MARKETING COMMUNICATIONS

For classification levels please refer to page 5

Globally, more people now have mobile phones than bank accounts; and yet the possibilities offered by mobile have not been exploited by marketers to anything like their full potential. The paper Its Not a Phone: A Future of Mobile Marketing 1 shows how to use apps in ways that are engaging and fun, without making them feel targeted or irritated. Press reports about inappropriate marketing to children and the commissioning of the Bailey Review show theres a long way to go for marketers to identify how to market to children responsibly. Leave Those Kids Alone: Responsible Marketing to Children 2 examines the delicate balance between offering consumer choice, and maintaining an ethical professionalism. The questions raised are also transferable to other areas of marketing. Our wide range of courses give you a solid understanding of all the latest marcoms tools, techniques and media and how to use them to best effect.
1 Available at www.cim.co.uk/marketingresources 2 Available at www.cim.co.uk/marketingresources

INTRODUCTORY COURSES
Course Duration Page

Introduction to Marketing Communications Introduction to Public Relations Essentials for Successful Exhibitions A Guide to Virtual and Hybrid Events NEW Sponsorship Essentials Internal Communications

1 day 72 1 day 72 1 day 73 1 day 73 1 day 74 1 day 74

ADVANCED COURSES
Managing Marketing Communications 3 day 75

Writing an Integrated Marketing Communications Plan 1 day 75 Agency Briefing and Management How to Plan and Control Effective Marketing Events Successful Public Relations 1 day 76 2 day 76 3 day 77

MASTERCLASS
Marketing Communications Masterclass 2 day 77

For latest courses and dates see www.cim.co.uk 71

MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS

INTRODUCTION TO MARKETING COMMUNICATIONS

0555. A solid grounding in the tools, techniques and approaches used in professional marcoms

INTRODUCTION TO PUBLIC RELATIONS

0650. A comprehensive insight into the key elements of PR

ESSENTIALS FOR SUCCESSFUL EXHIBITIONS

7
CPD hours

A GUIDE TO VIRTUAL AND HYBRID EVENTS

New Course

CPD hours

Introductory 1 day course

Format

Introductory 1 day course

Format

0504. Making the most of the world of exhibitions

7 CPD hours
Introductory 1 day course
Format

0278. Embracing the future of on and off line conferences, meetings and events

CPD hours

Introductory 1 day course

Format

Public In-company Overview Following this one-day, intensive workshop, you will be familiar with the range of communication tools and techniques available to professional marketers and have the ability to analyse the marcoms mix that best suits your own organisation. You will also learn how to manage and enhance the relationship that exists between marketers and external partners such as advertising and PR agencies. Benefits You will increase your understanding of marketing communications in your organisation and have a greater awareness of the tools used. As well as developing more rounded skills as a marketer, you will have a solid foundation for further training and future specialisation. Your organisation will have a greater capacity to explore the full communication mix and critically appraise the work of key partners such as agencies. The course helps to widen knowledge and appreciation of marketing communication techniques, leading to more effective and coherent collaboration between marketers. Who should attend This course is for people who are new to the marketing profession or the marcoms discipline and looking to start from the first principles. It is also popular with those who support marcoms teams or have been given a communications brief as part of more general role. Learning outcomes Analyse the role of marketing communications within your organisation. Uncover the needs of target audiences to aid communications messages. Judge the effectiveness of campaign activity. Work closely with professional suppliers such as advertising agencies. Assess key marketing communication tools and techniques including advertising, direct mail, public relations and sales promotion, as well as personal selling. Capitalise on the full potential of electronic media in a marketing communications context. Delivery style Whole-group discussions. Short exercises in pairs and smaller groups. Mini case studies within two featured businesses business to business and business to consumer.
Venues and dates

