2010 11 Directory

Opportunities for growth in 10/11
Welcome to the 2010/11 learning and New for 2010/2011

development directory. With organisations shifting New courses for senior managers and directors –
to an ‘upturn’ mindset, marketing and sales including ‘Marketing Due Diligence’ and ‘Turning
functions have a golden opportunity to reinvigorate Marketing Capability into Business Performance’
themselves, focusing on their important role and An expanded and refreshed product management
purpose within the organisation and their section, containing new pricing courses and
contribution to growth. programmes focused specifically on managing
products and services
With this background – and in the context of insight
New format Marketing Bootcamp –
derived from industry, from our many research
for an intensive marketing workout
initiatives and from leading experts – we have
Plus, all our courses have been refreshed to
reflected the very latest thinking, trends and best
incorporate the very latest trends and thinking
practice throughout this range of courses.
For those marketing and sales professionals who want We’re here to help
to play an active part in driving their business forward, If you would like any help in planning your
and who want to continue to develop cutting-edge development needs, or if you want to discuss a
skills, our learning and development programmes are co-ordinated approach to developing a team of people,
on hand to help them achieve their goals. please call our experienced training advisors on
+44(0)1628 427200 or email training@cim.co.uk
We wish you every success in the year ahead.
David Thorp
Director of Research and Professional Development
The Chartered Institute of Marketing
PS. Don’t forget to take advantage of our Stretch your
budget offer and get the most value out of your training
budget. See page 33 for details.
Contents Join us in celebrating 100 years of marketing and sales
leadership. Keep up to date with our programme of
events and activities for 2011 at www.cim.co.uk/100
8 18 24 34
Strategy Metrics Business, Insights
and Planning Management and Innovation
and Finance
40 46 54 68
Branding Product Digital Marketing Direct Marketing
Management
74 84 90 96
Marketing Copywriting Essentials of Compliance
Communications Skills Marketing
100 111 124 original

Sales Professional Booking thinking
Qualifications Thinking creatively and laterally
can lead to inspirational
with CIM marketing. This year we are
embracing this concept by inviting
Academy 13 illustrators to showcase their
original interpretations of our
subject areas... we hope you
enjoy their unique perspectives.
Improving the performance
of people and organisations
Our learning and development programmes are Setting the standards
the ideal way for you to acquire new skills and We play a key role in setting standards within the industry,
develop existing ones. Their cutting-edge content which means that all our courses reflect the latest industry
ensures that you stay one step ahead of the trends and requirements. Each of our courses are
competition. Organisations benefit equally from mapped against the National Occupational Standards for
well-trained, up to date marketers who can tackle Marketing and the Institute’s own Professional Marketing
new challenges and deliver excellent results. Standards framework (see page 122 or view online at
www.cim.co.uk/standards) or for sales courses based
You can never afford to stop learning in today’s around the National Standards for Sales.
competitive work environment. At The Chartered
Institute of Marketing, we are committed to Our course directors
supporting you throughout your career by giving you Our faculty of subject experts is made up of marketing,
the tools to develop and by providing an effective business and sales professionals with both academic and
means of demonstrating your skills and knowledge practical industry experience. Their up to date knowledge
to employers through our CPD Programme. and techniques can benefit delegates from organisations
of all sizes and sectors.
Why choose CIM?
Our courses are built on the latest industry thinking Helping you, and
and CIM’s own research, and are mapped against
your career, develop
our professional standards. They are delivered by
We don’t see our training courses as one-off events, we
experienced course directors who combine business
see them as part of a carefully chosen and
knowledge with the latest learning techniques.
comprehensive programme that can help you through
That’s why we are the choice of so many of the
every stage of your career. By joining as a member and
UK’s most successful companies.
registering free of charge on our Chartered CPD
Programme, you can manage your development and
show your commitment to ongoing professional
development. Look out for the symbol against each of
our courses and start collecting your CPD now. For more
information visit www.cim.co.uk/charteredcpd
2
What’s new? 13 core areas
1 Bringing Brands to Life To make it easier to find the courses you’re looking
in Service Organisations page 45 for, we’ve broken them down into 13 key subject
2 Research-based Market Insight page 38 areas and colour coded our directory to match.
3 Marketing Due Diligence page 16
4 Turning Marketing Capability into Strategy & Planning
Business Performance page 15
Metrics
5 Fundamentals of Pricing page 49
6 Pricing for Product Managers page 52
Business, Management and Finance
7 Product Management –
Business to Business page 50
Insights and Innovation
8 Product Management –
Business to Consumer page 50 Branding
9 Transforming Product Management
into a Strategic Function page 52 Product Management
10 Creating a Great Web Experience page 61
Digital Marketing
Three levels of learning
It’s important that you choose the training that’s right for you. Direct Marketing
That’s why we have divided our courses into three levels that
reflect the amount of experience and knowledge required. Marketing Communications
Foundation Courses
Copywriting Skills
provide a basic grounding for people who are new to/or with
limited knowledge of the subject area. They are designed to build
practical skills to enable delegates to deliver effectively in the area. Essentials of Marketing
Advanced Courses Compliance

courses are aimed at practitioners and managers with operational
experience who wish to deepen their knowledge and skills in a
specific area. They assume some basic knowledge of the topic.
Sales
Masterclass Courses
are designed for those with high levels of marketing responsibility,
experience or knowledge. Delivered by recognised experts and
published authors, they offer a unique opportunity to focus on
the practical challenges and solutions generated by a subject.
Backed by industry-leading research

The results of our latest surveys, studies and forums
are all integrated into our course content and
development. These include the Marketing
Transformation Leadership Forum, a global ‘think tank’
of marketing leaders from major international
organisations and our Global Benchmarking Studies.
3
Getting to the heart of
what’s driving your business…
Performance support and
“You don’t need me to spell
improvement solutions that build
out the advantages of buying
marketing and sales capability
in development solutions
Any one of the 120 training programmes in this that are unique to your
directory can be delivered directly to teams and, organisation… but I’d like
over the years, thousands of organisations have to take this opportunity to
benefited from delivery of The Chartered Institute tell you why you need to
of Marketing’s training courses in-house. work with us…”
However, CIM also offers in-company solutions
that can go far beyond training which, after all, is
simply one method amongst many for delivering
We understand marketing and sales
improvements in performance. like no other organisation
Our Learning and Development unit is firmly embedded
We pride ourselves on offering learning and in the part of our business that undertakes and publishes
leading-edge practitioner-based research. This includes
development solutions that are: insights from our Marketing Transformation Leadership
Forum and our range of global benchmarking studies.
…defined by their outcome, not by their method:
From these we are able to explore emergent best-
we improve the performance of your people using the practice across marketing and sales, and translate this
most appropriate means of delivery and engagement best-practice into workable solutions for any business.
…flexible, based on a clear and detailed Our solutions are not generic, not textbook; our solutions
understanding of your needs as an organisation for your business are based on a profound understanding
and tailored to fit of what makes the marketing and sales functions within
organisations tick and then developing specific
…based on diagnosis: we have a range of approaches that we can apply within your organisation.
diagnostic tools to assess skills gaps and recommend
Helping your organisation prosper
solutions for how these should be addressed If you haven’t worked with us to provide in-company
…people-centric: we focus on doing whatever is performance support and improvement solutions for
your sales or marketing staff then maybe it’s time you
necessary through our development programmes to
gave us a try. We’re different: we want to go beyond
bring the best out of your people, and to help them simply training your people, we want
step up their performance levels and keep them raised to make them so much better at what
they do, so that your organisation
…strategic: our in-company programmes are can prosper, whatever the economic
based on gaining a sound understanding of the climate throws at you.
strategic objectives and principles underpinning
David Thorp
your organisation’s need to build or improve skills Director of Research and
…relationship-based: we work with you to get in Professional Development
tune with your organisation’s culture to ensure your

people engage with initiatives quickly and effectively
4
“I would thoroughly recommend CIM. Their in-depth knowledge
and experience of marketing is undoubted and what particularly
appeals is their advice and guidance in making sure that the
training delivered is right for our people and our business.”
Ray Casey, Company Secretary, British Board of Agrément
The consultation process

It costs nothing to open a dialogue with us. One of our
account directors will discuss with you in outline what your
requirements are. After this, we can begin to work closely
with you to explore your long-term business objectives and
look at individual and team development needs. We have a
range of diagnostic tools that will assess not only skills
levels but also performance levels and risk levels.
needs assessment Following this stage we should be in a position to identify

your specific needs and develop a proposal along with our
skills gap analysis
suggested approaches to tackling the issues.
Once the proposal is accepted we would begin working

with you to develop and then deliver the solution. Sounds
easy…but of course there’s a lot of work going on behind
the scenes to develop an approach that’s perfect for your
organisation – ‘tailored’ in the true meaning of the word.
For full details of our In-Company tailored services,

please contact us on +44 (0)1628 427250 or
email team@cim.co.uk
“I would thoroughly recommend the

opportunity to tailor a learning and
development programme to the
program specific needs of your organisation.
me archit
developm ecture
ent This is powerful and allows you to
see an immediate impact from the
programme back in the workplace.”
Liam Newton, Marketing Director,
Bacardi Brown-Forman Brands
eople
impact on p
usiness
classroom impact on b
e-learning
coaching
mentoring
5
Turning research
and insight into action
So much more than just another training provider
Many organisations can offer training but only The Chartered Institute of Marketing can offer
learning and development programmes that are built squarely on the foundations of our own
unique research activities with both major corporates and with the academic community. We distil
the insight from these two strands of primary research and use them to develop learning and
development programmes – from public training courses in aspects of marketing, sales and
business, through to complex capability development initiatives – based on the very latest thinking
and on current emerging practice amongst some of the most successful organisations in the world.
Marketing Transformation Brought to you by

Leadership Forum
Marketing has still not realised its full potential.
In too many businesses marketing is fragmented,
tactical, and peripheral to strategy.
Does it have to be that way – Participants include:

when it could be so much more?
The Marketing Transformation Leadership Forum,

brought to you by The Chartered Institute of Marketing
and Thomson Reuters, is a unique think tank that brings
together senior marketing practitioners from some of the
world’s most forward-thinking companies. Now in its
second successful year, the aim of the forum is to
discover marketing’s true potential, and find a radical
new approach to ensure marketers deliver value in even
the toughest economic climate.
So far, the forum has tackled a number of key challenges

facing leaders from capability development to customer
experience; measurement to customer centricity. All
practitioners with an interest in marketing transformation
topics can access the latest white papers, articles, video
interviews and blogs on our dedicated community website.
www.marketing-transformation.com
Follow our progress and get involved.
This is our profession to shape. Join us.
6
Our aim is to understand marketing and sales communities like no other
organisation; to be under the skin of the key issues in these areas in a way that
no one else can. Our research focus differs from the academic approach you
might expect to see from other sources in that our primary aim is not publication
in learned journals but hands-on translation in the workplace. Research has
value if it has utility. The research that drives CIM’s Learning and Development
activities is for application by you and your sales and marketing teams.
The future for marketing capability In association with

Aligning with growth, value and business strategy
A global benchmarking study exploring

capability, performance and future priorities
How does your marketing capability compare

to competitors and peers?
How can you align capability with business strategy
and a focus on growth and value?
What are the priorities for the future and how can
you build marketing capability to tackle these?
In this environment, marketing functions have a golden

opportunity to reinvigorate themselves – focusing on
their purpose and role within the organisation, their
contribution to growth, and their input into, and alignment Marketing capability – the state of the nation
with, business strategy. The link between marketing capability and performance
Leading practice in directing and managing
This study is based on in-depth interviews with
marketing capability
12 business leaders, 14 marketing leaders and a
quantitative benchmark study of more than 130 senior Future priorities for marketing and business leaders
marketing, brand and capability leaders in major
international organisations, controlling over £3.2 billion We encourage you to consider how well marketing capability
in annual marketing spend, and representing a population is aligned to business strategy in your organisation.
well in excess of 25,000 marketing practitioners. Visit the capability benchmarking tool from its launch in
Launched in Summer 2010, the resulting report explores: Autumn 2010, at www.global-benchmark.com/capability
7
Strategy and Planning
A global benchmarking study undertaken by

The Chartered Institute of Marketing and Accenture
unearthed two key insights:
Less than 25% of marketing leaders identified

strengths in competencies of a strategic, cross
functional nature
Strategy and strategic planning ranked in the top

three competencies identified by leaders as requiring
future skills development
Business and marketing leaders increasingly recognise

the need for marketers to contribute to strategy
development and adopt wider, cross functional roles
within the organisation. A thorough grounding in
strategic competence and planning abilities are
essential for marketers at all levels and across all
sectors, to complement technical and specialist
marketing skills and ensure alignment between
marketing and the businesses it serves.
Ideas make the difference

My work centres around finding the right idea
for a project. One which conveys the message
clearly and strikingly. No two illustrators can
be the same. It's our job to think differently.
© Andrew Baker, illustrator
8
9
Strategy and Planning Courses Principles of Marketing Residential option
Fast track through the concepts 35 CPD hours

of marketing and learn how to Course code
apply them 0019
Level
Foundation
Duration
5 days
Course Duration Page Overview Venues and dates

Fast track through the purpose of marketing in
Moor Hall
your organisation to ensure your early
Foundation contribution to marketing activity. Explore the
Conference Centre
2010 13-17 September
Principles of Marketing 5 day course 10 main concepts, tools and language used in
13-17 December
marketing and most importantly how these
2011 07-11 March
Introduction to Marketing Planning 1 day workshop 11 should be used to identify market opportunities
13-17 June
for business development. Crucially, the content
Fundamentals of Strategic Marketing 1 day workshop 11 Residential Price
will address a practical approach to marketing
Introduction to Social Marketing 1 day workshop 12 planning and how to write a marketing plan. £2,700.00 + VAT
CIM Member price
Foundations of Marketing Strategy 1 day workshop 12
Benefits to you and your company
£2,430.00 + VAT
You will be able to offer more support to your
Advanced organisation’s marketing processes, and where
appropriate, use these processes more
What’s included
Tuition, course materials

Market and Sales Forecasting 1 day workshop 13 professionally. You will be able to understand the and full board
accommodation
language and implement the tools of marketing,
Implementing Strategy 1 day workshop 14 Non-residential Price
so that they can be integrated into planned
Marketing to the 50+ Market 1 day workshop 14 marketing activity. £2,308.00 + VAT
Developing Compelling Customer CIM Member price

The essential benefit to organisations is that
Value Propositions 2 day course 15 £2,038.00 + VAT
delegates will be ‘brought up to speed’ more
quickly than by the traditional learning on the job What’s included
Turning Marketing Capability into
approach. Tuition, course materials,
Business Performance 2 day course 15 lunch and refreshments
Principles of Marketing for the NHS 1 day workshop 17 Who this course is for More dates and to book online
This course will suit newcomers to marketing, www.cim.co.uk/0019
whether they are new to business or migrating
Masterclass from another role. It will prove invaluable to those
Strategic Marketing Masterclass 5 day course 16 working in a practical marketing role, who want
to develop a greater understanding of the “A great way to
Marketing Due Diligence 1 day workshop 16 principles and practice of marketing. learn the
principles of
What you will learn
see also... Define and assess the role of marketing activity
marketing. It does
in your organisation exactly what it
Corporate Responsibility 1 day workshop 99
Develop a customer focus based on customer says on the tin!”
'needs' rather than business features
George White
For classification levels please refer to page 3 Divide a 'market' into useable smaller markets
Product Manager,
Conduct a marketing audit using both field and
Check our website for latest courses and dates Intavent Orthofix
desk research sources
Limited
Make sense of audit information to identify
useful market strategies
Develop a marketing mix, including strategies
for managing products and services, solutions,
pricing, channels, and marketing
communications
Combine all the elements of research,
marketing audits, planning and segmentation
to create a competitive edge
Present a marketing plan that builds on
marketing audit findings
Use a marketing planning tool to build a plan
to penetrate a real-life market
Learning approach
Delegates will have the opportunity to develop
ideas for marketing their own organisations as
many activities will be based on their own
organisations. Throughout the course they will
also work on putting together a marketing plan,
through the audit and the planning stages, and
present this plan at the end of the course.
10 Training bookings and advice +44 (0)1628 427200

Introduction to Marketing Planning Fundamentals of Strategic Marketing

Use logical planning to improve the 7 CPD hours How to match your company’s 7 CPD hours
effectiveness and profitability of your Course code resources and skills to the Course code
business 0751 opportunities developing around you 0653
Level Level
Foundation Foundation
Duration Duration
1 day 1 day
Overview Venues and dates Overview Venues and dates

Marketing planning allows an organisation to Strategic marketing focuses on how to develop
London London
bring together all the elements of marketing thus competitive advantage through the drivers of
2010 08 December 2010 07 December
providing clear direction in relation to the key shareholder value. Delivering value to your
2011 28 April 2011 24 March
marketing value drivers. Developing an insightful business requires insight into your changing
06 July 29 June
marketing plan ensures marketers contribute at a marketplace and decisions regarding how to
Price
15 September
strategic level in the organisation. match your organisation’s distinctive capabilities
£499.00 + VAT with promising value opportunities. Being able to Price
Benefits to you and your company CIM Member price

do this is the key for many marketers to increase £499.00 + VAT
This course will give you a clear step-by-step their influence in the organisation. CIM Member price
£449.10 + VAT
process to produce an effective marketing plan.
What’s included
£449.10 + VAT
You will conduct a marketing audit, generate Benefits to you and your company
alternative growth strategies and select a brand Tuition, course materials, This course will help you appreciate the difference What’s included
position based on clear competitive advantage. lunch and refreshments between a tactical and strategic approach to Tuition, course materials,
You will leave more confident in your abilities to marketing. You will benefit by comparing your lunch and refreshments
Related courses
operate at a strategic level in your organisation. Writing an company’s approach to that of other delegates Related courses
Integrated Marketing and the case studies used. You will leave Strategic Marketing
Through the application of a case study, your Communications equipped with a strategic marketing framework Masterclass (p16)
Plan (p81) Implementing Strategy
managers will be able to write more effective Foundations of Marketing and an understanding of the key marketing
(p14)
marketing plans, manage the process of putting Strategy (p12) activities that drive value.
plans together and ensure their implementation More dates and to book online
More dates and to book online
back at work. This will lead to more satisfied Through many relevant examples and models, www.cim.co.uk/0653
www.cim.co.uk/0751
customers and better bottom line performance. your executives will be able to contribute more
effectively to the strategic planning processes in
Who this course is for your business.
“Just what I
This course is especially useful for marketing
managers having to prepare a marketing plan for Who this course is for needed from a
the first time or who are reviewing the This course is designed for managers and course – great!
effectiveness of current plans. Senior Managers executives, irrespective of function, with limited I found this
will also find this workshop invaluable when experience of the subject. It provides an
course extremely
needing to evaluate the plans submitted to them introduction and overview of the key issues in
by specialists. strategic marketing decision-making. useful, course
director was
What you will learn What you will learn fantastic and
Apply a logical, easy to understand, Identify the special characteristics and role of
step-by-step process to produce a sound strategic marketing
I learnt a lot”
marketing plan Describe and evaluate a strategic business Kelly O’Neil
Conduct a marketing audit and make SWOT portfolio using ‘portfolio analysis’ Enterprise
analysis more effective Assemble the essential elements of strategy Development Manager,
Write marketing objectives and determine the into a cohesive one page strategy statement Birmingham City
strategic thrust of your organisation Recognise some of the issues likely to be met University
Segment your market and develop a brand when introducing strategic marketing into an
positioning statement organisation and identify the ways by which
Obtain maximum support from colleagues in they might be overcome
preparing and implementing marketing plans Facilitate the strategic marketing planning
Develop marketing plans with greater process in your own organisation
confidence
Contribute more to the effectiveness of your Learning approach
organisation The course provides a clear strategic framework
and allows you to apply the principles presented
Learning approach to a case situation and your own organisation.
This course is designed to help you write This reinforces your learning in a fun and
better marketing plans and manage the interactive environment, making application easier
implementation process. It provides a clear back at work. Delegates are sent and asked to
framework and allows you to apply the principles assess a real-life strategic marketing plan prior to
presented to a case situation. This reinforces your the course and this is discussed on the day.
learning in a fun and interactive environment,
making application easier back at work.
Courses can
be tailored
and delivered
directly to
your team
Book online www.cim.co.uk 11

Foundations of
Introduction to Social Marketing Marketing Strategy Residential option
Insight-driven strategic marketing to 7 CPD hours A systematic approach for you to 21 CPD hours
influence people’s behaviour for social Course code identify, evaluate and implement Course code
and environmental benefit 1248 strategies for profitable growth 0130
Level Level
Duration Duration
1 day 3 days

How do you apply consumer insight, strategic Marketers everywhere are seeking to raise the
London Moor Hall
marketing principles and social theory to reduce awareness of marketing as a vital strategic
2010 28 September Conference Centre
smoking, tackle growing obesity, increase discipline within their business. For this to
09 December 2010 25-27 October
physical exercise or encourage sustainable happen, it is crucially important for them to
2011 08 April 2011 31 Jan - 02 Feb
lifestyles? This is social marketing. This one-day understand and implement the series of steps
20 September 04-06 May
course familiarises you with the core principles necessary to construct and carry out a winning
Price
18-20 July
and processes, and shows how to apply some strategy. This three day course provides the
of the key tools and techniques. £499.00 + VAT immersion necessary to embed this process in a Residential Price
CIM Member price

thorough and practical way. £1,795.00 + VAT
£449.10 + VAT
You will learn how to enhance your skills to Benefits to you and your company
What’s included
£1,615.50 + VAT
achieve positive social and environmental good. You’ll develop and hone your analytical skills,
Your learning will enable you to review your Tuition, course materials, which will last throughout your working life, and What’s included
current workplace approaches, design customer- lunch and refreshments gain a deeper understanding of external and Tuition, course materials
driven strategies, and implement targeted internal business processes. You will discover and full board
accommodation
behaviour change programmes based on sound www.cim.co.uk/1248 how marketing models fit together and are used
marketing and social science principles. in practice and be able to work out action plans Non-residential Price
for implementing your newly acquired skills. £1,599.00 + VAT

If your organisation seeks to improve public CIM Member price
health and well-being, safety, environmental Your organisation will benefit from an increasing
£1,419.50 + VAT
lifestyles or promotes a social cause, it will benefit awareness of how effective marketing strategies
by improving its strategic approach for higher will impact your business, and how they can lead What’s included
impact and sustained outcomes. Improved directly to performance and profit improvements. Tuition, course materials,
commissioning, structuring, delivery and A greater understanding of customers, lunch and refreshments
resourcing of services and campaigns can result competitors and organisational structure and Related course
from insight and customer-centric approaches. communication will lead to sharper strategic focus. Strategic Marketing
Masterclass (p16)
Who this course is for Who this course is for More dates and to book online
You don’t need to be a marketer to derive value Marketers who are starting to move into positions
www.cim.co.uk/0130
from this course. The main requirement is that where they will be expected to demonstrate
you need to influence positive public behaviour increasing strategic awareness. Existing
and would like to improve your strategic marketing managers who want and need to
approach. Whether from a marketing, refresh their marketing knowledge. Managers
communications, social service, public or private from other disciplines who need to work closely
sector background, you can learn how to rethink with other marketing colleagues as members of
the way you do things for greater impact. cross-functional strategic teams. Sales executives
who are moving across to marketing.
What you will learn
Recognise where and how social marketing What you will learn
can be applied Add value for the customer, and therefore your
Understand how to get started company, by ensuring that you practise
Design your own social marketing strategy marketing orientation
How to apply some of social marketing’s core Use all the steps of the strategic marketing
concepts, processes and practical tools process in a logical and persuasive fashion
Practise in a hands-on way the tools and
Learning approach frameworks of strategic marketing
A ‘hands-on’ course, where participants Carry out segmentation, targeting and
prepare their own (or use a worked example) positioning
social marketing programme Link strategic positioning to marketing tactics
Fully interactive to encourage group discussion. Develop your marketing mix
The aim is to exchange results (from worked Set up meaningful and precise milestones to
examples) and give insight to different measure progress
approaches to social marketing Match internal strengths to external
Tailored and targeted support (numbers opportunities for maximum return
permitting)
Learning approach
The delivery style is interactive. There will be a full
explanation of the tools and frameworks used,
Courses can then each component will be practised,
be tailored sometimes individually, but more often in groups.
and delivered Contributions from delegates, especially
experiences from the field, are warmly welcomed.
directly to Other media, including film clips will be used to
your team illustrate various points.

Market and Sales Forecasting

Get ahead of the curve – give yourself 7 CPD hours
a core competency Course code
1218
Level
Advanced
Duration
1 day
Overview Venues and dates

This workshop is designed to help marketers
London
who need to produce ‘good’ forecasts develop
2010 19 October
practical forecasting skills within the context of a
2011 17 February
professional forecasting framework.
05 May
13 September
It covers all key aspects from forecasting
fundamentals, best and worst practice, through Price
challenges and issues to appropriate tools £499.00 + VAT

and techniques, with considerable use of the CIM Member price
latter throughout!
£449.10 + VAT
Benefits to you and your company What’s included
As your forecasting skills develop (organisation/ Tuition, course materials,

planning, execution and evaluation), you’ll feel lunch and refreshments
more confident that you’ve done a professional Related courses

job ie. collected the right data, processed and Business Analysis for
interpreted it in the right way, drawn the right Marketing Managers (p29)
conclusions and justified both the validity of your Business Maths for
Marketers (p30)
methodology and the likely outcome/forecast.
Information is power! More dates and to book online
www.cim.co.uk/1218
A more professional approach to forecasting
incorporating better planning, the collection,
analysis and interpretation of appropriate data and
the utilisation of information technology should
lead to increased confidence in the forecasts
created and ultimately the performance delivered.
Who this course is for

It is specifically designed for quantitatively
oriented marketers who are proficient with
spreadsheets and already have a reasonable
understanding of the scientific (mathematical/
statistical) side of marketing, but want to develop
their skills and boost their confidence.
What you will learn

Create professional short, medium, and long-
term forecasts
Assess the marketing environment (macro,
micro, internal)
Manage expectations upwards, downwards
and sideways
Implement best practice in terms of forecast
design, delivery and evaluation
Collect the right data in the right way
Integrate qualitative and quantitative research
Measure markets, share, growth, and other
parameters more confidently
Convert the data into relevant information
using various statistical tools and techniques
Make realistic projections and offer alternative
scenarios with ‘sensitivity analyses’
Implement, evaluate and control your
forecasting efforts professionally
Apply within both strategic (customer...) and
tactical (PLC, pricing...) arenas
Learning approach
A mixture of slides, demos and discussion, with
lots of ‘hands-on’ exercises and mini workshops
geared to putting theory into practice. We shall
be using IT/software to help produce and
appraise forecasts. Emphasis on application!

Implementing Strategy Marketing to the 50+ Market

Effective implementation of strategy is 7 CPD hours Excel at marketing to the UK’s 7 CPD hours
key to an organisation’s success Course code fastest growing and most wealthy Course code
1150 segment of consumers 1306

Level Level
Advanced Advanced
Duration Duration
1 day 1 day

This workshop provides a clear, logical process The press is full of stories about population ageing
London London
to adopt for translating high-level organisational and the ‘boomer’ generation. This course
2010 18 November 2010 05 October
strategy into practical activity. It highlights the key distinguishes the facts from the fiction and explains
2011 22 February 2011 09 February
steps and potential pitfalls along the way and in practical terms how marketers can exploit the
13 July 13 July
provides a rounded view of the issues and ongoing changes to the demographics of the UK.
challenges which will impact on achieving the Price Price
desired results. £499.00 + VAT Benefits to you and your company £499.00 + VAT
CIM Member price
This highly effective one day workshop gives you CIM Member price
Benefits to you and your company the techniques, knowledge and confidence to
£449.10 + VAT £449.10 + VAT
You will benefit from having a clear understanding market to the UK’s most important consumers –
of how to organise and prepare for successful What’s included the over-50s. What’s included
strategy implementation. You will also learn how Tuition, course materials, Tuition, course materials,
to get your strategy implementation off to a good lunch and refreshments This course enables organisations to understand lunch and refreshments
start, keep it on track, deliver the desired results Related course and respond to the shift in marketing importance More dates and to book online
and learn from your real time experiences. Strategic Marketing from the young to older consumers. www.cim.co.uk/1306
Masterclass (p16) Organisations will be equipped with the latest
Strategy can only impact on the bottom line if it More dates and to book online
techniques to segment the over-50s market, as
is successfully implemented. Many would argue well as the knowledge to select the most
www.cim.co.uk/1150
that drafting a strategy is the easy part and appropriate channel mix and a framework for
that the key challenge lies in its proper NPD. Organisations can then make the transition
implementation. This workshop provides a from age-specific to age-neutral marketing.
framework for successful strategy implementation.
Who this course is for Marketers and other managers who need to
This workshop is suitable for any manager who is understand the implications of the ageing
responsible for implementing organisational population on all aspects of marketing from NPD
strategy including its strategic and operational to marketing communications. The workshop is
aspects. This could include managers who are especially valuable for marketers responsible for
leading teams, business units or business creating and implementing campaigns targeting
development programmes. The workshop would older people. Note: this course assumes a good
also help those who are involved in strategy understanding of marketing principles but no
implementation from any of the key functions specific technical knowledge.
such as the marketing and sales teams.
What you will learn
What you will learn Quantify the business value of the 50+ market
How to use a framework-based approach to Segment the market
implementing strategy with the key tools, Predict the purchasing behaviour of 50+
techniques and approaches needed to: consumers
Understand the real and imaginary differences
Translate high-level strategy into practical goals between old and young consumers
and objectives with a clear appreciation of the Apply the rules of age-neutral marketing
critical success factors Transform your organisation’s customer touch
Identify where your organisation’s culture points to become ‘50+ friendly’
needs to change in order to remove barriers Produce creative materials that resonate
to success Apply lessons from companies that have
Identify and make plans to fill gaps in your succeeded or failed with 50+ marketing
organisation’s capability campaigns
Develop techniques to win and retain Audit your own organisation’s readiness to
stakeholder support exploit the challenges created by population
Design and put in place a practical balanced ageing
performance management system to ensure Access and use the best sources of
‘things get done right and the right things information about 50+ marketing
get done’
Ensure that the key learning points from Learning approach
strategy implementation are used to develop Delegates are asked to submit examples of the
organisational capability marketing communications they use when
influencing their older customers (eg. web, email,
Learning approach advertising, brochures etc). During the training
This course combines presentation and session this will be discussed to help reinforce Courses can
discussion with learning point illustration using the key learning points. In addition, this process be tailored
case examples and group exercises. provides delegates with new insights to and delivered
incorporate into their current marketing activities.
directly to
your team

Developing Turning Marketing

Compelling Customer Capability into New course
Value Propositions Residential option Business Performance Residential option
Build significant demand for your 14 CPD hours A research-based investigation of best 14 CPD hours
products and services by creating Course code practice marketing in the G8 Course code
‘compelling value propositions’ 0190 economies that reveals win-win 0429
strategies for marketing directors
Level Level
Advanced Advanced
Duration Duration
2* days 2 days

This course is designed to ensure that you turn Leading US observers have declared that
Moor Hall
your offerings into compelling ‘value propositions’ Moor Hall marketing is ‘under siege’, that the influence of
Conference Centre
and grow demand for your products and Conference Centre marketing departments is in decline, and that its
2011 14-15 February
services. The creation of your value proposition 2010 18-20 October responsibilities are dispersed across the
13-14 June
will require you to think laterally about what you 2011 07-09 March organisation. Ten years ago marketing could
offer the market to capitalise on sales and 19-21 September claim demonstrable influence on the way Residential Price
marketing opportunities. This will help you build Residential Price organisations approached business. What went £1,295.00 + VAT
demand generation, pipeline, revenues and £1,495.00 + VAT wrong? This programme sets out in CIM Member price
profits for your organisation. straightforward terms, backed by a wealth of
CIM Member price £1,165.50 + VAT
research across leading businesses in the world’s
Benefits to you and your company £1,345.50 + VAT major economies, how marketing leaders can What’s included
You will learn how to construct value propositions What’s included restore marketing’s standing in the organisation Tuition, course materials
and become more effective in working with other and translate that into genuine and sustainable and full board
Tuition, course materials accommodation
departments to realise the true potential of the and full board business performance.
proposition. You will benefit from applying this accommodation Non-residential Price
new and proven method of marketing to your Non-residential Price Benefits to you and your company £1,197.00 + VAT
chosen portfolio of products and services. A Marketing Director should be recognised as the
£1,299.00 + VAT CIM Member price
cornerstone of a business’s commercial success.
CIM Member price £1,067.50 + VAT
Your organisation will benefit in three ways. Firstly, We will show you two ways for your marketing
by instilling a complete value process allowing £1,149.00 + VAT department to influence performance – either a What’s included
you to create compelling propositions; secondly, What’s included direct effect, where the benefits of a strong Tuition, course materials,
by empowering your employees to make marketing function flow immediately into lunch and refreshments
Tuition, course materials,
informed decisions on the direction and shape of lunch and refreshments improved business performance, or an indirect More dates and to book online
the proposition and finally, by providing guidance effect, where a strong marketing function www.cim.co.uk/0429
*Note
on how to execute your propositions and direct increases marketing orientation.
marketing efforts to specific audiences/markets. Course starts in the
evening of Day 1, followed
by 2 full days’ tuition Who this course is for John Saunders
Who this course is for This course is for senior marketers at Head of John Saunders is
Related courses
This course is designed for practitioners or or Director level who are responsible for the Professor of Marketing,
Strategic Marketing
managers whose role involves the research, development of high level plans and strategies and Aston Business School,
Masterclass (p16)
development and delivery of customer value From Market Insight to who are charged with management responsibility Aston University,
propositions – defining and developing offerings Marketing Strategy (p38) for their organisation’s marketing function. England and
to a market/segment/ audience/customer. It is More dates and to book online Distinguished Professor
likely that you will work as part of a dedicated or What you will learn at AUDENCIA Grade
www.cim.co.uk/0190
virtual team responsible for planning, business The three potential determinants of marketing’s
École Nantes, France.
case development or implementation. influence within a firm His major research
Why earning respect for your marketing outputs
interests are
What you will learn is a question of competences, not genius evolutionary marketing
Define and evaluate customer propositions How to successfully integrate courage and
(the application of
Understand and apply key principles in creativity evolutionary theory to
developing customer propositions Why it’s important to get even closer to the
marketing), sustainable
Work more effectively with other functions to customer marketing and the
deliver successful customer propositions How to demonstrate that business performance
future of marketing. He
Align multiple customer contact points behind and marketing orientation increase with holds degrees from the
a proposition to ensure consistent delivery marketing’s influence within a firm universities of
Evaluate and measure the effectiveness of How to convert knowledge of customer needs
Loughborough (BSc),
propositions, both internally (team roles, into new product development ideas Cranfield (MBA) and
process, internal barriers etc.) and externally Why it’s important to champion customer needs
Bradford (PhD).
(success in the marketplace) across the organisation, ensuring that they are
Develop an understanding of, and the skills a foundation of corporate strategy
relating to, the formulation of compelling
business cases – ensuring that propositions Learning approach
can be sold internally, before externally An interactive and thought-provoking high-level
exchange between Professor Saunders and
Learning approach the group
The course is designed to be as interactive as Case studies, group discussion and analysis
possible and includes: Due to the calibre of people attending this
Individual tasks programme there are excellent
Group discussions opportunities for peer-to-peer learning
Individual and group exercises and presentations
A variety of learning media including video and
slide-based materials

Strategic
Marketing Masterclass Residential option Marketing Due Diligence New course
Delivering organisational success 35 CPD hours From strategy to share price 7 CPD hours
by putting the customer at the Course code Course code
heart of planning 0174 0428
Level Level
Masterclass Masterclass
Duration Duration
5 days (split 3*+2) 1 day

The main challenge facing many organisations As marketers we must serve two distinct groups:
Moor Hall London
today is how to ensure their activities are customer firstly, customers who want the most value for the
Conference Centre 2011 22 February
focused and their strategy externally driven. lowest outlay and, secondly, shareholders who
Module 1 (3 day) 02 June
Today’s business environment drives the continual want the greatest return for the lowest investment
+ Module 2 (2 day) Price
search for competitive advantage and this and risk. Neither of these groups will remain loyal
2011 25-28 January
masterclass is designed to provide delegates with if they can achieve better value elsewhere. £499.00 + VAT
+ 28 Feb - 01 Mar
the knowledge, tools and techniques to achieve this. Shareholders invest in our ability as marketers to
05-08 April CIM Member price
use their funds to outperform other marketers.
+ 23-24 May £449.10 + VAT
Benefits to you and your company This research-based masterclass, delivered by
21-24 June What’s included
You will have the opportunity to review your one of the world’s leading marketing thinkers
+ 25-26 July
current approaches and compare these with provides a way of measuring the risk associated Tuition, course materials,
good practice and other sectors. You will build Residential Price with a marketing strategy and the likely value it lunch and refreshments
your confidence and provide the evidence £3,495.00 + VAT will create for shareholders. More dates and to book online
needed to make a business case in order to CIM Member price www.cim.co.uk/0428
support stronger external orientation and Benefits to you and your company
£3,145.50 + VAT
customer led planning. You will also extend your You will use the processes we reveal to identify
range of planning tools and techniques and come What’s included whether or not you have either a robust strategy Emeritus Professor
away with ideas and tips that will help you Tuition, course materials and that you can prove to the board, or you discover Malcolm H.B.
achieve your personal performance goals. full board accommodation you haven’t and have to go back to basics and McDonald MA(Oxon),
Non-residential Price reformulate your strategy. You will learn how to MSc, PhD, D.Litt.
This masterclass will provide your manager with £3,103.00 + VAT develop robust value creating strategies that break FCIM FRSA
the time and catalysts to help them identify away from the vapid forecasting and budgeting Malcolm McDonald is an
CIM Member price
opportunities that could directly improve your that characterises most marketing plans. Emeritus Professor at
competitive advantage and your planning process. £2,753.50 + VAT
Cranfield and a Visiting
The split format of the programme (3 + 2 days) What’s included Marketing due diligence involves the careful Professor at Henley,
allows participants to reflect on experiences and Tuition, course materials, evaluation of the business plan and what lies Warwick, Aston and
learning from the first module, before returning to lunch and refreshments beneath it. It is an objective process that pays no Bradford Business
address the specific strategic marketing *Note
heed to opinion and provides a research-based, Schools.He is Chairman
challenges facing their own organisation. objective answer to the question: does this of Brand Finance plc and
Module 1 starts in the
evening of Day 1, followed business plan create shareholder value? The five small companies, but
Who this course is for by 3 full days’ tuition outcomes you produce enable investors to make also spends much of his
Delegates need to be experienced managers, More dates and to book online
informed and substantiated investment decisions. time working with the
from a marketing or non marketing background, operating boards of the
www.cim.co.uk/0174
involved with their business planning and Who this course is for world’s biggest
strategy development and/or who have the This course is for senior marketers at Head of or multinational companies,
authority to develop and implement marketing Director level who are responsible for the such as IBM, Xerox and
plans and strategy. Richard Mayer development of high level plans and strategies.
Richard Mayer is BP. He has written forty
actively involved in three books, including
What you will learn What you will learn the best seller ‘Marketing
Structure and write strategic and operational
marketing training for a How the marketing due diligence process is
range of clients. His Plans; how to prepare
marketing plans developed and applied them; how to use them’.
Assess your organisation’s use of strategic
main interest lies in How to develop the implications of the strategy
improving professional Apart from market
marketing and make constructive and conduct rigorous and logical analysis segmentation, his current
recommendations to maximise ‘business’ marketing standards, How to assess the risks of the strategy.
with a particular focus interests centre around
benefits from a customer orientated perspective Working through the 15 risk factors and the measurement of the
Appreciate the customer-focused planning
on business to business assessing the probability of them occurring
marketing and strategic financial impact of
process and be able to map your Identify with absolute accuracy the marketing expenditure
organisation’s decision-making against it marketing planning in weaknesses in a particular strategy along with
both the private and and global best
Manage segmentation analysis and appropriate corrective action needed to practice key account
decision-making public sector. He has remedy the weaknesses
worked on marketing management.
Recognise barriers to achieving high Assess whether or not the strategy delivers
performance organisations and teams, and training projects for shareholder value
be able to recommend practical steps to several prominent How to create a substantive piece of evidence
overcome these in a variety of scenarios blue-chip companies, that can be used in negotiations with investors
Appreciate the critical importance of control
including O2, or in connection with other sources of finance
and be able to recommend a range of control HSBC, Pfizer,
metrics in financial and marketing terms Microsoft Learning approach
and BP. An interactive and thought-provoking high-level
Learning approach exchange between Professor McDonald and
The non-competitive, shared-learning the group
environment is a balance of traditional delivery Case studies and group discussion and analysis
from a highly experienced consultant practitioner, Due to the calibre of people attending this
with clinic sessions, group activities and social masterclass there are excellent opportunities for
learning amongst peers. peer-to-peer learning

