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Making the most of 'live marketing'opportunities.Overview With increasingly more opportunities forcompanies to take their organisations andbrands into 'live' market places, there is a greaterneed for a strategic approach to planning andexecuting all aspects of events, and tounderstand just what they can and can't do.Benefits to you and your company Learn how to take a strategic, managerialapproach to events, to create opportunities that integrate with organisational objectives andto manage the myriad of issues that livemarketing presents. Benefit from effective delivery of the right eventsin the right way at the right time to deliverworthwhile and measurable results.Who this course is forThis course is for marketers who are tasked withorganising any activities in which their companiesare 'going live'. Whether these are internalmeetings through to large scale internationalevents, this course will hugely benefit anyonewith responsibility for implementing anddelivering results through events.What you will learn ßDramatically improve quality and reduce thecost of event organising.ßDeliver the right events at the right time.ßUnderstand legal issues affecting events.ßDevelop techniques for internal management.ßIncrease delegate attendance.ßUnderstand and use event technology.ßNegotiate contracts.ßDeliver memorable events.ßExplore new methodologies of evaluation.Learning approachßPresentations.ßCourse Director explanations.ßGroup work.ßHomework.ßDVD.How to Plan and Control Effective Marketing EventsBook 69Marketing Communications14 CPD hoursCoursecode0040Level AdvancedDuration2 daysVenues and datesMoor Hall, Berkshire201121-22November201220-21February11-12June17-18SeptemberResidentialPrice£1,425+ VATCIM Member price£1,282+ VATWhat's includedTuition, course materialsand full boardaccommodationNon-residentialPrice£1,325+ VATCIM Member price£1,192+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßEssentials for SuccessfulExhibitions (p67)ßSponsorship Essentials(p68)"This course farexceeded myexpectations. It left me reallymotivated toapply everything I have learnt."Joanna PicklesMarketing and Events Officer, Joseph RowntreeFoundationGet the maximum from agencypartners and the creative process7 CPD hoursCoursecode1213Level AdvancedDuration1 dayVenues and datesLondon201108December201227April09July09NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and Great marketing communications come fromgreat agency relationships and if you're a clientyou want to set the pace and demandoutstanding work from agency partners. Thiscourse provides guidelines and practical tips onhow to work efficiently with agency partners, todevelop effective creative campaigns andultimately gain the associated business results.Benefits to you and your company This course will help you to understand how toconstruct and implement intelligent agencybriefs. You will also learn how to evaluate creativepresentations and get the most from the creativedevelopment process.Organisations will benefit from an understandingof how to select the right agency, how to manageall their agency relationships in order to matchtheir needs and get the most from their services.Who this course is forThis course is aimed at all levels within amarketing department, where there is a desire to get the maximum from their agency partners. It is not specific to one sector and is applicableto advertising, design, digital, DM, PR,promotions, events, B2C and B2B, local andinternational agencies.What you will learn ßHow to understand agency partners.ßHow to write an effective agency brief.ßHow to get the maximum out of the creativeprocess.ßHow to build long term mutually beneficialagency relationships.Learning approachBest practice theory, real world case studies andinteractive practical exercises.Residential optionAgency Briefing and Management

Creating successful integratedmarketing communicationscampaigns by planning for them7 CPD hoursCoursecode1233Level AdvancedDuration1 dayVenues and datesLondon201126October 201218January 06June12SeptemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßManaging MarketingCommunications (p71)ßMarketingCommunicationsMasterclass (p71) This course will help you plan integrated marketingcommunications that deliver. It will show you howa well thought-through communications plan,which demonstrates how all the tools, techniquesand media will work together, will ensure yourresources are used effectively and efficiently.Benefits to you and your company You will think about the communicationsenvironment you operate in and the research andanalysis you need to plan effectively. You willpractice setting objectives that give your plandirection and review a six-stage plan framework.You will refresh your thinking on a range ofcommunications tools, techniques and media.Organisations will benefit from having a teammember who has a firm understanding of theimportance of setting objectives, the strengthsand weaknesses of a range of communicationstools, techniques and media and how these canwork together to best advantage.Who this course is forYou may have specialised in one communicationsdiscipline and now need to take an overview.Perhaps you have moved to a managerial roleand now need to create your first plan, or maybeyou have been planning communications forsome time and simply want to reflect on yourapproach and gain some new ideas.What you will learn ßUnderstand why fragmentation of thecommunications industry requires anintegrated approach to communicationsplanning.ßUse a simple, six-stage approach to planning.ßSet organisational (business), marketing andcommunications objectives that work togetherand can be measured.ßAdopt an approach to thinking about how youraudiences perceive value and how this can beused to shape your value proposition.ßUse your value proposition to determinepositioning and messaging.ßSelect communications tools and media basedon their merits, your objectives and yourconstraints (such as budget).ßMeasure the performance of yourcommunications using return on investmentand customer lifetime value.Learning approachßMix of presentation and interactive, group-based activities.ßDelegates will work their way through theplanning process using a real-life case study.ßA clear plan structure and templates will beprovided for each activity to aid learning.ßThe structure and templates can be adaptedand used as part of a planning framework inthe delegates' own organisations.Writing an Integrated Marketing Communications Plan70Training bookings and advice +44 (0)1628 427200An in-depth exploration ofpublic relations 21 CPD hoursCoursecode0072Level AdvancedDuration3 days Venues and datesLondon201216-18MayMoor Hall, Berkshire201107-09September201222-24February12-14SeptemberManchester201115-17NovemberResidentialPrice£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 Participants will learn about every facet of PR onthis practical three day course, from creating aplan, dealing with the media and writing greatcopy to using PR agencies and evaluating activity.Benefits to you and your company You will gain greater confidence to run a pressoffice, present the PR function to seniormanagement and deal with the media. Thiscourse will enhance your ability to plan PRcampaigns strategically, always with theorganisational objectives in mind.Your organisation will have a more strategic,integrated view of PR. It will benefit from a greaterawareness of the current forces and trends in thePR arena, and from a realistic understanding ofwhat PR can and cannot achieve.Who this course is for Those with a new or developing presence in a PR role, perhaps with an existing knowledge ofmarketing. Those who might wish to move intoPR and those who feel in need of a refresher inthe profession. What you will learn ßCreate a PR plan for your organisation.ßUnderstand how the media works and howbest to work with them.ßUnderstand how PR fits into the overallorganisational structure.ßPrepare for and deliver a professional mediainterview.ßCreate a crisis management plan.ßWrite proficient copy for the media.ßEffectively evaluate your campaigns.ßAppreciate the challenges and opportunities ina successful PR career.ßGet the best from your PR agencies.Learning approachßInteractive approach to learning, full ofbreakout exercises and examples.ßTailored to delegates' individual businesschallenges and scenarios.ßCritique of real life press releases andcollateral. ßCase studies of successful PR campaigns.SuccessfulPublic RelationsMarketing CommunicationsResidential option