social marketing.ßTailored and targeted support (numberspermitting).Introduction to Social MarketingStrategy and Planning32Training bookings and advice +44 (0)1628 427200Residential optionOverview Marketers everywhere are seeking to raise theawareness of marketing as a vital strategicdiscipline within their business. For this tohappen, it is crucially important for them tounderstand and implement the series of stepsnecessary to construct and carry out a winningstrategy. This three day course provides theimmersion necessary to embed this process in a thorough and practical way. Benefits to you and your company You'll develop and hone your analytical skills,which will last throughout your working life, andgain a deeper understanding of external andinternal business processes. You will discoverhow marketing models fit together and are usedin practice and be able to work out action plansfor implementing your newly acquired skills.Your organisation will benefit from an increasingawareness of how effective marketing strategieswill impact your business, and how they can leaddirectly to performance and profit improvements.A greater understanding of customers,competitors and organisational structure andcommunication will lead to sharper strategic focus.Who this course is for Marketers who are starting to move into positionswhere they will be expected to demonstrateincreasing strategic awareness. Existingmarketing managers who want and need torefresh their marketing knowledge. Managersfrom other disciplines who need to work closelywith other marketing colleagues as members ofcross-functional strategic teams. Salesexecutives who are moving across to marketing. What you will learn ßAdd value for the customer, and therefore yourcompany, by ensuring that you practisemarketing orientation.ßUse all the steps of the strategic marketingprocess in a logical and persuasive fashion.ßPractise in a hands-on way the tools andframeworks of strategic marketing. ßCarry out segmentation, targeting andpositioning.ßLink strategic positioning to marketing tactics.ßDevelop your marketing mix.ßSet up meaningful and precise milestones tomeasure progress.ßMatch internal strengths to externalopportunities for maximum return.Learning approachThe delivery style is fully interactive andparticipative. There will be a full explanation ofthe tools and frameworks used, then eachcomponent will be practised, sometimesindividually, but more often in groups.Contributions from delegates are warmlywelcomed. Other media, including film clips, will be used to illustrate various points.