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Delivering value through marketingto drive business success7 CPD hoursCoursecode0550Level FoundationDuration1 day Venues and datesLondon201122September 20October 23November 15December 201226January 23February 20March21May 02July18October 11DecemberBirmingham201115September201214June26November Manchester201125November 201223April 18SeptemberReading201202AugustPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and"Being new tomarketing thiscourse wasexactly what Ineeded. It taughtme the basicconcepts andtheory behind the jargon. Thetutor was fantasticand I look forwardto continuing mytraining with CIMLearning andDevelopment very soon."Sarah TeddeSales & Marketing Co-ordinator, Nisa InternationalOverview The workshop highlights the growing importanceof marketing in organisations today. It willintroduce you to the key principles of marketingand demonstrate how these can be applied toimprove your organisation's performance througheffective marketing activity.Benefits to you and your company Understand what marketing is and how it improvesyour organisation's profitability andcompetitiveness. Participate with increasedconfidence in the work of your department byunderstanding the role and importance ofmarketing within your organisation. The knowledgeof marketing principles can be used to enhanceyour skills and practical application of marketingand support your future career development.By developing an understanding of key principlesand practice, marketing staff will better worktogether to develop a customer and market-driven approach. This understanding of anintegrated marketing approach will benefit yourorganisation in terms of efficiency and ensureeffective performance in the marketplace.Who this course is for If you are newly appointed to a marketingfunction (less than two years experience), or workwithin another function but want to understandyour relationship with the marketing departmentand contribute to marketing strategy, thisworkshop is for you.Directors and managers of small firms will gain an insight into the value of marketing fortheir situation. What you will learn ßApply the basic concepts and principles ofmarketing to become more customer andmarket-driven.ßUnderstand marketing terminology.ßSegment your market.ßUnderstand and develop an analysis of themarketing environment.ßSource and use market research.ßUnderstand the marketing mix, distributionchannels, price structures, advertising, salespromotion and the relationship between salesand marketing.ßDiscriminate between good and bad marketingpractice.ßContribute more effectively to the marketingactivities of your organisation.Learning approachßAn interactive style.ßKey concepts supported with examples.ßActivities to reinforce the learning.ßDiscussion amongst the delegates isencouraged to share experience andexamples of good practice.Fundamentals of MarketingImproving company competitivenessand performance in the business-tobusiness marketplace7 CPD hoursCoursecode0956Level FoundationDuration1 dayVenues and datesLondon201123September 16December 201222February 21March19April07June03July19October 10DecemberBirmingham201114SeptemberManchester201124November Reading201201AugustPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and This workshop will provide you with a knowledgeand understanding of key business to business(B2B) marketing principles and processes. The workshop outlines how these principles can be applied and how they can contribute to your organisation's performance andcompetitiveness. Case studies are provided anddiscussed highlighting best practice in the field of B2B marketing.Benefits to you and your company You will understand the essential differencesbetween B2B and business to consumer (B2C)marketing. By providing a foundation of B2Bmarketing principles and identifying current bestpractice in the field of B2B marketing, you will beable to contribute more effectively to themarketing process within your organisation.Your employee will gain a practical understanding of B2B marketing, identify currentbest practice and look at the main techniques,tools and concepts that can be used to improve organisation growth, profitability andmarketing effectiveness.Who this course is forYou should attend this workshop if you havedirect responsibility for or involvement in themarketing of products and services tobusinesses. It will appeal to both experiencedmarketers new to B2B and those newlyappointed to the marketing function. It will alsohelp those within other functions to contribute tomarketing strategy. Directors and managers ofsmall firms will also gain an insight into the valueof B2B marketing principles for their situation.What you will learn ßApply the basic concepts and principles ofB2B marketing.ßSegment your customers and position yourorganisation in the marketplace.ßUnderstand your markets and customers.ßManage customer relationship management.ßBuild a value proposition.ßUnderstand product, service and channelmanagement.ßDevelop an integrated marketing mix.ßIdentify current developments in B2Bmarketing. ßUnderstand the relationship betweenmarketing and sales.ßContribute more effectively to the marketingactivities of your organisation.Learning approachßInteractive style.ßExplanation of the key concepts supportedwith examples and activities to reinforce thelearning.ßDiscussion amongst the delegates isencouraged to share experience andexamples of good practice.Fundamentals of Marketing B2BEssentials of Marketing40Training bookings and advice +44 (0)1628 427200

