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Using metrics to see if your marketingis achieving what you plannedOverview Delegates will learn a range of techniques tomeasure the outcomes of their organisation'smarketing activity against their original marketing objectives.Benefits to you and your company Delegates will have a better understanding of how marketing can contribute to theorganisation's delivery objectives and can utilise key measures to demonstrate the benefits obtained.The organisation will be confident that marketingresources are being targeted in the right placeand in the right way for optimum returns.Who this course is forThis course is useful for anyone either planning,managing or delivering marketing andcommunications or patient engagement in their organisation.What you will learn ßThe role that marketing plays in NHS servicedelivery.ßHow measuring marketing outcomes can helpstrategic planning for the future.ßIdentify and employ different measurementtechniques.ßCommunicate to a range of stakeholders howmarketing metrics can demonstrate whetheran effective return on investment is beingachieved.Learning approachßLecture format.ßDiscussions groups.ßPractical exercises.ßCompany presentation on health serviceintelligence.Marketing Metrics in the NHSBook onlinewww.cim.co.uk 85Metrics7 CPD hoursCoursecode0095Level AdvancedDuration1 dayVenues and datesLondon201129September201225January04OctoberPrice£550+ VATCIM Member price£495 + VATWhat's includedTuition, course materials,lunch and refreshmentsRelated coursesßPrinciples of Marketing for the NHS (p36)ßThe Role of Branding inthe NHS (p54)Moredatesandtobookonlinewww.cim.co.uk/0095A more professional and scientificapproach to your marketing14 CPD hoursCoursecode0517Level AdvancedDuration2 daysVenues and datesMoor Hall, Berkshire201107-08November 201211-12January 29-30May 01-02AugustBirmingham201227-28NovemberManchester201224-25April ResidentialPrice£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 refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0517Marketing Metrics:Measuring MarketingPerformanceResidential optionOverview Given the importance of 'the numbers' for allorganisations, both commercial and 'not-for-profit', there's never been a greater need foraccountable marketing.This course will help you develop a morequantitative approach to the development,implementation and evaluation of your marketingplans and associated activities, utilisingappropriate metrics to assess both the efficiencyand effectiveness of both strategies and tactics.Benefits to you and your company You will be able to set up a 'marketingperformance measurement system' for yourstrategic and tactical marketing activities andcommunicate more effectively with yourmanagers, directors and/or board.Your organisation should see an improved returnon its investment in marketing. It will appreciatethe effort expended and the rewards won throughfocused measurement and it will therefore be moreconfident in allocating resources to marketing. Who this course is forFor people who understand the criticalimportance of measuring and evaluating theirmarketing activities and expenditure, and areready to invest time and brainpower indeveloping a metrics oriented approach to doingthe best they can with the resources they've got.What you will learn ßUse tools such as 'efficiency metrics','effectiveness metrics' and 'ROI'.ßDesign appropriate marketing metrics andcalculation formulae.ßLocate these metrics within a 'MarketingPerformance Measurement System'.ßUse common performance measurementframeworks (such as the 'Balanced Scorecard').ßAvoid common design, implementation andmanagement pitfalls.ßDetermine what works and what doesn't andallocate your marketing budget accordingly.ßMeasure the efficiency and effectiveness ofstrategic and tactical marketing activities.ßUnderstand the growing relevance andusefulness of direct marketing tools andtechniques with their in-built responsemechanisms and metrics.ßUse models (econometric), basic marketingmathematics and statistics.ßDevelop marketing plans with the emphasis onimplementation, evaluation and feedback.ßEnsure that marketing is seen as focused,accountable and adding value.Learning approachA mixture of slides, exercises/mini workshops,discussion and video centred around a strategicmarketing and metrics case study, with theemphasis on application.

ComplianceThe growing number of laws, regulations and codes affecting the marketingprofession mean it's never been more important for marketers to keep up to date. And it's not only within national boundaries: laws being passedelsewhere in the world can have important implications.Our courses address the practical application of these laws and regulations,ensuring that you are more confident to advise and shape your marketingstrategies and plans. See too our new course on page 17 Managing theRisks of Social Networksto make sure you are aware of the risks involved in building your digital social marketing strategy.86