Courses for the NHS Principles of Marketing for the NHS

Technology has utterly transformed the marketing Understanding how to identify your 7 CPD hours
environment within the NHS and few companies have markets and stakeholders and Course code
develop a strategy for marketing your 0090
harnessed that technology better than Dr Foster. Their services to them
Level
services allow marketers within the NHS to drill down
In partnership with Advanced
deeply into the raw data they possess and through Duration
analysis turn that data into actionable insights that 1 day
are of significant benefit to NHS trusts. They provide
the cornerstone of effective business development If the role of the NHS is to improve care for
London
and social marketing campaigns. patients and the public it serves – managers
2010 07 December
need to be able to identify who those people are,
2011 05 April
where they are, what they need and when they
27 September
CIM has partnered with Dr Foster to encourage best will need it. This introduction to marketing
planning helps you to take a strategic approach Price
marketing practice throughout the NHS and will be to understanding what you are delivering and £499.00 + VAT
working closely together with them to develop training who you are delivering it to. CIM Member price
programmes at the cutting edge of marketing practice Benefits to you and your company
£449.10 + VAT
in today’s National Health Service. You will learn how to adopt a strategic marketing What’s included
approach, understanding the structure of the Tuition, course materials,

current market, how services are being lunch and refreshments
These courses are the first fruits of this partnership commissioned, from whom and for whom. This Related courses
will then be translated into a strategy for your The Role of Branding
Principles of Marketing for the NHS page 17 own organisation to work from at a local level. in the NHS (p44)
You will be able to develop your own marketing Marketing Metrics
Marketing Metrics in the NHS page 22 in the NHS (p22)
plan and related marketing mix, including an
The Role of Branding in the NHS page 44 appropriate communications strategy. More dates and to book online
www.cim.co.uk/0090
This is a strategic course, suitable for Heads of
Services or Directors who need to ensure that
their organisation is adopting a more strategic
Dr Foster’s, Hospital approach to service commissioning and delivery.
Marketing Manager (HMM)
What you will learn
tool helps over 70% of all How to prepare a marketing plan for your
acute trusts plan and organisation, including: environmental
analysis, stakeholder analysis, segmentation,
develop their services
marketing mix
through understanding their Your organisation’s critical success factors
Measuring outcomes against objectives
referral patterns and devising
local marketing strategies. Learning approach
The delivery content is an overview of the
principles of marketing with practical application of
how to write a marketing plan using external and
delegate examples. The course is highly interactive
and based on a high element of discussion.
Courses can
be tailored
and delivered
directly to
your team

Metrics
In a recent poll from the Marketing Transformation

Leadership Forum, the think tank from CIM and
Thomson Reuters:
An overwhelming 78% of senior marketers believe

scrutiny over marketing investments is going to
increase over the next five years
Only 29% of senior marketers believe that

marketers are adequately skilled to tackle the
accountability challenge
In addition, our 2010 benchmarking survey on

Marketing Measurement and Accountability
(CIM/Deloitte), found a number of concerning statistics
suggesting that marketers still have work to do to help
justify, evaluate and sustain marketing investment:
Only 7% of companies set clear KPI’s clearly

for each initiative
7 out of 10 organisations feel their reporting

doesn’t fully measure the impact of marketing
For more information on our think tank,

see www.marketing-transformation.com
and for the benchmarking study,
visit www.cim.co.uk/globalinsights
Chaotic Order
Creativity is a balance between chaos and ordered
thinking. Starting with the freedom of chaotic and
spontaneous thoughts, taming and crafting them into
a measured order that is both beautiful and tangible.
© Yehrin Tong, illustrator
18
19
Metrics Courses Introduction to Marketing Metrics
If you can’t measure it, you can’t 7 CPD hours
manage it – it’s as simple as that! Course code
0596
Level
Foundation
Duration
1 day

This workshop provides an overview of how
London
marketing metrics can be used to measure
Foundation marketing performance as well as the likely key
2010 18 November
2011 17 January
Introduction to Marketing Metrics 1 day workshop 20 metrics that should be utilised to assess the
07 April
efficiency and effectiveness of your marketing
03 August
Digital Metrics and Analytics 1 day workshop 21 efforts. It will demystify the ubiquitous concept of
‘ROI’ (Return on Investment) as well as give you a Price
widely used basic formula (with sample £499.00 + VAT

Advanced calculations and associated spreadsheet). CIM Member price
Marketing Metrics in the NHS 1 day workshop 21 £449.10 + VAT
Marketing Metrics: Having learnt and worked your way through the What’s included
Measuring Marketing Performance 2 day course 22 metrics fundamentals, you should return to work Tuition, course materials,
with much greater confidence – and a toolkit – to lunch and refreshments
help you better allocate and manage scarce

see also... marketing resources. This new quantitative
Related courses
Brand Metrics (p43)

Brand Metrrics 1 day workshop 43 approach should also result in marketing being Digital Metrics
perceived as fundamental and driving rather than and Analytics (p21)
Marketing Metrics:
superficial and ‘fluffy’! Measuring Marketing
For classification levels please refer to page 3 Performance (p22)
Your organisation will benefit from your better
Check our website for latest courses and dates More dates and to book online
understanding of your value proposition, the key
www.cim.co.uk/0596
drivers (and hence likely metrics) and how the
various marketing tools and techniques
contribute to value delivery. Delegates will be able
to establish the link between effort expended and
rewards won (ROI).

This workshop is designed for people and
organisations that understand the critical
importance of measuring and evaluating their
marketing activities and expenditure, and are
keen to do something about it. The content is
broad in coverage and therefore whilst it covers
all of the key aspects, it does so in
‘fundamentals’ as opposed to ‘in depth’ manner.
What you will learn

Set ‘SMART’ marketing driving objectives
Design a basic marketing performance
measurement system
Avoid common design, implementation and
management pitfalls
Utilise common performance measurement
frameworks (‘Balanced Scorecard’,
‘ServQual’...)
Develop internally consistent metrics (linked to
‘SMART’ objectives) using a ‘Metric Definition’
template
Calculate the ROI at strategic (client/customer/
consumer) and tactical (mix) level
Measure the efficiency and the effectiveness of
strategic and tactical marketing activities
Develop marketing plans with emphasis on
good implementation, evaluation and feedback
Design and deliver appropriate and targeted
marketing activity reports and indicators
Ensure that marketing is seen as focused, Courses can
accountable and adding value be tailored
and delivered
Learning approach
A mixture of slides, exercises/mini workshops
directly to
and discussion, with the emphasis on application! your team

Metrics
Digital Metrics and Analytics

Measuring and analysing your 7 CPD hours
digital activities to gain insight Course code
and boost performance 0659
Level
Foundation
Duration
1 day

This workshop is designed to give you the
London
fundamentals of digital metrics and analytics so
2010 06 October
that you can confidently and proficiently either
2011 18 January
undertake digital measurement and analysis
04 May
yourself, or specify to an agency or partner what
you expect to be done and why. Price
£499.00 + VAT
You will be in a much better position to specify
£449.10 + VAT
the key data and resultant information you
need in order to improve not only your digital What’s included
marketing performance but also your overall Tuition, course materials,

organisation’s performance. lunch and refreshments
Related courses
The core benefit to the organisation is establishing Introduction to Digital
the link between investment in digital marketing Marketing (p56)
and the subsequent results and ROI. Specific Marketing Metrics:
Measuring Marketing
digital metrics and web analytics can help the Performance (p22)
organisation determine, amongst other things,
whether they are providing a worthwhile experience
and whether their digital marketing initiatives are www.cim.co.uk/0659
working from a bottom-line point of view.

This workshop is designed for people/
organisations who want to get a better
understanding of how their key digital marketing
tools and techniques are working with a view to
measuring and improving the return on their
digital marketing investment, effort and activities.
Some experience with – or at least exposure to –
web analytics software and/or reports would be
useful, but is not essential.
What you will learn

Create and implement a ‘best practice’ web
analytics strategy
Avoid common design and implementation
issues including measuring the wrong things
Undertake appropriate quantitative and
qualitative analyses geared to developing insight
Understand where your web traffic is coming
from and going to and perhaps even why
Determine key strategic and tactical metrics
that should underpin your digital marketing
Improve the design and conversion of your
web site and other digital marketing tactics
Select products, services, solutions, partners
etc. based on clearly identified requirements
Generate focused and meaningful digital
marketing reports
Build a knowledge base and benchmarking
capability based on internal and external data
Establish the financial ROI on digital marketing
activities to optimise budgets
Use metrics and analytics to inform digital
marketing initiatives
Learning approach
A mixture of slides, video, exercises, demos and
discussion, with opportunities for ‘hands on’
experience eg. creating and tracking digital
campaigns.

Metrics
Marketing Metrics:
Measuring Marketing
Marketing Metrics in the NHS Performance Residential option
Learn a range of metrics to 7 CPD hours Putting the numbers into your 14 CPD hours
demonstrate the benefits of marketing Course code marketing Course code
0095 0517
Level Level
In partnership with Advanced Advanced

Duration Duration
1 day 2 days

The purpose of the course is to learn a range of Given the importance of ‘the numbers’ for all
London Moor Hall
techniques to measure your organisation’s organisations, both commercial and ‘not-for-
2010 09 November Conference Centre
marketing activity and demonstrate how it profit’, especially in the current economic
09 December 2010 16-17 November
increases value in stakeholder engagement and environment, there has never been a greater
2011 07 April 2011 16-17 March
service delivery. need for accountable marketing.
29 September 18-19 July
Benefits to you and your company Price This course will help you develop a more Residential Price
Delegates will have a better understanding of how £499.00 + VAT quantitative approach to the development, £1,295.00 + VAT
marketing can contribute to the organisation’s CIM Member price
implementation and evaluation of your marketing CIM Member price
delivery objectives and can utilise key measures to plans and associated activities, utilising
£449.10 + VAT £1,165.50 + VAT
demonstrate the benefits obtained. appropriate metrics to assess both the efficiency
What’s included and effectiveness of both strategies and tactics. What’s included
The benefit to your organisation is that more Tuition, course materials, Tuition, course materials
robust measurements can be taken of your lunch and refreshments Benefits to you and your company and full board
accommodation
marketing activity set against strategic marketing Related courses You will be able to set up a ‘marketing
objectives and budget management. performance measurement system’ and Non-residential Price
Principles of Marketing
for the NHS (p17) communicate more appropriately and effectively £1,197.00 + VAT
Who this course is for The Role of Branding in with your managers, directors and/or board.
the NHS (p44) CIM Member price
This course is useful for anyone either planning,
£1,067.50 + VAT
managing or delivering marketing and More dates and to book online Your organisation should see an improved return
communications or patient engagement in www.cim.co.uk/0095 on its investment in marketing and a better What’s included
their organisations. understanding of how the various marketing tools Tuition, course materials,
and techniques work. It will appreciate the effort lunch and refreshments
What you will learn expended and the rewards won through focused More dates and to book online
Understand the role of marketing in the NHS measurement and it will therefore be more www.cim.co.uk/0517
Understand how measuring marketing activity confident in allocating resources to marketing.
can help the organisation to plan strategically
for the future Who this course is for
Identify and employ different techniques used For people who understand the critical
in measuring marketing activity importance of measuring and evaluating their
Communicate to a range of stakeholders how marketing activities and expenditure, and are
marketing metrics can demonstrate an effective ready to invest time and brainpower in developing
marketing return on investment (MROI) a metrics oriented approach to doing the best
they can with the resources they’ve got.
Learning approach
Lecture format What you will learn
Discussions groups Use tools such as ‘efficiency metrics’,
Practical exercises ‘effectiveness metrics’ and ‘ROI’
Company presentation on health Design appropriate marketing metrics and
service intelligence calculation formulae
Locate these metrics within a ‘Marketing
Performance Measurement System’
Avoid common design, implementation and
management pitfalls
Measure the efficiency and effectiveness of
strategic and tactical marketing activities
Understand the growing relevance and
usefulness of direct marketing tools and
techniques with their in-built response
mechanisms and metrics
Use models (econometric), basic marketing
mathematics and statistics
Develop marketing plans with the emphasis on
implementation, evaluation and feedback
Establish links between market activities,
performance and results
Ensure that marketing is seen as focused,
accountable and adding value
Courses can
Learning approach be tailored
A mixture of presentation, workshop and and delivered
discussion centred around a strategic marketing
case study, with the emphasis on application.
directly to
your team

New for 2010
Get in shape with our
new Marketing Bootcamp
We can’t promise you’ll get a six-pack but we’ll

certainly give your marketing skills an intensive
work-out at our Marketing Bootcamp.
Build your marketing muscle power

and improve your game plan
Our bootcamp is a highly intensive programme that
runs over five consecutive days. It is delivered at CIM’s
dedicated training centre in Berkshire – an ideal Marketing Bootcamp
environment for your marketing work-out. Practical Skills Residential option
It includes five essential courses, covering the Designed to provide the basic 35 CPD hours
understanding and skills that underpin
fundamental concepts of marketing and practical skills the execution of great campaigns,
Course code
for implementation. You will come away with a new these five subjects include some of the 0900
set of skills that you can implement immediately within most popular and highly acclaimed Duration
courses in our portfolio. Tried and 5 days

your organisation. tested, they will give you all the
practical tools and ammunition you
need – and leave you eager to put into
Collecting CPD points? practice what you’ve learned.
For those on our Chartered CPD Programme
and for those working to achieve or maintain Chartered Who should attend? Venues and dates
Marketer status, you can earn 35+ CPD hours by Ideal for new recruits in marketing or junior
marketers who want to develop a more rounded Moor Hall
attending a bootcamp - making it an easy and effective set of practical marketing skills. Conference Centre
2011 31 January
way of achieving your full annual CPD requirement.
What you’ll cover -04 February
1 Fundamentals of Marketing 09-13 May
Get Your Marketing Bootcamp What marketing is, what it does… and how
to use it to improve your organisation’s profits
Package price
£2,100 + VAT
information pack 2 Introduction to Marketing Communications
This includes a saving of
A solid grounding in the tools, techniques and
Call us on +44(0)1628 427200 or email training@cim.co.uk approaches used in professional marcoms
£395 on the price of
booking courses
quoting Marketing Bootcamp. Our next Bootcamp is 3 Principles of Great Copywriting individually and includes
the bootcamp experience
Learn how to write outstanding and
scheduled for February 2011, so don’t delay – speak to (including full board
brand-building copy accommodation) for free!
one of our training advisors today. 4 Introduction to Digital Marketing
What’s included
Explore the opportunities and challenges
of digital communications and technologies
and full board
5 Introduction to Marketing Metrics accommodation
Learn how to use marketing metrics to
To book online
measure marketing performance and measure
Our Marketing Bootcamp can also be www.cim.co.uk/0900
ROI (Return on Investment)
offered as an in-company programme.
We can tailor the programme and split
it into modules to suit your needs.
To find out more speak to one of our
advisors on +44(0)1628 427250.

Business, Management
and Finance
‘No marketer is an island’... at its most fundamental
level, irrespective of sector or other context, marketing
can be seen as a management philosophy, as well
as a department or function within the business.
An externally oriented way of working to ensure that
business pursues the customers and opportunities,
with the right offer or proposition, to secure the value
or return desired.
This cross functional ethos demands that marketing

practitioners be versed and capable in the working
skills of their counterparts across the business – both
for credibility as well effective marketing performance.
Skills such as innovation, team working, financial
competence and people management become ever
more important as the context in which marketers
operate becomes more horizontal, than vertical.
Scaling the heights

I wanted to reflect, in a fairly fluid
way, the themes of aspiration,
achievement and optimism alongside
the means to achieve those targets.
© Matthew Cooper, illustrator
24
25
Business Management
and Finance Courses Essential Presentation Skills
Become a confident, engaging and 7 CPD hours
influential presenter, whether talking Course code
to internal or external audiences 0970
Level
Foundation
Duration
1 day

Even the most professional and accomplished
London
marketers can feel nervous and uncomfortable
Foundation when asked to make a presentation. This course
2010 05 October
2011 15 June
Essential Presentation Skills 1 day workshop 26 builds confidence from the first moment to the
last, improving delegates’ mindsets as well as Price
Assert Yourself 1 day workshop 27 skill sets. We also study the psychology of £499.00 + VAT
persuasion, learn how to structure material CIM Member price
Essentials of Project Management 1 day workshop 27
powerfully and discover how to engage with an
£449.10 + VAT
Time Management 1 day workshop 28 audience.
What’s included
Leadership Skills for New Managers 1 day workshop 28
Benefits to you and your company Tuition, course materials,
You will be able to address and overcome the lunch and refreshments
Business Analysis for Marketing Managers 1 day workshop 29
natural fears that people have when preparing to Related course
Budgeting for Marketers 1 day workshop 29 make a presentation, such as: will the audience Presentation Masterclass
Business Maths for Marketers 1 day workshop 30 find me interesting? Will they buy my arguments? (p32)
will I remember what to say? Will my voice dry More dates and to book online
Finance for Non-Financial Managers 1 day workshop 30 up? How will I handle those tricky questions?
www.cim.co.uk/0970
Your employer can feel confident that you are
Advanced able to represent their brand with conviction and
Managing Marketing Resource 3 day course 31 pride, whether you are pitching for business, “This course
presenting to a peer group or engaging internal was invaluable,
Influencing Skills to Get Results 1 day workshop 32 stakeholders. giving me the
Who this course is for confidence and
Masterclass For all those who want to improve their the structure to
Presentation Masterclass 2 day course 32 presentation skills, especially middle to senior really improve my
managers, either agency or client-side who want to
presentations”
maximise their impact and increase their influence.
For classification levels please refer to page 3 Mike Geoghegan
Check our website for latest courses and dates What you will learn Senior Trade
Discover how to access your most positive Marketing Executive,
mindset and overcome the fear of public Royal Caribbean
speaking International
Identify your audience and what they care
about
Discover the ‘cycle of persuasion’ and the five
secrets of great content
Learn how to structure what you are saying for
maximum effect
An authoritative voice: improve your tone,
pace, volume and emphasis
Develop more confident body language, so
that your eyes, face and hands match your
message
How to channel nervous energy
Using visual aids
How to handle questions
Learning approach
This course is very hands-on with intensive
practical exercises. There will be several
opportunities to make presentations and learn
from peer and tutor feedback.
Courses can
be tailored
and delivered
directly to
your team

Assert Yourself Essentials of Project Management

Realise the full potential of the most 7 CPD hours Gain the confidence and skills 7 CPD hours
important asset of all – YOU Course code required to implement the key stages Course code
0976 of excellent project management 0759

Level Level
Duration Duration
1 day 1 day

When you feel able to get your point across, This workshop provides an essential foundation
London London
everything at work improves; from dealing with for anyone new to project management. With a
2010 25 October 2010 04 November
difficult customers and demanding teams, to focus on the steps required to scope, plan,
2011 02 March 2011 10 January
achieving what you do best – at peak performance. implement and evaluate marketing projects, it
03 August 18 May
also provides the grounding required to deliver on
Price
14 September
This highly enjoyable event is crucial for anyone time and within budget. We also consider the
at any level wishing to learn how saying ‘no’ £499.00 + VAT ‘human factor’, encouraging the project manager Price
encourages others to resoundingly say ‘yes’ to CIM Member price

to manage the process of gaining cooperation £499.00 + VAT
your initiative and insights. and mutual accountability within the project team. CIM Member price
£449.10 + VAT
What’s included
£449.10 + VAT
Benefits to you and your company Benefits to you and your company
Getting the balance between being too shy or Tuition, course materials, You will understand the key stages of project What’s included
aggressive at work is always difficult. This popular lunch and refreshments management and your responsibilities to both Tuition, course materials,
event gives you the confidence to ensure that stakeholders and your team. You will gain lunch and refreshments
Related course
you are heard, respected and appreciated. Influencing Skills confidence in the process to deliver projects on Related course
To Get Results (p32) time and within budget. You will understand how Managing Marketing
Each member of your sales or marketing team More dates and to book online
to unite your team and work together to welcome Resource (p31)
brings individual strengths and skills to your the challenges that project management brings. More dates and to book online
www.cim.co.uk/0976
flourishing organisation. Packed with cutting edge,
www.cim.co.uk/0759
highly enjoyable, interactive exercises, this popular This workshop provides the essential skills to
event draws out people’s full potential so making perform efficiently and cost-effectively. For the
them happier, more successful team players. organisation this means better project control and
delivery, and confident marketers who take the “This is the most
Who this course is for inevitable challenges of project management in useful training
Anyone looking to build confidence in themselves their stride. course I have
or teams will find that this event helps them
communicate more effectively with the key Who this course is for been on. It
people they work with throughout their sales and This workshop provides the perfect introduction equipped me with
marketing career. to project management and is therefore suitable the key tools and
for anyone who is new to marketing or project
the confidence to
What you will learn management and would like some formal training
Revive and release your full professional to help build skill and confidence. better manage
potential and control
Instil confidence in others by understanding What you will learn projects. I was
what motivates you Understand what it really means to be a
able to put my
Adapt and flourish in hectic sales and project manager and why it is an essential skill
marketing environments for the ambitious marketer learning into
Build mutual trust and understanding Understand how personal efficiency is a big practice straight
Improve listening skills contributory factor to successful project away”
Be heard, respected and valued management
Tackle awkward people Scope a project and set realistic objectives Mark Bentley
Continue to be a valued asset to your while managing stakeholder expectations Product Manager,
company whilst remaining in control of your Plan a project and prioritise all the tasks within Lyons Seafoods
own career the plan
Implement the project plan and organise your
Learning approach team to work to deadlines
A combination of lecture and hands-on exercises Work with the team to get the best out of
makes this course a complete learning people so that they understand the role they
experience. are playing and the accountability they have to
the team
Understand why evaluation is so important
Learning approach
There is lots of discussion and exercises to
ensure that the project management theory we
cover can be translated for the real world and the
delegates’ own work situation.

Time Management Leadership Skills for New Managers

How to achieve more in less time 7 CPD hours The internationally acclaimed 7 CPD hours
through research-proven training Course code beginners guide to leadership, Course code
1417 covering the first four hurdles faced 1406

by every new manager
Level Level
In partnership with Foundation Foundation

Duration Duration
1 day 1 day

This course seeks to produce a measurable This course will develop the skills and confidence
London London
step-change in your overall ability to make you need to work effectively with your team and
2010 25 November 2010 09 November
effective use of your work and personal time. how to deal impartially with difficult situations. For
2011 11 January 2011 15 February
In a fun, non-threatening way, it increases team leaders attending, this course helps you
12 April 10 May
awareness of your current time challenges. It recognise your skills in an organised and
06 July 05 July
provides guidelines and techniques that can be professional way.
Price
20 September
shown to work in the realities of the workplace.
£499.00 + VAT Benefits to you and your company Price

You will meet and communicate with other £499.00 + VAT
You will benefit by learning a flexible, practical first-time leaders and leave with extra confidence CIM Member price
£449.10 + VAT
way of structuring your day, spending more time to assert yourself in your leadership role. You will
What’s included
£449.10 + VAT
on what is important to you and feeling more in learn how to improve team performance, by
control of your time. Increased confidence in Tuition, course materials, motivating individuals and building a team that What’s included
managing tasks and achieving a better work-life lunch and refreshments will provide a sense of purpose and achievement Tuition, course materials,
balance are other typical benefits. for all its members. lunch and refreshments
www.cim.co.uk/1417 Related course

The proven methods learnt on this course will Many new managers suffer stress and Managing Marketing
help organisations benefit from increased disillusionment in the first few months in their Resource (p31)
productivity, fewer delays and enhanced timely appointment due to lack of skills. The course will More dates and to book online
achievement of goals. More time will be spent on remove this concern and provide your
www.cim.co.uk/1406
important value-adding tasks at the expense of organisation with new leaders who understand
the time-consuming unimportant ones. how to direct their teams and build group synergy.
Who this course is for Who this course is for

The training is aimed at people with responsible The main beneficiaries of this dynamic course are
roles at all levels and all functions that have those newly appointed, or about to be appointed,
some discretionary use of their time. It is to management positions.
equally suited to small businesses as it is
to multi-national market leaders. What you will learn
How to make an effective transition between
What you will learn team member and team leader
Identify and avoid the ‘Chicken Farmer The three critical factors of leadership success
Syndrome’ and other common time traps Identify the three critical actions of leadership
Devote more time to what is really important Recruit new team members
Clarify and achieve expectations through Understand and outline the behaviour
effective planning, monitoring, personal time of success
and diary management Manage people and resources effectively
Plan and prioritise daily tasks, cope with the Understand and implement leadership styles
‘expected unexpected’ and spend more time Put motivation theories into practice
on the important value-adding tasks Use key communication techniques
Plan and protect quality time for quality tasks Make leadership decisions
by managing interruptions Understand the process of management
Say ‘no’ acceptably and prevent pressure Understand what makes an effective team
becoming stress Control the ‘satisfiers’ and ‘dissatisfiers’ that
Have increased confidence and results from control work output
delegation Set and monitor targets and reporting
Improve your contribution to meetings standards
Develop a personal time management toolkit
that combines the benefits of both technology Learning approach
and paper A totally interactive experience designed to elicit
Work with an uncluttered desk and effective opinions and contributions from all attending.
filing system The course format includes:
Manage emails efficiently A case study exercise
An introduction to psychometric measurement
Learning approach Training video
Inter-active, relaxed and fun Group exercises
Work-based examples to illustrate concepts Group discussions
Discussions to explore ideas and exercises to
consolidate learning
Research-proven methods to measure post-
course improvement on 15 key time
management skills

Business Analysis
for Marketing Managers Budgeting for Marketers
Build your own toolkit for turning 7 CPD hours Feel more confident when dealing 7 CPD hours
unfocused data into strategic Course code with budgets Course code
information 1304 0786
Level Level
Duration Duration
1 day 1 day

This overview course meets the needs of Unless you understand the financial side of the
London London
marketers who want to develop a business business, you’re unlikely to make it to top
analysis toolkit which they can use continuously management. This highly interactive workshop
16 December 2011 08 February
to check their marketing strategy and thereby will introduce you to methods of creating budgets
2011 03 March 05 May
improve company performance. It will help and show how they are used to monitor and
15 June 25 August
delegates to infuse marketing data into a process improve financial performance. It will help you,
which can act as a template for assessing new Price and your organisation, to manage budgets Price
business opportunities, and help to evaluate £499.00 + VAT effectively and you will be able to deal more £499.00 + VAT
alternative strategies. CIM Member price
confidently with your accountants. CIM Member price
£449.10 + VAT £449.10 + VAT

You will learn how to take the raw materials of What’s included You will benefit because you will understand the What’s included
business data and turn them into real business Tuition, course materials, methods and terminology used by accounts and Tuition, course materials,
intelligence. You’ll ‘learn by doing’, using best lunch and refreshments finance staff, and you will feel more confident lunch and refreshments
practice examples and scenarios, so that you More dates and to book online when communicating with them. The course will Related courses
can do it for yourself when you go back to www.cim.co.uk/1304 help you to do your job better and help prepare Business Analysis for
the workplace. you for senior management, where the ability to Marketing Managers (p29)
use budgets is crucial. Business Maths for
Marketers (p30)
Your organisation will get the benefit of
investments already made in data collection and Your organisation will benefit because people will More dates and to book online
market intelligence, by making them more usable. return to the workplace with a greater degree of www.cim.co.uk/0786
If used effectively, the toolkit should lead to understanding and more confidence. The course
significant performance and profit improvements. will help them to prepare more accurate budgets,
A greater understanding of objective assessment manage them better and have more effective
tools will lead to sharper strategic focus. relationships with their finance teams.

This course is designed for marketers who are The training will suit anyone who has recently
moving into positions in which they will be started to deal with budgets in their job, or who
expected to demonstrate increasing strategic will do so in the future.
awareness, and for existing marketing managers
who want to have an objective process for What you will learn
deciding between alternative opportunities. Understand the benefits and limitations of
This workshop is a foundation course, and is budgets
intended to be self-sufficient, demanding no Develop more accurate budgets and forecasts
prior in-depth working knowledge of strategic Monitor and control budgets through the use
marketing frameworks. of monthly accounts
Use tools such as sensitivity and break-even
What you will learn analysis
Learn the definitions of each tool – what it is, Present your budget and deal with challenges
and what it does
Use the main steps of the strategic marketing Learning approach
process in a logical and prioritised way A variety of approaches will be used, including:
Appreciate the importance of interpreting the Individual exercises where you are asked to
statements companies make about themselves construct a budget from a set of sample data
See the importance of risk analysis and Pairs exercises where you analyse a set of
scenario planning in every area of the business management accounts and suggest
Understand what parameters might be corrective action
important for your company, and learn how to Group exercises in which you will be asked to
rank them create and justify a budget
Put the steps together in the right sequence
Present findings as an effective decision-
making tool for senior management
Learning approach
Delivery style is interactive. All the tools and
frameworks are used, then each component will
be practised, sometimes individually, sometimes in
groups. Contributions from delegates, especially Courses can
experiences from the field, are warmly welcomed. be tailored
and delivered
directly to
your team

Business Maths for Marketers Finance for Non-Financial Managers

Proven mathematical and statistical 7 CPD hours Feel more confident when dealing 7 CPD hours
techniques to help quantify your Course code with finance Course code
marketing 1153 0502
Level Level
Duration Duration
1 day 1 day

This workshop is designed to give you the Unless you understand the financial side of the
London London
confidence to utilise basic mathematical and business, you’re unlikely to make it to top
statistical procedures so you can contribute more management. This workshop will introduce you
2011 02 February 2011 17 March
fully to defining and delivering organisational to the essential financial and accounting
08 April 19 July
objectives. It’s designed to help you collect, concepts, and show how they affect marketing
11 July Price
process, analyse and utilise quantitative data and and selling. It will help you to assess the financial
derived information more efficiently and effectively. Price strength of potential customers and suppliers, £499.00 + VAT
With increasing pressure on budgets, it will help £499.00 + VAT and see how your own activities affect the CIM Member price
you to better justify plans and quantify results. CIM Member price
organisation’s performance.
£449.10 + VAT
£449.10 + VAT What’s included
You will learn the key mathematical and statistical What’s included You will benefit because you will understand the Tuition, course materials,
techniques that will enable you to not only better Tuition, course materials, terminology used by accounts and finance staff, lunch and refreshments
understand your marketing environment but also lunch and refreshments and will feel more confident when involved with Related courses
produce more quantitatively oriented plans, Related courses them. The course will help you do your job better Business Analysis for
strategies and tactics. The workshop should also Business Analysis for and help prepare you for senior management, Marketing Managers (p29)
boost your confidence in liaising with more Marketing Managers (p29) where financial awareness is crucial. Budgeting for Marketers
Market and Sales (p29)
quantitatively oriented colleagues, managers and Business Maths
Forecasting (p13)
directors eg. finance. Organisations will benefit because people will for Marketers (p30)
More dates and to book online have more confidence and they will have a greater
Many marketers are not fluent in ‘the language of www.cim.co.uk/1153 understanding of the financial performance of their
www.cim.co.uk/0502
business’ ie. numbers. This workshop will help own organisation, suppliers and competitors. This
marketers become more analytical and should result in increased profit and/or better use
quantitative, which will improve marketing’s of the resources that they manage.
credibility and your confidence in your marketing
department’s orientation and focus. Who this course is for
The training will suit anyone who has to deal with
Who this course is for finance in their job, or who will do in the future.
This workshop has been specifically designed For example it will suit those who deal with
for marketers and those in related functions who suppliers and customers, and who have to
know deep down that their quantitative skills analyse annual financial statements.
‘leave a lot to be desired’ but appreciate their
importance and want to do something about it! What you will learn
Interpret financial accounts
What you will learn Carry out ratio analysis and interpretation of
Utilise ‘quick maths’ techniques to build key performance indicators
confidence and impress colleagues Use tools such as break-even analysis
Exploit the key 20% mathematical/statistical Manage working capital
tools and techniques that will deliver 80% of Understand terminology such as gearing and
the results you need return on capital employed
Differentiate between ‘margin’ and ‘mark-up’
and understand the implications Learning approach
Determine the ‘bottom line’ impact of price A variety of exercises will be used, including:
changes Individual exercises where you calculate and
Calculate the breakeven point on projects interpret ratios
including the development of new products Pairs exercises where you assess the benefit of
Utilise key financial mathematics in order to marketing initiatives
speak the same language as your accountant Group exercises in which you will analyse and
and CEO interpret annual financial statements
Use basic ‘descriptive statistics’ to analyse
and describe data and turn it into information
Use basic ‘inferential statistics’ to establish
‘correlations’ and ‘cause and effect’
Calculate key marketing statistics such as
‘ROMI’ (Return on Marketing Investment)
Learning approach
A mixture of slides, demos and discussion, with
lots of ‘hands-on’ exercises and mini workshops Courses can
geared to putting theory into practice and using be tailored
IT/software to help understand how the and delivered
fundamental concepts and calculations work.
directly to
your team

Managing
Marketing Resource Residential option
All the skills you need to manage 21 CPD hours

projects and people to meet Course code
expectations 0602
Level
Advanced
Duration
3 days

Balancing a team’s skills and styles can be tricky,
Moor Hall
especially when the expectations of key
Conference Centre
stakeholders also have to be managed. This can
2010 25-27 October
lead to marketing managers carrying the burden
2011 07-09 February
for poorly conceived projects with ill-defined
08-10 June
budgets, timings and project outcomes. This
course is designed to equip marketing managers Residential Price
with the project and people skills to deliver £1,795.00 + VAT

marketing projects to expectations. CIM Member price
£1,615.50 + VAT
You will return to your organisation fully equipped What’s included
with a modern process for successfully managing Tuition, course materials

your team and projects from the brief through to and full board
accommodation
successful outcome. You will understand the
range of skills required to be a successful project Non-residential Price
and people manager and how marketing within a £1,599.00 + VAT

project environment is highly motivational. CIM Member price
£1,419.50 + VAT
Your company will benefit from individuals who
feel confident in managing challenging projects What’s included
with a solid process in place to support them. Tuition, course materials,

Vitally, the course also focuses on people lunch and refreshments
management and how to communicate and More dates and to book online
motivate teams in a way that ensures everyone www.cim.co.uk/0602
gives their best.

For marketing managers who wish to acquire the
project management skills necessary to manage
a project through to successful completion as
well as understand how to hone and fine-tune
their people management skills.
What you will learn

Be a project leader – balancing your
commitment to the team and the project
Define project scope, managing changes
and risk
Plan a project, prioritise and deliver a plan of
action
Work to deadlines and deliver within budget
and on time
Motivate team members and gain their buy-in
Manage stakeholder expectations
Use powerful negotiation skills when managing
others
Communicate effectively one-to-one and to
your team
Manage team dynamics
Use the power of influencing amongst
extended or indirect teams
Evaluate the success of a project
Learning approach
It is a highly interactive course, with many
opportunities to practice skills and role-play in
a safe environment. All learning points are
supported with exercises and discussion, as well
as references to the delegate’s own work situation
to ensure that theory can be put into practice.