Understand concepts and activitiesrelated to marketing in the public andnon profit making sectorsOverview This course will provide a thorough immersion in marketing concepts and activities related tothe special requirements of the marketing ofpublic sector and non profit making sector - from a basic understanding of marketing throughto the steps necessary to integrate marketingwithin the organisation. Benefits to you and your company You will learn key marketing principles that canbe applied directly in the workplace. You willdevelop your knowledge and skills, and ensurethat existing practical skills and knowledge areunderpinned by a more focused understandingof key marketing concepts and best practice.This workshop will update employee knowledgeand skills in the area of public sector and nonprofit making sector marketing. On completion,attendees will understand how best practicemarketing principles can contribute toorganisational performance and build strongworking relationships with key stakeholders inother departments and outside parties such aspartners, regulators etc. Who this course is forThis course is designed for members of thepublic sector or non profit making marketingteam -for experienced marketers new to thesesectors, or seasoned employees new tomarketing. It will also be useful for managers andemployees involved in service development,service delivery, and relationship management.What you will learn ßApply the basic concepts and principles ofpublic sector and non profit making sectormarketing.ßIdentify the key elements of a marketingoriented organisation.ßIntegrate marketing with other disciplines in theorganisation.ßSegment your audiences and position yourproposition in the marketplace.ßUnderstand public sector and non profitmaking sector markets, audiences and keystakeholders.ßAnalyse these audiences and applyappropriate relationship managementstrategies.ßDevelop and communicate the service valueproposition.ßUnderstand the challenge of marketing tomultiple markets. ßDevelop an integrated marketing mix toeffectively market your product or service.Learning approachßInteractive style. ßKey concepts supported with examples andactivities to reinforce the learning. ßDiscussion to share experience and examplesof good practice.Fundamentals of Marketingfor NFP and Public SectorBook 41Essentials of Marketing7 CPD hoursCoursecode0781Level FoundationDuration1 dayVenues and datesLondon201121October 14December 201224February 18April09NovemberReading201203AugustPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and introduction to meaning, language,tools and applications7 CPD hoursCoursecode0551Level FoundationDuration1 dayVenues and datesLondon201125October201202February28June21NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßFundamentals ofMarketing (p40)ßThe Marketing PlanningToolkit (p30) Marketing is often 'picked up on the job' -particularly for those in supporting oradministrative roles, resulting in incompleteunderstanding, patchy expertise, mix-ups, lack ofconfidence - in short, limited performance -amongst those very people that keep the showon the road. This workshop is designed for PAsand marketing support personnel wishing tomake a greater contribution to their organisationthrough a better understanding of marketing.Benefits to you and your company You will gain a wider understanding of the role ofmarketing and how the elements of marketingcombine to achieve business success. This willincrease your confidence, enthusiasm andenjoyment of your role within your departmentand within your organisation. Stimulating group projects are used toencourage discussion of the key elements within the marketing mix, the end result being a wider understanding of the role of marketingwithin the organisation. Delegates will understand the importance of 'people' workingas a team to achieve success and maximiseprofit/contribution.Who this course is forThe course is designed for anyone in a'supporting role' to marketing professionals, orfor those just beginning their marketing career.No previous knowledge is necessary. It is bestsuited to those who want to familiarisethemselves with the very basics and gain anoverview of marketing as a discipline.What you will learn ßUnderstand marketing, its technicalterminology and jargon.ßIdentify who has an impact on marketing inyour organisation.ßUnderstand the 'marketing mix' and how it isrelevant to your job.ßUnderstand the 'tools' of marketing and whento use them.ßExplore the basics of areas such as marketresearch, promotions, advertising, e-marketing, PR, sponsorship, exhibitions and word of mouth.Learning approachThe course is based on a workbook, rather thana formal presentation and notes. During the dayyou will complete sections of the workbookindividually and with fellow delegates, giving you a valuable and personalised resource forfuture use.PA's Guide to Marketing