Public In-company Overview The workshop will introduce you to the fundamentals of PR, including dealing with the media, writing press releases and developing and implementing a strategic PR campaign from scratch. Benefits You will develop a solid grounding in the theory and practice of PR: more focused planning, successful evaluation of PR campaigns, stronger writing skills and a sound knowledge of how the media operates. The organisation will benefit from better-planned, more strategic PR campaigns with real commercial benefits. Understanding how to take control of the media agenda will mean positive messages are consistently delivered to stakeholders via the media. Running effective in-house PR activities will create and sustain your corporate reputation. Who should attend The programme is suitable for anyone who is becoming involved with PR for the first time, graduate recruits, managers who have recently assumed PR responsibilities and those who have responsibility for PR staff but little relevant experience. Learning outcomes Understand the relationship between PR and marketing. Create a PR plan either for a project or for a longer campaign. Evaluate PR success. Understand how the traditional and digital media work. Identify opportunities to place stories in the media. Write a press release. Deal with incoming media enquiries. Delivery style Interactive approach to learning, full of breakout exercises and examples. Tailored to delegates individual business challenges and scenarios. Critique of real life press releases and collateral. Case studies of successful PR campaigns.
Venues and dates

Public In-company Overview This course will enable you to get the best from exhibitions through a step-by-step process covering selection, objective-setting, delivery, and basic evaluation. It will equip you to think creatively about your activities within a disciplined framework, and to optimise the impact of your presence. Benefits Learn how to take the headaches out of exhibiting, and just enjoy the results. From finding extra resources to designing and delivering stands which deliver excellent results. An exhibition is perhaps the most powerful environment for meeting your market face to face. It is expensive in terms of space, design, people and time, so you need to be sure to get value. Your organisation will benefit from more measurable objectives, an impactful presence and people trained to deliver the relevant results. Who should attend This course is suitable for first-time exhibitors and managers with some experience. Those undertaking the task for the first time or others who are more experienced will also find the workshop useful. Learning outcomes Plan your approach more effectively by identifying, qualifying and selecting the right exhibitions for your company. Prepare in advance by clarifying real exhibition objectives and establishing appropriate checklists and timetables. Present a stand by confirming the principles and concepts of venue and stand hall layouts. Promote attendance by identifying tactics and ideas designed to increase stand visitor numbers. Sell at exhibitions by understanding the basics of selling on an exhibition stand. Follow up exhibitions more effectively by adopting a proven method to qualify, prioritise, chase and manage leads, and evaluate their overall company performance. Delivery style Presentations and discussions. Analysis of own experiences. Case studies. Group work and interactive learning through created scenarios.
Venues and dates

Public In-company Overview This new one day workshop is designed to help event and meetings planners who need to know more about the future of events and understand what options exist with the development of virtual and hybrid events. The technology is here, but fear and misunderstanding still exists. Using the latest research and a wealth of case studies, this workshop explains the process. Benefits Anyone involved in the events industry needs to understand the new world of online events. Many traditional skills will become redundant, and new ones need to be mastered. Event professionals also need to understand and persuade stakeholders how such events can run. New technology, new skills and new approaches to events are now essential. The new event formats that are now available offer opportunities for improving ROI, reaching new markets, finding new revenue streams, and getting more mileage from every event. The various formats and pros and cons are also explored in depth. Who should attend This course is designed for those working as meeting and event planners. It is a practical workshop aimed at those who are responsible for their organisations events and who need to know more about current and future developments. Learning outcomes The new terminology and what it all means. The various formats, pros and cons. Making the business case for virtual and hybrid. Virtual and real similarities and differences. The processes of going virtual. The new skills required. Learning from case studies and developing action plans. Delivery style The workshop will explore existing experiences and concerns, and use case studies and presenter-led discussions, as well as practical exercises to explore the issues.
Venues and dates

2013

London 18 Jan 12 Apr 15 Jul 11 Oct

Price

2013

London 06 Feb 10 May 09 Aug 15 Nov

Price

2013

London 07 Mar 10 Oct

Price

2013

London 16 Apr 12 Sep 05 Dec

Price

550 + VAT
CIM Member price

550 + VAT
CIM Member price

550 + VAT
CIM Member price

550 + VAT
CIM Member price

495 + VAT
Whats included

495 + VAT
Whats included

495 + VAT
Whats included

495 + VAT
Whats included

Tuition Course materials Lunch Refreshments

Related course

Tuition Course materials Lunch Refreshments

Related course

Tuition Course materials Lunch Refreshments

Related course

Tuition Course materials Lunch Refreshments

Managing Marketing Communications (p75)

Successful Public Relations (p77)

How to Plan and Control Effective Marketing Events (p76)

www.cim.co.uk/0278

www.cim.co.uk/0504

www.cim.co.uk/0555

www.cim.co.uk/0650

REMEMBER If you have a team to train you decide when, where and how and we bring a SOLUTION that meets your needs and budget. See page 4.