Presentation
Influencing Skills to Get Results Masterclass Residential option
Increase your chances of getting 7 CPD hours Developing powerful presentation 14 CPD hours
others to act in the way you want Course code skills for increased business and Course code
0977 personal success 0065

Level Level
Advanced Masterclass
Duration Duration
1 day 2 days

This workshop provides the skills and approach The way we present to an audience can make a
London Moor Hall
to provide a credible argument that supports your considerable impact on our business and
2010 03 December Conference Centre
goals and persuades other people. The best personal success. We are increasingly judged on
2011 25 May 2010 02-03 December
influencers require good interpersonal and how competently we deliver our message as well
communication skills. This workshop will show Price as the message itself. London
you how to persuade, influence and negotiate – £499.00 + VAT 201107-08 April
not through convincing or selling, rather through CIM Member price
The purpose of this programme is to develop 08-09 September
learning about others and negotiating. powerful presenters, people who feel confident in
£449.10 + VAT Residential Price
their own performance. Presenters such as this
What’s included £1,650.00 + VAT
Benefits to you and your company build and maintain rapport with their audience
You will gain greater cooperation, both internally Tuition, course materials, and communicate in an impressive and influential CIM Member price
and externally, in order to meet goals, lunch and refreshments manner. £1,485.00 + VAT
establishing principles and initiating action. Related course
What’s included
You will become increasingly effective when Assert Yourself (p27) Benefits to you and your company
communicating with colleagues and customers. You will benefit from higher levels of competence and full board
and credibility during presentations. You will learn accommodation
Your organisation will see an improvement in www.cim.co.uk/0977 to use a range of presentation techniques to
Non-residential Price
internal and external working relationships, as achieve your objectives and inspire people to
£1,552.00 + VAT
well as a greater acceptance of proposals for action. Future presentations will be welcomed not
change in activities and corporate processes. feared. CIM Member price
Those attending the course will be armed to pull £1,387.00 + VAT
people together, move ideas forward, galvanise Organisations who invest in this programme for
What’s included
change and create constructive solutions. their sales and marketing professionals and other
senior personnel will gain significant benefits. lunch and refreshments
Who this course is for Their peoples’ increased presentation skills and
This course is for anyone who needs to persuade self confidence will enable them to influence
and influence across functions (marketing, sales, decision makers, gain acceptance of ideas, win www.cim.co.uk/0065
finance, HR, production etc.) in order to achieve more business and enjoy greater success.
their goals. In addition, managers who are
responsible for the management of others will Who this course is for
benefit from this workshop. Everyone who needs to make business
presentations more effective, enjoyable and
What you will learn successful, especially those in more senior
Build rapport and trust with people positions, who need to make a difference to
Recognise and understand the motivations business performance.
of others
Use the learning style and social style of others What you will learn
in order to influence Identify your Perfect Presenter Profile and work
Develop a structured approach to influencing towards its achievement
and persuasion Have more confidence and competence in
Use neuro-linguistic programming (NLP) front of any audience
techniques to move the other person towards Build and maintain rapport with their audience
your point of view Have a greater understanding of audiences’
Handle conflict, disagreement or needs and how to satisfy them
misunderstandings effectively Use a toolkit of techniques for structuring
Negotiate through finding shared solutions presentations that make an impact
Obtain and retain commitment Gain more control in audience interactions and
challenging presentation situations
Learning approach Set a plan for maximising presentation
The programme will be supported by a course opportunities
manual though the nature of the subject makes
the day very experiential. Participants will be Learning approach
encouraged to explore themselves in order to Positive, supportive, constructive and brisk
better understand others and thus to be more paced
effective in influencing. Learning by doing and reviewing
8-10 presentations throughout the 2 days
Exercises demonstrated by course director and
or review coach
1 to 1 reviews in separate room Courses can
Coaching points build and develop with each be tailored
presentation and delivered
Delegates receive a DVD of their own
presentations
directly to
your team

your training budget
Multiple bookings offer
Did you know you could save more than £500 on CIM training
courses with our multiple bookings offer? Simply book more
than one course for yourself and/or your team or colleagues at
the same time and benefit from the following discounts:
2nd course – save 20%

3rd course – save 25%
Subsequent bookings – save 25%
All courses must be booked at the same time and taken within six months of the date of
booking. Saving quoted is based on a booking of three 2 day residential courses. Please quote
the code ‘735EN’ at the time of booking. Full terms can be found at www.cim.co.uk/training
Get 50% off a

compliance course Responsible marketers need to work within the legal and
when you book regulatory frameworks that govern their day to day activities,
any other course and with a growing number of regulations affecting the marketing
profession, no business can afford to take the many risks
from this directory
associated with bad practice.
Normally £499, but now only £249 when booked alongside another
course, our compliance courses will give you vital knowledge and
confidence to ensure you are operating within the law and following
responsible business practice. Choose from:
Data Protection for Marketers page 98

Get privacy and data protection working for you and not against you!
Must Know Law for Marketers page 99
Ensure you work within the legal and regulatory frameworks
Corporate Responsibility page 99
Learn how to balance social and environmental responsibility with
economic objectives, a growing and vital skill area for marketers
This offer cannot be used in conjunction with any other CIM promotions or member
discounts. Both courses must be booked at the same time and attended by the same
person. The 50% discount applies to the price of a one day workshop ie. £499.00. Quote
code ‘1058EN’ at time of booking. Full terms can be found at www.cim.co.uk/training

The upsurge in business intelligence and analytics

means that organisations can gather and manage
strategic insight more deeply, and with greater
effectiveness, than ever before.
In practice, however, not all businesses are taking

advantage of these tools. Findings from our recent
global benchmarking study (The Future for Marketing
Capability, CIM/Accenture) show:
Only 42% of organisations believe planning and

decision making across the business features
insight early in the process
Only 53% of organisations invest in systems

and tools to enable the business to access
and inform insight activities
This same study, however, identified that those

organisations that invest in systems and tools to
ensure that ‘insight’ plays a strategic role within
the business can yield significant benefits.
For more information on this global benchmarking study,

see www.global-benchmark.com
Everyone’s an artist
My idea is to create a world generated
and powered by the creative idea,
a colourful factory generating and
constructing the world around it.
© Celyn, illustrator
34
35
Insights and Innovation Courses Fundamentals of Market Research
Collecting and using relevant 7 CPD hours
information for better business Course code
decisions 0663
Level
Foundation
Duration
1 day

Those in a marketing function are often expected
London
to take on a market research role without a full
Foundation understanding of what is expected. This course
2010 16 November
10 December
Fundamentals of Market Research 1 day workshop 36 provides a structured and practical guide to
2011 25 March
undertaking and/or commissioning market
29 June
Thinking and Creativity Skills 1 day workshop 37 research. It will provide delegates with the
12 September
confidence to assess what is realistic to deliver in
Creating Advantage from Competitor Insight 1 day workshop 37 Price
response to the myriad of requests they receive
and provide guidance on how information needs £499.00 + VAT
Advanced can best be met. CIM Member price
Research-based Market Insight 2 day course 38 £449.10 + VAT

The workshop is intended to provide you with the What’s included
confidence and understanding needed to

Masterclass undertake or to manage market research projects.
lunch and refreshments
From Market Insight to Marketing Strategy 2 day course 38 There will be less time wasted in looking for Related course
information that is of limited use and more efficient Research-based Market
Strategic and Creative Thinking Skills 2 day course 39 delivery of information tailored to specific needs. Insight (p38)
Creating a Culture for Innovation 2 day course 39 More dates and to book online
If past market research has not delivered on its
www.cim.co.uk/0663
objectives it may be because the original brief
For classification levels please refer to page 3 was not clear, the methodology was
inappropriate or the wrong questions were asked.
Check our website for latest courses and dates This workshop will lead to successful application “This course has
of market research techniques to assist in helped me assess
management decisions for the organisation. and analyse
A planned and systematic approach to market
research will contribute to the development of the market
organisation’s overall strategy. opportunities in a
more systematic
way. I received
This workshop is primarily for those who wish to
commission research or are now expected to some great
conduct research themselves in-house. This may advice and very
be a marketing manager, a marketing useful tips.”
communications executive, or a recently
appointed marketing executive new to market Anand Shukla
research and needing to understand what market Social Enterprise
research is all about. Consultant, Barnardos
What you will learn

Understand the 10 steps of a market research
project
Write an effective research brief
Undertake desk research to uncover existing
information
Manage your relationship with external
agencies
Choose between alternative methodologies
Select and evaluate an appropriate sample
Construct an effective questionnaire
Analyse the data outputs
Draw conclusions and make recommendations
Learning approach
The training will use an example from the
delegate’s own organisation to develop a
research brief, explore sources of information
and consider the optimal methodology.
Learning will be supported by reference to past
real-world examples drawn from both B2B and
consumer markets.

Creating Advantage
Thinking and Creativity Skills from Competitor Insight
Marketing’s biggest asset is the 7 CPD hours How to analyse and outmanoeuvre the 7 CPD hours
human imagination – brainpower plus Course code competition Course code
creativity equals success 1125 0953
Level Level
Duration Duration
1 day 1 day

This fast-paced course aims to teach the use of Competitor insight is a critical component of
London London
problem solving techniques to reach creative and strategic planning. It enables an organisation to
practical solutions. It demonstrates a set of take better informed decisions about its own
2011 17 February 2011 05 January
practical and creative thinking tools that are easy priorities and resource allocation. This course
11 July 04 July
to understand and can be applied immediately. provides delegates with a methodology for
There will be time dedicated to practicing using Price evaluating the effectiveness of its competitors’ Price
these techniques through practical exercises in a £499.00 + VAT strategies, identifying sources of competitive £499.00 + VAT
highly interactive session. CIM Member price
advantage and disadvantage, and determining CIM Member price
how best to optimise its own strategy.
£449.10 + VAT £449.10 + VAT
A fascinating course that you will be able to draw What’s included Benefits to you and your company What’s included
on for the rest of your career. You will benefit from Tuition, course materials, You will understand the necessity for rigorous Tuition, course materials,
developing skills for improved creative thinking, lunch and refreshments and on-going competitor intelligence, the key lunch and refreshments
problem solving and decision making. You will Related course questions to ask, how to go about finding answers Related course
gain an understanding of how to develop and Strategic and Creative and how to apply the findings and insights. Fundamentals of
action more ideas, both individually and in teams. Thinking Skills (p39) Strategic Marketing (p11)

Acting on robust competitor insights is a More dates and to book online
Organisations will benefit by developing an necessity for all organisations. Without a
www.cim.co.uk/1125 www.cim.co.uk/0953
organisational capability in creativity. This competence in it, an organisation risks wasting
important and widely used business tool can be resources (ie. time, effort and cash), and
used for understanding and resolving issues, underachieving in terms of both market share
from the identification of new strategic and financial performance.
opportunities, development of competitively
different products and services and for Who this course is for
continuous improvement. Any marketer seeking to improve market and
economic performance including those with
Who this course is for specific responsibilities for competitor insight.
Managers who are in a role where there are
problems to be solved, opportunities to be What you will learn
exploited, challenges to be addressed and How to tackle the process of building an
solutions that aren’t obvious. Anyone who wants insightful dossier on your competitors
to generate new ideas quickly or who wants to Find the information to help answer six critical
develop their creativity, innovativeness and competitor insight questions
entrepreneurialism. Use competitor gaming to fill in the gaps
where information is not available
What you will learn Apply the findings and insights in order to
The strategic importance of spotting new optimise market and economic performance
opportunities through creative thinking, as well
as seeing challenges from a new perspective Learning approach
Problem analysis – identify the real root cause Interactive discussion and presentation in the
of a problem, avoid analysis paralysis morning followed by group work in the afternoon
Generate, develop and select ideas – creative to execute a competitor insight exercise.
exploration, thinking without restraint
Making decisions and taking action –
appropriate solutions, prioritisation, reaching
consensus and commitment
Improve ‘team thinking’
Learning approach
Theory, case studies and exercises will be applied
to explore an opportunity or issue belonging to
the delegate’s organisation.
Courses can
be tailored
and delivered
directly to
your team

Research-based New course

From Market Insight
Market Insight Residential option to Marketing Strategy Residential option
Collecting and using market 14 CPD hours Applying insights to market 14 CPD hours
intelligence to deliver insights Course code information to attract, keep Course code
as a basis for marketing strategy 0427 and grow customers profitably 0060
Level Level
Duration Duration
2 days 2 days

Drawing insight from market information requires The course will show what organisations need
Moor Hall Moor Hall
a deep understanding of customers’ attitudes to consider to truly understand – and therefore
Conference Centre Conference Centre
and consumer behaviour. This course focuses on influence the behaviour of – customers and other
2011 13-14 January 2010 21-22 October
information requirements, data collection options stakeholders. It will show how organisations
12-13 April 2011 04-05 April
and how to ensure required information is can harness insights in order to grow their
01-02 September 15-16 September
available and accessible for business decisions. business profitably.
Residential Price Residential Price
It is not enough to collect market information, £1,295.00 + VAT Benefits to you and your company £1,650.00 + VAT
the added value lies in using appropriate tools to CIM Member price
You will be armed with ideas about the key CIM Member price
develop insight which can become the basis of questions to raise about your market and your
£1,165.50 + VAT £1,485.00 + VAT
competitive advantage. organisation’s position in it, and how market
What’s included information should be analysed and interpreted What’s included
Benefits to you and your company Tuition, course materials so as to enhance your organisation’s business Tuition, course materials
The delegate will learn to identify the key and full board performance. And you will leave with action and full board
accommodation accommodation
information needed and develop a structured checklists to implement within your organisation.
approach to harness and deliver the information Non-residential Price Non-residential Price
required by management. A fresh and detailed £1,197.00 + VAT The course will reveal tools to help your £1,552.00 + VAT
understanding and interpretation of the data CIM Member price
organisation differentiate itself from the CIM Member price
will provide the support needed to develop competition, make best use of its marketing
£1,067.50 + VAT £1,387.00 + VAT
business strategy. resources, and strengthen its brand and
What’s included customer loyalty. What’s included
Sound marketing decisions rely on the availability Tuition, course materials, Tuition, course materials,
of market information to develop strategy, to lunch and refreshments Who this course is for lunch and refreshments
determine tactics or to measure performance. Related courses The course is both for ‘specialists’ in market- More dates and to book online
Customer insight is essential for successful NPD, Fundamentals of Market related functions (marketing/sales, market www.cim.co.uk/0060
market positioning, market development and Research (p36) research, etc) and for ‘generalists’ occupying a
competitive strategy. By understanding the type Foundations of Marketing more general management/strategic function who
Strategy (p12)
of information needed, how it can be collected wish to assess their organisation’s performance Farrokh Suntook,
and how then to use it, the organisation can More dates and to book online as market-sensitive enterprises. BSc(Econ), MBA, FCIM
develop a customer focused marketing strategy. www.cim.co.uk/0427 Farrokh runs a
As the course is intended to be practical rather consultancy to help
Who this course is for than technical, intuitively understandable, and organisations develop
This course is intended for those who are relevant to any business person focused on their business through
responsible for the collection and dissemination market performance, there are no pre-requisites. a deeper understanding
of market information to management, ensuring of their markets. This
that information needs can be met on a regular, What you will learn is done by applying
and planned, basis. View the market more laterally and understand
approaches providing
it in greater depth than a surface interpretation insights into how the
You are likely to be in a marketing function and of market responses would allow marketplace really
possibly new to market research and/or Apply approaches and tools enabling you to
makes decisions.
marketing information. gain better market insights Farrokh has also
See how different pieces of market information
written a book: ‘The
What you will learn can be brought together to enable fresh Stakeholder Balance
Review existing information available internally insights to be gleaned Sheet: Profiting from
and externally to the organisation Take into account all the key elements that Really Understanding
Understand customer needs, monitor need to be considered to help your Your Market’. Much
customer satisfaction, measure company organisation achieve profitable business growth of the thinking behind
performance Harness market information to maximise its his book is applied
Plan a market survey and select appropriate relevance to your organisation’s business to this course.
methodologies performance
Use the customer database to develop insight Assess the impact of the actions taken by your
Analyse qualitative and quantitative research organisation on the perceptions of customers
Use market information as part of the planning and other stakeholders, and thereby modify
process them so as to enhance business performance
Learning approach Learning approach

The training will include specific exercises to The course will be informal and interactive,
develop a research brief and to use survey output participants being encouraged to ask
to draw conclusions. Courses can questions, make comments and talk
be tailored about their own experiences. It will be task
and delivered orientated, with tasks being set as each
session is conducted. The focus will be
directly to on a way of thinking rather than on ‘right’
your team or ‘wrong’ answers.

Strategic and Creating a

Creative Thinking Skills Residential option Culture for Innovation Residential option
Develop your executive edge 14 CPD hours Make innovation the ‘lifeblood’ 14 CPD hours
by creating long-term strategic Course code of your organisation Course code
advantage and implementing 0536 0091
new business ideas
Level Level
Duration Duration
2 days 2 days

In times of great change there is great danger AND Innovation is the top priority for any marketing
Moor Hall Moor Hall
great opportunity. Higher performance requires department. To do this, they need to have the
original thinking plus an executive edge. internal capability to innovate on demand – be it
2010 07-08 October 2010 12-13 October
Marketeers aiming for success should aim to to identify new market opportunities, develop
2011 03-04 March 2011 02-03 February
significantly enhance their ability to think differentiated products/services, increase
08-09 September 05-06 July
strategically AND create innovative ideas AND get operational efficiency, or to create greater
them implemented. Over 3500 people have already Residential Price brand/customer impact. This masterclass is Residential Price
benefited from learning original thinking skills from £1,650.00 + VAT designed to help senior managers create a £1,650.00 + VAT
this accomplished author and practitioner. CIM Member price
culture of innovation. CIM Member price
£1,485.00 + VAT £1,485.00 + VAT

This masterclass is very hands-on and designed What’s included Participants will understand what is required to What’s included
to help transfer high value executive level original Tuition, course materials create an internal capability for innovation – in Tuition, course materials
thinking and decision making skills. Our aim is to and full board terms of strategy, culture, people, processes and and full board
help you and your organisation thrive under structure – and the barriers to implementing it.
increasingly demanding conditions. You will be Non-residential Price They will explore the application of change Non-residential Price
able to take back to your organisation the ability £1,552.00 + VAT management techniques to develop an £1,552.00 + VAT
to develop a wider range of actionable options to CIM Member price
organisation-wide culture of innovation. CIM Member price
make things happen.
£1,387.00 + VAT £1,387.00 + VAT
Organisations will benefit from the identification of
Who this course is for What’s included barriers to innovation and the development of What’s included
This masterclass is for people who want to Tuition, course materials, strategies to deal with such barriers so that they Tuition, course materials,
improve their original thinking skills and their lunch and refreshments can continue to compete successfully in a lunch and refreshments
strategic level decision making abilities. The Related courses constantly changing marketplace. More dates and to book online
workshop is best suited to those ready to be Influencing Skills www.cim.co.uk/0091
developed and further stretched. It will be to Get Results (p32) Who this course is for
particularly useful for any manager making a Advanced Negotiation Senior managers who wish to develop a truly
Skills (p108)
transition from a tactical to a strategic role. Prior From Market Insight to innovative, entrepreneurial and action orientated Paul McWhinnie
strategic planning experience is not required. Marketing Strategy (p38) culture within their organisation. Paul is an experienced
More dates and to book online innovation expert, who
What you will learn What you will learn has held the posts of
www.cim.co.uk/0536
Confidently generate pragmatic creative ideas The importance of innovation in today’s Marketing Director and
and strategic choices on demand business climate and how to understand an Head of Marketing
Understand strategic contexts and limitations organisations innovation capability Propositions/Innovation.
Stephen Reid
of certainty Understand the barriers to innovation and how His experience includes
Stephen is a
Understand how levels of certainty can to apply change management techniques to
management consultant launching a start-up
motivate or hinder decision making make your organisation more innovative firm, introducing
who works with large
Appreciate the value of error Create and articulate a vision for innovation
international innovative products and
Demonstrate your strategic awareness and and the strategies for encouraging and
organisations developing major new ventures,
your ideas longer term viability managing risk-taking across a number of
new strategies, people
Employ alternative thinking tools when faced The role of innovation leadership and aligning
and teams. He has lived industries. As a
with complex issues what leaders say with what they do consultant he has
and worked in the UK,
Confidently generate a wide variety of options Removing the cultural barriers to innovation, to
Scandinavia, Saudi advised high profile
Turn your ideas into reality in the workplace win the hearts and minds of staff
Arabia and Dubai. companies such as
Understand alternative perceptions and how Removing the people barriers to change, to
Stephen has a solid AOL, BBC, Bestfoods,
people think empower and motivate staff British Council, Hasbro,
prior track record of
Gain insights into how understanding others How to develop high performance innovation
running successful Norwich Union, RAC,
can help you get things done teams and create structures to encourage an SAB Miller, Unilever,
operations to managing
Deal with selected implementation issues internal and external marketplace for ideas
director level. Stephen and Virgin.
is the author of two
books, How to Think
This workshop is highly interactive. All learning is Pre-workshop: participants will complete a
and High Performance
activity-led, and is underpinned by tried and questionnaire to analyse their organisations
Thinking Skills.
tested models and theory. Exercises and approach to innovation
concepts are based on real commercial At the workshop: theory, case studies and
situations. Delegates can try out new thinking exercises will be used to arrive at a plan for
tools in a safe, experimental environment and can making their organisation more innovative
begin to address their real-life business issues. Post workshop: two conference call times will be
scheduled, 30 and 60 days following the
masterclass, to discuss the progress of their plan

Branding
Interestingly, ‘brands’ and ‘branding’ have a mixed

reputation and understanding, both amongst marketing
practitioners, their agency specialists and their business
counterparts. Research findings would suggest,
however, that we have reached a tipping point.
Our recent global benchmarking study – The Future for

Marketing Capability, CIM/Accenture – revealed that
whilst an overwhelming 8 out of 10 organisations agree
that their leaders ‘recognise the importance of brand
and how we deliver that through experience’, this
optimism does not always translate into reality:
Only 62% of organisations have articulated their

brand as a desired experience
Only 54% have mapped their customer journeys’

and identified the critical touch-points
Only 43% of organisations agree that operational

decisions are influenced by their impact on the
customer experience and brand
Harvesting the brand

The thinking behind the image
is to convey the idea of exploring
the brand and what the
consumer takes away from it.
© Neil Webb, illustrator
40
41
Branding Courses Introduction to Branding
How to write a great brand plan 7 CPD hours
Course code
0654
Level
Foundation
Duration
1 day

The ability to develop brand vision and insight to
London
really engage your target market is at the heart of
Foundation effective brand strategy, together with excellence in
2010 12 October
09 December
Introduction to Branding 1 day workshop 42 designing an integrated marketing mix to bring this
2011 23 March
to life. Great brand plans bring all these elements,
30 June
Building the Employer Brand 1 day workshop 43 and more, together to help communicate how
13 September
equity will be built and protected.
Brand Metrics 1 day workshop 43 Price
Benefits to you and your company £499.00 + VAT

Advanced You will understand the key steps in developing a CIM Member price
strategic brand plan. You will benefit by
Marketing the Brand 3 day course 44 £449.10 + VAT
comparing your company’s approach to that of
other delegates and the case studies used. You What’s included
The Role of Branding in the NHS 1 day workshop 44
will leave equipped with a brand planning Tuition, course materials,
framework and an understanding of the key lunch and refreshments
Masterclass activities that build brand equity. More dates and to book online
www.cim.co.uk/0654
Brand Masterclass 2 day course 45 Through many relevant examples, and the
Bringing Brands to Life in Service Organisations 2 day course 45 application of a stimulating case study and group
discussion, delegates will be able to write more
effective brand plans. Individuals will learn leading-
For classification levels please refer to page 3 edge brand concepts, enabling them to bring new
ideas and skills back to their organisations.
Check our website for latest courses and dates
This workshop will be especially useful for
marketers when they have to prepare a brand
plan for the first time, or are reviewing the
effectiveness of their current plans. It is also
invaluable for senior managers having to evaluate
the brand plans submitted to them by specialists.
What you will learn

Identify the components of a brand
Identify where consumer perceptions of a
brand come from
Conduct a market and brand situation analysis
Generate ideas on a future brand strategy for a
simulated brand scenario
Recognise some of the contemporary issues
faced by brand managers and identify ways by
which they might be tackled in your own
organisation
The structure and contents of a brand
guideline document
How to write an insightful strategic brand plan
Learning approach
This course is designed to help managers to
write effective and insightful brand plans
It provides a clear brand planning framework
and allows you to apply the principles
presented to a case situation
This reinforces your learning in a fun,
stimulating and interactive environment,
making application easier back at work

Branding
Building the Employer Brand Brand Metrics

Stand out as an employer of 7 CPD hours Making the intangible tangible 7 CPD hours
choice – inside and outside of Course code Course code
your organisation 1155 0646
Level Level
Duration Duration
1 day 1 day

A powerful employer brand is a critical factor in For most marketers, brands represent the
London London
attracting the highest calibre people to your organisation’s most important assets, key value
2010 09 December 2010 05 October
organisation. Delivering on the ‘employer brand drivers and determinants of success. It’s
2011 03 May 2011 01 February
promise’ will help you in retaining the best, and surprising, therefore, how few organisations have
20 September 12 July
ensuring that all of your employees are more a formal and systematic process to allow them to
motivated and engaged in achieving the Price assess brand performance and establish the link Price
company’s vision and objectives. £499.00 + VAT between brand, marketing and organisational £499.00 + VAT
CIM Member price
performance. This workshop is designed to help CIM Member price
Benefits to you and your company achieve just that.
£449.10 + VAT £449.10 + VAT
You will come away with a clear understanding of
the role that the employer brand plays in a What’s included Benefits to you and your company What’s included
successful organisation. You will be armed to Tuition, course materials, Appreciating the pivotal role of brand(s) in Tuition, course materials,
differentiate your organisation as an employer, and lunch and refreshments providing customers with a better, consistent and lunch and refreshments
to communicate this message in a compelling More dates and to book online integrated, multi-channel experience, you’ll More dates and to book online
way, both inside and outside of your company. www.cim.co.uk/1155 develop skills and confidence in creating and www.cim.co.uk/0646
You will also gain insight on how this has wider, utilising appropriate brand metrics to track brand
positive impact on customer perceptions and performance (awareness, preference, loyalty,
therefore for organisational success. equity) as well as the linkages between these and
other marketing and financial measures.
Your organisation will ultimately benefit from
attracting and retaining high calibre staff. Your organisation should experience a more
Implemented well and consistently over time, an commercially oriented approach to brand
effective ‘employer brand plan’ will help reduce measurement and evaluation, incorporating a
recruitment costs, staff churn and improve overall mixture of ‘hard’ and ‘soft’ measurement, as well
staff motivation to deliver on your organisation’s as establishing the links between them. This, in
vision and objectives. turn, should increase confidence in making and
justifying brand investments.
This course is not solely for practitioners or Who this course is for
managers working in marketing. Any manager This workshop is designed for people who
– and specifically those working in HR and understand the critical importance of measuring
communications – would get value from and evaluating the impact of their brand
attending. investment on brand relevance and performance,
with a view to improving customer experience,
What you will learn engagement and willingness to recommend.
Understand why the employer brand is important It will be particularly useful for people working in
Appreciate employer brand components and organisations where brand investment has either
how this relates to the customer brand been cut and/or is under threat.
Consider the extent to which there is an
alignment of your two brands What you will learn
How to research your employer brand How to create metrics-oriented
How your employer brand is currently brand/marketing plans
perceived, and how it needs to change/develop How to design and conduct market research
How to build an employer brand proposition to establish position and track performance
How to build the tactical detail of the employer How to conduct a comprehensive ‘brand audit’
brand eg. organisational values and How to create appropriate brand and related
behaviours, reputation of organisation, and marketing metrics
perception of the value of work How to create and integrate ‘new’ brand
How to communicate with potential employees metrics (eg. social media ‘sentiment’)
through brand communications How to create a ‘Brand Marketing Scorecard’
How to develop communications throughout How to avoid common design, implementation
the stages of employment and management pitfalls
Measure the success of the employer brand How to establish links between brand/
marketing activities, organisational
Learning approach performance and results
There will examples of how other companies How to justify (attract additional/defend
have managed different stages in the process, existing) brand investment and budget
and delegates will apply these ideas to their
own organisation. Learning approach Courses can
A mixture of slides, exercises/mini workshops, be tailored
discussion and video, with the emphasis on and delivered
insight and application!
directly to
your team

Branding
Marketing the Brand Residential option The Role of Branding in the NHS
How to build successful and 21 CPD hours Utilising your brand to its 7 CPD hours
profitable brands Course code optimum capability Course code
0039 0418
Level Level
Advanced In partnership with Advanced

Duration Duration
3 days 1 day

Many brands have experienced tough times in The NHS Brand is more than just a logo; it effects
Moor Hall London
the current economic climate, whereas some all patient and public engagement and
Conference Centre 2010 08 December
have flourished. This course is designed to experience. This course will enable delegates to
2010 04-06 October 2011 06 April
develop confidence in using the tools of branding understand the role of branding in NHS
2011 14-16 February 28 September
to revitalize a brand or brand portfolio and bring organisations and to develop strategies whereby
11-13 July Price
it to life. The results will transfer into improved full use of the brand’s value can be made – both
profit potential and long term equity growth for Residential Price internally and externally. £499.00 + VAT
your brand. £1,795.00 + VAT CIM Member price
CIM Member price
£449.10 + VAT
Benefits to you and your company You will learn how to measure the value of the
£1,615.00 + VAT What’s included
Confidence and skill in building and managing NHS as well as organisational brands you work
brands is highly valued and the course has been What’s included with, and embed them in the public and patient Tuition, course materials,
widely attended by delegates who have benefited Tuition, course materials experience. lunch and refreshments
hugely from an insight into the theory and and full board
Related courses
accommodation
practice of branding, as well as from peer-to-peer Your organisation will have a more coherent Principles of Marketing
learning and access to latest case studies. Non-residential Price approach to brand management for use within for the NHS (p17)
£1,599.00 + VAT your communications and engagement Marketing Metrics
in the NHS (p22)
Brands are often the most valuable asset an CIM Member price
strategic plans.
organisation owns and the course offers numerous More dates and to book online
£1,419.50 + VAT
techniques to build this value now. Successful Who this course is for www.cim.co.uk/0418
branding today relies less on expensive budgets What’s included Senior managers and service heads responsible
and more on clever thinking; insight is gleaned Tuition, course materials, for planning, marketing or communications
from numerous current examples of this which lunch and refreshments budgets, and anyone working in marketing,
are presented and evaluated. More dates and to book online communications or engagement.
www.cim.co.uk/0039
Who this course is for What you will learn
Brand managers, assistant brand managers This course will help you to:
and executives with responsibility for branding
are invited. Business experience is welcome “This course Recognise the components of effective
but a background in theoretical marketing is gives you branding strategies
not necessary. practical ways to Translate these within the context of the
NHS brand
get to know
What you will learn Apply them to a range of different stakeholders
The secrets of successful positioning and how brands, how to Develop ways of managing the brand
to achieve it deconstruct them effectively as a provider and employer
Learn new and exciting ideas to develop your and therefore how Communicate your branding strategy to senior
brand identity colleagues
to make yours
Bring your brand fully alive using key drivers
and sensory branding work better for Learning approach
Develop your positioning strategy into great you!” Lecture
communications in the wired world Discussion
Shelley Robertson
Demonstrate the value of your brand with Worked examples
Head of Brand and
measurements that prove the business case Sample presentations
Communications,
Skandia International
Learning approach
Delegates are encouraged to bring their own
work to the course but case studies are
provided to those who prefer them
The course is interactive and fun, with many
current examples presented including video
cases
Courses can
be tailored
and delivered
directly to
your team

Branding
Bringing Brands to Life New course

Brand Masterclass Residential option in Service Organisations Residential option
Delivering distinctive customer 14 CPD hours Leading change and transforming 14 CPD hours
experiences Course code customer experience in service Course code
0069 organisations 0422

Level Level
Duration Duration
2 days 2 days

This masterclass provides skills, processes and The CMO is presenting the new brand vision to an
Moor Hall Moor Hall
‘best practice’ tools to create and define brands expectant audience at your annual company
and effectively engage, win support from and conference. Fast forward 6 months – nothing has
2010 04-05 October 2011 13-14 January
manage the organisation’s stakeholders. It shows changed; the vision is a distant memory. Why?
2011 21-22 March 04-05 May
how to ensure colleagues really understand what Changing the way organisations behave to
11-12 July 12-13 September
the brand is about, their role in delivering the improve the customer experience is one of
brand promise and that they are motivated and Residential Price industry’s toughest challenges. This course is Residential Price
equipped to delight customers. £1,650.00 + VAT crammed with practical advice to help you improve £1,650.00 + VAT
CIM Member price
the customer experience in your organisation. CIM Member price
£1,485.00 + VAT £1,485.00 + VAT
With renewed confidence, know-how, experience Benefits to you and your company
and ‘best-practice’ techniques you’ll be able to What’s included You will learn how to lead the creation of a What’s included
gain top-team buy-in and involvement. You will Tuition, course materials customer experience that will give your Tuition, course materials
also be more able to anticipate and overcome and full board organisation a competitive edge. We’ll show you and full board
issues and potentially make significant savings for how to identify what needs to change to improve
your organisation. Non-residential Price the service experience and how to persuade Non-residential Price
£1,552.00 + VAT managers and colleagues to engage in the £1,552.00 + VAT

The most successful organisations are customer CIM Member price
process with passion and conviction. CIM Member price
and brand driven. Customer awareness,
£1,387.00 + VAT £1,387.00 + VAT
recognition, loyalty and advocacy is highly Your organisation will be able to apply proven
profitable and drives shareholder or stakeholder What’s included techniques that will sharpen brand strategy, What’s included
value, yet many organisations fail to fully equip Tuition, course materials, streamline service delivery, strengthen teamwork, Tuition, course materials,
themselves to deliver a consistent customer lunch and refreshments improve communication and draw people lunch and refreshments
experience to realise these benefits. More dates and to book online together behind a common vision. The ultimate More dates and to book online
www.cim.co.uk/0069 goal is a more competitive operation and www.cim.co.uk/0422

Who this course is for improved return on investment.
The course is ideal for middle and senior
managers who are responsible for customer and Guy Tomlinson Who this course is for Mike Ashton
market orientation; focused on creating and Guy Tomlinson is an This course is designed for experienced Mike Ashton is a highly
ensuring organisation-wide commitment to – and expert brand strategist marketers and managers in service organisations experienced international
delivery of – the brand promise. It is also relevant and marketer. His where the delivery of a consistently strong marketer and board level
for senior managers with strategic responsibility. impressive CV includes customer experience is critical to success. The executive with a track
brand management course will enable CMOs, brand and product record of building major
What you will learn roles at Boots and managers, and operations and HR managers brands, transforming
Demonstrate a business justification to create Procter & Gamble; working in service-led environments to lead service performance and
or revitalise your brand business planning at change and improve the customer experience. building commercially
Gain senior management buy-in, and get them
Reader’s Digest and successful customer
involved as ambassadors Group Marketing What you will learn experiences in multiple
Design a brand definition and implementation Ensure your brand strategy will deliver real
Director at Softvision. markets. Mike’s
programme He is co-author of the commercial gains professional career
Engage internal audiences, help them Assess the financial and operational
highly acclaimed book, spans major
understand, be motivated and aligned to The Marketing Director’s implications of your brand strategy corporations including
deliver a distinctive customer and brand Handbook. He also has Win board level support and investment
Procter & Gamble,
experience wide consulting Model the customer journey and identify ‘make
Johnson & Johnson and
Change organisational behaviours – get the experience gained with or break’ touch points Hilton International,
brand lived throughout the business PricewaterhouseCoopers How to assess ‘organisational fitness’ and
where he was Senior
Improve organisational processes – from and two other strategic performance gaps Vice President Marketing
customer communications to call centre marketing consultancies. Develop a language for change
and a member of the
Identify and apply suitable measures to monitor Guy has led several Prepare a properly resourced change
board for 8 years. Mike
brand performance, progress and success brand, marketing and management plan has an MBA and is a
Prepare a customer plan to align all
strategy projects, and fellow of CIM.
Learning approach helped many world- departments behind agreed priorities
Highly interactive and participative How to convert marketing strategy into
leading brands in both
Variety of individual and group exercises that operational procedures and processes
B2C and B2B sectors.
enable delegates to learn by doing, designed to
help understanding of key principles, what really Learning approach
works and gain experience using powerful Seminar sessions in which techniques
brand development and delivery tools and ideas are introduced and discussed
All examples and exercises are based on Workshops where teams develop and
real-life challenges and/or help create outputs present solutions to specific scenarios
directly relevant to your organisation Tutorials in which participants discuss
specific challenges

Product Management
Effective management of products and product

portfolios is critical to organisational success
and profitability. And in a digitally enabled world,
where customers are both more demanding and
vocal about brands, products and service, the
role of those involved in developing, launching
and managing products through their lifecycle
is becoming more complex and challenging.
Our product management courses address the

specific challenges of B2B and consumer product
sectors, as well as addressing more common issues
such as customer insight, planning and pricing.
Using latest insight, tried and tested models and
case studies highlighting best practice, our faculty
of experts will guide you through the key principles
of shaping and delivering successful product
management strategies and plans.
Whether you are new to product management, or

have experience but need to build knowledge, we
have a range of programmes to meet your needs.
Digital thoughts
Technology can liberate thinking and determine
new areas of practice. The profiles represent
the layers of thought and different mindsets
required for good practice.
© Alex Williamson, illustrator
46
47
Fundamentals of
Product Management Courses Product Management
Introducing the skills and processes 7 CPD hours
you need to maximise your Course code
performance as a product manager 0577
Level
Foundation
Duration
1 day

Product managers’ roles vary widely across
London
industries and organisations but many product
Foundation managers face a common set of challenges and
2010 02 December
2011 18 February
Fundamentals of Product Management 1 day workshop 48 problems. At their most successful, product
03 May
managers balance strategic and tactical issues
09 September
Introduction to New Product Development 1 day workshop 49 and become expert in influencing their
organisations. This workshop introduces a Manchester
Fundamentals of Pricing 1 day workshop 49
framework for product management: the role; the 20 June
2011
key tasks and processes they should use and Price
Advanced guidelines for product managers to manage
£499.00 + VAT
themselves and their development.
Product Management – Business to Business 3 day course 50 CIM Member price
Product Management – Business to Consumer 3 day course 50 Benefits to you and your company £449.10 + VAT
You will gain a clearer understanding of the range
What’s included
Profitable Product Management 5 day course 51 of responsibilities of a product manager and the
techniques and tools you can use to improve lunch and refreshments
New Product Innovation and Development 3 day course 51
your performance. You will be able to develop a
Pricing for Product Managers 3 day course 52 proactive approach to product management and
so increase your value to an employer. www.cim.co.uk/0577
Masterclass Delegates will have a more systematic and

Transforming Product Management into proactive method for managing products and a “Exactly what
a Strategic Function 3 day course 52 clearer definition of the product management role
the course
and tasks. They will learn practical techniques for
implementing product management, increasing description said!
For classification levels please refer to page 3 their capability to maximise the performance of I really enjoyed
individual products and product lines/groups. It will the course, very
Check our website for latest courses and dates also lead to more motivated product managers.
well explained
Who this course is for by a great tutor.
Current or recently appointed product managers, I can now apply
managers of product managers and other the plans and
executives introducing product management as a
discipline into their organisations who have little
present them to
formal knowledge of product management. my company”
Uzma Arif
Previous knowledge of basic marketing principles
Trade Marketing
is assumed.
Manager, Dunhills
(Pontefract) Plc
What you will learn
Clarify your role and responsibilities
Deal with common challenges
Understand the key elements and stages in
building a product plan
Evaluate the market for your product and
suggest alternatives to improve performance
Understand and contribute to the product
development process
Develop appropriate product strategies based
on product lifecycle analysis
Understand the role of your product in
its portfolio
Learning approach
The course uses a combination of presentations,
discussions, exercises and examples.
Participation will be an important feature of the
day and you will be encouraged to relate key
concepts to your own situation.

