Make your marketing communicationsproduce better resultsOverview Most organisations waste money on marketingcommunications because their activities arefragmented and their messages are irrelevant. Effective marketing communications requires aclear understanding of objectives, carefulplanning, co-ordination of the rightcommunications tools, development of themessages, a strategic and tactical approach andmeasurement of results. This course shows youhow to manage those factors. Benefits to you and your company You will improve your ability to managecommunications tactically and strategically, andimprove the return on your expenditure. Yourprofile amongst colleagues and senior managerswill be enhanced along with an understanding ofhow to integrate communications within themarketing mix. This course will enable you to structure, integrateand manage communications so that yourcompany can achieve its marketing objectives.This in turn will allow you to compete successfullyagainst companies with bigger budgets. It willalso allow you to test and measure results so thatyou can avoid wasteful spending and developcampaigns that are cost effective. Who this course is forThis course is for marketing/communicationsmanagers and executives aspiring to amanagement role. It is also for others whobelieve that their marketing communications areinsufficiently structured and co-ordinated.What you will learn ßUse marketing communications strategicallyand tactically.ßCreate meaningful objectives.ßIdentify key issues in marketingcommunications.ßTarget communications accurately.ßUse the correct mix of promotional tools toachieve objectives.ßCo-ordinate communication activities bothinternally and externally.ßDevelop and deliver the right messages.ßWin the support and co-operation of salesteams.ßConstruct a marketing communications planand budget.ßMeasure the effectiveness of the marketingcommunications.ßSelect, brief and evaluate agencies.Learning approachThe course will be delivered using formalpresentations, discussions, practical exercisesand case studies. Delegates will have theopportunity to ask questions at any point duringthe course.Managing MarketingCommunicationsBook onlinewww.cim.co.uk 71Marketing Communications21 CPD hoursCoursecode0020Level AdvancedDuration3 daysVenues and datesMoor Hall, Berkshire201107-09November201208-10February06-08JuneManchester201218-20SeptemberResidentialPrice£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 courseßMarketingCommunicationsMasterclass (p71)Moredatesandtobookonlinewww.cim.co.uk/0020Creating cut-through strategiccommunicationsMarketing CommunicationsResidential optionMasterclassResidential optionOverview This fast-paced masterclass helps you plan,create, assess and manage communicationstrategies. Particular attention is given to thestrategic and executional imperatives that areessential for great communications, in addition tocreating and assessing creative work usingmixed and new media.Benefits to you and your company This in-depth programme provides both skillsand experience in devising high levelcommunications strategies and creating andassessing creative ideas and messages. It willequip you with the confidence and 'best practice'tools to plan, create and evaluate strategiccampaigns for your brand, product ororganisation. It also provides practical guidelinesfor setting budgets and managing internalaudiences and agencies. Effective customer communications can have amassive impact on a product or organisation'sbrand image, presence, reputation, market shareand ability to command a premium. As customercommunications are invariably high cost,managing the strategic communications processwell can have a significant positive effect onprofitability. It can also influence the attitudes andbehaviour of colleagues and shareholders andenhance your own personal worth. Who this course is forAs a masterclass, this course is designed fordelegates with several years of managementexperience. Specifically those responsible forplanning and managing marketingcommunication strategies for products, servicesor organisations.What you will learn Skills and 'best practice' tools to create anddefine a communication strategy and thendevise communications that will cut-through andpersuade. Specifically how to:ßConstruct a communications strategy and plan.ßEstablish budgets and targets.ßDesign appropriate messages.ßAssess communications ideas.ßSelect appropriate media options.ßManage the communications process fromdevelopment to implementation.ßManage internal stakeholders, agencies andacross media.Learning approachßHighly interactive and participative course.ßA variety of individual, paired and groupexercises which enable delegates to discoverand learn by doing.ßReal life based exercises to help youunderstand key strategic communicationprinciples, what really works and gainexperience using powerful thinking andcreative communication tools.14 CPD hoursCoursecode0061Level MasterclassDuration2 daysVenues and datesMoor Hall, Berkshire201115-16September201202-03February03-04May22-23AugustResidentialPrice£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/0061Guy TomlinsonGuy is a brand marketingand communicationsexpert who has led awide range of brand,marketing and strategyprojects for world leadingbrands in consumergoods, media and B2Bmarkets. He has heldmarketing director andbusiness planningmanager positions atcompanies includingBoots, Procter andGamble andPricewaterhouseCoopersbefore founding his owncompany in 2005. He isco-author of the highlyacclaimed book, TheMarketing Director'sHandbook.
Relationship MarketingBuilding mutually beneficial relationships with your customers is a keycomponent of organisational success. Customers who feel valued are not onlymore likely to stay and grow their spend with your business, they are also morelikely to act as advocates recommending you to friends and colleagues.Effective relationship marketing starts with understanding and segmentingcustomers, so that you can treat people with different needs, in different ways.Once you group together similar customers, you can develop communicationsprogrammes that satisfy their needs. In the evolving world of digitalcommunications, relationship marketing is now more important than ever - with new channels and tactics now open to you.Whether you are new in a relationship marketing role, or have a number of yearsexperience but need to build knowledge, our courses will guide you through thekey principles of developing engaging relationship marketing strategies and plans.72