72 Training bookings and advice +44 (0)1628 427200

Book online www.cim.co.uk 73

MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS

SPONSORSHIP ESSENTIALS

INTERNAL COMMUNICATIONS

MANAGING MARKETING COMMUNICATIONS

Residential option
CPD hours

WRITING AN INTEGRATED MARKETING COMMUNICATIONS PLAN

21 CPD hours
Advanced 3 day course
Format

0512. Buying, selling and measuring with confidence

CPD hours

Introductory 1 day course

Format

0647. Maximise organisational performance and understand how to motivate your people through improved internal communication

Introductory 1 day course

Format

0020. Make your marketing communications produce better results

1233. Creating successful integrated marketing communications campaigns, through planning

CPD hours

Advanced 1 day course

Format

Public In-company Overview Sponsorship can deliver great results, but can be challenging to select, negotiate, manage and evaluate. This programme seeks to address those issues. Benefits Attend this programme to understand the world of sponsorship and how to approach the right partners, whether you are a buyer or seller. Organisations will benefit from a greater understanding of how to evaluate sponsorship, negotiate the win-win deals that all parties seek and how to select, buy and sell sponsorship which will help deliver their objectives in the most cost-effective manner. Who should attend This course is for marketers and managers who are responsible for buying, selling or managing sponsorship arrangements within their organisation. Learning outcomes Know precisely who you need to talk to, how and why. Clarify your sponsorship philosophy and objectives and sharpen your longer term strategy. Plan and monitor your sponsorship revenue and spending. Formulate and develop the right sponsorship proposition(s) for your needs. Challenge your comfort zone in the quest for creative opportunities. Negotiate effectively with your sponsorship partners. Make time for planning, monitoring and making sure that all parties deliver. Utilise project and relationship evaluation tools. Delivery style Presentations, discussions, analysis of own corporate experiences, case studies, group work, interactive learning and created scenarios.
Venues and dates

Public In-company Overview Many organisations talk about empowering staff, but how many do this in practice? You need to develop a comprehensive blueprint for internal communication media and messages to ensure that staff buy into what the company is trying to achieve. This workshop offers an eight-step process to help you treat your people as internal customers, with all the benefits which that will bring. Benefits You will have the opportunity to improve your skills in this increasingly important field. You will learn about the relevant research in this area, see why this has been so influential, put the theories into practice, and see how other organisations handle the area. You will leave with checklists to guide you in setting up or amending your internal communications. Your organisation will be more effective in communicating with staff and other stakeholders. By studying examples of both good and bad practice, and becoming aware of the opportunities to communicate in different and newer ways, a wider appreciation of the topic will be gained. You will see clearly how staff empowerment and therefore success can genuinely result from enhanced communications. Who should attend This course is suitable for anyone who needs to motivate and enthuse internal teams. No prior knowledge of internal communications is required. Learning outcomes Recognise the need for and benefits of internal communications. Check whether your organisation is using the appropriate media to get the right messages across. Understand the issues which make internal communications a great vehicle for staff acquisition, motivation and retention. Develop a blueprint for bringing onside staff who might feel undervalued, uninvolved and lack confidence in their organisations vision and mission. Use this blueprint to help disseminate organisational objectives, targets and information throughout all departments and divisions. Ensure that all stakeholders are catered for in the comms plans. Recognise good practice and be able to create the right message for the right stakeholders. Audit and improve your current system. Delivery style The delivery style is fully interactive and participative. There will be a full explanation of the background and tools used, then each component will be practised.
Venues and dates