Product Management
Introduction to New
Product Development Fundamentals of Pricing New course
A clear NPD process that leads 7 CPD hours Stripped down pricing basics 7 CPD hours
to effective innovation and Course code Course code
market success 0631 1319
Level Level
Duration Duration
1 day 1 day

Developing and launching successful new In this highly practical event we focus on delivering
London London
products is a key marketing value driver. a sound understanding of contemporary pricing
2010 04 November 2010 06 December
Successful innovation ensures that your products tools and methodologies. We will dispel some of
2011 27 April 2011 04 April
stay competitive and that growth opportunities the myths and fears of pricing and present the
14 September 04 July
are not missed. However extensive research subject in a logical, easy to understand and,
indicates that failure rates in this area are high. Price above all, highly practical manner. This course will Price
Developing and implementing a proven NPD £499.00 + VAT provide a sound footing for anyone wishing to £499.00 + VAT
process increases success rates, together with CIM Member price
understand pricing more fully. CIM Member price
managing the other key factors that drive results.
£449.10 + VAT £449.10 + VAT
Benefits to you and your company What’s included To make a good pricing decision, delegates must What’s included
You will understand what innovation is, definitions, Tuition, course materials, understand the value of their product from the Tuition, course materials,
benefits and principles of good innovation lunch and refreshments customer point of view. We provide a practical lunch and refreshments
management. You will apply idea generation and Related course framework to enable them to do this. We then More dates and to book online
screening techniques, concept and brand New Product Innovation describe the most popular methods – cost- www.cim.co.uk/1319
development frameworks and understand key and Development (p51) based, competition-based, market-based and
issues in launching a new product. More dates and to book online
value-based approaches – and show how to
develop a simple pricing approach.
www.cim.co.uk/0631
Given the significant costs involved in launching a
new product, senior management should ensure There is much confusion and uncertainty
that the NPD process is sufficiently robust to surrounding pricing and pricing decisions in most
keep the risk of failure to a minimum. The organisations. As a result it is often done in the
process presented is applied by many market wrong way by the wrong people using the wrong
leading organisations, so this knowledge should methods! In this short but intensive course we
significantly improve your organisation’s chances provide solid, factual, practical and easy to
of market success. understand principles which will aid a much more
sound approach to pricing.
Managers and executives, irrespective of Who this course is for
function, who are or expect to become involved No specialist knowledge or experience is
in the development of new products and the necessary, other than a basic understanding of
innovation process within their organisation. marketing and commercial principles and some
familiarity with spreadsheets. Individuals who
What you will learn have an input into the pricing process – sales,
Write a new product strategy statement marketing, product management, accountants,
Recognise and apply a number of techniques operations and technical personnel – will find this
used to generate new product ideas course especially helpful. General managers who
Apply a number of techniques used to screen need a quick tactical overview, and want to get
new product ideas up to speed on current thinking, will also find this
Develop a clear positioning concept and course of benefit.
brand strategy statement for a selected new
product idea What you will learn
Understand the major factors contributing to Basic economic and accounting principles
success and failure in new product as applied to pricing decisions
development and assess your company’s How to assess customer value of a product
current performance or service proposition
Develop an action plan for improving NPD in Know what is meant by cost and
your own business competition-based pricing and when these
Improve the effectiveness of your methods are best applied
organisation’s new product development Market-based pricing methods including
process value-based pricing
Recognise the factors to take into account
Learning approach when assessing profitability of pricing decisions
Through the use of many up-to-date examples of Simple price management methods
successful innovation and a live case study,
delegates will have the opportunity to apply the Learning approach
steps in the NPD process. This reinforces your Primarily training is delivered by a combination of
learning in a fun and interactive environment, lecture, discussions and case work. Delegates
making application easier back at work. Courses can will be encouraged to raise issues for class
be tailored discussion provided that no confidentiality is
and delivered being breached.
directly to
your team

Product Management
Product Management New course

Product Management – New course
– Business to Business Residential option Business to Consumer Residential option
The strategic approach to managing 21 CPD hours The strategic approach to the multi- 21 CPD hours
products and services in business to Course code disciplined role of a product manager Course code
business markets 0425 in consumer markets today 0426
Level Level
Advanced Advanced
Duration Duration
3 days 3 days

In order to be successful, product managers in Product managers in consumer markets need to
Moor Hall Moor Hall
business to business markets need to have a be comfortable working with multi-disciplines and
very different approach to that of their to be confident with strategy, marketing and
2011 19-21 January 2011 19-21 January
counterparts in the consumer space. Products finance. This course provides an insight into best
04-06 May 16-18 May
and services are more complex and decision practice and effective methods of working.
05-07 September 07-09 September
making units are different. A fire-fighting tactical
approach is not the answer – strategic thinking is. Residential Price Benefits to you and your company Residential Price
This course helps managers of products or £1,795.00 + VAT Best practice in product management ensures £1,795.00 + VAT
services to adopt a robust strategic approach CIM Member price
a collaborative approach that minimises internal CIM Member price
clearly linked to business objectives. conflict and results in better managed product
£1,615.50 + VAT £1,615.50+ VAT
portfolio’s that remain customer-facing and
Benefits to you and your company What’s included profitable. What’s included
You will be able to approach the task of Tuition, course materials Tuition, course materials
managing products or services from a new and full board The resulting improved profitability is empowering and full board
perspective that will empower you and enable and will win the support of colleagues and
you to win the support of colleagues and others. Non-residential Price others creating the agility to respond quickly Non-residential Price
It will give you the ability to structure product £1,599.00 + VAT to changing markets. £1,599.00 + VAT
marketing plans that are consistent and in line CIM Member price CIM Member price
with the bigger business strategy. Who this course is for
£1,419.50 + VAT £1,419.50 + VAT
The course is for product managers with several
Delegates will leave armed with the ability to What’s included years experience operating in consumer goods What’s included
develop and manage products from the perspective Tuition, course materials, markets. It will also be useful for sales managers Tuition, course materials,
of the overall objectives and strategy of the lunch and refreshments and others with responsibilities for marketing lunch and refreshments
business. This should improve the management of More dates and to book online consumer goods. More dates and to book online
products through the life-cycle, ensure better use of www.cim.co.uk/0425 www.cim.co.uk/0426
budgets and enhance profitability. What you will learn
To think strategically in consumer markets
Who this course is for To research and segment the market
This course is for product managers, with several How to analyse competitor strategy
years experience, operating in business to Understand brands and build effective
business markets. It would also be of use to positioning strategies
others who are required to work closely with How to build value into the supply chain
product managers eg. sales managers, marketing How to manage a product portfolio including
managers and R&D managers. new product development initiatives
How to devise communication strategy and
What you will learn work with agencies
Thinking and acting strategically in business to How to win internal commitment to product
business markets strategies
Choosing the right strategic markets and How to create a collaborative, cross-functional
directing resources towards them business plan
Creating strategic fit in product markets and Use appropriate metrics to monitor and
managing capabilities measure success
How to create the right value proposition for
different business decision makers Learning approach
How to create consistent strategies across the The course will be based on presentation and
product marketing mix discussion; exercises and case studies. Interactive
How to manage price so that the product is throughout it will provide up to the minute
not devalued examples of good and bad product management.
Winning product preference, among multiple
business to business decision-makers
Creating a sound value chain for the product
through intermediaries
Aligning product marketing with brand
positioning
How to create product marketing plans
Winning and managing internal commitment to
product management strategies
Measuring success in product markets
Courses can
The course will be delivered using a combination and delivered
of presentation, discussions, exercises and
case studies.
directly to
your team

Product Management
Profitable New Product Innovation

Product Management Residential option and Development Residential option
A career transition programme for 35 CPD hours Managing new product innovation and 21 CPD hours
delegates within developing Course code development from business strategy Course code
organisations 0204 to launch and review 0207
Level Level
Advanced Advanced
Duration Duration
5 days (split 3+2) 3 days

The challenging business environment demands Developing new products or services is often vital
Moor Hall Moor Hall
that organisations maximise the return on to an organisation’s on-going success,
investment from their products. Many are particularly in demanding times. However it can
Module 1 (3 day) 2010 20-22 September
seeking to introduce or improve product be a risky and time-consuming process. It is vital
+ Module 2 (2 day) 2011 24-26 January
management functions to achieve market therefore that new product development is
2010 15-17 November 27-29 June
advantage and increase value for their approached in a structured and systematic way
+ 13-14 December Residential Price
businesses. This course develops analytical, that ensures resources are used efficiently,
2011 08-10 March
strategic and tactical approaches to product opportunities for innovation are not lost and £1,795.00 + VAT
+ 14-15 April
management, enabling companies to compete appropriate decisions are taken.
19-21 July CIM Member price
sustainably and profitably in increasingly
+ 22-23 £1,615.50 + VAT
competitive business-to-business markets. Benefits to you and your company
September What’s included
You will learn how NPD fits in with the business
Benefits to you and your company Residential Price and marketing strategies and identify the Tuition, course materials
This course provides you with an opportunity to £2,700.00 + VAT organisational drivers for NPD. You will use tools and full board
accommodation
review your current approaches and compare CIM Member price
and techniques to develop new product ideas, to
these with best practice so that you can elevate advance these ideas to product concepts, to Non-residential Price
£2,430.00+ VAT
your scope of involvement beyond support and evaluate them and progress them through to £1,599.00 + VAT
co-ordination to executive. Influencing and What’s included market testing, launch and review. CIM Member price
personal management skills are crucial to gaining Tuition, course materials
and full board £1,419.50 + VAT
authority in this role and the course will support Applying a systematic approach to NPD
accommodation
you in developing these skills. increases the probability of identifying new What’s included
Non-residential Price product opportunities and taking them Tuition, course materials,
Organisations gain quicker and more £2,406.00 + VAT successfully to market as well as reducing the lunch and refreshments
comprehensive responsiveness to issues; more CIM Member price
costs and risks to the organisation. More dates and to book online
sustainable profitable growth strategies are put in www.cim.co.uk/0207
£2,136.00 + VAT
place; advocates are developed with executive Who this course is for
potential to support succession plans. The What’s included This course is suitable for product, marketing
programme is pragmatic, delivered in a way that Tuition, course materials, and new product development managers. It is
allows the benefits of fresh thinking to be applied lunch and refreshments also suitable for those managers working closely
directly to your business. More dates and to book online with the NPD teams, such as strategy and
www.cim.co.uk/0204 finance, for managers who are building an NPD
Who this course is for team or wishing to strengthen their organisation’s
Individuals who are currently in the role but need NPD processes.
formal training in the strategic and tactical tools;
and those who are preparing to take up such a What you will learn
role. Many companies use this as qualifying Identify and address the key challenges to
training for all their product managers to ensure successful new product development
supportable approaches are applied consistently. Develop an overall NPD strategy based on
internal and external business drivers
What you will learn Identify and develop the key areas of capability
Define product strategies based on credible required for successful NPD and innovation
market analysis Use tools and techniques for spotting new
Write a coherent, comprehensive product plan product ideas and develop them into broader
Build a convincing business case concepts and propositions
Develop go-to-market strategies and tactics Understand the increasingly important role of
Deal with the most common product the internet/social media in product
management challenges development including co-creation of products
Enhance your influencing skills with the customer and their role in accelerating
Manage stakeholders the innovation process
Specify new products based on clear Ensure that new product concepts are tested
identification of value and screened for their success potential
Develop value propositions for new or existing Prepare a business case to support the
products development and launch of new products
Test market and prepare a launch plan for the
Learning approach introduction of a new product
The split module structure (3 days +2 days) of Ensure effective post launch management and
this course provides an excellent opportunity to handover is completed
reflect and consolidate learning between Use learnings to improve the new product
modules. Individual coaching (2 hours) with the development processes
course director provides expert advice to support
you to implement your project and address the Learning approach
specific product management challenges facing Presentation and discussion combined with
your own organisation, before returning for the learning point illustration using case examples
second module. and group exercises.

Product Management
Transforming Product
Pricing for New course
Management into New course
Product Managers Residential option a Strategic Function Residential option
Demystifying the complexities of 21 CPD hours Developing a world class product 21 CPD hours
pricing in today’s competitive markets Course code management capability Course code
0423 0424
Level Level
Duration Duration
3 days 3 days

Pricing is one of the most important product Product management exists to improve business
Moor Hall Moor Hall
management tasks. Often perceived as ‘too profitability by providing leadership for products
difficult’ by many marketing people, the price across functions, inside and outside of the
2010 07-09 December 2011 01-03 February
decision often defaults to the highly flawed, but business. Leaders of product management
2011 05-07 April 22-24 June
easier to implement, cost-plus or competitor teams have to build skills, processes, structure
05-07 July Residential Price
comparison approaches. In this advanced course and senior management support to make this
we take a completely new look at the pricing Residential Price happen. On top of that they need to stitch the £1,795.00 + VAT
problem, adopting a value-based approach to all £1,795.00 + VAT product strategies together into a portfolio CIM Member price
pricing decisions and provide tools and templates CIM Member price
strategy that makes sense for the whole
£1,615.50 + VAT
for immediate practical use. business. This course provides the tools to
help you do this.
Benefits to you and your company What’s included Tuition, course materials
You will gain the confidence to tackle any pricing Tuition, course materials Benefits to you and your company and full board
and full board accommodation
problem your product portfolio can throw at you. You will learn how to select the best model of
accommodation
Your new confidence will come from a deep product management for your organisation and Non-residential Price
understanding of the pricing process, solid Non-residential Price then implement that model to deliver effective £1,599.00 + VAT
techniques and sound theoretical principles. You £1,599.00 + VAT product and product portfolio strategies. CIM Member price
will be able to analyse pricing situations from CIM Member price £1,419.50 + VAT
several standpoints and be able to construct and Your organisation will be able to optimise your
defend optimal pricing solutions. product management function so that you can
What’s included extract maximum value from your product Tuition, course materials,
Basing prices on customer value enables the Tuition, course materials, portfolio over time. lunch and refreshments
company to apply a consistent and rational lunch and refreshments
methodology that will achieve superior returns More dates and to book online Who this course is for www.cim.co.uk/0424
and better customer relationships. It will help www.cim.co.uk/0423 This course is designed for directors of product
reinforce management’s efforts to build the management, senior managers of product
business on value and will produce tangible managers, group product managers and portfolio Janet Downes
results from doing so. managers – in summary for those who define Janet Downes is a
product management roles, responsibilities and highly experienced
Who this course is for processes and are responsible for the business international consultant
There are no pre-requisites for this course, management of a portfolio of products. It is and trainer specialising
however 18-24 months product management particularly appropriate for those seeking to in product/service
experience would be ideal. Although this course improve their product management function to management. She
is designed for product managers, specialists deliver effective strategic leadership for their managed product
from other disciplines will find the ideas and product portfolio. management teams
concepts invaluable in their work eg. in major international
management accountants, sales, marketing and What you will learn corporations such as
technology managers, and business analysts. Developing a vision of product management
Intel, DuPont and Fuji
Developing a plan to implement your vision
and has consulted on
What you will learn Designing product management roles and the
the development of
Be able to apply key theoretical tools in major PM processes product management
resolving practical pricing challenges Moving product management from tactical
in sectors ranging from
Know the advantages and disadvantages of product support to strategic leadership high tech (IT,
existing pricing methodologies and be able to Assessing and developing PM competencies
telecommunications,
select optimal approaches in a given situation Building a portfolio strategy for new and
electronics and
Be able to analyse the value of your product or existing products pharmaceutical)
service to the customer, and use this to Board level influencing skills – gaining board
through manufacturing
quantify economic advantage support for your vision and strategy to financial services.
Build pricing into the mix, and into the value
Janet has a BSc in
proposition Learning approach Electronic Engineering,
Work with sales, marketing, finance and other Seminar sessions in which techniques and
an MBA and is a
managers to make pricing work for your product ideas are presented and discussed Chartered Marketer.
Pricing a new product or service Workshop activities where individuals and
Deal with pricing challenges from low price groups develop and present solutions for
competitors specific scenarios, including their own situation,
Deal with some of the more common – and and learn from each others experiences
dangerous – urban myths of pricing Individual coaching sessions
Learning approach Courses can

A blend of lecture/presentation, case studies/ be tailored
exercises, and discussion/guest speaker and delivered
Opportunity for one-to-one session with
course director
directly to
your team

Digital Marketing
The staggering pace of progress across the internet,

online media and related technologies has had a
significant impact on marketing. Businesses have
been born overnight and fundamentally challenged
accepted industry norms, often creating new,
previously untapped market space – Amazon, LinkedIn,
Facebook and YouTube being just a few of these
breakthrough businesses.
O
Leaders increasingly recognise the threats and
opportunities presented by digital and social media,
but are often left with more questions than answers:
49% of UK marketers believe their organisations

are scared of fully exploiting social media *
50% of businesses encourage experimentation

with new online/social media channels, but less
than half that amount (22.7%) fully understand
how their customers use social media *
Over 51% of organisations allocate resource to

research digital and social media developments,
but only 28% invest in training their marketers in
this area **
* Marketing Trends Survey, Spring 2010, CIM/Ipsos MORI

** The Future for Marketing Capability, Autumn 2010, CIM/Accenture
More information at www.cim.co.uk/MTS
inter-faces
This image explores the complexity,
yet immediacy of communications
that would not have been possible
even twenty years ago.
© Peter Grundy, illustrator
54
O
55
Digital Marketing Courses Introduction to Digital Marketing
A ‘digital marketing 101’ – everything 7 CPD hours
you need to know to be a successful Course code
digital marketer 0764
Level
Foundation
Duration
1 day

Every marketer needs to understand how to
London
exploit digital marketing tools and techniques in
Foundation order to improve their customer value proposition
2010 04 October
01 December
Introduction to Digital Marketing 1 day workshop 56 and overall competitiveness. That means designing
2011 19 January
an accessible, usable and value adding website
29 March
Search Engine Marketing 1 day workshop 57 and using a range of interrelated digital marketing
09 May
facilities to drive traffic, conversion and referrals.
Email Marketing 1 day workshop 57 02 August
Online PR and Reputation Management 1 day workshop 58 Benefits to you and your company Manchester
You will develop a better understanding of the 28 February
2011
Social Media Marketing 1 day workshop 58
digital marketing tools and techniques available 22 June
Social Media Marketing B2B 1 day workshop 59 as well as their appropriate use and Price
measurement. You will develop a more strategic
Social Media Marketing for the Public Sector £499.00 + VAT
and professional approach to your digital
and NFP 1 day workshop 59 marketing endeavours with a view to optimising CIM Member price
Mobile Marketing 1 day workshop 60 your customers’ interactive experience. £449.10 + VAT
What’s included
Viral Marketing 1 day workshop 60 A better understanding of both established digital
marketing tools and techniques (website, email)
Principles of Website Design 1 day workshop 61 lunch and refreshments
and newer ones (blogs/microblogs, social
Related courses
Creating a Great Web Experience 1 day workshop 61 networks, podcasts, wikis) coupled with an
insight into best practice application, should Integrated Digital
Running Effective Digital Campaigns 2 day course 62 Marketing (p63)
ensure your organisation is in a position to deliver Email Marketing (p57)
Managing Digital Teams 1 day workshop 62 a better customer experience and ultimately Social Media Marketing
return on investment. (p58)
Integrated Digital Marketing 1 day workshop 63 Search Engine Marketing
(p57)
Affiliate Marketing 1 day workshop 63 Who this course is for
This workshop is designed for marketers who More dates and to book online
want to get a better understanding of the key www.cim.co.uk/0764

Advanced digital marketing tools and techniques with a view
to improving their digital marketing and
Digital Marketing 3 day course 64
measuring the effectiveness of their digital
Advanced SEM – Paid Search Advertising 1 day workshop 65 marketing efforts, activities and investment.
Advanced SEM What you will learn

– Organic Search Engine Optimisation 1 day workshop 65 How to define explicitly why you are investing
Advanced Social Media Marketing 1 day workshop 66 in digital marketing
Create an integrated ‘Web 2.0 Digital
Advanced Email Marketing 1 day workshop 66 Marketing Plan’
Understand the needs of different audiences
Managing Digital Marketing 1 day workshop 67
using research
Develop clear and measurable objectives for
Masterclass your digital marketing activities
Design and implement a best practice website
Digital Marketing Masterclass 2 day course 67 Get found on the web (SEO/SEM)
Build credibility using tools such as blogs,
online PR, social media, networks etc.
see also... Select the most appropriate digital marketing
How to Write for the Web 1 day workshop 88 tool(s) based on specific objectives
Develop a ‘permission-based’ approach to
Digital Metrics and Analytics 1 day workshop 21 building relationships
Use web analytics and metrics to evaluate
effectiveness
For classification levels please refer to page 3 Do all of the above within the legal/regulatory
Check our website for latest courses and dates environment
Learning approach
A mixture of slides, exercises, demos, discussion
and video, amalgamated with looking at best
practice web sites and useful on-line resources
eg. ‘Adwords’

Digital Marketing
Search Engine Marketing Email Marketing

Improve the planning and 7 CPD hours Fresh perspectives on a core channel 7 CPD hours
management of your SEO and PPC Course code Course code
1157 0766
Level Level
Duration Duration
1 day 1 day

With search engine marketing (SEM) options Email marketing has been a core tool in digital
London London
broader every year, the key to success is planning marketing for many years, however, is often
2010 19 October 2010 13 October
and management as much as technical unable to achieve its full potential due to a lack of
09 December 17 November
knowledge. This structured course is designed to guidance in best practice and issues with spam.
2011 22 February 03 December
take a marketer through setting goals, budgeting,
18 April 2011 20 January
planning and measurement across both Benefits to you and your company
07 June 21 February
sponsored listings and natural search. It will lead to You will leave with a greater understanding of
12 August 15 March
a better understanding and confidence in dealing how to achieve and implement more effective
14 April
with both internal teams and external agencies. Manchester email campaigns.
17 May
2011 01 March
06 June
Benefits to you and your company 23 June The course will give organisations the ability to
19 July
You will gain confidence and knowledge of the use email marketing as part of their integrated
Price 04 August
terminology and best practice of SEM planning, strategic marketing plan. As well as covering best
£499.00 + VAT 27 September
SEO projects and PPC campaigns. You will be practice, it will discuss the legal aspects of email
able to judge a search agency or consultant’s CIM Member price marketing, allowing organisations to adhere to Manchester
abilities, look for ‘red flags’ for poor quality work £449.10 + VAT the growing guidelines surrounding spam and 2011 03 March
and focus on the important aspects of search data protection. 20 June
What’s included
that will make your daily job easier. Price
£499.00 + VAT
Your organisation will benefit from a structured The course will suit anyone who has responsibility
Related courses
SEM plan that focuses on delivering real business for delivering email marketing campaigns, either CIM Member price
value and KPIs. As a result they will gain a Advanced SEM in house or agency side. Both those new to email £449.10 + VAT
– Paid Search Advertising
greater return on investment. (p65)
marketing and marketers who feel they could be
What’s included
Advanced SEM getting more from their email will benefit.
– Organic Search Engine Tuition, course materials,
Who this course is for lunch and refreshments
Optimisation (p65)
This course is aimed at marketers responsible for Social Media Marketing What you will learn
Related courses
SEM planning in their organisation. It is also (p58) Plan integrated email campaigns
suitable for people in the broader web, marketing Devise creative and copy to increase open and Introduction to Digital
More dates and to book online Marketing (p56)
or PR teams looking to understand how this click-through rates Social Media Marketing
channel works. www.cim.co.uk/1157 Use tests and tracking metrics to improve (p58)
response Search Engine Marketing
(p57)
What you will learn Select email marketing management systems Advanced Email
Valuable research methods “Exceeded my Build a house list Marketing (p66)
SEM planning and budgeting expectations! Source opt-in B2C and B2B lists
Use tried and tested ‘best practice’ techniques Review the latest on ethical and legal
for managing both ‘free’ (organic) and ‘paid
Relevant and well constraints www.cim.co.uk/0766
for’ (pay-per-click) search presented, the Design an effective e-newsletter
Decide whether to do in-house or use a course was a Measure and improve email campaigns
specialist agency great introduction
Plan and deploy ‘white hat’ linking strategies Learning approach
which improve your relevance and authority as
into the world of Covering best practice and using case studies
a site SEO. I will now be and exercises throughout, the course offers a
Content optimisation to improve ‘on-page able to converse practical guide to the core techniques in email
signals’ through keywords and metadata with our media marketing. Online tools and reference materials
Quick wins to get your social media marketing are highlighted throughout so that the material
to improve your SEO buyers in their covered can be put into practice immediately
Avoid common search marketing pitfalls and own language.” upon return to the office.
key technical challenges
Jody Davies
Improve the search engines trust in your site to
Auction & Events,
improve both your SEO and conversion rates
DVLA
Test market your search marketing using web
analytics and other tools
Learning approach
This highly practical workshop encompasses
interaction with the web, group/individual
exercises alongside a presentation detailing the
latest findings and research.
Courses can
be tailored
and delivered
directly to
your team

Digital Marketing
Online PR and
Reputation Management Social Media Marketing
Managing your brand 7 CPD hours Exploit the potential and manage the 7 CPD hours
communications online Course code downsides of consumer participation Course code
0951 in online social media 0651

Level Level
Duration Duration
1 day 1 day

Social media and digital marketing have Your products, services and brands are being
London London
completely changed how we engage with our discussed right now on the web, and this is
2010 14 October 2010 23 September
audience. The use of Twitter, social networks and influencing customer perception and action. This
2011 21 January 29 October
user reviews are just a few of the issues that have course will give you a complete guide to your
07 June 24 November
completely changed the PR and brand options for using social media to naturally interact
Price
13 December
management landscape. This course will show with your audience to better understand and
2011 26 January
you how to monitor, manage and engage with £499.00 + VAT positively influence them, and manage negative
03 February
customers using these channels. comments. The course also fully considers your
CIM Member price 09 March
options of techniques, tools and suppliers.
£449.10 + VAT 20 April
What’s included
12 May
You will learn the practical ways in which online PR Benefits to you and your company
09 June
and social media can really work and what you Tuition, course materials, This course will get you ‘up-to-speed’ with the
lunch and refreshments 28 July
should avoid. You will understand how to follow latest in social media and will explain which
04 August
industry guidelines and be given examples and Related courses matter and which are over-hyped as a marketing
15 September
tools to plan and implement future campaigns. Search Engine Marketing tool. It will help you develop a plan, prioritise your
(p57) different options and review agency and toolkit Manchester
Organisations will benefit from a greater return Social Media Marketing suppliers to help with implementation. 02 March
2011
(p58)
from their online campaigns and be reassured Email Marketing (p57) 22 June
they are following best practice. An awareness In many sectors there is evidence that favourable Price
of where a brand is being discussed and what comments and reviews positively influence brand
www.cim.co.uk/0951 £499.00 + VAT
is being said, as well as how to respond to awareness and preferences. By understanding
these communications, is essential for managing techniques to influence audiences you can drive CIM Member price
any brand. sales whether fulfilled offline or online. £449.10 + VAT
What’s included
Marketers responsible for managing online The course is for those who need to know more lunch and refreshments
PR and/or online branding will leave the course about social media and social networking so they
Related courses
with practical knowledge that they can can assess its relevance, plan an approach or
implement immediately. implement social media. Advanced Social Media
Marketing (p66)
Digital Marketing (p64)
What you will learn What you will learn
Plan and execute online PR campaigns from Distinguish between different forms of social More dates and to book online
start to finish (including analysis) networking activity www.cim.co.uk/0651

Identify online opportunities and threats Assess the value of a social network to your
Understand and use web 2.0 and social media business
Identify how and where to monitor your brand Review where your brand and products are
online being discussed
Deal with online PR disasters and know how Measure the effectiveness of social network
to avoid them in the first place marketing and e-PR
Identify and engage with online audiences Select the best tool for monitoring social
Follow industry guidelines and best practice networks
Use the tools and sources of information for Select agencies for engaging in social
developing successful campaigns networking on your behalf
Understand the latest trends and areas Develop policies for employee participation in
to watch social networks for marketing purposes
Report on and analyse campaigns from Build in social media and networking into a
a metric and quality point of view campaign
Develop a plan to prioritise and implement
Learning approach different forms of social media marketing
Covering best practice and using case studies Evaluate approaches for integrating social
and exercises throughout, the course offers a media into your own site
practical guide to the core techniques in digital Create your own social networks, blogs, etc
marketing. Online tools and reference materials using free and paid systems
are highlighted throughout so that the material Manage a crisis (blogstorm)
covered can be put into practice immediately
upon return to the office. Learning approach
An interactive workshop that combines whole
group discussion with paired and individual work.
Case studies are analysed and exercises and Courses can
activities are used to apply the learning to your be tailored
own company. and delivered
directly to
your team

Digital Marketing
Social Media Marketing

Social Media Marketing B2B for the Public Sector and NFP
Exploit the potential of social media to 7 CPD hours Exploit the potential and manage the 7 CPD hours
drive engaging business to business Course code challenges of using social media Course code
dialogue 0747 0746
Level Level
Duration Duration
1 day 1 day

Social media is reaching B2B markets allowing This course will give you a complete guide to
London London
companies to engage with business customers your options for using social media in the public
to generate new leads, build relationships and and not for profit (NFP) sectors. It will show you
2011 13 April 2011 15 February
enhance business service. The course evaluates how to naturally interact with your audience to
12 July 08 July
your options for techniques, tools and suppliers better understand them and positively influence
for using social media to interact, understand and Price them. The course also fully considers your Price
positively influence behaviour of your audience. £499.00 + VAT options of techniques, tools and suppliers. £499.00 + VAT
We consider responses to negative comments CIM Member price CIM Member price
and managing potential damage to company or Benefits to you and your company
£449.10 + VAT £449.10 + VAT
brand reputation. This course will get you ‘up-to-speed’ with the
What’s included latest in social media and will explain which What’s included
Benefits to you and your company Tuition, course materials, matter and which are over-hyped. It will also help Tuition, course materials,
Get up to speed with the latest in social media lunch and refreshments you develop a plan, prioritising your different lunch and refreshments
and select tools relevant to your organisation Related courses options and reviewing agency and toolkit Related courses
rather than following the crowd. Explain which Social Media Marketing suppliers to help with implementation. Running Effective Digital
social media matter, how to use it and become a (p58) Campaigns (p62)
focal point for social media within your team. It Advanced Social Media Favourable comments and reviews positively Search Engine Marketing
Marketing (p66) (p57)
will help you develop a plan, prioritise your influence attitudes, awareness and preferences.
options and get your team on top of social media. More dates and to book online By understanding techniques to influence More dates and to book online
www.cim.co.uk/0747 audiences you can drive people to contact you or www.cim.co.uk/0746

Understanding your audience is key to delivering engage with your content offline or online.
the right message, the right product and the right
service. Gather customer views and market Who this course is for
research, gain favourable comments and The course is for marketers who work in the public
testimonials, reach new markets and generate sector or the NFP sector who need to know more
qualified sales leads. By understanding about social media and social networking so they
techniques to influence audiences you can drive can assess its relevance, plan an approach or
people to contact you or engage with your implement a social media programme.
content offline or online.
What you will learn
Who this course is for Distinguish between different forms of social
This course is for marketers, digital marketing networking activity
managers, sales and new business managers Assess the value of a social network
who work in B2B marketing who need to know Assess which are most appropriate
more about social media in order to assess its Review where your services are being
impact, plan an approach and execute a social discussed
media techniques. Measure the effectiveness of social network
marketing and e-PR networks
What you will learn Select agencies for engaging in social
Distinguish between different forms of social networking on your behalf
networking activity Develop policies for employee participation
Review and assess the value to your business Build social media and networking into a
Select the best tool for monitoring campaign
Select agencies for engaging in social Develop a plan to prioritise and implement
networking on your behalf different forms of social media marketing
Develop policies for employee participation Evaluate approaches for integrating social
Build in social media into a B2B campaign media into your own site
Develop a plan to prioritise and implement Create your own social networks, blogs, etc
different forms of social media marketing using free and paid systems
Measure the effectiveness of activity Manage a crisis
Create your own social networks, blogs, etc
using free and paid systems Learning approach
The day is divided into learning modules in
Learning approach which topic areas are presented alongside
The instructor takes a modular approach to the examples, discussions and group exercises.
day. Each topic area is presented covering good Delegates are encouraged to share best
practice, highlighted with examples, followed by practice case studies throughout.
short group exercises. Discussion and debate is
encouraged with delegates asked to provide
examples from within their own organisations.

Digital Marketing
Mobile Marketing Viral Marketing

Getting the best from this increasingly 7 CPD hours From word of mouth to Web 2.0 7 CPD hours
powerful and relevant medium Course code social media marketing and beyond Course code
1315 0952
Level Level
Duration Duration
1 day 1 day

Many organisations are making hundreds of This outstanding viral marketing workshop helps
London London
millions of pounds (Apple ‘App Store’ & iTunes you position your brand to boost reputation and
2010 07 October 2010 06 December
downloads) whilst others are saving tens of sales. You will learn how to communicate
2011 31 January 2011 05 April
millions (NHS SMS text ‘Appointment Reminders) effectively with the key people who really count to
10 May Price
through mobile marketing. This course will your organisation. By understanding how to
01 August
address how to exploit this exciting marketing integrate viral campaigns you can enhance profits £499.00 + VAT
interface in a sensitive, professional and Price whilst demonstrating true kinship with your CIM Member price
permission-oriented way, generating value for £499.00 + VAT employees, customers and partners, even during
£449.10 + VAT
both consumers and your organisation. CIM Member price
tough economic times.
What’s included
£449.10 + VAT
Benefits to you and your company Benefits to you and your company Tuition, course materials,
The workshop is designed to help you What’s included This is an excellent opportunity to learn how to lunch and refreshments
understand the ‘ins and outs’ of mobile Tuition, course materials, ‘flex’ the muscles of one of the world’s oldest More dates and to book online
marketing. This includes making the jargon more lunch and refreshments forms of marketing, ‘word of mouth’ with the www.cim.co.uk/0952
understandable, illustrating how to use the Related courses latest innovations from the world of Web 2.0.
medium to market to customers and how to Integrated Digital You’ll learn how to plan your viral campaign,
integrate this with other on and offline activities. Marketing (p63) enhance your online marketing, devise a powerful
Email Marketing (p57) guerilla-marketing project and so boost your
Your organisation will be able to understand and More dates and to book online marcoms strategies.
utilise this versatile marketing tool as it becomes www.cim.co.uk/1315
increasingly relevant in the marketing mix. This event demystifies viral marketing in all its
Implementing and integrating mobile marketing forms. It will help you deploy a truly effective and
campaigns with reference to best practice and a practical through-the-line marketing strategy that
professional methodology should result in actively supports your entire public relations and
business success. corporate social responsibility campaigns.

This workshop is designed for marketers and Anyone who wishes to be introduced to this
digital marketers responsible for customer and important communications platform or has an
prospect communications. It will be of particular existing understanding of social media and
interest to those who want to build skills in Web 2.0.
mobile marketing.
What you will learn
What you will learn Plan and implement a successful word of
Build your mobile brand and engagement mouth campaign
Design a ‘permission based’ and customised Devise a guerilla marketing campaign
mobile marketing plan and strategy Improve brand perception
Develop, test and implement successful SMS Profit from blogs and wikis
and MMS mobile marketing campaigns Use viral marketing and social media to explain
Use tried and tested mobile marketing tips and difficult or sensitive issues to your customers
techniques to ensure success Leverage YouTube, Digg and other social
Avoid common pitfalls network channels
Determine which ‘apps’ are appropriate, if any,
and how to ‘market’ them Learning approach
Develop and execute mobile advertising, CRM, A combination of presentation and hands-on
direct response, promotion and word-of-mouth exercises.
(viral) campaigns
Develop campaigns which comply with the
latest data protection, privacy and electronic
communications legislation
Use metrics to measure your mobile
marketing efforts
Learning approach
A mixture of slides, case studies, discussion,
exercises and mini-workshops with reference to
best practice.

Digital Marketing
Creating a Great
Principles of Website Design Web Experience New course
Achieving an outstanding website that 7 CPD hours Get more from your website 7 CPD hours
reflects your marketing aims Course code Course code
0884 0677
Level Level
Duration Duration
1 day 1 day

You deserve a brilliantly designed website that This course will show you how to apply best
London London
reaches the top of search engine rankings. You practice, interpret your analytics and implement
2011 06 April 2010 12 October
need to know how to get the most from your web techniques to get more from your website and
08 September 2011 19 January
design team. This workshop cuts through the landing pages.
Price
16 March
jargon to concentrate on ensuring that your
18 July
website meets your full communication objectives. £499.00 + VAT Benefits to you and your company
The course offers a thorough grounding on all You will leave with a practical knowledge of Price
CIM Member price
marketing aspects of website design that meets usability, website analytics analysis, page £499.00 + VAT
£449.10 + VAT
both corporate and user demands. optimisation and user experience testing. You will CIM Member price
What’s included gain knowledge of the latest tools and techniques
£449.10 + VAT
Benefits to you and your company Tuition, course materials, available and develop a set of skills that can be
From planning to reviewing sites, this course lunch and refreshments applied to any website and digital marketing What’s included
helps you work more effectively with internal or Related courses campaigns to improve performance. Tuition, course materials,
external web designers. lunch and refreshments
How to Write for the Web
(p88) Organisations will benefit from improved user Related courses
You will understand how to produce outstanding More dates and to book online
experience leading to improved brand perception Principles of Web Design
sites that reflect your marketing aims. This and online conversion rates. Organisations will (p61)
www.cim.co.uk/0884 Introduction to Digital
includes how to build the backbone of your ideal also see the knock-on impact of improving return
Marketing (p56)
site, deal with web design agencies, choose from other digital marketing techniques such as Search Engine Marketing
appropriate graphics, get your site Web 2.0 social media and email marketing. The course (p57)
ready, ensure a design brief is clear and useful also gives guidance in the legal requirements of
(p58)
and know how to test your site for accessibility. accessibility and best practice.
Who this course is for Who this course is for www.cim.co.uk/0677
Anyone seeking a non-technical basic Anyone with responsibility for their organisation’s
introduction to what constitutes good web website, digital marketing campaigns or brand
design from a marketing perspective. online.
What you will learn What you will learn

Ensure your site reflects your marketing plans Understand usability best practice
Understand information architecture Work within the legal frameworks for
Deal with content audits accessibility
Get to grips with jargon See the advantages of standards compliance
Implement the principles of good design into Install, analyse and interpret website analytics
your site Use advanced analytics techniques for user
Understand disability web access issues journey analysis
Brief designers Use the latest tools and techniques to analyse
Optimise graphics and improve the performance of your site
Deal with opportunities like pods, blogs and Test and improve landing pages
streaming video Get more form your website and improve the
Improve your search engine ranking users experience

A combination of presentation and hands-on Covering best practice and using case studies
exercises. and exercises throughout, the course offers a
practical guide to the core techniques in digital
marketing. Online tools and reference materials
are highlighted so that the material covered can
be put into practice immediately upon return to
the office.
Courses can
be tailored
and delivered
directly to
your team

Digital Marketing
Running Effective Digital Campaigns Managing Digital Teams

Planning digital marketing campaigns 14 CPD hours Invest in people, not media 7 CPD hours
that build engagement, advocacy Course code Course code
and revenue 0767 1219
Level Level
Duration Duration
2 days 1 day

This two day course will enable you to explore Learn how to adjust and respond to the new
London London
how you can create online integrated marketing pressures arising as a result of the new digital
2010 25-26 October 2010 02 December
campaigns by learning success factors for media universe and build an effective digital team
13-14 December 2011 16 March
different online campaign tools and channels. We with the right skills. Identify new talent and draw
2011 02-03 February 25 May
will also review when to deploy each channel and on cross-organisational skills. The range of digital
13-14 June 23 August
how they fit into a customer or prospect media means there is now ample opportunity
29-30 August Price
relationship marketing plan. for you to lead the online discussion but you
Manchester need to know how to make the most of your £499.00 + VAT
Benefits to you and your company 2011 03-04 March limited resources. CIM Member price
You will be able to review the strengths and 23-24 June
£449.10 + VAT
weaknesses of the alternative digital media Price
channels and select the most appropriate for Get ahead of the curve and impress your What’s included
£1,197.00 + VAT
your organisation. You will be able to confidently superiors with a well-rounded knowledge of the Tuition, course materials,
produce an e-marketing plan and ask the ‘tough CIM Member price organisational impact of digital, how to avoid the lunch and refreshments
questions’ of agencies when they’re pitching for £1,067.50 + VAT pitfalls and the best approach to resourcing and Related courses
your budget. managing an effective digital team. Managing Digital
What’s included
Marketing (p67)
Your organisation will be able to develop a
Many organisations recognise the importance of Affiliate Marketing (p63)
planned, measured approach to online marketing, adapting their marketing and communications More dates and to book online
Related course
with more effective targeting and media spend, plans to the new digital eco-system. Few are fully www.cim.co.uk/1219
improved campaign optimisation, better online- Managing Digital prepared for what this entails. This course will
Marketing (p67)
offline integration and increased campaign return help to equip your organisation with the
on investment (ROI). More dates and to book online necessary knowledge and skills to communicate
www.cim.co.uk/0767 with customers in a way that is convenient for
Who this course is for them, delivering considerable long term benefits
This is an in-depth practical course for marketers to the company.
who are, or will be actively involved in devising
and managing online marketing campaigns either Who this course is for
inhouse or through an agency. If you are mainly This course will help marketing and
interested in improving your results from email communications managers prepare and develop
marketing and e-newsletters we recommend an effective digital marketing team to best
course 0766 – Email Marketing. implement their organisation’s digital strategy. It is
also ideal for e-marketers, as well as human
What you will learn resource and sales managers looking to exploit
Understand how to segment audiences and the full potential of digital media.
treat people differently, according to their
behaviours and needs What you will learn
Understand how to use customer insight to Identify the key trends of digital and the impact
ensure you develop appropriate propositions on your role and organisation
and content React and respond to the ever changing digital
Exploit the unique characteristics of digital landscape and customer expectations
media Develop the right team to deliver the
Plan digital elements within a marketing organisation’s digital marketing strategy
campaign plan Adjust existing communications plans to the
Review the use of digital media channels such new digital eco-system
as paid and natural search, affiliates, Conduct a skills audit of your team and identify
advertising, social media and email marketing skills shortage for digital
Decide when to use each digital channel Create and share meaningful, relevant digital
Select and integrate media content
Succeed with our ‘tips for campaign success’ Collaborate with other departments to
Evaluate and improve online marketing maximize digital presence
effectiveness: using web analytics and free Decide when to outsource and when to
digital tools service in-house
Evaluate individual and team results
Learning approach
This course is divided into learning modules in Learning approach
which a mix of presentation exercises and The instructor takes a modular approach to the
discussions take place. day. Each topic area is presented covering good
Courses can theoretical practice, highlighted with examples,
be tailored followed by short group exercises. Discussion
and delivered and debate is encouraged with delegates asked
to provide comparative examples from within their
directly to own organisations.
your team

Digital Marketing
Integrated Digital Marketing Affiliate Marketing

Giving multi-channel customers a 7 CPD hours Building a programme that 7 CPD hours
value-added experience consistently Course code delivers results Course code
and continually 0744 1229
Level Level
Duration Duration
1 day 1 day

This workshop is designed to help you Affiliate Marketing, a web based marketing
London London
appreciate the importance of having an practice using one site to drive traffic to another,
2010 28 September 2010 03 December
integrated, multi-channel marketing approach is one of the most lucrative ways to boost your
22 November 2011 16 February
and how to design and deliver such a proposition. web sales and improve online brand reach.
2011 28 March 18 May
Whilst the emphasis is on digital marketing, this This fascinating one-day event offers a
01 June 28 September
has to be dove-tailed with traditional tools and step-by-step guide to developing successful
12 September Price
techniques with a view to achieving synergy, and affiliate marketing programmes and generating
ultimately a better experience for both actual Price high-volume online leads. £499.00 + VAT
and potential customers. £499.00 + VAT CIM Member price
CIM Member price
£449.10 + VAT
Benefits to you and your company You will benefit from a greater understanding of
You will learn how to design and implement an how affiliate marketing programmes work and
integrated, multi-channel marketing plan, What’s included how to demonstrate return on investment. You Tuition, course materials,
combining traditional and digital tools and Tuition, course materials, will become more confident in your online lunch and refreshments
techniques, with appropriate metrics. lunch and refreshments marketing skills and so feel even more valued as Related courses
Related courses a team member. How to Write for the Web
Your organisation will benefit from a stronger Introduction to Digital (p88)
brand proposition and experience. The synergy Marketing (p56) Organisations will benefit from increased visibility Principles of Website
Email Marketing (p57) Design (p61)
achieved though cross-channel integration and for their products and services resulting in more
optimisation should also mean the organisation (p58) profitable web-based business partnerships. More dates and to book online
gets a higher return on investment. Search Engine Marketing www.cim.co.uk/1229
(p57)
Who this course is for More dates and to book online This course is ideal for sales and marketing
This workshop is designed for marketers looking www.cim.co.uk/0744 managers, online marketers and consultants.
to provide customers with an improved, It helps consolidate online marketing plans as
consistent and branded experience. well as improve working partnerships with online
creative partners such as agencies.
What you will learn
Create an integrated, multi-channel marketing What you will learn
(digital/traditional) plan Understand how affiliate programmes work
Research customer expectations and map the Build and implement an affiliate marketing
customer journey strategy
Use segmentation to develop alternative Recognise and identify affiliate marketing
propositions opportunities
Utilise appropriate tools and techniques Select the right affiliate partners
Exploit people power (opinion leaders/ Select better online partnership deals
‘sneezers’, social networks/‘crowds’) Market and promote your affiliate programme
Combine tools known to work synergistically Work more efficiently with online communities
(eg. direct mail and email) Earn greater commission from notable affiliate
Avoid common mistakes programmes
Exploit Web 2.0, and in particular, social media Build powerful online networks
marketing tools and techniques Avoid costly mistakes
Determine budget spend (online versus offline)
Test various propositions (‘A/B splits’, control Learning approach
groups, ‘multi-variate analysis’) The instructor takes a modular approach to the
Use appropriate metrics to measure progress day. Each topic area is presented covering good
theoretical practice, highlighted with examples,
Learning approach followed by short group exercises. Discussion
A mixture of slides, case studies, discussions and debate is encouraged with delegates
and exercises. The emphasis is on practical asked to provide examples from within their
application with reference to best practice. own organisations.

Digital Marketing
Digital Marketing
A complete guide to digital marketing 21 CPD hours
best practice, techniques and tools Course code
0066
Level
Advanced
Duration
3 days

This course is for anyone who wants to
London
understand the key elements of building an
Non-residential only
effective digital marketing campaign. Covering
2010 18-20 October
best practice and using case studies throughout,
2011 22-24 February
the session offers a practical guide to the core
08-10 June
techniques in digital marketing. Online tools and
reference materials are highlighted throughout, Moor Hall
enabling delegates to leave with solid hands-on Conference Centre
knowledge that they can implement immediately 2010 06-08 December
upon return to the office. 2011 11-13 April
01-03 August
You will be able to produce better results through Manchester
the quick wins and techniques you learn on the 28 February
2011
course. You will also be able to question, discuss -02 March

and control internal or external specialists 21-23 June
completing the work. Residential Price
Costly mistakes and inefficiencies will be reduced

through following best practice approaches across
£1,795.00 + VAT
CIM Member price
In the spotlight
the different aspects of digital media. A more £1,615.50 + VAT
coherent, customer-centric planned approach to What’s included
digital marketing will be developed, focusing on
priorities which will give the best returns.
and full board
accommodation
Briefing sessions
Who this course is for Non-residential Price
This is a practical course for anyone involved with £1,599.00 + VAT Following on from the success of our
the hands-on management of digital channels, or Spring social media briefing sessions,
CIM Member price
the over-arching digital strategy. You may be
working in a client side or agency side role, either £1,419.50 + VAT we will shortly be announcing further
as an e-marketing specialist or a marketer. What’s included short briefing sessions covering a
What you will learn lunch and refreshments specific marketing tool or channel.
Create and/or improve a programme for Related courses
measuring and improving digital media
Advanced Social Media Delivered by leading course directors from the
effectiveness Marketing (p66)
Audit current approaches and identify areas for Advanced SEM – Paid CIM faculty and packed with essential advice
Search (p65)
improving performance
Advanced SEM – Organic and tips, each two-hour session will provide
Search engine optimisation (SEO) Search Engine
Pay per click marketing including Google Optimisation (p65) insight into the latest best practice and thinking.
Advanced Email
AdWords Marketing (p66)
Social media including Facebook, Twitter,
Blogging More dates and to book online
Digital Marketing
Partner marketing including affiliate marketing www.cim.co.uk/0066 In the spotlight: Blogging
and link-building
Online advertising including ad networks and In the spotlight: LinkedIn
behavioural targeting In the spotlight: Facebook
Email marketing including deliverability
Site structure and template designs In the spotlight: Twitter
Site content and copy
In the spotlight: YouTube
Digital marketing strategy
In the spotlight: How to make the most of the free web NEW
Learning approach
Covering best practice and using case studies In the spotlight: Google analytics
and practical examples throughout, the course In the spotlight: Google webmaster tools
offers a practical guide to the core techniques in
digital marketing. Online tools and reference
materials are highlighted throughout so that the Marketing
material covered can be implemented immediately. In the spotlight: Data protection – the basics NEW
Don’t miss out.

Visit www.cim.co.uk/training to find out more.

Digital Marketing
Advanced SEM – Advanced SEM –

Paid Search Advertising Organic Search Engine Optimisation
Unlock the power of PPC to reach 7 CPD hours Taking your SEO to the next level 7 CPD hours
new audiences, build awareness and Course code Course code
deliver growth 0419 0748
Level Level
Advanced Advanced
Duration Duration
1 day 1 day

This course shows how to grow your Google This practical course shows how to plan your
London London
Adwords and Microsoft Advertising campaigns Search Engine Optimisation (SEO), review the
beyond simple keyword ads into a profitable many techniques that can increase natural search
2011 23 February 2011 24 February
investment of marketing budget. Delegates will traffic and measure the resulting customers. It is
09 June 14 July
learn how to gain quick wins for their business by designed to show delegates how to use SEO to
applying test and learn methodology to their paid Price win new customers and ensure existing Price
search advertising through to the growing £499.00 + VAT customers are able to find what they are looking £499.00 + VAT
opportunities of mobile, local and video search. CIM Member price
for to create profitable and sustainable business. CIM Member price
This is a practical course following on from our This workshop follows on from our introductory
£449.10 + VAT £449.10 + VAT
introductory Search Engine Marketing (1157). Search Engine Marketing (1157).
What’s included What’s included
Benefits to you and your company Tuition, course materials, Benefits to you and your company Tuition, course materials,
Delegates attending will learn the important lunch and refreshments This course will improve your knowledge of SEO lunch and refreshments
factors to concentrate on in PPC, leaving them Related courses so that you can plan for better results, sell your Related courses
feeling more confident in this specialist area. Advanced SEM – Organic campaigns to higher management and hence Advanced SEM
It will enable a fully researched PPC plan to be Search Engine deliver better ROI. It is suitable for both agency – Paid Search Advertising
developed, with expectations addressed, Optimisation (p65) and client side organisations. (p65)
Advanced Social Media Advanced Social Media
benefits identified and a practical campaign put Marketing (p66) Marketing (p66)
into place. Search Engine Marketing This course will enable organisations to increase Search Engine Marketing
(p57) (p57)
the value of free traffic to their website. It will
This course will provide organisations with an More dates and to book online allow a fully researched SEO Plan to be created More dates and to book online
insight into the rapidly developing areas of PPC. www.cim.co.uk/0419 with expectations addressed, benefits identified www.cim.co.uk/0748
It will enable them to ensure that valuable and a practical change programme put into place.
opportunities are not missed, enabling them to
reach their target markets, and ultimately increase Who this course is for
the value of their search advertising. Marketers or web managers who are required to
plan and implement an SEO program in B2B or
Who this course is for B2C markets. They will have either have
Marketers or web managers who are required to experience of planning and running SEO
plan and implement a PPC campaign in B2B or programs or have attended our one-day
B2C markets. They will either have experience of introductory Search Engine Marketing course.
planning and running sponsored link programs or
have attended our one-day introductory Search What you will learn
Engine Marketing course. How to research, plan, co-ordinate, and
implement structured SEO programs across
What you will learn various teams
How to research, plan, co-ordinate, and Measure the results of SEO
implement structured PPC campaigns Make the best use of budget
Measure the results of your PPC investment Win support for SEO and avoid the ‘smoke
Make the best use of your budget and work and mirrors’ accusations of stakeholders
with SEO Valuable hints and tips that can improve the
Win support for PPC and avoid the common focus, process and techniques of SEO
accusations from stakeholders of ‘it’s too Gain a broader understanding of the role of
expensive’ SEO within the overall marketing plan
Valuable hints and tips that can improve the
focus, process and techniques of PPC Learning approach
Gain a broader understanding of the role of This course will encompass a best practice
PPC within the overall marketing plan presentation and practical exercises involving
live web usage.
Learning approach
This course will include practical exercises, live
web access and a best practice presentation.
Courses can
be tailored
and delivered
directly to
your team

Digital Marketing
Advanced Social Media Marketing Advanced Email Marketing

Develop your social media strategy to 7 CPD hours Taking email marketing to the 7 CPD hours
deliver customer engagement and Course code next level Course code
sustained business benefits 0745 0749
Level Level
Advanced Advanced
Duration Duration
1 day 1 day

Social media offers frequent and unmediated Email marketing is a cost-effective and highly
London London
access to customers and brand influencers. engaging part of the digital marketing mix. It is
This course will provide you with an approach to also one of the most challenging due to the
09 December 2011 14 March
developing an integrated social media marketing continuous issues of spam, changes in user
2011 24 March 20 July
strategy and advanced tactics for reaching interactions and the fast changing digital
30 June Price
influencers and building customer engagement. environment. This course offers an advanced and
29 September
You will learn how to take social media beyond practical guide to getting the most from email £499.00 + VAT
marketing and will be introduced to techniques to Price campaigns using the latest techniques and tools. CIM Member price
develop customer service, reputation £499.00 + VAT
£449.10 + VAT
management and best practice. CIM Member price
You will learn the latest techniques in email What’s included
£449.10 + VAT
Benefits to you and your company marketing to improve the results of your Tuition, course materials,
Delegates will benefit by understanding how to What’s included campaigns. You will leave with a knowledge of lunch and refreshments
place social media in a business context and Tuition, course materials, the newest tools, testing techniques and Related courses
develop the skills to plan, manage and measure lunch and refreshments reporting methodolgies to improve every aspect Advanced SEM – Paid
your social media activities. Related courses of your campaign, from data collection and sign Search Advertising (p65)
up, to analytics analysis and reporting. Advanced SEM
Managing Digital – Organic Search
Organisations will benefit from a more strategic Marketing (p67) Engine Optimisation (p65)
approach to social media that will help guide Digital Marketing (p64) Organisations will benefit from acquiring Digital Marketing (p64)
Advanced Social Media
resource allocation, management, brand and More dates and to book online knowledge of best practice, using the latest email
Marketing (p66)
product development, customer service and www.cim.co.uk/0745 marketing tools and delivering highly effective Email Marketing (p57)
customer relationships. reporting that increases open rates, click through
rates and essentially the bottom line.
Who this course is for www.cim.co.uk/0749
This course is for marketers who have a social Who this course is for
media programme and are looking to take their Marketers looking to improve the results of their
social media success to the next level by email marketing by going beyond the basics.
integrating it into the wider organisation. This
course will be useful for managers and senior What you will learn
executives who are looking to formalise operational Plan and execute effective email campaigns
activities and develop a strategic approach. from initial concept to analysis
Identify the most suitable email marketing tools
What you will learn for your campaign
Create and align your social media strategy Integrate your email campaigns with other
with company objectives marketing activities
Introduce best practice to your business Use social media and email marketing for
Use a multi-channel framework that will enable improved results
you to build a social media enabled marketing Interpret your analytics to improve your
campaign campaigns
Reach influencers, turn followers into fans, and Use A/B and multivariance testing
fans into engaged customers Optimise your landing pages
Develop a social media metrics dashboard Segment your data for better response rates
Select a social media agency Understand the legal and best practice
Assess the appropriateness and viability of free frameworks for email marketing
and paid-for social media tools
Encourage the use of social tools within your Learning approach
organisation Covering best practice and using case studies
Ensure a reasonable rate of return on your and exercises throughout, this course offers a
social media investment practical guide to the core techniques in digital
Manage a crisis marketing. Online tools and reference materials
Use social media as a customer service are highlighted throughout so that the material
channel covered can be put into practice immediately
upon return to the office.
Learning approach
An interactive workshop that combines whole
group discussion with pair and group work.
Case studies are analysed, and exercises and
activities are used to apply the learning to your
own company. Courses can
be tailored
and delivered
directly to
your team

Digital Marketing
Digital Marketing
Managing Digital Marketing Masterclass Residential option
Create a roadmap to develop your 7 CPD hours Strategy, planning and process for 14 CPD hours
digital marketing strategy and Course code creating world class websites and Course code
capability 0649 digital campaigns 0189
Level Level
Duration Duration
1 day 2 days

Presenting an advanced framework for reviewing This course will empower delegates to improve
London Moor Hall
and improving your current digital strategy, this their organisation’s digital marketing. It draws
course will discuss key decision points to identify from the most significant trends, techniques and
2011 23 February 2010 11-12 November
the best strategic approach with a focus on how changes in online media consumption as well as
11 May 2011 10-11 March
to map the tools together and integrate them buyer behaviour. You will be able to identify,
06 September 25-26 July
with your offline marketing. prioritise, plan and manage digital marketing
Price initiatives that will significantly improve user Residential Price
Benefits to you and your company £499.00 + VAT experiences and loyalty. £1,650.00 + VAT
You will have greater confidence in the CIM Member price CIM Member price
knowledge that you have reviewed the options Benefits to you and your company
£449.10 + VAT £1,485.00 + VAT
for incorporating the internet within your Online marketing is one of the most ambiguous
marketing strategy and campaign activities. You What’s included and complicated roles a marketer can be faced What’s included
can be sure that you are following a tried and Tuition, course materials, with. This course will cover the process, planning Tuition, course materials
tested approach to improving e-marketing within lunch and refreshments and reveal the intangible ‘magic’ that makes the and full board
accommodation
your organisation and will be able to justify your Related courses difference between an online brand and an
strategic approach. online superbrand. Non-residential Price
Digital Marketing (p64)
Advanced Email £1,552.00 + VAT
Companies will be able to deliver a structured Marketing (p66) Companies on this course are leading the curve
Advanced Social Media CIM Member price
approach to exploiting the internet and related Marketing (p66) or ready to catch up aggressively. It will be the
£1,387.00 + VAT
digital communications which will ensure they are catalyst for significant improvements and present
More dates and to book online What’s included
using a customer-centric approach to deliver the a new mindset, which is crucial for winning in the
best results. They will gain greater clarity and www.cim.co.uk/0649 highly competitive market place. Tuition, course materials,
vision on the goals of their online presence, lunch and refreshments
resulting in a clear strategic focus. Who this course is for More dates and to book online
Ambitious marketers, notably directors and senior www.cim.co.uk/0189
Who this course is for managers who have a good understanding of the
Attendees who will benefit most from this business benefits of digital marketing, but feel
course are marketers who are responsible for frustrated by the lack of established processes and Lars Hemming
e-marketing activities. Please note: This course standards for managing the process. The course Lars is one of Europe’s
assumes a working knowledge of digital media offers a great networking opportunity to meet and most inspiring and
and is intermediate to advanced level. learn from other big players in the industry. successful digital
entrepreneurs. He has
What you will learn What you will learn run countless high profile
Review the dynamics and trends of your online Change mindsets to compete online and successful digital
marketplace including new patterns of buyer Manage the process internally marketing and
behaviour Brief and control agencies
e-commerce projects for
Define a vision and goals for your e-marketing Manage digital marketing initiatives
companies such as
strategy Launch initiatives – tactical campaigns
Agent Provocateur, Bang
Review and select strategic priorities Deliver quality experiences leading to
& Olufsen, Deloitte,
Understand the pros and cons of the range of increased loyalty Harrods, Luxottica, MTV,
digital tools E*TRADE and Johnson
Map the appropriate digital tools to achieve Learning approach & Johnson. He is
marketing objectives An interactive workshop that combines whole currently Chairman of
Maximise the principles of new media strategy group discussion with pair, individual and group the Creative Board for
Evaluate the impact of digital on your team work. Case studies are analysed, and exercises Humanic, a shoe retailer
and your organisation and activities are used to apply the learning to with 500 stores across
Identify KPIs and deploy the best web your own company. Central Europe.
analytics to monitor and improve your web
marketing
Spot deficiencies in your website and
communications
Develop a plan to integrate traditional
communications with digital
Learning approach
The instructor takes a modular approach to the
day. Each topic area is presented covering good
practice, highlighted with examples, followed by
short group exercises. Discussion and debate is
encouraged with delegates asked to provide
examples from within their own organisations.

Direct Marketing
The hardest task in marketing is to find good customers

that will give you a return on your investment in both
the short and the long term. With the right direct
marketing plan it is possible to win more valuable
customers and increase their value over time.
Our courses will show you how to build lasting and

meaningful relationships with customers through a
‘CMR’ approach. Discover how targeting fewer
people with more insightful messages can generate
more business.
Our range of direct marketing courses, suitable for

all levels from beginner to advanced, will build the
knowledge and skills needed to effectively plan,
budget, brief, evaluate, measure and manage direct
marketing campaigns.
Choosing your target

The varied colours and styles of
target echo the many types of
client and differing ways to approach
them though Direct Marketing.
© Martin O’Neill, illustrator
68
69
Direct Marketing Courses Introduction to Direct Marketing
Using direct marketing to achieve 7 CPD hours
profitable relationships with customers Course code
0822
Level
Foundation
Duration
1 day

This practical course shows delegates how to
London
use direct marketing to win new customers,
Foundation develop relationships with existing customers and
2010 14 October
03 December
Introduction to Direct Marketing 1 day workshop 70 win back lapsed customers in order to create
2011 17 March
profitable and sustainable business. Those who
16 June
Foundations of Relationship Marketing 1 day workshop 71 attend will learn how to construct and implement
09 September
direct marketing campaigns and manage them
cost effectively. It introduces principles, tools and Price
Advanced frameworks that can be applied in the workplace £499.00 + VAT
CRM 2.0 – Successful CRM in a immediately to improve results. CIM Member price
Connected World 3 day course 72 £449.10 + VAT
It emphasises the importance of cost-effective
Managing Direct Marketing 2 day course 72 direct marketing that can produce measurable What’s included
results with a limited budget and other resources. Tuition, course materials,
see also... Benefits to you and your company Related courses
Data Protection for Marketers 1 day workshop 98 You will gain a broader perspective that will Managing Direct
enable you to understand the role of direct Marketing (p72)
marketing within the overall marketing plan and CRM 2.0 – Successful
CRM in a Connected
For classification levels please refer to page 3 this can enable you to make better decisions. World (p72)
Check our website for latest courses and dates Getting better results from campaigns should
increase your credibility. You’ll also be better
placed to justify proposed campaigns and win www.cim.co.uk/0822
the support of others, and the budget.
This course will help your business optimise the

potential from existing, new and lapsed
customers. It should enable the organisation to
increase the value of customers and ensure that
valuable resources are applied where they will
have the best outcome. It should also help you to
identify where marketing budget, time and effort
are being wasted.

People who are required to plan and use direct
marketing in B2B and B2C markets, but have not
yet attended a direct marketing course. Marketing
managers, marketing executives, agency
personnel and those responsible for managing
customer data should benefit from this course.
What you will learn

Plan, co-ordinate, and implement campaigns
in a more structured manner
Identify your best existing customers and
prospective customers
Measure the outcomes of your campaigns
Make the best use of your marketing budget
Build sustainable customer value
Justify new proposals for campaigns and get
them accepted
Valuable hints and tips that can improve the
focus, process and techniques of direct
marketing
Gain a broader understanding of the role
of direct marketing within the overall
marketing plan
Courses can
The course will be delivered using a combination and delivered
of formal presentations, examples, exercises and
discussions. Delegates will be given an
directly to
opportunity to discuss their specific issues. your team

Direct Marketing
Foundations of
Relationship Marketing
How to build relationships with 7 CPD hours
customers and increase their value Course code
to your organisation 0062
Level
Foundation
Duration
1 day

The course is designed to introduce you to the
London
principles of relationship marketing and provide a
2011 18 March
range of tools and frameworks that will help your
07 July
organisation to reduce customer churn rates. If
customers stay longer and spend more, this Price
should result in a higher return on the marketing £499.00 + VAT

budget that has been invested to win new CIM Member price
customers. The course is constructed to help
£449.10 + VAT
attendees improve the quality of relationship
management and achieve the benefits of long- What’s included
term customer value. Tuition, course materials,

Benefits to you and your company More dates and to book online
You will learn how to create a relationship www.cim.co.uk/0062
marketing plan, and use technology to make your
relationship marketing more effective. This course
should equip you with the tools, ability and
confidence to tackle many of the issues of
customer relationship management in your
organisation and take the lead with staff,
colleagues and senior managers.
Your organisation will benefit because the course

will show you how to gain a better return from
every pound spent on marketing. It should
therefore help your organisation to be more
profitable. As the course takes a selective
approach it will help your organisation to focus
on the types of relationships that provide the
greatest value.

This course is for marketers who are currently
involved, or expect to become involved, in the
development of relationship marketing plans and
customer retention initiatives. It will be of value to
those who need to address the strategic and
tactical aspects of long-term customer or
distributor retention.
What you will learn

Apply the principles of trust, commitment and
loyalty to relationship marketing
Recognise the elements of transactional
marketing and relational marketing
Identify the characteristics and the process of
relationship marketing
Manage the relationship life cycle
Identify a number of target groups that will
require different types of relationship
Identify and analyse customer expectation and
perception
Recognise the tools and techniques used to
implement relationship marketing
Construct a relationship marketing plan,
structure and content
Address the internal issues that affect success
in relationship building
Use various forms of technology to build and
maintain relationships
Learning approach
The course will be delivered using a combination
of formal presentation, discussions and exercises.

Direct Marketing
CRM 2.0
– Successful CRM Managing
in a Connected World Residential option Direct Marketing Residential option
Improving customer engagement and 21 CPD hours Develop engaging and innovative 14 CPD hours
business performance through an Course code direct marketing plans that drive new Course code
enhanced customer experience 0600 and existing business 0064
Level Level
Advanced Advanced
Duration Duration
3 days 2 days

Traditional CRM focused on systems, processes, It is essential that marketing and sales effort is
Moor Hall Moor Hall
databases and outbound marketing. Now, in a directed to where you can achieve the best
technology-enabled and connected world, outcome. This course is designed to help you to
2010 13-15 December 2010 07-08 October
customers are in control and their expectations measure success and get the maximum return
2011 16-18 May 2011 10-11 February
are rising. They interact with brands, and indeed from every pound you spend. You will learn how
21-23 September 14-15 July
each other, more widely and in radically different to build a new direct marketing programme or
ways. We therefore need a new and relevant Residential Price improve existing campaigns. Residential Price
approach to CRM if we are to actively engage £1,795.00 + VAT £1,295.00 + VAT

with customers and develop mutually beneficial CIM Member price
long-term relationships. You should be able to develop a better
£1,615.50 + VAT £1,165.50 + VAT
understanding of your customers and prospects
Benefits to you and your company What’s included and as a result better channel your efforts and What’s included
Within the context of how the customer and Tuition, course materials campaigns. This should enable you to develop Tuition, course materials
marketing environment has evolved, and what the and full board more effective campaigns and share best and full board
implications of these changes are, you will learn practice with your colleagues.
how to scope, specify, implement and evaluate a Non-residential Price Non-residential Price
CRM 2.0 approach. This should result in £1,599.00 + VAT You will be able to run more efficient campaigns £1,197.00 + VAT
delivering a better experience to your customers, CIM Member price
with higher impact and less wastage. This should CIM Member price
and improve customer engagement. enable you to develop campaigns that acquire
£1,419.50 + VAT £1,067.50 + VAT
the right type of customers and engage and
This workshop will give delegates the knowledge, What’s included retain them over time. What’s included
insight and skills to implement a robust and Tuition, course materials, Tuition, course materials,
successful CRM 2.0 approach, helping their lunch and refreshments Who this course is for lunch and refreshments
organisations to reap the benefits of improved More dates and to book online Managers and practitioners with responsibility for More dates and to book online
and profitable customer relationships. www.cim.co.uk/0600 direct marketing who may be considering how to www.cim.co.uk/0064
improve existing or start new DM campaigns.
Who this course is for Typical job titles would be direct marketing
This course is most suited to managers whose manager, campaign manager, comms manager
responsibilities include customer relationship or marketing manager. “Very worthwhile
and/or experience management, which may or and relevant –
may not be underpinned by the utilisation of What you will learn I liked how it
dedicated technology and digital marketing tools Streamline your targeting to reach the best
was linked to
and techniques. It may also be of interest where potential customers
significant historical investment in CRM is failing Create relevant messages that are more my particular
to deliver the anticipated benefits, or where compelling for customers business.”
significant future investment is planned. Construct the right mix of direct marketing
Nina Challenor
tools and channels
Marketing and
What you will learn Design campaigns that are personalised for
Communications
Assessing your current ‘CRM’ efforts different target groups
Manager, Nationwide
Bringing about a cultural shift from ‘CRM’ to Convince colleagues that a direct marketing
Building Society
‘CRM 2.0’ approach is effective
Segmenting your customers and utilising Create better relationships with customers and
concepts such as ‘self-segmentation’ build loyalty
Developing an attractive and seamless Construct and use databases to enhance
(eg. on/off-line) value proposition direct marketing
Building a business case for CRM investment Measure the effectiveness and ROI of your
and calculating ROI direct marketing campaigns
Leveraging digital marketing tools and Construct and implement a direct
techniques (eg. social media) marketing plan
Assessing various CRM 2.0 technologies Utilise both traditional and evolving
Integrating technological with non- digital channels
technological aspects
Maximise the chances of success and Learning approach
avoiding pitfalls Highly participative
Measuring the success of your CRM 2.0 Sharing best practice
Days are divided into learning modules
Learning approach Each module follows show, discuss,
Interactive use of slides, exercises, exercise format
mini-workshops, discussion, internet access Courses can
and video, centred around a pivotal CRM case be tailored
study with supporting mini cases, leading to the and delivered
development of your own outline CRM 2.0
strategy and plan.
directly to
your team

Marketing
Communications
Marketing Communications play a major part in
winning customers, building relationships and
building brand. However, if they are undertaken in
a fragmented way they will only produce short term
results. Successful marcoms is about much more
than placing an ad or producing a brochure. You
must plan strategically and have a full understanding
of the different channels and techniques available.
Our wide range of courses show you how

to develop well-managed marcoms to create
real competitive advantage.
The think tank

I picked up on Marketing and Sales being
a battlefield and came up with the idea
of a busy, forward-moving 'Think Tank'
housing the CIM training courses.
© Tim Ellis, illustrator
74
75
Introduction to
Marketing Communications Courses Marketing Communications
A solid grounding in the tools, 7 CPD hours
techniques and approaches Course code
used in professional marcoms 0555
Level
Foundation
Duration
1 day

Following this one-day, intensive workshop, you
London
will be familiar with the range of communication
Foundation tools and techniques available to professional
2010 17 November
2011 14 January
Introduction to Marketing Communications 1 day workshop 76 marketers and have the ability to analyse the
12 April
marcoms mix that best suits your own
05 July
Introduction to Public Relations 1 day workshop 77 organisation. You will also learn how to manage
28 September
and enhance the relationship that exists between
Planning and Managing Promotional Price
marketers and external partners such as
Campaigns 1 day workshop 77
advertising and PR agencies. £499.00 + VAT
Internal Communications 1 day workshop 78 CIM Member price
Essentials for Successful Exhibitions 1 day workshop 78 £449.10 + VAT
You will increase your understanding of marcoms
in your organisation and have a greater What’s included
Sponsorship Essentials 1 day workshop 79
awareness of the tools used. As well as Tuition, course materials,
developing more rounded skills as a marketer, lunch and refreshments
Advanced you will have a solid foundation for further training Related courses
and future specialisation. Writing an Integrated
How to Plan and Control Effective
Marketing (p81)
Marketing Events 2 day course 80 Communications Plan
Your organisation will have greater capacity to
Managing Marketing
Agency Briefing and Management 1 day workshop 80 explore the full marcoms mix and critically Communications (p82)
appraise the work of key partners such as Agency Briefing and
Successful Public Relations 3 day course 81 Management (p80)
agencies. The course helps to widen knowledge
Writing an Integrated Marketing and appreciation of marcoms techniques, leading More dates and to book online
Communications Plan 1 day workshop 81 to more effective and coherent collaboration www.cim.co.uk/0555
between marketers.
Managing Marketing Communications 3 day course 82
Masterclass Introduction to Marketing Communications is for
people who are new to the marketing profession
Marketing Communications Masterclass 2 day course 82 or the marcoms discipline and looking to start
from first principles. It is also popular with those
who support marcoms teams or have been
For classification levels please refer to page 3 given a communications brief as part of a more
Check our website for latest courses and dates general role.
What you will learn

Analyse the role of marcoms within the
marketing activity of your organisation
Uncover the needs of targets to aid
communications messages
Judge the effectiveness of campaign activity
Work closely with professional providers such
as advertising agencies
Assess key marcoms 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 marcoms context
Learning approach
Whole-group discussion
Short exercises in pairs and smaller groups
Mini case studies – business-to-consumer
and business-to-business

Marketing Communications
Planning and Managing

Introduction to Public Relations Promotional Campaigns
A comprehensive insight into the 7 CPD hours An exploration of the promotional mix 7 CPD hours
key elements of PR Course code with in depth coverage of how to Course code
0650 maximise sales promotion activities 0966

Level Level
Duration Duration
1 day 1 day

The workshop will introduce you to the Learning how to add value and co-ordinate
London London
fundamentals of PR, including dealing with the promotions is crucial to success. You must know
2010 24 November 2010 22 September
media, writing press releases and developing how to select the appropriate vehicles for sales
2011 04 February 08 December
and implementing a strategic PR campaign promotions and understand how these
13 May 2011 01 April
from scratch. strategically fit within broader promotion activity.
05 August 22 August
Benefits to you and your company Price Benefits to you and your company Price
You will develop a solid grounding in the theory £499.00 + VAT You will be able to apply integrated thinking £499.00 + VAT
and practice of PR: more focused planning, CIM Member price
to promotional marketing campaigns, evaluate CIM Member price
successful evaluation of PR campaigns, stronger and improve your mix of promotion tools and
£449.10 + VAT £449.10 + VAT
writing skills and a sound knowledge of how the ensure that the different tools are blended to
media operates. What’s included best effect. Your confidence will improve when What’s included
Tuition, course materials, selecting, managing and briefing internal and Tuition, course materials,
The organisation will benefit from better-planned, lunch and refreshments external partners. lunch and refreshments
more strategic PR campaigns with real Related courses Related courses

commercial benefits. Understanding how to take Successful PR (p81) You will see how and why the best organisations Introduction to Marketing
control of the media agenda will mean positive leverage brand and insight through promotion. Communications (p76)
messages are consistently delivered to More dates and to book online Your organisation will benefit from improved Writing an Integrated
Marketing
stakeholders via the media. Running effective www.cim.co.uk/0650 campaign ROI, clearer opportunities for adding Communications Plan
in-house PR activities will create and sustain your value and influencing behavioural change across (p81)
corporate reputation. the mix. Better and planned approaches to
“The course promotion result in more effective spend,
www.cim.co.uk/0966
Who this course is for optimisation of message and integration.
delivered exactly
The programme is especially suitable for anyone
who is becoming involved with PR for the first what I expected it Who this course is for
time, graduate recruits, managers who have to, and through It provides grounding for marketers who are new
recently assumed PR responsibilities and those practical to promotion, in a support role, or are involved
who have responsibility for PR staff but little with agreeing communication tools to be used to
relevant experience.
examples and a meet brand objectives. It will also be useful for
hands on those looking to see how promotional campaigns
What you will learn approach it was impact on broader business objectives.
Understand the relationship between PR and easy to
marketing What you will learn
Create a PR plan – either for a project or for a
understand. How to select and integrate promotion tools
longer campaign The course Evaluate your communication activities so they
Evaluate PR success director was very influence behavioural change
Understand how the traditional and digital Get more out of agencies and support services
approachable and
media operate Build an experience that retailers, customers or
Identify opportunities to place stories in the was good at consumers value and act on
media getting the Set realistic and achievable objectives
Write a press release material across. Develop, brief and understand effective and
Deal with incoming media enquiries ineffective sales promotion initiatives
I have already Exploit a toolbox of promotional techniques
Learning approach started applying Match tactics with objectives
Interactive approach to learning, full of
breakout exercises and examples
communications Learning approach
Tailored to delegates’ individual business skills that I took This interactive workshop provides examples of
challenges and scenarios from the session, recent campaigns, with breakout sessions and
Critique of real life press releases and collateral presentations. Delegates are asked to bring
supporting me in
Case studies of successful PR campaigns examples of current promotional work to
my role and support analysis.
career moving
forward.”
Claire Meyer
Proposals
Co-ordinator,
Taylor Woodrow
Construction Courses can
be tailored
and delivered
directly to
your team

Internal Communications Essentials for Successful Exhibitions

Improve performance, commitment 7 CPD hours Be seen in the right places, at the 7 CPD hours
and motivation through improved Course code right time, for the right reasons Course code
communication with staff and 0647 0504
other stakeholders
Level Level
Duration Duration
1 day 1 day

Organisations place great emphasis on This course will enable you to get the best from
London London
empowering employees but often forget the need exhibitions through a step-by-step process
for effective internal communication. This covering selection, objective-setting, delivery, and
2011 04 March 2011 30 June
communication should never be a one-off event, basic evaluation. It will equip you to think creatively
16 June Price
otherwise commitment will cool rapidly. This about your activities within a disciplined framework,
workshop addresses some of the key issues Price and to optimise the impact of your presence. £499.00 + VAT
around internal communications and suggests £499.00 + VAT CIM Member price
ways of using theory to improve practice in an CIM Member price
£449.10 + VAT
eight-step process. Learn how to take the headaches out of
exhibiting, and just enjoy the results, from finding
Benefits to you and your company What’s included extra resources to designing and delivering Tuition, course materials,
You will have the opportunity to improve your Tuition, course materials, brilliant stands. lunch and refreshments
confidence in this increasingly important field. lunch and refreshments

Related courses
You will learn about the relevant theories, get the Related courses An exhibition is perhaps the most powerful How to Plan and Control
opportunity to put them into practice, and see Introduction to Marketing environment for meeting your market face-to- Effective Marketing
how other organisations handle this area. You will Communications (p76) face. It’s expensive in terms of space, design, Events (p80)
leave with checklists to guide you in setting up or More dates and to book online
people, time so you need to be sure to get value. More dates and to book online
amending your internal communications. Do you have measurable objectives and the www.cim.co.uk/0504
www.cim.co.uk/0647
means to measure them? Are your people letting
Your organisation will be able to apply you down? Does spending more guarantee
acknowledged internal communications theories better results?
and turn them into practice. By studying
examples of both good and bad practice, a wider Who this course is for
appreciation of the topic will be gained, and your This course is suitable for first-time exhibitors and
organisation will see how staff empowerment and managers with some experience. Marketing and
therefore success can genuinely result from event administrators, product and brand
enhanced communications. managers or marketing and event managers
undertaking the task for the first time or others
Who this course is for who are more experienced will also find the
This is an introductory course, so no prior workshop of use.
knowledge of internal communications is
required. All managers and executives who need What you will learn
to motivate and enthuse their teams will find it Plan your approach more effectively by
useful. The course is not limited to those in the identifying, qualifying and selecting the right
marketing discipline, although internal exhibitions for your company
communications often falls nowadays within the Prepare in advance by clarifying real exhibition
remit of marketing. This workshop is suitable for objectives and establishing appropriate
both private and public bodies. checklists and timetables
Present a stand by confirming the principles
What you will learn and concepts of venue and stand hall layouts
Recognise the need for and benefits of internal Promote attendance by identifying tactics and
communications ideas designed to increase stand visitor
Understand how Internal marketing helps to numbers
spread the organisational objectives and Sell at exhibitions by understanding the basics
targets throughout departments and divisions of selling on an exhibition stand
Gain a working knowledge of both motivational Follow up exhibitions more effectively by
and cultural issues as essential background adopting a proven method to qualify, prioritise,
Understand relevant interpersonal and chase and manage leads, and evaluate their
managerial issues overall company performance
Recognise good practice and create the right
message for the right stakeholder Learning approach
Audit and improve your current system Presentations, discussions, analysis of own
corporate experiences, case studies, group
Learning approach work, interactive learning and through
Interactive specially-created scenarios.
Full explanation of all the tools and frameworks
Individual and group work to practice the tools
and techniques
Contributions from delegates, especially Courses can
experiences from the field, are warmly be tailored
welcomed and delivered
directly to
your team

Sponsorship Essentials
Buying, selling and measuring 7 CPD hours
with confidence Course code
0512
Level
Foundation
Duration
1 day

Sponsorship can deliver great results, but can be
London
challenging to select, negotiate, manage and
2010 23 November
evaluate. This programme seeks to address
2011 10 May
those issues.
Price
Benefits to you and your company £499.00 + VAT

Understand the world of sponsorship, and how CIM Member price
to approach the right partners, whether you are a
£449.10 + VAT
buyer or seller. How to evaluate sponsorship, and
negotiate the win-win deals that all parties seek. What’s included

Understand the most effective way to select, lunch and refreshments
buy and sell sponsorship which will help deliver More dates and to book online
organisational objectives in the most cost- www.cim.co.uk/0512
effective manner.