Public In-company Overview Most organisations waste money on marketing communications because their activities are fragmented and their messages are not relevant. Much of the budget spent is not geared to clearly defined objectives and the outcomes are not measured. Effective marketing communications requires; a clear understanding of objectives careful planning coordination of the right communications tools development of the right messages a strategic and tactical approach and measurement of results. This course shows you how to manage those factors. Benefits You will improve your ability to manage marketing communications tactically and strategically, and improve the return on your marketing communications spend. It should increase your profile in the organisation and enable you to integrate marketing communications so that they play a more prominent role in achieving the organisations objectives. This course will enable you to structure, integrate and manage communications so that your organisation can achieve its marketing objectives. Organisations will be able to compete successfully against competitors who have bigger budgets and be able to measure outcomes. Who should attend This course is for marketing and communications managers and executives aspiring to a marketing management role. It is also for others who believe that their marketing communications are insufficiently structured and co-ordinated. Learning outcomes Use marketing communications strategically and tactically. Identify key problems in marketing communications. Target communications accurately. Blend the right promotional tools to achieve communications objectives. Co-ordinate marketing communications activities externally and internally. Develop and deliver the right messages. Win the support and co-operation of sales teams. Construct a marketing communications plan and budget. Track and measure the effectiveness of marketing communications. Manage brand communications. Select, brief and evaluate agencies. Delivery style The course will be delivered using formal presentations, exercises and case studies.
Venues and dates

Public In-company Overview This course will help you plan integrated marketing communications that deliver. It will show you how a well thought-through communications plan, which demonstrates how all the tools, techniques and media will work together, will ensure your resources are used effectively and efficiently. Benefits You will think about the communications environment you operate in and the research and analysis you need to plan effectively. You will practice setting objectives that give your plan direction and review a six-stage plan framework. You will refresh your thinking on a range of communications tools, techniques and media. Organisations will benefit from having a team member who has a firm understanding of the importance of setting objectives, the strengths and weaknesses of a range of communications tools, techniques and media and how these can work together within a simple planning framework. Who should attend You may have specialised in one communications discipline and now need to take an overview. Perhaps you have moved to a managerial role and now need to create your first plan, or maybe you have been planning communications for some time and simply want to reflect on your approach and gain some new ideas. Learning outcomes Understand why fragmentation of the communications industry requires an integrated approach to communications planning. Use a simple, six-stage approach to planning. Set organisational, marketing and communications objectives that work together and can be measured. Adopt an approach to thinking about how your audiences perceive value and how this can be used to shape your value proposition. Use your value proposition to determine positioning and messaging. Select communications tools and media based on their merits, your objectives and constraints (such as budget). Measure the performance of your communications using return on investment and customer lifetime value. Delivery style Mix of lecture-style presentation and interactive, group-based activities. Delegates will work their way through the planning process using a real-life case study. A clear plan structure and templates will be provided for each activity to aid learning. The structure and templates can be adapted and used as part of a planning framework in the delegates own organisations.
Venues and dates

2013

London 06 Mar 09 Oct

Price

2013

550 + VAT
CIM Member price

London 01 Feb 07 Jun 13 Sep 09 Dec

2013

Moor Hall, Berkshire 08-10 Jan 03-05 Apr 02-04 Jul 10-12 Dec Birmingham 10-12 Jun

2013

London 23 Jan 17 Apr 03 Jul 16 Oct

Price

495 + VAT
Whats included

2013

Birmingham 25 Nov

2013

550 + VAT
CIM Member price

Tuition Course materials Lunch Refreshments

Manchester 2013 23 Apr

Price

Manchester 2013 18-20 Sep

Residential Price

495 + VAT
Whats included

www.cim.co.uk/0512

550 + VAT
CIM Member price

2,100 + VAT
CIM Member price

Tuition Course materials Lunch Refreshments

Related courses

495 + VAT
Whats included

1,902 + VAT
Whats included

Tuition Course materials Lunch Refreshments

Related courses

Tuition Course materials Full board accommodation

Non-residential Price

Managing Marketing Communications (p75) Marketing Communications Masterclass (p77)

Introduction to Marketing Communications (p72) Managing Marketing Communications (p75)

1,900 + VAT
CIM Member price

www.cim.co.uk/1233

1,722 + VAT
Whats included

www.cim.co.uk/0647

Tuition Course materials Lunch Refreshments

www.cim.co.uk/0020

The workshop was packed and delivered in an excellent manner.