This course is for marketers and managers
who are responsible for buying, selling or
managing sponsorship arrangements within
their organisation.
What you will learn

Move away from an ‘us’ and ‘them’ view of
sponsorship buyers and sellers
Know precisely who you need to talk to, how,
and why
Clarify your sponsorship ‘philosophy’ and
objectives
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 all parties deliver
Utilise project and relationship evaluation tools
Sharpen up your longer-term objectives,
targets and strategy
Learning approach
Presentations, discussions, analysis of own
corporate experiences, case studies, group
work, interactive learning and through specially-
created scenarios.

How to Plan and Control

Effective Marketing Events Agency Briefing and Management
Making the most of ‘live marketing’ 14 CPD hours Develop strong and profitable 7 CPD hours
opportunities Course code agency relationships Course code
0040 1213
Level Level
Advanced Advanced
Duration Duration
2 days 1 day

With increasing opportunities for companies to This exceptionally useful event will help you design
Moor Hall London
take their organisations and brands into ‘live’ a brief, evaluate creative work, improve creative
Conference Centre 2010 08 November
market places, there is a greater need for a thinking techniques and develop strong and
2010 18-19 November 2011 03 February
strategic approach to planning and executing all profitable supplier relationships. Whether you want
2011 16-17 May 07 July
aspects of events, and to understand just what tips to help manage existing agency relationships,
they can and can’t do. Residential Price nurture new ones or even deal with international Price
£1,295.00 + VAT agencies, this course will help you get more from £499.00 + VAT
your professional creative teams and ensure both CIM Member price
Learn how to take a strategic, managerial you and your suppliers act more cohesively when
£1,165.50 + VAT £449.10 + VAT
approach to events, to create opportunities producing creatively astute campaigns.
that integrate with organisational objectives, What’s included What’s included
and to manage the myriad of issues that live Tuition, course materials Benefits to you and your company Tuition, course materials,
marketing presents. and full board This course is ideal for anyone looking to assert lunch and refreshments
accommodation
their role when dealing with creative suppliers. Related courses
Benefit from effective delivery of the RIGHT Non-residential Price
Introduction to Marketing
events in the RIGHT way at the RIGHT time to £1,197.00 + VAT This course will help your key personnel Communications (p76)
deliver worthwhile and measurable results. CIM Member price
understand how to construct and implement More dates and to book online
intelligent creative briefs. As a result of highly
£1,067.50 + VAT www.cim.co.uk/1213
Who this course is for practical exercises, they will gain a good
This course is for marketers who are tasked with What’s included understanding of how to select the right agency
organising any activities in which their companies Tuition, course materials, for your needs and get more from their services.
are ‘going live’. Whether these are internal lunch and refreshments
meetings through to large scale international Related courses Who this course is for
events, this course will hugely benefit anyone with Essentials for Successful This course is ideal for anyone who wants to
responsibility for implementing and delivering Exhibitions (p78) develop profitable, professional relationships with
results through events. Sponsorship Essentials creative suppliers.
(p79)
What you will learn More dates and to book online What you will learn
Dramatically improve quality and reduce cost www.cim.co.uk/0040 Design your own creative brief
of event organising Understand various agency roles
Deliver the right events at the right time Deal more effectively with creative suppliers
Understand legal issues affecting events Get more from web designers
Develop techniques for internal management Construct a professional contact report
Increase delegate attendance
Understand and use event technology Learning approach
Negotiate contracts A combination of lecturing and hands-on
Deliver memorable events experience.
Explore new methodologies of evaluation
Learning approach
Presentations
Course Director explanations
Group work
Homework
Courses can
be tailored
and delivered
directly to
your team

Successful Writing an Integrated

Public Relations Residential option Marketing Communications Plan
An in-depth exploration of public 21 CPD hours How do you create successful 7 CPD hours
relations Course code integrated marketing communications Course code
0072 campaigns? By planning for them 1233

Level Level
Advanced Advanced
Duration Duration
3 days 1 day

Public relations is a credible, cost effective This course will help you deliver results.
London London
channel for building positive brand perceptions Marketing communications, whether above or
2010 04-06 October 2010 23 September
and educating stakeholders about the benefits of below the line, cost time and money. This
2011 08-10 June 02 December
your organisation. Participants will learn about workshop will show you how a well thought-
2011 16 March
every facet of PR, from dealing with the media Manchester through communications plan, which
01 June
and writing great copy, to using PR agencies and 02-04 March
2011 demonstrates how all the tools, techniques and
evaluating activity. media will work together, will ensure your Price
Moor Hall resources are used effectively and efficiently. £499.00 + VAT
Benefits to you and your company Conference Centre
CIM Member price
You will gain greater confidence to run a press Benefits to you and your company
£449.10 + VAT
office, present the PR function to senior Residential Price You will think about the communications
management and deal with the media. This environment you operate in and the research and What’s included
£1,795.00 + VAT
course will enhance your ability to plan PR analysis you need to plan effectively. You will Tuition, course materials,
CIM Member price lunch and refreshments
campaigns strategically, always with the practice objectives that give your plan direction
organisational objectives in mind. £1,615.50 + VAT and review a six-stage plan framework. You will Related courses
What’s included refresh your thinking on a range of Managing Marketing
Your organisation will have a more strategic, Tuition, course materials communications tools, techniques and media. Communications (p82)
integrated view of PR. It will benefit from a greater and full board Marketing
accommodation Communications
awareness of the current forces and trends in the Organisations will benefit from a team member Masterclass (p82)
PR arena, and from a realistic understanding of Non-residential Price who has a firm understanding of the strengths
what PR can and cannot achieve. £1,599.00 + VAT and weaknesses of a range of communications
tools, techniques and media and how these can www.cim.co.uk/1233
CIM Member price
Who this course is for work together to create best advantage within a
Those with a new or developing presence in a £1,419.50 + VAT simple planning framework.
PR role, perhaps with an existing knowledge of What’s included
marketing. Those who might wish to move into Tuition, course materials, Who this course is for
PR and/or feel in need of a refresh. lunch and refreshments You may have specialised in one communications
Related courses discipline and now need to take an overview.
What you will learn Perhaps you have moved to a managerial role
Introduction to Public
Create a PR plan for your organisation Relations (p77) and now need to create your first plan, or you
Understand how the media works and how have been planning communications for some
best to work with them time and simply want to reflect on your approach
Understand how PR fits into the overall www.cim.co.uk/0072 and gain some new ideas.
organisational structure
Prepare for and deliver a professional media What you will learn
interview Why fragmentation of the communications
Create a crisis management plan industry requires an integrated approach to
Write a proficient copy for the media communications planning
Effectively evaluate your campaigns A simple, six-stage approach to planning
Appreciate the challenges and opportunities in How to set organisational, marketing and
a successful PR career communications objectives that can be
Get the best from your PR agencies measured
An approach to thinking about how your
Learning approach audiences perceive value and how this can be
Interactive approach to learning with breakout used to shape your value proposition
exercises and examples How to determine positioning and messaging
Tailored to delegates’ individual business How to select communications tools and media
challenges and scenarios based on merits, objectives and constraints
Critique of real life press releases and collateral How to measure the performance of your
Case studies of successful PR campaigns communications
Learning approach
Mix of lecture-style presentation and interactive,
group-based activities.

Managing Marketing Communications Masterclass Residential option
Make your marketing communications 21 CPD hours Creating cut-through marketing 14 CPD hours
produce better results Course code communications Course code
0020 0061
Level Level
Duration Duration
3 days 2 days

Most organisations waste money on marketing This course will ensure a thorough understanding
Moor Hall Moor Hall
communications because their activities are of the communications landscape, help you plan,
fragmented. create, assess and manage communications
2010 13-15 December 2010 16-17 December
campaigns. Particular attention is given to the
2011 14-16 March 2011 31 Mar - 01 Apr
Effective marketing communications requires a strategic and executional imperatives that are
13-15 June 15-16 September
clear understanding of objectives, careful essential for great communications using mixed
planning, co-ordination of the right Residential Price and new media. Residential Price
communications tools, a strategic and tactical £1,795.00 + VAT £1,650.00 + VAT

approach and measurement of results. This CIM Member price
course shows you how to manage those factors. This in-depth programme provides both skills
£1,615.50 + VAT £1,485.00 + VAT
and experience in creating and assessing
Benefits to you and your company What’s included creative ideas and messages. It will equip you What’s included
You will improve your ability to manage marketing Tuition, course materials with confidence and ‘best practice’ skills to Tuition, course materials
communications tactically and strategically, and full board devise strategies and plan, create and evaluate and full board
improve the return on your marketing campaigns for your own organisation or product.
communications spend and increase your profile Non-residential Price It will also provide practical guidelines for Non-residential Price
among colleagues and senior managers in the £1,599.00 + VAT setting budgets and managing internal audiences £1,552.00 + VAT
organisation. It will also enable you to plan and CIM Member price
and agencies. CIM Member price
integrate marketing communications so that they
£1,419.50 + VAT £1,387.00 + VAT
play a more prominent role in achieving the Effective customer communications can have a
organisation’s objectives. What’s included massive impact on an organisation or product’s What’s included
Tuition, course materials, brand image, presence, reputation, market share Tuition, course materials,
This course will improve your ability to select lunch and refreshments and ability to command a premium. As customer lunch and refreshments
better communications strategies and tactics so Related courses communications are invariably high costly, Related courses
that your organisation can compete successfully Introduction to Marketing managing the communication process well can Managing Marketing
against competitors who have bigger budgets. Communications (p76) have a significant positive effect on your Communications (p82)
It will also enable you to test and measure results Marketing profitability. It can also influence attitudes and
Communications More dates and to book online
so that you can avoid wasteful spending and Masterclass (p82) behaviour of other constituents such as staff
develop campaigns that are cost effective. Writing an Integrated and shareholders. www.cim.co.uk/0061
Marketing
Communications Plan
Who this course is for (p81) Who this course is for
This course is for marketing and communications This course is for those responsible for planning Guy Tomlinson
managers and executives aspiring to a marketing More dates and to book online
and implementing marketing communications for Guy is a brand marketing
management role. It is also for others who believe www.cim.co.uk/0020 organisations, products or services and those and communications
that their marketing communications are working within communications teams. expert who has led a
insufficiently structured and co-ordinated. wide range of brand,
What you will learn marketing and strategy
What you will learn The course provides skills and ‘best practice’ projects for world leading
Use marketing communications strategically tools to create and define a communication brands in media,
and tactically strategy and devise communications that will consumer goods and
Create meaningful marketing communications cut-through and persuade. Specifically you’ll be B2B markets.
objectives able to: He has held marketing
Target communications accurately director and business
Blend the right promotional tools to achieve Construct a communications strategy and plan planning manager
communications objectives Establish budgets and targets positions at companies
Develop and deliver the right messages Design appropriate messages including Boots,
Win the support and co-operation of sales Assess communications ideas Procter and Gamble and
teams Select appropriate media options PricewaterhouseCoopers
Construct a marketing communications plan Manage the communications process from before founding his own
Win financial support for marketing development to implementation company in 2005. He is
communications Manage internal stakeholders, agencies and co-author of the highly
Track and measure the effectiveness of across media acclaimed book,
marketing communications The Marketing Director’s
Manage brand communications Learning approach Handbook.
Highly interactive and participative course
Learning approach A variety of individual, paired and group
Formal presentation exercises which enable delegates to discover
Video and learn by doing
Syndicated exercises Courses can Real life-based exercises to help you
Case studies be tailored understand key principles, discover what really
and delivered works and gain experience using powerful
thinking and creative communication tools
directly to
your team

your training budget
Multiple bookings offer
Did you know you could save more than £500 on CIM training
courses with our multiple bookings offer? Simply book more
than one course for yourself and/or your team or colleagues at
the same time and benefit from the following discounts:
2nd course – save 20%

3rd course – save 25%
Subsequent bookings – save 25%
All courses must be booked at the same time and taken within six months of the date of
booking. Saving quoted is based on a booking of three 2 day residential courses. Please quote
the code ‘735EN’ at the time of booking. Full terms can be found at www.cim.co.uk/training
Get 50% off a

compliance course Responsible marketers need to work within the legal and
when you book regulatory frameworks that govern their day to day activities,
any other course and with a growing number of regulations affecting the marketing
profession, no business can afford to take the many risks
from this directory
associated with bad practice.
Normally £499, but now only £249 when booked alongside another
course, our compliance courses will give you vital knowledge and
confidence to ensure you are operating within the law and following
responsible business practice. Choose from:
Data Protection for Marketers page 98

Get privacy and data protection working for you and not against you!
Must Know Law for Marketers page 99
Ensure you work within the legal and regulatory frameworks
Corporate Responsibility page 99
Learn how to balance social and environmental responsibility with
economic objectives, a growing and vital skill area for marketers
This offer cannot be used in conjunction with any other CIM promotions or member
discounts. Both courses must be booked at the same time and attended by the same
person. The 50% discount applies to the price of a one day workshop ie. £499.00. Quote
code ‘1058EN’ at time of booking. Full terms can be found at www.cim.co.uk/training

Copywriting Skills
Whether you need to improve your creative

writing for brochures, adverts, newsletters or for
the web, there’s a course here to show you how.
Our inspirational programmes will show you how
to target your creative message to specific
audiences and adapt copy for different media.
With a course for every level of experience from

beginners to our Copywriting Masterclass, you
can make sure your writing captures the essence
of your brand and your message remains
captivating and clear.
Original Thinking
A playful letterpress composition
inspired by relief impressions of
wooden moveable type, informing
the message ‘original thinking'.
© ILOVEDUST, illustrator
84
85
Copywriting Skills Courses Principles of Great Copywriting
All you ever wanted to know about 7 CPD hours
copywriting in a day Course code
1201
Level
Foundation
Duration
1 day

Never fret about a blank screen again. This is
London
probably the most powerful and popular one-day
Foundation copywriting course in the country providing an
2010 18 October
16 November
Principles of Great Copywriting 1 day workshop 86 introduction to the techniques and approaches
16 December
used in effective marketing copy. You are virtually
2011 02 February
How to Write the Perfect Brochure and Leaflet 1 day workshop 87 guaranteed to come away feeling more confident
04 March
with valuable tools to enhance your creativity
How to Write Successful Newsletters 04 April
and career.
and Press Releases 1 day workshop 87 04 May
01 June
How to Write for the Web 1 day workshop 88 Benefits to you and your company
06 July
It’s time to ensure that your copywriting team
Effective Proofreading 1 day workshop 88 02 August
connects directly with your target audience.
05 September
Outstanding, planned copy strengthens
Advanced relationships and drives sales. Led by one of the
country’s most respected independent copywriters,
Manchester
01 March
2011
Advanced Copywriting Skills 1 day workshop 89 this course both improves your teams’ writing style 21 June
as well as boosts creative confidence. Price
Masterclass There’s more to the craft of copywriting than just

£499.00 + VAT
Copywriting Masterclass 2 day course 89 ‘cutting and pasting’ standard text. This highly CIM Member price
enjoyable event reveals some of the best-kept £449.10 + VAT
secrets of copywriting. In just one day you’ll gain
What’s included
an excellent overview of how to write everything
For classification levels please refer to page 3 Tuition, course materials,
from a press ad to website copy. lunch and refreshments
This course is perfect for anyone looking to www.cim.co.uk/1201
successfully write outstanding copy. Whatever
your professional level, you’ll come away ready to
turn your brilliant marketing concepts into “A great
outstanding brand-building copy.
workshop! It has
What you will learn really helped give
Write clear and powerful English structure to my
Reduce waffle copywriting which
Eliminate basic grammatical errors
is now punchy
Target your creative message to specific
audiences and to the point.”
Employ the greatest tricks and techniques
Andrew Shippey
used by professional writers New Business
Adapt copy for different media
Marketing Executive,
Improve your creative briefing process
Ventura
Get to grips with grammar and proofreading
Tackle writer’s block
Plan an effective press release
Learning approach
A combination of lecturing, hands-on exercises
and the chance for further exercises in an
optional additional book written by one of our
workshop leaders makes this course a complete
learning experience.

Copywriting Skills
How to Write the How to Write Successful

Perfect Brochure and Leaflet Newsletters and Press Releases
Use logical planning to improve the 7 CPD hours Newsworthy copy that makes the 7 CPD hours
effectiveness and profitability of your Course code front page Course code
business 1200 1205
Level Level
Duration Duration
1 day 1 day

Capturing the heart of your message in a This highly enjoyable, insightful workshop is
London London
brochure or leaflet requires careful planning and essential for anyone wishing to write a compelling
precise writing. Step-by-step, you will be shown press release or newsletter for distribution via
how to ensure your message remains captivating traditional channels or the web.
05 August 01 April
and clear. Ideal for anyone wishing to write a
Price
04 August
striking leaflet or brochure, this highly popular Benefits to you and your company
interactive workshop explains how to capture the £499.00 + VAT Beginning with understanding the PR brief and Price
essence of your product or service and so drive CIM Member price

ending with a highly enjoyable hands-on exercise, £499.00 + VAT
enquiries. It is an ideal complement to the you will be able to plan a campaign which CIM Member price
£449.10 + VAT
Principles of Great Copywriting course. captures your reader’s interest and write a press
What’s included
£449.10 + VAT
release or newsletter that drives an editor or
Benefits to you and your company Tuition, course materials, customer towards the heart of your public What’s included
Thanks to its comprehensive content, this course lunch and refreshments relations proposition. Tuition, course materials,
encourages your writing teams to plan and write lunch and refreshments
Related courses
brochures or leaflets that exceed expectations. Principles of Great In addition to capturing the essence of a news More dates and to book online
Discover what does and doesn’t work in creative Copywriting (p86) story, your PR message needs to reflect your www.cim.co.uk/1205
brochures or leaflets, develop a brochure or Copywriting Masterclass brand mission and vision. This immensely popular
(p89)
leaflet brief and pass critical judgement on course introduces your key personnel to some of
different copy platforms. More dates and to book online the most innovative news grabbing writing
www.cim.co.uk/1200 techniques currently practiced in the dynamic
Who this course is for world of PR. Totally interactive, it is a must for
Whether you work in a creative agency or in- any up and coming PR professional looking for a
house, brochures and leaflets are your product or great overview of classic mechanics and
service showrooms. This course, led by one of innovative PR methods.
the country’s most respected creative marketing
writers, helps you write compelling copy that Who this course is for
really works. More than just a PR writing course, this is an
essential primer for all PR professionals,
What you will learn especially new entrants.
Understand the role of brochures and leaflets
Create immediate impact What you will learn
Tell a compelling story Understanding the principles of PR
Devise a brand copy style Develop approaches for newsworthy copy
Develop effective and compelling themes in Adapt your writing style for different press and
longer print collateral, such as brochures environments
Assess your competitor’s creative work Structure your written work
Drive direct response to your website Implement online e-newsletters
Understand how new technologies impact on Understand new-media writing opportunities
traditional writing Think and write like a journalist

A combination of lecturing, hands-on exercises A combination of lecturing, hands-on exercises
and the chance for further exercises in an and the chance for further exercises in an
optional additional book makes this course a optional additional book, makes this course a
complete learning experience. complete learning experience.
Courses can
be tailored
and delivered
directly to
your team

Copywriting Skills
How to Write for the Web Effective Proofreading

Insight-driven strategic marketing to 7 CPD hours Make sure that the copy produced 7 CPD hours
influence people’s behaviour for social Course code by your organisation is accurate Course code
and environmental benefit 0881 and readable 0662
Level Level
Duration Duration
1 day 1 day

Techniques used in copywriting for the web are Every day, organisations produce copy for
London London
very different to those employed offline. Now you reports, websites, mailing letters, advertisements,
can pick up some of the best-kept trade secrets brochures and leaflets that will be read by a
14 December 2011 18 January
on writing for the web designed to help ensure range of stakeholders. There can be
2011 03 March 01 April
your site rises up the search engine ranks as well considerable embarrassment if those materials
03 June 08 July
as customer estimations. This extremely popular are sub-standard. This course helps you to
01 August 08 September
workshop shows how to write effective copy for identify and correct errors in copy.
09 September Price
your internet and intranet sites. It’s an excellent
follow-up to Principles of Great Copywriting. Manchester Benefits to you and your company £499.00 + VAT
2011 28 February This course is designed to improve the standard CIM Member price
Benefits to you and your company 20 June of proofreading in your organisation and ensure
£449.10 + VAT
Your web presence needs to be distinctive and Price
that your copy is correct. Much of the copy
useful. Learn how to write creative, compelling produced by organisations is never read because What’s included
£499.00 + VAT
and professional web copy that makes a real it is too wordy, or fails to keep the reader Tuition, course materials,
connection with your readers, be they staff or CIM Member price interested. The course will help you to ensure that lunch and refreshments
clients. This workshop takes a down-to-earth £449.10 + VAT the copy produced by your organisation is more More dates and to book online
approach to creativity on the web. Your key readable and that errors are reduced. www.cim.co.uk/0662
What’s included
personnel will learn essential techniques which
make web copy really work. This includes how to lunch and refreshments
optimise search engine results and integrate Everyone in your organisation has to ensure that
Related courses
online and offline creative work coming away with copy errors are avoided, so this course is suitable
practical tips and techniques that can be applied Principles of Website for people at all levels, even senior management.
Design (p61)
in everyday work. The training is particularly relevant to people who
More dates and to book online are responsible for checking copy as part of their
Who this course is for www.cim.co.uk/0881 day-to-day role.
This cutting-edge event is ideal for any marketer
writing for the web or critically appraising the What you will learn
writing of in-house colleagues or agency staff. Improve the quality of copy
Recognise and remove tautology
What you will learn Avoid clichés
Understand what makes people ‘stick’ to sites Use comparatives and superlatives correctly
Enhance your email campaigns from the Ensure correct punctuation
subject box to final click-through Restructure excessively wordy copy
Promote your ratings in search engines Read copy to detect errors
Brief your website copy and design team Understand grammar and the construction
Understand the psychology of web copy of sentences
Explore new web writing techniques such as Turn passive copy into active copy
blogging and podcasting Use hyphens, apostrophes and quotation
Appreciate Web 2.0 creative writing techniques marks correctly
Use punctuation for emphasis and ease
Learning approach of reading
A combination of lecturing, hands-on exercises Avoid circumlocution
and the chance for further exercises in an
optional additional book written by one of our Learning approach
workshop leaders makes this course a complete The course is delivered in a formal
learning experience. classroom style
Includes discussions and exercises
Our workshop leaders also find it helpful if Delegates will be able to assess their ability
delegates bring along their own suggestions of and the rate of improvement by the end
favourite websites as well as a checklist of things of the day
you like and dislike about your own website.
Courses can
be tailored
and delivered
directly to
your team

Copywriting Skills
Advanced Copywriting Skills Copywriting Masterclass Residential option
Super-charge your creative 7 CPD hours Beyond words alone: exploring 14 CPD hours
copywriting skills Course code the meaning and practices of being Course code
0880 a great copywriter 0074

Level Level
Duration Duration
1 day 2 days

If you ever wanted to inject real creativity into It’s time to get tough with your copywriting –
London Moor Hall
ordinary copywriting, then this is the course for ironing out bad habits, looking at the nuances of
you. Led by one of the most respected style and picking up invaluable new techniques
2011 01 March 2010 21-22 October
independent copywriters in the business, you are that you can apply in your working environment.
02 June
bound to come away feeling energised and London
06 September
inspired to turn everyday marketing material into Benefits to you and your company 201110-11 February
exceptional creative work. This course Price Your key marketing communications 04-05 July
concentrates on the creative advertising aspects £499.00 + VAT professionals need to achieve more than Residential Price
of copywriting. It is therefore perfect for marketing CIM Member price
‘industry-standard’ copy. At the heart of their
£1,650.00 + VAT
professionals dealing with advertising specific goals lays a simple message that can be
£449.10 + VAT
copywriting. understood and appreciated by all who read it. CIM Member price
What’s included This intensive course aims to meet that aim as £1,485.00 + VAT
Benefits to you and your company Tuition, course materials, well as boost your copywriters’ confidence in
What’s included
Professional and stylish writing can make an lunch and refreshments the process.
enormous difference to customer perceptions More dates and to book online and full board
and, ultimately, the bottom line. Concentrating on www.cim.co.uk/0880 Who this course is for accommodation
creative brand awareness advertising, this course This course is especially suitable for copywriters
lifts your key writers onto a new level of looking for a good overview of copywriting as well
£1,552.00 + VAT
imaginative writing. as the opportunity to put theory into practice.
CIM Member price
You will explore some of the more advanced Throughout the two-day event, led by one of the £1,387.00 + VAT
press, television and radio advertising techniques most respected independent copywriters in the
What’s included
used by writers in communicating with their business, you’ll recap all the fundamentals of
audience, getting ample time to practice your copywriting as featured on Principles of lunch and refreshments
skills. Additionally, the course is ideal if you work Copywriting, plus have an extra full day to put
with a creative agency, as it helps gauge the your work into practice.
effectiveness of creative work and improve www.cim.co.uk/0074
creative thinking tactics. What you will learn
Use techniques that further improve your copy
Who this course is for Write more effective messages for identified Jonathan Gabay
Practitioners and managers who need to write audiences Jonathan Gabay is one
advertising copy or assess the work of others. Build on existing copywriting skills of Europe’s most
It is expected that you will already have some Understand today’s sophisticated markets and respected creative
experience of writing or have taken our the challenges facing marcoms and advertising strategists and
‘Principles of Great Copywriting’ course. (Please professionals independent brand
note this course does not cover PR writing or Boost your creative thinking skills marketers. As an award-
general copywriting. If this is required, you are winning copywriter and
recommended to attend either ‘Principles of Learning approach creative strategist,
Copywriting’ or ‘Writing Successful Newsletters A combination of lecturing, hands-on exercises Jonathan brings
and Press Releases’. and the chance for further exercises in an approaching three
optional additional book, makes this course a decades of experience
What you will learn complete learning experience. in all aspects of
Pinpoint your target audience more precisely creative marketing
Brainstorm creative ideas with confidence communications. He is
Establish an increased empathy with readers also a journalist and
Think more creatively industry commentator
Structure your writing more effectively who is often seen in the
Relate your new-found writing skills to different media working alongside
media some the world’s most
respected news
Learning approach organisations.
A combination of lecturing, hands-on exercises He regularly provides
and the chance for further exercises in an incisive commercial,
optional additional book written by one of our political and celebrity
workshop leaders makes this course a complete brand comment
learning experience. throughout the
international media.

Essentials
of Marketing
The courses in this section are for anyone who wants
to understand what marketing is, what it does and how
it can make a major contribution to an organisation.
Our programmes cover the key concepts in marketing
and show how the latest tools and techniques can be
used in practice to improve marketing effectiveness
and organisational performance.
Star Markets
An abstract approach conveying the
possibilities of marketing on a global
scale... where the aim is to make your
brand as ubiquitous as stars in the sky.
© Redseal, illustrator
90
91
Essentials of Marketing Courses Fundamentals of Marketing
Delivering value through marketing 7 CPD hours
to drive business success Course code
0550
Level
Foundation
Duration
1 day

The workshop highlights the growing importance
London
of marketing in organisations today. It will
Foundation introduce you to the key principles of marketing
2010 11 October
15 November
Fundamentals of Marketing 1 day workshop 92 and demonstrate how these can be applied to
06 December
improve your organisation’s performance through
2011 06 January
Fundamentals of Marketing B2B 1 day workshop 93 effective marketing activity.
24 February
Fundamentals of Marketing for NFP and 17 March
Public Sector 1 day workshop 93 14 April
Understand what marketing is and how it
04 May
PA’s Guide to Marketing 1 day workshop 94 improves your organisation’s profitability and
02 June
competitiveness. Participate with increased
Making the Most of the Olympic Opportunity 1 day workshop 94 07 July
confidence in the work of your department by
22 August
understanding the role and importance of
22 September
Advanced marketing within your organisation. This
knowledge of marketing principles can be used Manchester
Marketing for Non-Marketing Managers 3 day course 95 to support your future career development. 03 March
2011
21 June
By developing an understanding of key principles Price
For classification levels please refer to page 3 and practice, marketing staff will better work
£499.00 + VAT
Check our website for latest courses and dates together to develop a customer and market-
driven approach. An integrated marketing CIM Member price
approach will benefit your organisation in terms £449.10 + VAT
of efficiency and ensure effective performance in
What’s included
the marketplace.
Related courses
If you are newly appointed to a marketing
function (less than two years experience), or work Introduction to Marketing
Planning (p11)
within another function but want to understand Principles of Marketing
your relationship with the marketing department (p10)
and contribute to marketing strategy, this
workshop is for you.
www.cim.co.uk/0550
Directors and managers of small firms will gain
an insight into the value of marketing for
their situation. “I really benefited
from this
What you will learn
Apply the basic concepts and principles of
workshop and the
marketing to become more customer and course director
market-driven was fantastic.
Understand marketing terminology
Coming from a
Segment your market
Understand and develop an analysis of the non-marketing
marketing environment background the
Source and use market research event provided a
Understand the marketing mix, distribution
good foundation
channels, price structures, advertising, sales
promotion and the relationship between sales to build on and
and marketing gave me a real
Discriminate between good and bad insight into
marketing practice
marketing. I’m
Contribute more effectively to the marketing
activities of your organisation already using the
skills I learned on
Learning approach a current project"
Interactive style
Key concepts supported with examples Holly Sowden
Activities to reinforce the learning Innovation
Discussion amongst the delegates is Support Executive,
encouraged to share experience and Yorkshire Forward
examples of good practice

Essentials of Marketing
Fundamentals of Marketing
Fundamentals of Marketing B2B for NFP and Public Sector
Improving company competitiveness 7 CPD hours Understand concepts and activities 7 CPD hours
and performance in the business-to Course code related to marketing in the public Course code
business marketplace 0956 and non profit making sectors 0781
Level Level
Duration Duration
1 day 1 day

This workshop will provide you with a knowledge This course will provide a thorough immersion
London London
and understanding of key business to business in marketing concepts and activities related to
2010 12 October 2010 13 October
(B2B) marketing principles and processes. the special requirements of the marketing of
16 November 07 December
The workshop outlines how these principles public sector and non profit making sector –
2011 07 January 2011 25 February
can be applied and how they can contribute from a basic understanding of marketing through
18 March 15 April
to your organisation’s performance and to the steps necessary to integrate marketing
05 May 03 June
competitiveness. Case studies are provided within the organisation.
08 July 23 August
and discussed highlighting best practice in the
23 September Price
field of B2B marketing. Benefits to you and your company
Manchester You will acquire a foundation of marketing £499.00 + VAT
Benefits to you and your company 2011 04 March principles that can be applied in the workplace. CIM Member price
You will understand the essential differences 20 June You will develop your knowledge and skills, and
£449.10 + VAT
between B2B and business to consumer (B2C) Price
ensure that existing practical skills and
marketing. By providing a foundation of B2B knowledge are underpinned by a more focused What’s included
£499.00 + VAT
marketing principles and identifying current best understanding of key marketing concepts and Tuition, course materials,
practice in the field of B2B marketing, you will be CIM Member price best practice. lunch and refreshments
able to contribute more effectively to the £449.10 + VAT Related courses

marketing process within your organisation. This workshop will update employee knowledge Principles of Marketing
What’s included
and skills in the area of public sector and non (p10)
Your employee will gain a practical understanding
profit making sector marketing. On completion, Introduction to Marketing
lunch and refreshments Planning (p11)
of B2B marketing, identify current best practice attendees will understand how best practice
Related courses
and look at the main techniques, tools and marketing principles can contribute to More dates and to book online
concepts that can be used to improve Principles of Marketing organisational performance and build strong www.cim.co.uk/0781
(p10)
organisation growth, profitability and marketing Introduction to Marketing
working relationships with key stakeholders in
effectiveness. Planning (p11) other departments and partners.
You should attend this workshop if you have www.cim.co.uk/0956 This course is designed for members of the
direct responsibility for or involvement in the public sector or non profit making marketing
marketing of products and services to team – for experienced marketers new to these
businesses. It will appeal to both experienced sectors, or seasoned employees new to
marketers new to B2B and those newly marketing. It will also be useful for managers and
appointed to the marketing function. It will also employees involved in service development,
help those within other functions to contribute to service delivery, and relationship management.
marketing strategy. Directors and managers of
small firms will also gain an insight into the value What you will learn
of B2B marketing principles for their situation. Apply the basic concepts and principles of
public sector and non profit making sector
What you will learn marketing
Apply the basic concepts and principles of Identify the key elements of a marketing
B2B marketing oriented organisation
Segment your customers and position your Integrate marketing with other disciplines in the
organisation in the marketplace organisation
Understand your markets and customers Segment your audiences and position your
Manage customer relationship management proposition in the marketplace
Build a value proposition Understand public sector and non profit
Understand product, service and channel making sector markets, audiences and key
management stakeholders
Develop an integrated marketing mix Analyse these audiences and apply appropriate
Identify current developments in B2B marketing relationship management strategies
Understand the relationship between Develop and communicate the service value
marketing and sales proposition
Contribute more effectively to the marketing Understand the challenge of marketing to
activities of your organisation multiple markets
Develop an integrated marketing mix to
Learning approach effectively market your product or service
Interactive style
Explanation of the key concepts supported with Learning approach
examples and activities to reinforce the learning Interactive style, with key concepts Courses can
Discussion amongst the delegates is supported with examples and activities be tailored
encouraged to share experience and to reinforce learning and delivered
examples of good practice Discussion amongst the delegates is
encouraged to share experience and
directly to
examples of good practice your team

Making the Most of

PA’s Guide to Marketing the Olympic Opportunity
An introduction to meaning, language, 7 CPD hours It’s a great opportunity – make sure 7 CPD hours
tools and applications Course code you get it right! Course code
0551 1313
Level Level
Duration Duration
1 day 1 day

Marketing is often ‘picked up on the job’ – The Government moved swiftly to bring in
London London
particularly for those in supporting or legislation preventing the use of Games-related
2010 24 November 2011 16 February
administrative roles, resulting in incomplete words and images by non-official advertisers.
2011 23 March 06 September
understanding, patchy expertise, mix-ups, lack of Does this mean that the 2012 Olympics offer
19 July Price
confidence – in short, limited performance – no opportunities to organisations unless they
amongst those very people that keep the show Price pay a huge licence fee to use the symbols? £499.00 + VAT
on the road. This workshop is designed for PA’s £499.00 + VAT We explore the law in this area and take a CIM Member price
and marketing support personnel wishing to CIM Member price
sanguine look at the likely opportunities and how
£449.10 + VAT
make a greater contribution to their organisation best to develop them.
through a better understanding of marketing.
What’s included Benefits to you and your company Tuition, course materials,
Benefits to you and your company Tuition, course materials, What do you bring to your marketing team? lunch and refreshments
You will gain a wider understanding of the role of lunch and refreshments Would you like to include a thorough Related courses
marketing and how the elements of marketing Related courses understanding of new Olympic Marketing Must Know Law for
combine to achieve business success. This will Fundamentals of legislation and how to prevent costly marketing Marketers (p99)
increase your confidence, enthusiasm and Marketing (p92) errors? This is your chance to develop your More dates and to book online
enjoyment of your role within your department Principles of Marketing knowledge base and personal-worth in the
(p10) www.cim.co.uk/1313
and within your organisation. increasingly important area of compliance.
Stimulating group projects are used to encourage www.cim.co.uk/0551 Enhancing compliance knowledge in marketing
discussion of the key elements within the teams speeds up the process of campaign
marketing mix, the end result being a wider development as individuals learn to take more
understanding of the role of marketing within the responsibility for their input. Agency selection and
organisation. You will understand the importance service agreements are more rigorous and costly
of working as a team to achieve success and mistakes are avoided.
maximise profit/contribution.
Who this course is for Are you responsible for marketing campaigns
The course is designed for anyone in a that will maximise the opportunity of the 2012
‘supporting role’ to marketing professionals, or Olympic Games? Will you be choosing agency
for those just beginning their marketing career. services, writing marketing copy, building
No previous knowledge is necessary. It is best promotional campaigns leading up to 2012?
suited to those who want to familiarise If you are, this course is for you.
themselves with the very basics and gain an
overview of marketing as a discipline. What you will learn
Understand the importance of Intellectual
What you will learn Property Rights (IPR) to the International
Understand marketing, its technical Olympic Committee (IOC) and the Games
terminology and jargon globally
Identify who has an impact on marketing in Identify ‘Protected Olympic Marks’ and how
your organisation they may restrict your marketing strategies
Understand the ‘marketing mix’ and how it is Explore possible marketing approaches that
relevant to your job keep you within the letter of the law but still
Understand the ‘tools’ of marketing and when maximise the potential of the Games
to use them Review and assess recent guerrilla marketing
Explore the basics of areas such as market tactics and how event organisers have
research, promotions, advertising, responded eg. FIFA 2010 South Africa
e-marketing, PR, sponsorship, exhibitions How, when and where to seek additional
and word of mouth guidance on Olympic legislation

The course is based on a workbook, rather An interactive and conversational approach is
than a formal presentation and notes. During adopted to allow delegates to express concerns
the day you will complete sections of the and ideas related to their own business
workbook individually and with fellow delegates, Relevant, recent and updated case law will be
giving you a valuable and personalised resource reviewed to understand how others have fallen
for future use. foul of the law and the Regulators
Case study intellectual property issues will
be examined to identify best practice and Courses can
reinforce how the law can be used to be tailored
your advantage and delivered
directly to
your team

Marketing for
Non-Marketing
Managers Residential option
Have an informed view on the role of 21 CPD hours

marketing in your organisation Course code
0023
Level
Advanced
Duration
3 days

This course is designed to introduce delegates to
Moor Hall
the purpose, importance and potential role of
Conference Centre
marketing in their organisation. It will explore key
concepts, tools and language used in marketing
06-08 December
and how the tools can be used to identify and
2011 30 Mar - 01 Apr
exploit opportunities to achieve the organisation’s
28-30 September
business aims.
Residential Price
Benefits to you and your company £1,795.00 + VAT

The course will utilise your management CIM Member price
experience and provide an opportunity to develop
£1,615.50 + VAT
your marketing skills. You will return to your
organisation with the confidence to make a What’s included
significant input into your marketing function. This Tuition, course materials
course is ideal as part of a career development and full board
accommodation
programme for managers who are taking on
greater marketing responsibilities or more general Non-residential Price
management responsibilities. £1,599.00 + VAT

CIM Member price
Managers throughout your organisation, with a
£1,419.50 + VAT
new knowledge of marketing, will be able to
actively input into the formulation of strategies What’s included
when marketing planning and building customer Tuition, course materials,

relations, resulting in a more customer and lunch and refreshments
market focused organisation. Related courses
Principles of Marketing
Who this course is for (p10)
No marketing training is necessary. This course is More dates and to book online
designed for sales, finance, HR managers etc.
www.cim.co.uk/0023
who have experience in their role or discipline in
their organisation, who wish to broaden their
management knowledge and skills in marketing.
It is also suitable for those new to a role in
marketing who quickly need to be up to speed.
What you will learn

Appreciate the potential role of marketing in
your organisation, and be more involved in
marketing decisions
Draw up a marketing plan – a template
marketing plan will be provided
Segment your customers and markets, and
understand them better
Manage a portfolio of products/markets/brands
Write a market research brief and proposal
– a template market research proposal form
will be provided
Write a brand positioning statement for
your brand
Write a marketing communications plan
– a template marcoms plan will be provided
Appraise your organisation’s digital marketing
Develop a longer relationship approach with
your customers
Deal with marketing issues more confidently
Learning approach
Interactive group work
Application to delegate’s own organisation
Template plans will be provided to assist
the delegates
Analysis of up to date case studies

Compliance
The growing number of laws, regulations and codes

affecting the marketing profession mean it’s never
been more important for marketers to keep up to date.
And it’s not only within national boundaries: laws
being passed elsewhere in the world can have
important implications.
According to the recent Marketing Trends Survey,

CIM/Ipsos MORI, UK marketers are still struggling to
grapple with the legislative landscape. The following
statistics represent those marketers who claim to
have ‘a fairly good or very good understanding’:
Only 18% of marketers have an understanding

of the Unfair Commercial Practices Directive
Just 14% of the Provision of Services

Regulations 2009
Only 13% for the CAP and BCAP Codes
Just 13% of the London Olympic Games

and Paralympic Games Act 2006
For more information on this survey, see www.cim.co.uk/MTS
Ducks in a row
Compliant or non compliant scenarios
were chosen and utilising the
relationship of colour and scale
the image naturally evolved.
© Matt Herring, illustrator
96
97
Compliance Courses Data Protection for Marketers
Build your expertise in data 7 CPD hours
protection and maximise the Course code
potential of customer data 0981
Level
Foundation
Duration
1 day

Train to be a responsible, invaluable member of
London
your marketing team with an enhanced skill set in
Foundation information law and privacy. Help guide your
2010 05 November
2011 02 March
Data Protection for Marketers 1 day workshop 98 marketing team on how to MAXIMISE the earning
13 July
potential of business contact data. By
Must Know Law for Marketers 1 day workshop 99 understanding what you can and can’t do with Price
personal data, you can open up new, profitable £499.00 + VAT

Corporate Responsibility 1 day workshop 99
opportunities for data capture, data sharing and CIM Member price
e-mail/SMS marketing.
£449.10 + VAT
For classification levels please refer to page 3 What’s included
Check our website for latest courses and dates You will gain knowledge and confidence to ‘step- Tuition, course materials,
up’ into a more responsible marketing role where lunch and refreshments
you advise and shape customer contact strategy, Related courses

proactively supporting your organisation in its Must Know Law for
responsibilities to comply with information law Marketers (p99)
and privacy legislation. More dates and to book online
www.cim.co.uk/0981
A marketing team with enhanced information law
and privacy knowledge will be more proactive
and successful in customer contact. Marketers
with this enhanced skill set will help organisations “Excellent
avoid costly mistakes, protect valuable brand presenter – very
investment and unlock the huge benefits that are knowledgeable.
there for the taking.
All in all a great
Who this course is for course.”
This course is designed for the marketing
Philip Whitehead
professional, database marketer, in-house legal
CRM & Support
advisor or owner/manager responsible for
Manager, Mayer Brown
customer contact.
International LLP
What you will learn
Get up-to-speed on Data Protection Act 1998
and the Privacy and Electronic Communications
(EC Directive) Regulations 2003
Write privacy and compliance notices that
actually win more business, rather than
increase your opt-out rates
Comprehensive understanding of all those ‘tick
boxes’, opt-ins, opt-outs and the law
Assess your data acquisition and database
marketing for compliance, particularly versus the
requirements of the Data Protection Act 1998
Untangle industry codes of practice
eg. DMA and Advertising Standards Code
of Practice and their relevance to your
marketing campaigns
Maximise the profitability of marketing
databases through data sharing agreements
Get 50% off a Learning approach

Interactive and conversational approach is
compliance course adopted to allow delegates to express their
when you book any concerns and ideas
Relevant and recent case law will be reviewed
other course from to understand how others have fallen foul of the
Information Commissioner and the law
this directory Case study privacy policies will be examined to
See page 83 for more details identify best practice

Compliance
Must Know Law for Marketers Corporate Responsibility (CR)

Protect yourself in a complex 7 CPD hours Building social and environmental 7 CPD hours
legal and regulatory world Course code performance into organisational Course code
1152 strategy enhances brand value 0575

and innovation opportunity
Level Level
Duration Duration
1 day 1 day

This workshop is about the practical application of This course shows how corporate responsibility
London London
the law as it affects marketers and sales can deliver a strategic role in your organisation
2010 04 November 2010 07 December
professionals in their day-to-day activities. It is through assessing market trends, developing
2011 09 February 2011 14 April
designed to show you how common marketing strong stakeholder relations and encouraging
08 June 27 September
practice can easily fall foul of both the law and the business innovation. This is illustrated through
regulators and what you can do to prevent this. Price case studies and practical exercises that will Price
£499.00 + VAT enable you to review current workplace £499.00 + VAT

approaches, and develop a CR strategy that CIM Member price
Gain the confidence to write legal marketing strengthens business performance, brand
£449.10 + VAT £449.10 + VAT
copy, understand how and why others have reputation and staff engagement.
got it wrong, ‘step-up’ to a more rewarding role What’s included What’s included
where you work closely with legal and Tuition, course materials, Benefits to you and your company Tuition, course materials,
compliance teams. lunch and refreshments As corporate responsibility continues to develop lunch and refreshments
Related courses a firm presence in boardroom decision-making, More dates and to book online
Build a marketing team that understands the Data Protection for your learning will help you to positively contribute www.cim.co.uk/0575
credible threats to your organisation, the real risks Marketers (p98) to the strategic development of your organisation.
of non-compliance including fines, prosecutions Marketers are well positioned to take a leading
and brand/reputation damage. role – you will learn techniques to design a CR
www.cim.co.uk/1152 strategy and stakeholder relationships.
Any marketer, at any level, who wants to Building social and environmental performance
develop their knowledge and understanding of into an organisation’s core strategy, and
how law shapes the marketing role, and how to developing proactive stakeholder relations
develop their personal worth in a compliant improve brand value and innovation opportunity,
marketing team. as well as minimising risk. Understanding how to
respond to social and environmental trends, and
What you will learn how to prioritise and communicate with your
Work within the common law aspects of the stakeholders are key success factors.
English legal system, such as contracts,
intellectual property and statements made in Who this course is for
marketing materials This course requires no prior knowledge, and will
Understand and work within the legislative and benefit marketers in product/service strategy,
regulatory frameworks, understanding the law branding and PR communications. Whether you
on privacy and on information and the impact are in business, public or voluntary sector, it
of each on the marketing environment provides an appreciation of the strategic role that
Identify applicable European laws and their CR can play in your organisation’s development.
impact on UK businesses This course will also benefit those involved in
Find the answers you need to your legal/ improving the culture and staff development
marketing issues within an organisation.
Learning approach What you will learn

An interactive and conversational approach is How corporate responsibility (CR) can
adopted to allow delegates to express concerns contribute strategically to an organisation’s
and ideas related to their own business performance and innovation
Relevant, recent and updated case law will be CR techniques, processes and tools
reviewed to understand how others have fallen The importance of managing stakeholder
foul of the law and the regulators relationships and how to prioritise them
Case study intellectual property issues will Measuring and reporting CR performance
be examined to identify best practice and
reinforce how the law can be used to Learning approach
your advantage The course approach is a mix of presentation,
discussion and practical exercises to maximise
learning. Case studies are used extensively to
illustrate the key learning points from the day.
Courses can
be tailored
and delivered
directly to
your team

Sales
A tough business environment makes the selling

process even tougher. That said, it also represents an
opportunity for excellent salespeople because testing
times serve to accentuate the strong from the weak.
To stay ahead in this demanding environment, sales
professionals need to constantly enhance their skills
and knowledge and keep abreast of the latest
techniques and technology. They also need to consider
adopting new strategies to help them sell effectively –
such as focusing on activities which give most return
on investment or targeting new customer groups or
building new routes to market.
Our extensive range of sales programmes offers

effective proven techniques to strengthen skills,
increase confidence and build success.
Synapse Sales System

This drawing is a representation
of my knowledge of sales,
breaking it down, back to
basic functions
© Harry Malt, illustrator
100
101
Sales Courses Fundamentals of Selling
Make more sales, hit targets and sell 7 CPD hours
like a professional Course code
0809
Level
Foundation
Duration
1 day

Would you like to:
London
Attract more customers?
Foundation Increase your conversion rates from contact
2010 17 November
2011 18 February
Fundamentals of Selling 1 day workshop 102 to sale?
11 May
Increase the lifetime value of existing clients?
18 July
How to Develop Your Key Accounts 1 day workshop 103 Hit target?
... then this course is for you. Price
Powerful Telesales Techniques 1 day workshop 103
£499.00 + VAT
Introduction to Selling through Distributors 1 day workshop 104 Benefits to you and your company CIM Member price
You will learn simple, easy to implement
Business Negotiation Skills 1 day workshop 104 £449.10 + VAT
processes, which will lead to increased sales
through new and repeat business. You will be What’s included
Competitive Tendering Skills 1 day workshop 105
given the opportunity to use your own company Tuition, course materials,
Prospecting and New Customer Acquisition 1 day workshop 105 specific experiences throughout each session lunch and refreshments
Principles of Selling 1 day workshop 106 and have a clear understanding of how each Related courses
process relates to your own circumstances. Business Negotiation
Advanced Selling Techniques 1 day workshop 106 Skills (p104)
Your organisation will have the necessary skills, Advanced Selling
Techniques (p106)
knowledge and positive attitude to work
Advanced effectively in today’s changing world of sales. More dates and to book online
Selling Services and Solutions 3 day course 107 They will be motivated to return to the workplace www.cim.co.uk/0809
and implement the learning, giving results
Channel Management 3 day course 107 immediately. More sales, more profit!
Key Account Management 4 day workshop 108
Advanced Negotiation Skills 3 day course 108 People new to sales or with limited sales
experience. This course provides a basic
Sales Management Skills 3 day course 109
grounding for people who are new to or with
Sales Storming 2 day course 109 limited knowledge of selling. The course will build
practical skills to enable delegates to deliver
effectively in today’s changing world of sales.
Masterclass
Strategic Sales Planning Masterclass 5 day course 110 What you will learn
Become one of the top 20% of sales people
by improving your personal attitude, skills
For classification levels please refer to page 3 and knowledge
Identify opportunities to attract new customers
Check our website for latest courses and dates Compile a quality prospect list and monitoring
form which can be used to analyse business
and identify the strengths and weaknesses of
your activity
Create your own ‘value proposition’ to enable
you to clearly communicate how you can add
value to your customers’ business
Get those e-mails read and phone messages
returned
Understand and be equipped to implement
a tried and tested sales process which will
maximise every sales opportunity
Ask effective questions which will lead to a
reduced level of objections and an increased
level of sales
Professionally identify the needs of the
customer, match with a suitable solution
and close the sale
Use a very simple process to anticipate and
deal with any objections that may arise
Truly differentiate yourself from the competition
and increase repeat and referral business
Learning approach
Participative, interactive style
Individual, paired and group, tasks, exercises
and discussions

Sales
How to Develop Your Key Accounts Powerful Telesales Techniques

Essential strategies for winning, 7 CPD hours The essential guide to outbound 7 CPD hours
defending and growing key account Course code calling – includes over fifty practical Course code
business 0826 telesales tips 0810
Level Level
Duration Duration
1 day 1 day

There is a transition required to turn a normal In today’s tough market the pressure on finding
London London
account into a key account. Sales arguments new customers is relentless; outbound calling is
2010 09 November 2011 25 January
must become business arguments. This now a significant part of the sales plan. As
2011 24 January 04 July
workshop covers the essential knowledge needed voicemail is adopted by many, it becomes
13 April Price
to select the right key accounts in which to invest increasingly difficult to get through to the right
12 July
your resources. It identifies the optimal strategies decision maker. This practical course will help £499.00 + VAT
through which key business can be won, Price you overcome the obstacles and provide you CIM Member price
protected and grown, and enables development £499.00 + VAT with the essential techniques for successful
£449.10 + VAT
of a strategic plan of action for implementation by CIM Member price
telephone selling and appointment making.
all who interface with the key account. What’s included
£449.10 + VAT
Benefits to you and your company Tuition, course materials,
Benefits to you and your company What’s included You will learn how to prepare for every call, lunch and refreshments
You will form a clear understanding of the steps Tuition, course materials, achieve better results and exceed your targets. Related courses
needed to protect and grow your key business. lunch and refreshments We give you the keys to effective outbound Advanced Selling
You will also learn how to successfully target and Related courses calling and show you how to maximise your Techniques (p106)
win new key customers. You will clearly Key Account results. We show you how to increase your More dates and to book online
understand your strengths and weaknesses in Management (p108) personal confidence and reduce the rejection
Business Negotiation www.cim.co.uk/0810
servicing the account and be able to plan factor to a minimum, allowing you to retain your
Skills (p104)
effective internal and external strategies, and energy levels and voice quality. We outline simple
sales action plans. More dates and to book online yet effective stages of the outbound call which
www.cim.co.uk/0826 you can tailor to any situation. “An enjoyable
Your organisation will have a better-directed sales workshop which
resource in order to develop and protect Trained staff will build confidence and enthusiasm gave me a new
relationships with key accounts and as a for handling telephone communications. Through
consequence increase key account profitability. good preparation and control of each call, set of tools and
organisations will benefit from optimised results techniques I could
Who this course is for from telephone contacts that will ultimately deliver use in my role.”
New and experienced key or major account improved results.
managers who want to evolve a proactive Sandra Stephens
structured approach to maximising business from Who this course is for Marketing Manager,
their major customers will benefit from this The course is designed for those who are E.ON UK
workshop. So too will sales managers and required to increase sales through the telephone
directors who wish to evolve their team’s to either existing or new customers. This
approach for effective key account development. programme can be attended by both those with
experience and those new to the role as the
What you will learn principles covered are equally applicable.
Describe the precise nature of relationship
desired with your key accounts What you will learn
Define the position which will differentiate your Ten steps to success
proposition from your competition and protect The telesales attitude
long-term business Activity ratios
Choose and develop the strategy relevant to Reducing the rejection factor
achieving the desired relationship Voice assessment
Analyse the business of the key account to Establish goals and get organised
identify further selling opportunities Call structure
Select true key accounts and analyse real The qualified appointment
account potential Handling the gatekeeper
Create strategically linked benefits Gaining interest
Create a deliverable internal and external The first fifteen seconds of the call
strategy The voicemail pitch
Build the KAM delivery team Effective questioning techniques
Provide value based solutions How to loosen customers who have
Develop a plan with defined actions and preferred suppliers
responsibilities Handling telesales objections
Closing the appointment
Learning approach The unqualified appointment
The training course is designed around the key
account management strategies and the key Learning approach
account planning system. Delegates will be given Courses can A totally interactive experience designed to elicit
opportunity to apply the planning system on one be tailored opinions and contributions from all attending.
of their key accounts to create an action plan to and delivered The course format includes a case study exercise,
move the account forward, and review a case training video, group exercises and discussions.
study as a group exercise.
directly to
your team

Sales
Introduction to
Selling through Distributors Business Negotiation Skills
Selecting and developing the 7 CPD hours Building a value position and 7 CPD hours
right distribution channels for Course code relationships through artful negotiation Course code
maximum impact 0750 0876
Level Level
Duration Duration
1 day 1 day

The selection and motivation of appropriate Negotiation is a key work and life skill.
London London
distribution channels are key factors to the Negotiation takes place with outside companies
success and profitability of the partnership and customers, as well as internally within
2011 01 February 2011 13 May
between principal and distributor. They need to departments or project teams. Getting better
14 June Price
work together within a complex environment, results in terms of timelines, price or quality, all
gain mutual understanding and learn how to Price contribute to bottom line profitability. £499.00 + VAT
avoid conflict. This course provides delegates £499.00 + VAT CIM Member price
with an opportunity to explore ways of improving CIM Member price
The course looks at the negotiation process itself
£449.10 + VAT
the management of distributors by establishing to get the best results, using a collaborative
and maintaining a successful partnership. negotiation style.
What’s included Tuition, course materials,
Benefits to you and your company Tuition, course materials, Benefits to you and your company lunch and refreshments
Delegates will benefit from gaining a full lunch and refreshments Gaining confidence in negotiation comes from Related courses
understanding of how the effective selection, Related courses understanding the process and being aware of Advanced Negotiation
management and motivation of their channel Channel Management how you can influence in a persuasive manner. Skills (p108)
partners will improve their personal and business (p107) This course will give you the confidence and skills More dates and to book online
performance. They will also begin to take a more Sales Management Skills to negotiate much more effectively by
(p109) www.cim.co.uk/0876
confident and structured approach to their role understanding and practicing the key skills needed.
and be able to promote and gain wider More dates and to book online
recognition of their function internally. www.cim.co.uk/0750 Having skilled negotiators as part of any
business, protects and enhances bottom line
With a better managed, more motivated and profitability. It also makes for better working
appropriate distributor channel, organisations relationships with suppliers and partners.
will become more profitable through improved Internally, project teams operate more effectively
business performance. Senior management and working relationships are improved.
can feel confident that those with responsibility
for distributors will have a rigorous selection Who this course is for
process in place and will be proactively managing This course is for anyone involved in the buying
them with resultant improvements in margins or selling function where the ability to negotiate a
and performance. good deal is important to protect the
organisation’s profitability. Additionally it is for
Who this course is for people who negotiate internally within their
Anyone in a sales or marketing function who is business; negotiating resources or deadlines.
responsible for selecting and managing Some knowledge or experience of negotiation
distributor relationships who needs to develop would be useful but is not essential.
their role and methods.
What you will learn
What you will learn How to plan effectively, getting the best results
Improve distributor selection criteria and anticipate the other sides position
Use a formal process to select and appoint Open a negotiation effectively to ‘kick start’ the
distributors negotiation positively and set the right tone
Evaluate distributor performance from the start
Motivate distributors to promote and focus on Understand your own requirements effectively
your products or services and those of the other party to assess where
Use information to understand the problems of the best deals can be done
distributors and find effective solutions to Receive and respond to proposals, until
improve the working relationship an acceptable solution to both parties has
Manage and motivate distributors to improve been found
performance Handle attempts to win unwarranted
Plan joint marketing and promotional concessions and how to keep the negotiation
programmes going when a deadlock is possible
Run training sessions for distributor staff Close a negotiation effectively when a deal
is possible
Learning approach
A very participative course, including a mixture of Learning approach
syndicate sessions and other inter-active Participants will learn by:
methods. Delegates will have the opportunity to Lecture style lessons on the relevant theory
understand how their existing distributor sales Understanding practical examples of theories
compare to the ‘best practice’. Courses can in action
be tailored Putting all techniques into practice
and delivered Receiving peer and facilitator feedback
Participating in question and answer sessions
directly to with the course director
your team

Sales
Prospecting and
Competitive Tendering Skills New Customer Acquisition
Win competitive bids through 7 CPD hours Focus on ‘find them, meet them and 7 CPD hours
systematic planning and effective Course code make them customers’ Course code
presentation techniques 0968 1216
Level Level
Duration Duration
1 day 1 day

This workshop will give you the skills to Without a formal and efficient structure to the
London London
confidently seek and respond to competitive process of customer acquisition, time and
tenders of all types, from a two page quotation to resources are often wasted, and those
a tender issued under European Union guidelines responsible for finding and acquiring new
Price
15 June
and the e-sourcing process. customers are left demotivated. This workshop
£499.00 + VAT will make it easier to reach new customers by Price

planning the approach carefully and having £499.00 + VAT
You will be able to assess tenders and invitations control mechanisms to judge performance and CIM Member price
£449.10 + VAT
and develop persuasive responses that address improve success rates in converting prospects
What’s included
£449.10 + VAT
the needs and requirements of the brief. into customers.
Tuition, course materials, What’s included
You will develop your understanding of what a lunch and refreshments Benefits to you and your company Tuition, course materials,
good bid manager needs to do and improve your You will gain a structured process to make the lunch and refreshments
skills in writing tender responses and www.cim.co.uk/0968 prospecting and identification of new customers More dates and to book online
presentations to deliver a clear message. easier. You will recognise the different mindset www.cim.co.uk/1216
between selling to existing customers and
You and your organisation will be equipped with generating new business. Gaining techniques
the skills necessary to identify competitive that can be used immediately in your day-to-day
tendering opportunities and respond effectively, role will result in more success.
“This workshop
to win business and deliver profit. boosted my
Organisations spend a lot of money trying to attract confidence and
Who this course is for new customers as well as retain existing ones. This really had me
Those who are involved in the preparation and workshop will allow you to achieve successful
presentation of responses to requests for tender. outcomes to prospecting and cold calling, adding thinking about
SME business owners or any managers, sales to your organisation’s bottom line and reducing the things I had
and account staff involved in the tendering or cost of new customer acquisition. not considered
new business process.
before, helping
What you will learn The course will suit any person who is tasked me improve my
Why companies fail to get on the tender list with finding and converting new customers. It will sales technique.
and how you can ensure you succeed cover each step of the process and give some Everyone in the
How to make a good impression at the first practical ideas for success.
group were from
contact – written or face-to-face
What skills are important at the various stages What you will learn different
of the tendering process Make more telephone appointments with new companies and
Why you need to focus on solutions and prospects backgrounds so
benefits to achieve success Choose target segments; identify, select and
How to develop a clear message for the qualify prospects
we could bounce
reader/audience Prepare more adequately for initial contact and ideas off one
How to write and deliver a persuasive and subsequent meetings another which
engaging tender document and presentation Recognise decision makers and identify was very
extended decision chains
Learning approach Use questioning skills to obtain information,
enjoyable.”
The teaching style is relaxed and participative close on orders or gain commitment Heidi Carrington
using guided and group discussion, individual Understand the varied buying motives of Corporate
planning worksheets, short written exercises and different types of people Co-ordinator,
group role-plays. Match needs and wants with benefits The National Trust
Make better pitches, using proposals as a
sales tool
Understand when to use and develop more
positive closing techniques
Learning approach
The workshop is participative in style with
interactive group forums and other exercises.
It will equip delegates with practical skills to
acquire and develop new customers.

Sales
Principles of Selling Residential option Advanced Selling Techniques

A comprehensive course to equip 35 CPD hours Gain a wider perspective to making 7 CPD hours
sales people with the tools to Course code profitable sales Course code
confidently succeed in the role 0081 0965
Level Level
Duration Duration
5 days 1 day

The course is designed to bring new salespeople New buyer attitudes mean we must develop new
Moor Hall London
rapidly up to speed and ensure that they begin thinking and change the way we sell to achieve
Conference Centre 2010 20 October
to contribute to their organisation as quickly real success. This workshop is designed to give a
2010 08-12 November 2011 03 February
as possible. wider message than a conventional sales course.
2011 28 Feb - 04 Mar 16 June
It will help you develop your existing skills and
06-10 June Price
It equips delegates with proven methods and identify what customers and clients want from a
techniques that they can immediately use in their Residential Price supplier, rather than selling a series of product- £499.00 + VAT
own sales environment. £2,700.00 + VAT orientated features. CIM Member price
CIM Member price £449.10 + VAT
Success in selling needs a disciplined approach You will develop a new view of the selling process,
and you will understand why people buy and What’s included helping you to achieve results in a more competitive Tuition, course materials,
learn to use a structured sales framework. You Tuition, course materials environment by understanding complex buying lunch and refreshments
will learn to read situations and people when and full board decisions. The workshop will show you how to Related courses
accommodation
questioning your customers and prospects. You appreciate the recent developments from Selling Services and
will have more confidence in your abilities and an Non-residential Price transactional selling to a relationship selling Solutions (p107)
eagerness to put your learnings into practice. £2,308.00 + VAT approach. You will become more objective and Sales Storming (p109)
CIM Member price

able to analyse your own performance. More dates and to book online
This course will help your organisation by www.cim.co.uk/0965
£2,038.00 + VAT
reducing the learning curve for new and Your organisation needs highly trained sales
inexperienced sales people through exposure to What’s included people, prepared to look for alternative closing
realistic sales situations and scenarios. Your Tuition, course materials, approaches with customers in order to maximise
organisation will also benefit from developing lunch and refreshments contribution to the bottom line. This workshop “It was great to
positive sales people who are able to create Related courses will help ensure your organisation is better get away from
profitable business opportunities. Advanced Negotiation represented in a complex selling situation. my day to day
Skills (p108)
Sales Management Skills environment and
(p109) pick up new
Aimed at new or inexperienced sales people who Sales professionals who may have already
wish to become more successful by gaining a More dates and to book online received some basic sales training and have methods which
structured approach to the sales process in an www.cim.co.uk/0081 some experience in the field. It should not be have improved
intensive course. More experienced sales people considered for those without sales experience or
will also benefit from the disciplined approach as a replacement for fundamental sales training.
my sales
encouraged in the course. techniques.”
What you will learn
Lisa Dodds
What you will learn Understand how sales, marketing and key
Business
Set business and personal goals through account management fit together
Development Manager,
planning Recognise that planning your approach is
NaREC
Apply a structured framework essential
(New and Renewable
Undertake pre-visit research and prospecting Unearth dissatisfaction with current practice
Energy Centre)
Make successful telephone appointments or competitors by using advanced
and get the client meetings off to a good start questioning techniques
Use appropriate questioning techniques Apply the concept of how product core and
and listening skills product surround can be adapted to your own
Understand and match customer wants selling situation
and needs Recognise how service is becoming the
Demonstrate effectively and make differentiator as an increased number of
presentations that meet both the organisation products are thought of as commodities
objectives and the needs of the audience Handle objections and reluctance to commit
Anticipate objections and work up strong with prepared responses
responses, using and reading body language Sell to different types of customer using
Understand how to build better relationships interpersonal skills and body language to
and develop customer care philosophies and your advantage
use account management philosophies Interpret developments in key account
Understand how to achieve positive closing philosophies and learn how to apply them
techniques Use powerful closing and commitment
techniques
Learning approach
This is a very participative course, delivered in an Learning approach
interactive manner. Group activities will ensure The workshop is participative in style with inter-
that delegates get involved in the course. active group forums and other exercises.
Delegates will take part in two recorded role plays Delegates will be able to build on their existing
to practice their own sales techniques and make sales experience and take away real ideas to use
a formal presentation on a work based subject. in their work situation.

Sales
Selling Services
and Solutions Residential option Channel Management Residential option
Developing an effective 21 CPD hours Selecting the right channels and 21 CPD hours
consultative approach to Course code developing them Course code
service and solution selling 0084 0075
Level Level
Advanced Advanced
Duration Duration
3 days 3 days

Commoditisation and market maturity often drive Selecting the most appropriate distribution
Moor Hall Moor Hall
organisations to seek differentiation, creating the channels and motivating channel partners are
need for a different sales approach or changes in key factors in selling profitably through third
2010 01-03 December 2010 22-24 November
the involvement of different parties in the selling parties. It is essential for any organisation
2011 11-13 April 2011 28-30 March
and buying teams. This in-depth course will help involved in the selection and management of
18-20 July 05-07 September
those involved in developing client solutions and channel partners to know how to build and
selling services or service-based products to Residential Price manage effective working relationships that build Residential Price
understand how to approach the sales process £1,795.00 + VAT trust, add value and avoid conflict. £1,795.00 + VAT
with a focus on the need for positive closing. CIM Member price CIM Member price
£1,615.50 + VAT £1,615.50 + VAT
Benefits to you and your company You will benefit from being able to match your
Experienced sales people will benefit from What’s included present role against the latest channel What’s included
increasing their sales and relationship Tuition, course materials management thinking and that of ‘world class’ Tuition, course materials
management effectiveness by adopting new and full board organisations. You will also learn how to identify the and full board
consultative approaches. Technical experts, now characteristics of superior channel management
involved in the sales process will benefit from Non-residential Price and be able to motivate, evaluate and manage the Non-residential Price
enhanced skills and increased confidence in £1,599.00 + VAT performance of channel members. £1,599.00 + VAT
customer-facing situations. All attendees will be CIM Member price CIM Member price
able to recognise the ways to maximise the Staff will adopt a more structured approach to
£1,419.50 + VAT £1,419.50 + VAT
benefits and selling points of the service they offer. the organisation of channel sales and be better
What’s included positioned to build a disciplined relationship with What’s included
Clients will recognise what they actually want and Tuition, course materials, channel partners. By using the latest Tuition, course materials,
more readily accept proposed solutions. lunch and refreshments management thinking and developing a lunch and refreshments
Furthermore, by developing solutions based on a More dates and to book online structured channel marketing plan, organisations More dates and to book online
sound understanding of the customer’s business, www.cim.co.uk/0084 should start to see an increase in sales, margin www.cim.co.uk/0075
new customer acquisition will become more and co-operation from channel partners.
successful and customer retention will improve.
Who this course is for Managers and staff involved in the selection,
All those who sell services including product- motivation, evaluation and management of
based services, both full time sales people and channel partners.
those specialists (such as researchers, engineers
and technical) who only occasionally get involved What you will learn
with customers. This course is particularly Identify key issues involved in channel
relevant to organisations that are augmenting development
their product offerings through after-sales Take advantage of the selling process to
services or increasing the level of service and channel partners
value-added for customers. Handle joint selling approaches
Understand the differing types of channel
What you will learn Use developments in supply chain management
Follow the sequence of your sales process Determine selection criteria for channel partners
Set objectives for every call using templates
Understand buyer profiles and adapt the sales Build a partnership and get more co-operation
approach to different buying attitudes from channel partners
Control client meetings with introductions and Set customer service standards
effective questioning techniques Motivate channel partners
Anticipate and overcome objections from Develop clear account plans for partners
clients by working up strong answers Evaluate using reporting and feedback
Develop rapport through reading and using standards
body language and interpersonal skills Agree and assess the performance criteria for
Understand the principles involved in channel partners
successful negotiating Set ground rules and disciplines for your
Prepare sales orientated proposals and channel partner relationships
present them to clients
Recognise the importance of closing and when Learning approach
to initiate it The workshop delivery style is participative and
gets delegates involved in discussing channel
Learning approach issues. Delegates will have the opportunity to
The course has syndicate, inter-active forums analyse their own particular experience and will Courses can
and other practical sessions. Where possible be given practical templates to use for motivating be tailored
exercises will be based on the delegates own their distributors. and delivered
company so that any material developed can be
immediately applied in their work environment.
directly to
your team

Sales
Key Account Advanced

Management Residential option Negotiation Skills Residential option
Maximise the potential of your 28 CPD hours A thorough foundation in the critical 21 CPD hours
most important customers through Course code art of negotiation Course code
a strategic, relationship-based 0180 0420
account management process
Level Level
Advanced Advanced
Duration Duration
4 days (split 2 +2) 3 days

This two module programme will equip account This programme gives experienced negotiators
Moor Hall Moor Hall
managers with the skills and tools to develop and the opportunity to hone their skills and
implement detailed dynamic account strategies provides negotiating strategies and tactics
Module 1 (2 day) 2010 15-17 November
and plans for their key accounts. Using their own in order to achieve better results from different
+ Module 2 (2 day) 2011 07-09 February
customers as case studies, participants establish negotiation situations.
2010 30 Sep - 01 Oct 05-07 July
how ‘best practice’ principles can be applied to
+ 28-29 Oct Residential Price
managing their own key accounts whilst adding Benefits to you and your company
2011 24-25 March
immediate value into their own organisations. By gaining insight into your own and others £1,795.00 + VAT
+ 28-29 April
negotiating styles, you will improve your ability to
22-23 September CIM Member price
Benefits to you and your company negotiate professionally and achieve long lasting
+ 20-21 October £1,615.50 + VAT
You will benefit by developing a relationship- mutual outcomes. Through practical exercises and
based approach to the account management Residential Price personal feedback you will have the chance to What’s included
role, while mastering a wide range of transferable £2,400.00 + VAT develop your skills and improve your confidence. Tuition, course materials
professional business skills. You will also learn and full board
CIM Member price accommodation
how to develop strategic plans to realise your full Enhanced negotiation skills of your people
£2,160.00 + VAT Non-residential Price
potential and that of your portfolio. can unlock competitive advantage, enhance
What’s included relationships and drive profitable growth. Best £1,599.00 + VAT
Organisations will benefit from account managers Tuition, course materials practice, practical techniques, tools and templates CIM Member price
taking an active role in the strategic management and full board are provided which can be applied immediately
accommodation £1,419.50 + VAT
process, recognising potential in each account in the workplace to enhance negotiation success.
and developing their account portfolio. The Non-residential Price This workshop will demonstrate the different What’s included
organisation may realise higher turnover and £2,204.00 + VAT types of negotiation, the appropriate strategy Tuition, course materials,
profit, more structured and effective selling to use, how to effectively plan and achieve lunch and refreshments
CIM Member price
processes and a more ‘joined up’ approach to mutual gain and above all, how to build Related courses
£1,964.00 + VAT
account management throughout the business. confidence and credibility. Sales Management Skills
What’s included (p109)
Who this course is for Tuition, course materials, Who this course is for Strategic Sales Planning
lunch and refreshments Masterclass (p110)
Those responsible for managing face-to-face Everyone who has authority and responsibility for
relationships with customers that have a significant Related courses negotiating on behalf of their organisation in order More dates and to book online
impact on achieving the organisation’s business Strategic Sales Planning to advance business and relationships on the www.cim.co.uk/0420
objectives. Participants should have three year’s Masterclass (p110) basis of achieving mutual satisfaction. Delegates
sales experience, six months of which should More dates and to book online
should have at least five years experience in
ideally have been in an account management role. negotiation situations.
www.cim.co.uk/0180
The course is also valuable for managers and
directors intending to implement a key account What you will learn
management strategy within their organisation. Recognise the different types of negotiations
Understand your personal negotiating style
What you will learn and preferences
Recognise which accounts should be Use the wide range of personal skills and
designated as key accounts attributes required to negotiate effectively and
Understand the scope of the key account learn how to develop and enhance these
management role Prepare appropriate negotiation strategies,
Recognise the stages of a key account implementing and adapting them as appropriate
relationship Use a structured approach to the negotiation
Develop a strategic key account plan process
Identify the potential in their customers Deal with relationship issues, including
Use professional business analysis tools considering each party's perception; seeking
Identify and develop DMUs to make negotiation proposals consistent with
Utilise internal resources in a virtual team the other party's interests; making emotions
environment explicit and legitimate
Understand the impact of key account Manage and resolve conflict
management on internal communication and Recognise power – its effect and importance in
customer records the understanding of negotiation and
relationships (or common ground)
Delegates will also have developed a key Achieve best results from challenging and
account plan for one of their customers between complex negotiation situations
modules 1 and 2 and presented it for critical
appraisal in open session. Learning approach
This workshop is highly interactive with lots of Courses can
Learning approach practical exercises, templates, case studies, be tailored
The delivery style will be interactive, challenging assessment, top tips and personal feedback. and delivered
and involving, enabling delegates to relate the There will be the opportunity to bring along
learning directly to their own customers and specific issues with negotiating which can be
directly to
quickly add value back into their organisation. worked through during the workshop. your team

Sales
Sales
Management Skills Residential option Sales Storming Residential option
Provides the practical ‘know-how’ 21 CPD hours Using the power of creative thinking 14 CPD hours
which will motivate the sales team Course code to dramatically improve sales results Course code
to success 0168 0094
Level Level
Advanced Advanced
Duration Duration
3 days 2 days

This three day event looks at the day-to-day A hidden key to successful selling is the number
Moor Hall Moor Hall
sales management activities that drive success, and quality of ideas you have that resolve difficult
such as – factors influencing people such as sales challenges. Ideas help sales people
2010 08-10 November 2010 02-03 December
motivation and engagement, what sales cultivate clients, grow relationships, deliver
2011 14-16 March 2011 17-18 February
forecasting tools are being used (and not used!) service, and ultimately close deals. Creative
13-15 June 02-03 June
in the real world, and what ‘sales management’ in thinking should be part of everything sales people
the 21st Century really means today. All these Residential Price do, and yet, sales people are never taught Residential Price
issues are explored in full – plus a lot more! £1,795.00 + VAT creative thinking tools and techniques. This £1,295.00 + VAT
CIM Member price
course addresses that need. CIM Member price
£1,615.50 + VAT £1,165.50 + VAT
There are only so many hours in the day; the Benefits to you and your company
challenge is to make sure your precious time is What’s included You will learn how to do idea generation alone, or What’s included
used to maximum effect in order to drive more Tuition, course materials with teams, and will learn a methodology on how Tuition, course materials
sales from an energised and motivated sales and full board to creatively solve sales problems. The course will and full board
team. This programme is designed to enable lower fear and anxiety and put applied
participants to do precisely this. A ‘Personal Non-residential Price imagination into a sales person’s bag of tricks. Non-residential Price
Action Plan’ is used throughout to document £1,599.00 + VAT This is not just ‘brainstorming’ – the course also £1,197.00 + VAT
what you are going to start doing/stop doing/do CIM Member price
includes creative ways to research, prospect, CIM Member price
more of/do less of as a consequence of attending. engage, sell and close deals.
£1,419.50 + VAT £1,067.50 + VAT
Delegates will return to their organisation with a What’s included Organisations will benefit from this course by What’s included
modus operandi for 21st Century sales Tuition, course materials, empowering their sales people to do more Tuition, course materials,
management. This will include clearly defined lunch and refreshments independent problem solving and creative lunch and refreshments
processes, the ability to prioritise activities Related courses thinking. The course will enable your sales people More dates and to book online
in order to maximise sales now and also Strategic Sales Planning to think up solutions to tough sales challenges, www.cim.co.uk/0094
pro-actively manage future challenges, and an Masterclass (p110) helping them to win business at a new and
understanding of how to build and develop an More dates and to book online
higher level.
environment that motivates the sales team to
www.cim.co.uk/0168
maximise their sales achievements. Who this course is for
Sales people who have taken some form of
Who this course is for traditional sales training and/or who have at least
This event will benefit both those already in a sales a year of actual sales experience in the field are
management role, and those about to gain this the best candidates for this course.
challenging responsibility.
This course is best suited to professional sales
What you will learn people, or sales managers/executives, that are
Adapt leadership style to the situation and looking for an edge, competitive advantages in
individual being managed selling, or fresh ideas for old sales challenges.
Set meaningful objectives for individuals and
the team as a whole What you will learn
Design incentive programmes that produce the Delegates will be able to:
desired results Determine when a sales challenge requires
Use sales meetings to galvanise team more deliberate creative thinking
enthusiasm and boost performance Frame sales problems in ways that inspire
Manage underperformance more creative ideas
Keep top performers motivated Research sales challenges and find
Develop the skills of the team via coaching breakthrough insights that make selling easier
Achieve a clear and causative link between Generate ideas alone, or with teams, and use
development and sales results several creative thinking tools, such as forced
Recruit the right people for the team associations and visual thinking to come up
Accurately forecast sales with more and better ideas
Identify the amount of sales team activity Refine good ideas – making them better, more
required in order to achieve the sales plan acceptable, more exciting, more effective
Prioritise day-to-day sales management Get into action with good ideas faster
activities in order to maximise achievement of
sales through others Learning approach
Gregg Fraley, the instructor of this course, is a
Learning approach well known public speaker, writer, and humorist.
Delegates will experience anything but a lecture. He’s also been a ‘bag carrying salesperson’, so,
Of course, robust models will be described – but this will be a highly interactive, fun, workshop-
always applied specifically to the sales team being centric course. Sales people won’t just listen to
managed. Team discussions, competitions, whole him lecture, they’ll be expected to participate in
group discussion and coaching practice all provide role plays, and will work on real world, real sales
a rich variety of different learning experiences. challenges during the course.