Henry Soulsby Marketing Co-ordinator The Royal Wolverhampton Hospitals NHS Trust

CANT FIND A PERFECT COURSE? We can ADAPT any course to suit your team or even create something completely new. Learn at a time or location that suits you either virtually or in person. For details see page 4, email team@cim.co.uk or talk to us on +44 (0)1628 427250

74 Training bookings and advice +44 (0)1628 427200

Book online www.cim.co.uk 75

MARKETING COMMUNICATIONS

MARKETING COMMUNICATIONS

AGENCY BRIEFING AND MANAGEMENT

1213. Get the maximum from agency partners and the creative process

HOW TO PLAN AND CONTROL EFFECTIVE MARKETING EVENTS

Residential option

SUCCESSFUL PUBLIC RELATIONS

Residential option

MARKETING COMMUNICATIONS MASTERCLASS

Residential option

CPD hours

Advanced 1 day course

Format

0040. Making the most of live marketing opportunities

14 CPD hours
Advanced 2 day course
Format

0072. An in-depth exploration of public relations

21 CPD hours
Advanced 3 day course
Format

0061. Creating cut-through strategic marketing communications

14 CPD hours
Masterclass 2 day course
Format

Public In-company Overview Great marketing communications comes from great agency relationships. This course provides guidelines and practical tips on how to work efficiently with agency partners, to develop effective creative campaigns and ultimately gain the associated business results. Benefits This course will help individuals to understand how to construct and implement intelligent agency briefs, as well as understanding how to evaluate creative presentations and get the most from the creative development process. This course will help organisations understand how to select the right agency and manage all their agency relationships in order to get the most from their services. Who should attend This course is aimed at all levels of marketers, where there is a desire to get the maximum from their agency partners. It is not specific to one sector and is applicable to advertising, design, digital, DM, PR, promotions, events, B2C and B2B, local and international agencies. Learning outcomes How to understand agency partners. How to write an effective agency brief. How to get the maximum out of the creative process. How to build long term mutually beneficial agency relationships. Delivery style Best practice theory, real world case studies and interactive practical exercises.
Venues and dates

Public In-company Overview With increasing opportunities for companies to take their organisations and brands into live market places, there is a greater need for a strategic approach to planning and executing all aspects of events, and to understand just what they can and cant do. Benefits Learn how to take a strategic, managerial approach to events, to create opportunities that integrate with organisational objectives and to manage the myriad of issues that live marketing presents. Benefit from effective delivery of the right events in the right way at the right time to deliver worthwhile and measurable results. Who should attend This course is for marketers who are tasked with organising any activities in which their companies are going live. Whether these are internal meetings through to large scale international events, this course will hugely benefit anyone with responsibility for implementing and delivering results through events. Learning outcomes Improve the quality and reduce the cost of event organising. Deliver the right events at the right time. Understand legal issues affecting events. Develop techniques for internal management. Increase delegate attendance. Understand and use event technology. Negotiate contracts. Deliver memorable events. Explore new methodologies of evaluation. Delivery style Presentations. Course director explanations. Group work. Homework. DVD.
Venues and dates

Public In-company Overview Public relations is a credible, cost-effective channel for building positive brand perceptions and educating stakeholders about the benefits of your organisation. Participants will learn about every facet of PR, from dealing with the media and writing great copy to using PR agencies and evaluating activity. Benefits You will gain greater confidence to run a press office, present the PR function to senior management and deal with the media. This course will enhance your ability to plan PR campaigns strategically, always with the organisational objectives in mind. Your organisation will have a more strategic, integrated view of PR. It will benefit from a greater awareness of the current forces and trends in the PR arena, and from a realistic understanding of what PR can and cannot achieve. Who should attend Those with a new or developing presence in a PR role, perhaps with an existing knowledge of marketing. Those who might wish to move into PR and those who feel in need of a refresher in the profession. Learning outcomes Create a PR plan for your organisation. Understand how the media works and how best to work with them. Understand how PR fits into the overall organisational structure. Create a crisis management plan. Write proficient copy for the media. Effectively evaluate your campaigns. Appreciate the challenges and opportunities in a successful PR career. Get the best from your PR agencies. Delivery style An interactive approach to learning, full of breakout exercises and examples. Tailored to delegates individual business challenges and scenarios. Critique of real life press releases and collateral. Case studies of successful PR campaigns.
Venues and dates