Sales
Strategic Sales
Planning Masterclass Residential option
The role of sales in driving business 35 CPD hours

strategy Course code
0177
Level
Masterclass
Duration
5 days (split 3*+2)

This masterclass is designed to provide delegates
Moor Hall
with the knowledge, tools and techniques to both
Conference Centre
contribute to the sales section of the business
Module 1 (3 day)
plan and also manage the preparation of
+ Module 2 (2 day)
effective operational plans to meet organisational
2011 25-28 January
sales objectives.
+ 28 Feb - 01 Mar
05-08 April
+ 23-24 May
This masterclass provides you with an
21-24 June
opportunity to benchmark your thinking and
+ 25-26 July
reflect on new approaches to strategy and plans.
It will enable you to consider whether what you Residential Price
are currently doing is right and also use new £3,495.00 + VAT
frameworks in the planning process. CIM Member price
£3,145.50 + VAT
Your organisation will benefit from your new ideas
about sales planning, and will maximise return on What’s included
investment in a customer oriented approach to Tuition, course materials and

decision making. full board accommodation
Who this course is for £3,103.00 + VAT
This is a strategic level sales programme for sales
CIM Member price
directors, senior sales or key account/national
account managers with strategic responsibility £2,753.50 + VAT
and those developing into senior organisational What’s included
roles. It may also be suitable for senior managers Tuition, course materials,
who take responsibility for the sales force within lunch and refreshments
an organisation – for example, business *Note
development directors or operation directors.
Module 1 starts in the
evening of Day 1, followed
What you will learn by 3 full days’ tuition
At the end of the course you will be able to: Related courses
Write the sales section of your strategic
Channel Management
business plan, and write operational sales plans (p107)
Utilise clear planning structures and Marketing and
understand how to use effective tools to Sales Forecasting (p13)
Brand Masterclass (p45)
ensure customer focused decision making and
return on investment in sales is maximised More dates and to book online
Assess your organisation’s use of sales from a www.cim.co.uk/0177
strategic perspective and make constructive
recommendations to maximise ‘business’
benefits from a customer orientation Gill Kelley
Have an in-depth appreciation of a Gill Kelley specialises in
customer-focused planning process and the facilitation of learning
be able to map your organisation’s and development and
decision-making against this performance coaching.
Use key tools and techniques to ensure Her natural enthusiasm
planning is externally focused energises and motivates
Improve relationships with marketing others to achieve. She
Appreciate the critical importance of control has over 20 years
and be able to recommend a range of both experience of working
qualitative and quantitative control metrics in organisations in sales
training and business
Learning approach development roles
Traditional ‘delivery’ from a highly-experienced to senior sales
consultant practitioner management positions.
‘Clinic’ sessions
Group activities
Application of models and frameworks
to own organisation
Social learning amongst peers

Professional Qualifications
CIM Academy is the only study centre wholly Qualifications Page
owned by The Chartered Institute of Marketing

(CIM). We offer a range of intensive study Marketing
programmes for our professional marketing, digital Professional Certificate in Marketing 113
marketing and sales qualifications. High quality Professional Diploma in Marketing 114
tutor support and learning resources means that Chartered Postgraduate Diploma in Marketing 115
our delegates consistently achieve excellent pass
rates and awards for outstanding achievement. Digital Marketing
Diploma in Digital Marketing 116
Diploma in Managing Digital Media 116
Sales
Certificate in Professional Sales Practice 117
Advanced Certificate in Professional Sales Management Practice 118
Advanced Certificate in Account Management Practice 118
Intensive Diploma in Strategic Sales Practice 119
Our study options now include...

Virtual programmes –
study from any location
Blended online programmes –
now in London (NEW) and Moor Hall
Intensive residential –
sessions of two to three days duration
“I chose to study through CIM

Academy because of the flexible
programmes they offered. This
meant I could study online and
over a shorter time frame.”
111
CIM Academy
Shine with the institute’s

own study centre
Working in Marketing and Sales is increasingly Corporate programmes
challenging and competitive. You may be bright, but We can deliver our qualifications to teams of individuals
how can you outshine the competition? within organisations, or build a bespoke programme to
suit your industry or business needs. To find out more
Gaining a qualification with The Chartered Institute email team@cim.co.uk or call +44(0)1628 427250
of Marketing’s own study centre provides you with:
Practical skills and knowledge to accelerate “From the highly knowledgeable tutor to the helpful
your career learning support team, I felt supported by the CIM
Academy team throughout my studies”
The chance to learn from skilled course
directors and fellow delegates
An excellent return on investment
Professional qualifications include:
Why CIM Academy? Marketing
The highest quality resources and expertise Professional Certificate in Marketing
Professional Diploma in Marketing
Exceptional tuition Chartered Postgraduate Diploma in Marketing
A highly supportive network from the CIM Academy Digital Marketing

team, professional course directors and fellow delegates Diploma in Digital Marketing (NEW)
Diploma in Managing Digital Media (NEW)
Excellent pass rates and awards for outstanding
achievement Sales:
Certificate in Professional Sales Practice
An unrivalled reputation over – 90% of our delegates
Advanced Certificate in Professional Sales
would recommend us Management Practice
A pay as you learn option and prices which include Advanced Certificate in Account
Management Practice
CIM membership and assessment fees Intensive Diploma in Strategic
A choice of location for our blended/workshop days – Sales Practice
central London or Moor Hall, the home of CIM
Our rigorous registration process also ensures that you
are placed on a course with delegates from
complimentary industry backgrounds and similar levels of
experience, resulting in a richer learning experience.
“The support offered by CIM Academy will get

you to where you want to be”
112 CIM Academy +44 (0)1628 427240 cimacademy@cim.co.uk www.cimacademy.com

CIM Academy
Flexible study options

CIM Academy’s range of study options suit even the busiest of For all our qualifications, you also gain 35 CPD hours.
marketing and sales professionals. Choose from: See page 121 for further details.
Virtual Learning Key benefits

Access live sessions from any location
Interact in live tutorials and Opportunity to go back and review tutorials to
sessions from the home or office*. consolidate learning
Ideal if you are looking for a high Gain podcasts, online tools, content and discussions through
level of delegate support but do CIMCity, your personal virtual learning environment
not have the time or budget to Access to a suite of online resources, including leading
travel to classes. edge web based books through CIM’s knowledge and
information centre
The chance to network online with like minded individuals
Support network of CIM Academy team, professional course
Blended Key benefits

Choose when to study and at your own pace
A mix of online learning through Face to face workshop days reinforce online learning, allowing
interactive tutorials and face to for practical application
face workshop days in central Benefit from the unrivalled resources at the home of CIM –
London or our Moor Hall Moor Hall
residence in Cookham, Berkshire. Gain podcasts, online tools, content and discussions through
CIMCity, your personal virtual learning environment
Access to a suite of online resources, including leading edge
web based books and remote support through CIM’s
knowledge and information centre
The chance to network face to face and online with like
minded individuals
Intensive residential Key benefits

Intensive guided tuition
Study at Moor Hall for sessions of Group sessions where real life concepts are explored further
two to three days duration over a Benefit from the unrivalled resources at the home of CIM –
number of months. Moor Hall
Access to a suite of online resources through CIM’s
knowledge and information centre
The chance to network face to face with like minded
individuals
Excellent selection of hard copy books to support your
learning – invaluable support for overall learning
* Requires access to a computer with broadband – contact us for more information.
CIM Academy +44 (0)1628 427240 cimacademy@cim.co.uk www.cimacademy.com 113

CIM Academy
Professional Certificate in Marketing Professional Diploma in Marketing

Essential marketing knowledge for 35 CPD hours Operational and strategic skills 35 CPD hours
junior marketers looking to progress for mid level marketers
Workshops Workshops
now in London now in London
Overview Study options Overview Study options

This qualification is for individuals who want to The Professional Diploma in Marketing provides
Virtual Learning* Virtual Learning*
go beyond the basics of marketing and become the knowledge, skills and the ‘ability to do’ in
Price Price
an even more effective marketer. You will gain relation to operational marketing management. It
the practical skills and knowledge required to £1,850 + VAT is for individuals looking to build their practical £2,250 + VAT
execute successful marketing activities and Dates skills and broaden their strategic perspective. Dates
further your career.
February February
May May
Who this course is for Marketers responsible for managing the
October October
Junior marketers marketing process at an operational level
each year each year
Those working in a marketing support role Those moving into a mid-level marketing
Those who undertake marketing activities What’s included position What’s included
as part of their job £120 student membership, £160 student membership,
£250 assessment fees, What you will learn £300 assessment fees, all
all tuition costs, 24/7 tuition costs, 24/7 access
What you will learn access to CIMCity and You will learn how to: to CIMCity and study
You will learn how to: study materials**. Evaluate the role of the marketing planning materials**.
Understand the function and fundamentals *Requires access to a
process and implementation in a range of *Requires access to a
of marketing in some depth – including how computer with broadband – marketing contexts including organisational computer with broadband –
to write and execute a marketing plan contact us for more strategy, culture and the broader marketing contact us for more
information. information.
Learn the many different ways of environment
understanding and communicating with ** Please note: You will be Develop and manage a brand and product ** Please note: You will be
required to read around the required to read around the
customers, and the function these subject from books
portfolio in the context of the organisation’s subject from books
methods serve recommended by CIM. marketing strategies and objectives recommended by CIM.
Understand your organisation’s marketing These are not included in Recommend how a marketing function should These are not included in the
the price of your course. price of your course.
environment, its many constituent parts, and be structured to deliver competitive advantage,
how they work in unison Study option marketing and organisational success Study option
Apply practical knowledge – including data Identify the organisation’s information needs,
Blended Blended
collection and analysis, and the establishment Price
scope of research projects and resource Price
of marketing budgets capability to underpin the development of a
£2,600 + VAT business case to support marketing projects £3,700 + VAT
Course modules Dates Dates

Marketing Essentials Course modules
March March
Assessing the Marketing Environment Marketing Planning Process
June June
Marketing Information and Research Delivering Customer Value through Marketing
September September
Stakeholder Marketing Managing Marketing
each year each year
Project Management in Marketing
Workshop venue Workshop venue
“The Professional Certificate has
enabled me to understand all London or “For career progression, this London or
Moor Hall, Cookham qualification really opens doors” Moor Hall, Cookham
aspects of marketing in greater
depth and given me the opportunity
£120 student membership, £160 student membership,
to be more proactive within the £250 assessment fees, all £300 assessment fees, all
tuition costs, 24/7 access tuition costs, 24/7 access
marketing team” to CIMCity, study materials to CIMCity, study materials
and core reading books. and core reading books.
Study option Study option
Intensive residential Intensive residential

Price Price
£4,995 + VAT £6,495 + VAT
Dates Dates
March March
June June
September September
each year each year
Workshop venue Workshop venue
Moor Hall, Cookham Moor Hall, Cookham

£120 student membership, £160 student membership,

£250 assessment fees, all £300 assessment fees, all
tuition costs, 24/7 access tuition costs, 24/7 access
to CIMCity, study materials, to CIMCity, study materials,
core reading books, board core reading books, board and
and accommodation at accommodation at Moor Hall,
Moor Hall assessment and exam fees

CIM Academy
Chartered Postgraduate
Diploma in Marketing
A challenging qualification for 35 CPD hours
marketers looking to influence
marketing strategy at the highest level
Overview Study option

The Chartered Postgraduate Diploma in
Intensive Residential
Marketing is a challenging, two stage marketing
Price
qualification that demonstrates professional
expertise across many areas enabling you to Stage 1 £7,495 + VAT
think and act strategically. It is equivalent to 60 Stage 2 £2,995 + VAT
points towards a Masters level qualification. Start dates
January
Delegates completing stage 1 gain the
September
Professional Postgraduate Diploma in Marketing.
each year
Delegates who go onto complete stage 2 are
eligible for Chartered Marketer Status provided Workshop venue
that they have the relevant experience and have Moor Hall, Cookham
registered on the Chartered CPD Programme.
What’s included
Stage 1 consists of 16 days training (six £320 student membership,

£720 assessment fees,
residential sessions) over a period of ten months. all tuition costs, 24/7
Stage 2 is a work-based assignment undertaken access to CIMCity, study
over nine months. materials, core reading
books, accommodation
and board at Moor Hall.
Marketers working at a strategic level or
aspiring to do so, and who wish to gain a
Masters level qualification
Delegates looking to build on knowledge
gained at the Professional Diploma level
What you will learn

You will learn how to:
Make the transition into strategic
marketing management
Work more cross-functionally at a senior
management level
Make a significant contribution to the
organisation’s corporate and business strategy
Contribute to board decisions
Demonstrate a high level of leadership
and influence
Course modules
Stage 1 has four units:
Emerging Themes
Analysis and Decision
Marketing Leadership and Planning
Managing Corporate Reputation
Stage 2 has one unit entitled ‘Leading

Marketing’. This takes the form of a work
based project relating to your own organisation
or another of your choice. All qualifications
from CIM
“The qualification has given me Academy are
knowledge in formulating business also available
and strategic plans, crucial for as tailored
every strategic level marketer” corporate
programmes.
Find out more:
Email
team@cim.co.uk
Call +44
(0)1628 427250

CIM Academy
Diploma in Digital Marketing Diploma in Managing Digital Media

Vital skills for marketers responsible 35 CPD hours Discover how to implement strategies 35 CPD hours
for digital marketing planning involving digital media
New course New course
with workshops with workshops
now in London now in London
Overview Study route Overview Study route

The Diploma in Digital Marketing provides The Diploma in Managing Digital Media is about
Blended Blended
knowledge on what digital marketing is about – putting digital marketing into practice i.e.
Price Price
the buzz words, current trends. The qualification implementing the campaigns themselves and the
covers Search Engine Optimisation, Pay Per £2,250 + VAT specifics that you need to be aware of. £2,250 + VAT
Click, online advertising, PR, email, viral and Dates Dates
affiliate marketing plus social media. Who this course is for
January January
Marketers whose role involves working with
September September
Who this course is for digital campaigns and implementing strategies
July July
Anyone in marketing who needs an awareness that include digital media
each year each year
on what is happening in digital marketing
Suitable for all marketing professionals from Workshop venue What you will learn Workshop venue
assistant to director level London You will learn how to: London
Explain the changes that have been brought
What you will learn about by advances in digital communications
You will learn how to: £140 student membership, Identify how changes in digital marketing £140 student membership,
£255 assessment fees, all £300 assessment fees,
Appraise different planning approaches and tuition costs, 24/7 access
challenge and compliment conventional all tuition costs, 24/7
marketing environmental factors that influence to CIMCity and study communication access to CIMCity and
online marketing activity materials* Measure the effectiveness of digital campaigns study materials*.
Discuss key stages in online development * Please note: You will be and recommend appropriate methods to a * Please note: You will be
Analyse the way in which the Internet has required to read around the given situation required to read around
subject from books the subject from books
changed the marketing mix elements and recommended by CIM.
Plan and execute digital campaigns and recommended by CIM.
how to employ them creatively in the These are not included in evaluate the importance of integrated These are not included in
digital environment the price of your course. communications the price of your course.
Apply relevant tools and techniques to Evaluate likely developments in digital
measure and monitor an online marketing plan communications and the role of social media
Explain the role of the essential elements
of digital campaigns and the link between Course modules
each technique Integrating Digital Media and Branding
Recommend improvements to a digital Implementing Digital Campaigns
communications campaign Advertising
PR
Course modules
Digital Marketing Essentials Please note: Each of the above course modules
Digital Marketing Planning can be studied as individual awards in their own
Marketing & Consumer Behaviour (double unit) right. Please contact us for details and prices.
Please note: Each of the above course modules “As the official CIM Academy you
can be studied individually. Please contact us for
are assured of the best tutors
details and prices.
and insight”
“The practical nature of this
qualification means I have been able
to immediately apply some of the
learned concepts in my working life”
Exemptions apply – you may

be half way there already!
If you are a graduate of the CIM Professional Exemptions apply – you may
Certificate (level 4) in marketing or above, be half way there already!
or the CAM Diploma in Marketing
Communications, you do not need to If you are a graduate of CAM Diploma in
complete the double unit, the Marketing Marketing Communications, you do not
and Consumer Behaviour course unit. need to complete the Advertising and PR
Other exemptions apply – please contact unit of this qualification. Other exemptions
us to find out more. apply – please contact us to find out more.

CIM Academy
Certificate in
Sales Qualifications Professional Sales Practice
With a firm emphasis on the application of practical The knowledge and skills to sell with 35 CPD hours
sales tools and techniques, our qualifications will not greater confidence
only develop your knowledge and skills but also

accelerate your career.
All our unique qualifications are built around the

National Occupational Standards for Sales, which
provide a guide to the skills expected of sales This qualification provides a thorough and
Blended
professionals at varying levels of seniority. intensive introduction to sales and will equip
Price
individuals with the knowledge and skills to sell
with greater confidence. £2,600 + VAT
Dates
Level 1 Certificate in Professional
Sales Practice
Anyone looking to start a career in sales
Sales people with experience but without
January
July
September
QCF level 4 formal training
each year
Individuals working in other business areas
who need to improve their selling skills Workshop venue
Moor Hall, Cookham

What you will learn
What’s included
Use marketing information to sell more £120 student membership,
£280 assessment fees,
effectively all tuition costs,
Put together a presentation that sells 24/7 access to CIMCity
Level 2 Make a sales call and study materials.

Advanced Certificate in
Identify customer needs
Professional Sales Overcome customer objections
Management Practice Improve your sales skills and personal
QCF level 6 selling style
Network with other professionals
OR Recognise and act on opportunities for
cross-selling and up-selling
Advanced Certificate in Account
Course modules
Management Practice
The Sales Process
QCF level 6 Professional Sales Skills
Understanding the Customer
Professional Sales in Practice
“I was very pleased with the

quality of the support I received
with this qualification”
Level 3 Intensive Diploma in

Strategic Sales Practice
QCF level 7
All qualifications
from CIM
Academy are
also available
as tailored
corporate
programmes.
Find out more:
Email
team@cim.co.uk
Call +44
(0)1628 427250

CIM Academy
Advanced Certificate in Professional Advanced Certificate

Sales Management Practice in Account Management Practice
Gain practical skills in sales and 35 CPD hours Essential knowledge for 35 CPD hours
account management account managers
Overview Study option Overview Study option

The Advanced Certificate in Professional Sales The Advanced Certificate in Account
Intensive Residential Intensive Residential
Management Practice is for individuals looking to Management Practice is for individuals looking to
Price Price
build practical skills in operational sales build practical skills in account management. The
management or account management. The £4,995 + VAT programme has been designed by CIM Academy £4,995 + VAT
programme has been designed by CIM Academy Dates and is based upon the National Occupational Dates
and is based upon the National Occupational Standards for the sales profession.
March March
Standards for the sales profession.
September September
each year each year
Who this course is for Current account managers working at an
Current sales or account managers working Workshop venue operational level Workshop venue
at an operational level Moor Hall, Cookham Those moving into an account management Moor Hall, Cookham
Those moving into a sales management position
position Experienced professionals looking for
Experienced professionals looking for a £160 student membership, a qualification to formalise their practical £160 student membership,
£280 assessment fees, all £280 assessment fees, all
qualification to formalise their practical tuition costs, 24/7 access
experience tuition costs, 24/7 access
experience to CIMCity, study materials, Individuals looking to build knowledge to CIMCity, study materials,
Individuals looking to build knowledge core reading books, gained at Certificate level core reading books,
accommodation and accommodation and
gained at Certificate level board at Moor Hall board at Moor Hall
What you will learn
What you will learn You will learn how to:
You will learn how to: Build effective relationships with your accounts
Recruit, lead and motivate your team Write and implement effective account
Write and implement effective sales strategies and plans
strategies and plans Evaluate achievement and monitoring
Evaluate achievement and monitoring performance
performance Work with customer service to support
Identify your own training needs your accounts
Prepare a personal development plan Create impactful presentation skills
Identify your own training needs
Course modules Prepare a personal development plan
Managing Sales People
Organising for the Customer Course modules
Professional Sales Planning Account Relationships
Professional Sales Management in Practice Organising for the Customer
Account Planning
“I found the course to be demanding Professional Account Management in Practice
but thoroughly enjoyable. It has also

“Since undertaking the course
supported my development within
I have been promoted within my
the business”
company. This is largely thanks
to the knowledge I have gathered
since I started studying with
CIM Academy.”

CIM Academy
Intensive Diploma in
Strategic Sales Practice
Make informed future business 35 CPD hours
decisions

Uncover solutions to real-life business issues of
Intensive Residential
direct relevance to your business through group
Price
debate and discussion. This diploma allows you
to learn together with your peers in business, £6,995 + VAT
openly sharing knowledge and personal Start dates
experience to inform your future decisions.
March
September
each year
Experienced sales practitioners
Current and potential Sales Directors Workshop venue
Moor Hall, Cookham

What you will learn
What’s included
Anchor your selling skills to a strong £160 student membership,
£280 assessment fees, all
theoretical base tuition costs, 24/7 access
Use a set of frameworks and models that to CIMCity, study materials,
can be used in a variety of sales situations core reading books,
accommodation and
Create successful relationship building board at Moor Hall
Champion the strategic role of selling as
a driver of business success
Lead the development of innovative sales
and sales management strategies
On successful completion of the course, you can

gain access to the MA in Sales Management at
Portsmouth University, the pioneer Master’s
programme for sales managers in Europe.
Course modules
Strategy and Plans
Managing Resources
Customer Relationships
Sales Strategy in Practice
“Overall the course and all of its

content was exceptional. The course
directors were informative and the
facilities made studying a pleasure”
All qualifications
from CIM
Academy are
also available
as tailored
corporate
programmes.
Find out more:
Email
team@cim.co.uk
Call +44
(0)1628 427250

Professional Membership
Join our community

Get the most from marketing
Being the world’s largest community of marketing Development
professionals, means our members stand out from the With expert advice, and our career and professional
crowd and remain right at the heart of the industry. development centre, our members are more equipped
than most to develop their careers. We provide
Your professional considerable support and resources to enable self
development partner managed progression.
With 100 years’ experience in shaping the marketing
industry, we’re in a great position to help marketers get Training
ahead and stay ahead. We have a range of membership All our members receive a 10%* discount on the training
grades which acknowledge the level of each member’s courses featured in this directory. For example, a 3 day
experience and qualifications and so enable them to masterclass would make a saving of £180, recovering the
receive independent recognition for their achievements. full cost of membership. www.cim.co.uk/training
Membership provides: more knowledge – exclusive
* Applies to all CIM Training Workshops and Residential Courses (excludes
industry intelligence; more connections – networks with
Intensive Qualifications, Tailored and Customised Learning Programmes)
experienced communities; more development – practical
advice and support.
Events
Local, regional and national events provide valuable
Knowledge
opportunities to expand professional networks. Our
We know how important it is to stay up to date, so we
events programme regularly includes some of the biggest
make sure our members have all the information they need
names in the business, from academics and practitioners
at their fingertips. A whole range of resources are available
to industry gurus.
in person, online or even delivered directly, providing all the
essential resources needed to remain ahead.
With all these tools available to you, your team and your
business, join today and start seeing the advantages our
Connections membership provides.
Meeting other like-minded professionals isn’t just helpful:
it’s essential. Being a member means more opportunities
to meet the right people and share knowledge. By getting
Join online at www.cim.co.uk/join or for more
involved with the marketing community, we connect some
information, contact us on +44 (0)1628 427210,
of the most dynamic people in the industry.
Email membershipinfo@cim.co.uk,
or web www.cim.co.uk/membership.
Please quote ‘Directory 2011’.
120 Professional Membership +44 (0)1628 427120 membershipinfo@cim.co.uk www.cim.co.uk/membership

Chartered CPD Programme
Continuing professional development

Take control of your career
Continuing professional development (CPD) is
essential to the effectiveness and progress of a cpd
professional marketer. Beyond this, it also drives Chartered CPD Programme
recognition of the whole industry.
Eligible activities within
The importance of CPD in today’s work environment the programme
cannot be underestimated – the reputation and credibility Qualification studies
of a professional marketer depend on skills, knowledge Short training courses and workshops
and experience. Therefore, we provide an effective means Language training
of demonstrating individual credibility to peers, business In-company development
partners and employers. Imparting knowledge
Mentoring
Our Chartered CPD Programme provides a focused, Conferences and exhibitions
effective and logical framework to track learnings with Contribution to the community
career progression. The programme benchmarks skills Private study
against our Professional Marketing Standards, enabling Development events
any gaps in knowledge to be identified. It then suggests a
range of activities to help fill these gaps.
This means marketers are in full control of their development

plan and can effectively manage their own progress.
We encourage all members to pursue CPD, regardless of

career level or membership grade. Each member needs
to undertake 35 hours of CPD activities annually, many of Joining the Chartered CPD
which they may already be doing without receiving the Programme couldn’t be easier
recognition that the programme can provide. Members can register on the programme at no extra cost
and start recording development activity immediately.
The CPD journey can ultimately lead to Please call the CPD team on +44 (0)1628 427273 or email
achieving Chartered Marketer status – that charteredcpd@cim.co.uk and quote ‘Directory 2011’.
mark of an up to date, experienced and
qualified marketing professional. We For non-members, membership starts at £145 a year and
remain the only organisation with authority new members can register onto the programme immediately
from the Queen’s Privy Council to award this elite status in upon joining. Contact the membership team on
recognition of professional excellence. +44 (0)1628 427120 or join online at www.cim.co.uk/join
So, wherever you and your team are and wherever you’re
aiming to get to, the Chartered CPD Programme will help Don’t forget to claim CPD hours
you take the next step forward. All the courses in this directory have an accredited
number of CPD hours that can be claimed through
the Chartered CPD Programme.
The hours are easily identified
next to the symbol.
Chartered CPD Programme +44 (0)1628 427273 charteredcpd@cim.co.uk www.cim.co.uk/charteredcpd 121

Professional marketing standards
Extensive research with employers and leading

academics has led to the development of
CIM Professional Marketing Standards, a practical
framework of marketing abilities which provides a
guide to the skills that are expected of marketing
professionals at varying levels of seniority.
Professional marketing standards framework

The CIM Professional Marketing Standards are an Whether you’re just starting out in marketing, or whether
enhanced vision of the UK Government-recognised you’re a marketing director with a number of years
National Occupational Standards for Marketing. experience in the industry, the professional standards help
you identify the level of CIM qualification that is most
These standards have been used in the development of appropriate for you. As you develop as a marketer, these
CIM’s qualifications to ensure that the issues addressed professional standards indicate the skills that you should
are relevant in businesses today and that the skills you aim to acquire in your career progression.
gain are attractive to employers.
For further information, visit www.cim.co.uk/standards

Booking your course
Page
Booking form 125

Terms & conditions 126
Venues 127
Contact numbers 127
Index 128
124
✁ How to book
Ref. Number: L&D Directory 2011 1054EN
Booking form (please photocopy this form)
Event details Payment details
Event title: ■ Please invoice my company:

Event code: Purchase order no. (if required)
Event date: ■ I enclose a cheque payable to CIM Holdings Ltd

Location:
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The Chartered Institute of Marketing Tel: +44 (0)1628 427200
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Berkshire SL6 9QH, UK http://www.cimtraining.com/
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becoming payable and possible removal from the course. © Copyright 2010 The Chartered Institute of Marketing Terms and Conditions

Venues & Contact Numbers
Our venues Talk to us

for learning
The Chartered Institute of Marketing runs courses in We are here to give you the tools to excel in your
London and Manchester and also at Moor Hall, our career – at every stage and at every level. If you
purpose-built training centre in Berkshire. need further information or advice, we are just
a phone call away...
London
Euston House, Courses and Workshops
24 Eversholt Street, +44 (0)1628 427200
London, NW1 1AD
Training bookings and advice
Euston House is a purpose
built training venue situated Tailored and Customised Learning
two minutes from Euston
mainline and Underground +44 (0)1628 427250
Rail Stations and five minutes Bespoke solutions that deliver results
from Euston Square and
Kings Cross.
CIM Academy
Manchester +44 (0)1628 427240
Macdonald Manchester Intensive qualifications to accelerate your career
Hotel & Spa,
London Road, Piccadilly,
Manchester, M1 2PG CIM Direct
+44 (0)1628 427427
Situated in the heart of
Manchester, within one minute One stop shop for books and learning materials
walking distance of Piccadilly
train station and close to major
Moor Hall
motorways. It is just 25 minutes
from Manchester Airport. +44 (0)1628 427244
The ideal learning and conference environment
Moor Hall Conference Centre –
the perfect setting to study Professional Membership
The main hub of activity and +44 (0)1628 427120
centre for residential courses
is our purpose built facility in Providing you with career support
Berkshire: Moor Hall
Conference Centre. Moor Hall Chartered CPD Programme
is the headquarters of
The Chartered Institute of +44 (0)1628 427273
Marketing and offers the ideal Providing your professional commitment
environment for learning new
skills and tackling course
projects. The facilities include
meeting rooms, conference theatres, as well as a world class
marketing library, restaurant and accommodation wings.
Moor Hall has easy access to Heathrow Airport and national

rail services (Maidenhead mainline station); and by road with
the M4 and M40 just 10 minutes drive away.
Please note The Chartered Institute of Marketing reserves the © The Chartered Institute of Marketing 2010. All rights reserved.
right to change course venues. Delegates will be notified of any Permission to reproduce or extract material from this publication
change prior to the course start date. must be sought from The Chartered Institute of Marketing.

Index of courses
Index of courses
8 18 24 34 40 46 54
Strategy Metrics Business, Insights Branding Product Digital
and Planning Management and Innovation Management Marketing
and Finance
Advertising Page Forecasting Page

Advanced SEM – Paid Search Advertising 65 Market and Sales Forecasting 13
Affiliate Marketing Grey Market see Older People
Affiliate Marketing 63 Health Service see National Health Service
Agency Relationships Influencing see also Assertiveness
Agency Briefing and Management 80 Influencing Skills to Get Results 32
Assertiveness see also Influencing Skills Turning Marketing Capability into Business Performance 15
Assert Yourself 27 Innovation
Branding Creating a Culture for Innovation 39
Brand Metrics 43 New Product Innovation and Development 51
Introduction to Branding 42 Internal Communications
Brand Management Internal Communications 78
Marketing the Brand 44 Key Account Management
Brand Masterclass 45 How to Develop Key Accounts 103
Bringing Brands to Life in Service Organisations 45 Key Account Management 108
Building the Employer Brand 43 Law see Marketing Law
The Role of Branding in the NHS 44 Leadership
Budgeting see Finance Managing Digital Teams 62
Channel Management Leadership Skills for New Managers 28
Channel Management 107 Market Forecasting
Competitive Tendering see Tendering Market and Sales Forecasting 13
Competitor Intelligence Market Research
Creating Advantage from Competitor Insight 37 Fundamentals of Market Research 36
Copywriting see also Proofreading and Writing Research-based Market Insight 38
Advanced Copywriting Skills 89 Marketing – Advanced
Copywriting Masterclass 89 Marketing Due Diligence 16
Principles of Great Copywriting 86 Turning Marketing Capability into Business Performance 15
Corporate Responsibility Marketing – Introductory
Corporate Responsibility 99 Fundamentals of Marketing 92
Creativity see Thinking Fundamentals of Marketing B2B 93
CRM see Customer Relationship Marketing Fundamentals of Marketing for NFP and Public Sector 93
Customer Relationship Marketing PA’s Guide to Marketing 95
CRM 2.0 – Successful CRM in a Connected World 72 Marketing for Non-Marketing Managers 95
Data Protection see also Marketing Law Principles of Marketing 10
Data Protection for Marketers 98 Marketing Campaigns
Digital Marketing see also Viral Marketing and SEM Managing Direct Marketing 72
Digital Metrics and Analytics 21 Marketing Communications
Digital Marketing 64 Marketing Communications Masterclass 82
Digital Marketing Masterclass 67 Introduction to Marketing Communications 76
Introduction to Digital Marketing 56 Managing Marketing Communications 82
Integrated Digital Marketing 63 Planning and Managing Promotional Campaigns 77
Managing Digital Marketing 67 Writing an Integrated Marketing Communications Plan 81
Managing Digital Teams 62 Marketing Finance see Finance
Online PR and Reputation Management 58 Marketing Insight
Running Effective Digital Campaigns 62 Research-based Market Insight 38
Direct Marketing From Market Insight to Marketing Strategy 38
Managing Direct Marketing 72 Marketing Law
CRM 2.0 – Successful CRM in a Connected World 72 Data Protection for Marketers 98
Introduction to Direct Marketing 70 Must Know Law for Marketers 99
Email see also Digital Marketing Marketing Metrics
Advanced Email Marketing 66 Brand Metrics 43
Email Marketing 57 Digital Metrics and Analytics 21
Events & Exhibitions Introduction to Marketing Metrics 20
Essentials for Successful Exhibitions 78 Marketing Metrics; Measuring Marketing Performance 22
How to Plan and Control Effective Marketing Events 80 Marketing Metrics in the NHS 22
Finance Marketing Planning
Budgeting for Marketers 29 Introduction to Marketing Planning 11
Business Maths for Marketers 30 Marketing Due Diligence 16
Business Analysis for Marketing Managers 29
Finance for Non-Financial Managers 30
128
Index of courses
68 74 84 90 96 100
Direct Marketing Copywriting Essentials of Compliance Sales
Marketing Communications Skills Marketing
Marketing Strategy see also Strategic Marketing Page Relationship Marketing Page
Foundations of Marketing Strategy 12 Foundations of Relationship Marketing 71
From Market Insight to Marketing Strategy 38 Reputation
Implementing Strategy 14 Online PR and Reputation Management 58
Marketing Due Diligence 16 Sales Forecasting
Measurements/Metrics see Marketing Metrics Market and Sales Forecasting 13
Mobile Marketing Sales Management see also Key Accounts
Mobile Marketing 60 Strategic Sales Planning Masterclass 110
National Health Service Sales Management Skills 109
Principles of Marketing for the NHS 17 Search Engine Marketing see also Digital Marketing
Marketing Metrics in the NHS 22 Advanced SEM – Paid Search Advertising 65
The Role of Branding in the NHS 44 Advanced SEM – Organic Search Engine Optimisation 65
Negotiation Search Engine Marketing 57
Business Negotiation Skills 104 Selling see also Key Accounts and Telephone Selling
Advanced Negotiation Skills 108 Advanced Selling Techniques 106
New Customer Acquisition see Prospecting Channel Management 107
New Product Development Fundamentals of Selling 102
Introduction to New Product Development 49 Introduction to Selling through Distributors 104
New Product Innovation and Development 51 Principles of Selling 106
Niche Marketing Prospecting and New Customer Acquisition 105
Marketing to the 50+ Market 14 Selling Services and Solutions 107
Not for Profit/NFP see Public Sector Services
Older People Bringing Brands to Life in Service Organisations 45
Marketing to the 50+ Market 14 Social Marketing
Olympics Introduction to Social Marketing 12
Making the Most of the Olympic Opportunity 94 Social Media see also Viral Marketing
Online see Search Engine Marketing, Digital Marketing and Website Design Advanced Social Media Marketing 66
Performance Social Media Marketing 58
Turning Marketing Capability into Business Performance 15 Social Media Marketing B2B 59
Planning see Marketing Planning Social Media Marketing for the Public Sector and NFP 59
Presentation Skills Sponsorship
Essential Presentation Skills 26 Sponsorship Essentials 79
Presentation Masterclass 32 Strategic Marketing see also Marketing Strategy
Pricing see also Finance Fundamentals of Strategic Marketing 11
Fundamentals of Pricing 49 Strategic Marketing Masterclass 16
Pricing for Product Managers 52 Strategy see Marketing Strategy and Strategic Marketing
Product Management Team Development see Leadership
Fundamentals of Product Management 48 Implementing Strategy 14
Pricing for Product Managers 52 Telephone Selling
Product Management – Business to Business 50 Powerful Telesales Techniques 103
Product Management – Business to Consumer 50 Tendering
Profitable Product Management 51 Competitive Tendering Skills 105
Transforming Product Management into a Strategic Function 52 Thinking
Product Development see New Product Development Strategic and Creative Thinking Skills 39
Project Management Thinking and Creativity Skills 37
Essentials of Project Management 27 Time Management
Managing Marketing Resource 31 Time Management 28
Proofreading see also copywriting Value
Effective Proofreading 88 Developing Compelling Customer Value Propositions 15
Prospecting Viral Marketing see also Digital Marketing and SEM
Prospecting and New Customer Acquisition 105 Viral Marketing 60
Sales Storming 109 Website Design
Public relations see also Writing, Copywriting and Proofreading Creating a Great Web Experience 61
How to Write Successful Newsletters and Press Releases 87 Principles of Website Design 61
Introduction to Public Relations 77 Writing
Successful Public Relations 81 How to Write for the Web 88
Public Sector How to Write Successful Newsletters and Press Releases 87
Fundamentals of Marketing for NFP and Public Sector 93 How to Write the Perfect Brochure and Leaflet 87
Social Media Marketing for the Public Sector and NFP 59 Writing an Integrated Marketing Communications Plan 81
129

2010 11 Directory

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Opportunities for growth in 10/11

Welcome to the 2010/11 learning and New for 2010/2011

We wish you every success in the year ahead.

100 111 124 original

Advanced Courses Compliance

Backed by industry-leading research

tune with your organisation’s culture to ensure your

The consultation process

needs assessment Following this stage we should be in a position to identify

Once the proposal is accepted we would begin working

For full details of our In-Company tailored services,

“I would thoroughly recommend the

Marketing Transformation Brought to you by

Does it have to be that way – Participants include:

The Marketing Transformation Leadership Forum,

So far, the forum has tackled a number of key challenges

The future for marketing capability In association with

A global benchmarking study exploring

How does your marketing capability compare

In this environment, marketing functions have a golden

A global benchmarking study undertaken by

Less than 25% of marketing leaders identified

Strategy and strategic planning ranked in the top

Business and marketing leaders increasingly recognise

Ideas make the difference

Fast track through the concepts 35 CPD hours

Course Duration Page Overview Venues and dates

Tuition, course materials

Developing Compelling Customer CIM Member price

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

Introduction to Marketing Planning Fundamentals of Strategic Marketing

Overview Venues and dates Overview Venues and dates

Benefits to you and your company CIM Member price

Book online www.cim.co.uk 11

Overview Venues and dates Overview Venues and dates

CIM Member price

for implementing your newly acquired skills. £1,599.00 + VAT

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

Market and Sales Forecasting

Overview Venues and dates

challenges and issues to appropriate tools £499.00 + VAT

As your forecasting skills develop (organisation/ Tuition, course materials,

more confident that you’ve done a professional Related courses

Who this course is for

What you will learn

Book online www.cim.co.uk 13

Implementing Strategy Marketing to the 50+ Market

1150 segment of consumers 1306

Overview Venues and dates Overview Venues and dates

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

Developing Turning Marketing

Overview Venues and dates Overview Venues and dates

Book online www.cim.co.uk 15

5 days (split 3*+2) 1 day

Overview Venues and dates Overview Venues and dates

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

Courses for the NHS Principles of Marketing for the NHS

approach, understanding the structure of the Tuition, course materials,

Book online www.cim.co.uk 17

In a recent poll from the Marketing Transformation

An overwhelming 78% of senior marketers believe

Only 29% of senior marketers believe that