Public In-company Overview This masterclass helps you plan, create, assess and manage marketing communications. Particular attention is given to creating communication strategies, creating and assessing creative work, and media planning. Benefits This in-depth programme provides skills and experience in devising communications strategies. It creates and assesses creative ideas and messages.You will leave equipped with the confidence and best practice tools to plan, brief, create and evaluate strategic campaigns for your organisation. It also provides practical guidelines for setting budgets, planning media campaigns and managing audiences and agencies. Effective marketing communications can have a massive impact on an organisations brand image, presence, reputation, market share and ability to command a premium. As communications are costly, the management of the strategic communications process can have a significant positive effect on profitability. Who should attend This course is designed for delegates with several years of management experience. Specifically those responsible for planning and managing marketing communication strategies and campaigns for products, services or organisations. Learning outcomes Skills and best practice tools to create and define a communication strategy and then devise communications that will cut-through and persuade. Specifically how to: Construct a communications strategy and brief. Establish budgets and objectives. Design appropriate messages. Assess communications ideas. Select appropriate media options. Manage the communications process from development to implementation. Manage internal stakeholders, agencies and across media. Measure communication effectiveness. Delivery style Highly interactive, participative and fun! A variety of individual, paired and group exercises which enable delegates to discover and learn by doing. Real life based exercises to help you understand key strategic communication principles, how to develop and assess ideas, understand what really works and gain experience using powerful thinking and creative communication tools.
Venues and dates

2013

London 08 Mar 12 Jul 22 Nov

Price

2013

Moor Hall, Berkshire 14-15 Jan 10-11 Jun 11-12 Nov

Residential Price

2013

London 16-18 Jan 16-18 Oct

2013

2013

Birmingham 12-14 Jun

Residential Price

Moor Hall, Berkshire 07-08 Jan 27-28 Jun 21-22 Nov

Residential Price

550 + VAT
CIM Member price

1,425 + VAT
CIM Member price

1,815 + VAT
CIM Member price

1,975 + VAT
CIM Member price

495 + VAT
Whats included

1,282 + VAT
Whats included

1,633 + VAT
Whats included

1,777 + VAT
Whats included

Tuition Course materials Lunch Refreshments

Tuition Course materials Full board accommodation

Non-residential Price

Tuition Course materials Full board accommodation

Non-residential Price

Tuition Course materials Full board accommodation

Non-residential Price

www.cim.co.uk/1213

1,325 + VAT
CIM Member price

1,715 + VAT
CIM Member price

1,775 + VAT
CIM Member price

1,192 + VAT
Whats included

1543 + VAT
Whats included

1,597 + VAT
Whats included

Tuition Course materials Lunch Refreshments

Related courses

Tuition Course materials Lunch Refreshments

Related course

Tuition Course materials Lunch Refreshments

Essentials for Successful Exhibitions (p73) Sponsorship Essentials (p74)

www.cim.co.uk/0061

Introduction to Public Relations (p72)

www.cim.co.uk/0040

www.cim.co.uk/0072

This course far exceeded my expectations. It left me really motivated to apply everything I have learnt.
Joanna Pickles Marketing and Events Officer Joseph Rowntree Foundation REMEMBER If you have a team to train you decide when, where and how and we bring a SOLUTION that meets your needs and budget. See page 4.

Guy Tomlinson Guy is a brand marketing and communications expert. His career includes brand management roles at Boots and Procter & Gamble; business planning at Readers Digest and as Group Marketing Director at Softvision. He has immense consulting experience with PricewaterhouseCoopers before founding his own consultancy in 2005. He is co-author of the highly acclaimed book, The Marketing Directors Handbook.

76 Training bookings and advice +44 (0)1628 427200

Book online www.cim.co.uk 77