Course Details Marketing Strategy Title Days £ The method by which the organisation aims to achieve its long term goals. Detailed strategies are required for the whole of the marketing efforts; the marketing mix must be Strategic Marketing and the 3 750 employed effectively within the resource constraints of Strategic Marketing Programme money, people and time. Marketing strategy must therefore be co-ordinated with the organisation's corporate strategy, Marketing Planning 2 450 and be in line with other functional strategies; such as production, financial, human resource etc. The marketing strategy has to consist of methods that are effective in the Pricing and Profit Maximising 2 450 marketplace, and are capable of reaching the marketing and Strategies corporate goals. Advanced Strategic Marketing 2 650 Achieving and Sustatining Competitive Advantage for the 21st 2 650 Century Marketing Communications Strategy 2 450 Corporate Communications Strategy 3 750 Course Details General Marketing Skills Title Days £ The tasks facing the modern marketing manager, means it is even more important today that the marketer appreciates and can successfully carry out tasks that are vital to Developing and Implementing an 3 650 business success. Both internally and externally, the modern Internal Communications Strategy marketing manager has 'customers' who hold the keys to this success. These 'customers' must be communicated with, they must develop into business partners, and they An Introduction to New Product 2 450 must be fully understood and appreciated in line with the Development competitive environment. Key skills are therefore required if the marketing manager is to be both a successful and to Successful Project management 2 450 become an effective team member, both inside and outside the organisation. Essential Relationship Marketing 2 1,050 Leadership Skills for New Managers 2 450 Value of Knowledge Leverage 2 450 Writing Perfect Reports and Proposals 2 450 Delivering Persuasive Presentations 3 650 Course Details Marketing Management Title Days £ In order to reach the organisation's objectives and meet your customer expectations at a profit making level, the organisation has to manage both strategic and tactical The key Principles, Tools and 3 750 marketing activities. The marketing mix has to be managed Techniques of Effective Marketing effectively in both the short and long terms. The basic structure of carrying out this marketing management The Effective Triad: Segmentation, 2 550 process involves market analysis, determining mission and Targeting and Positioning objective statements, designing well resourced marketing plans, implementing these plans and carrying out control procedures. It is vital that the marketing manager understands and can direct these key marketing activities. Course Details Marketing Planning Title Days £ The organisation has to consider two main time horizons. Strategic plans are geared to long term, and consist of effectively targeting the product/service into a profitable market position, gaining competitive advantage and Market Planning 2 450 designing marketing strategies that can achieve these long term goals. Advanced Market Planning 2 650 Short term tactical plans must also be designed and implemented by the marketing manager. These consist of marketing decisions that show how the marketing strategy Competitor Intelligence Analysis 2 550 will be implemented. Creating a Web Marketing Plan 2 450 Marketing planning is vital to the marketing manager, and the organisations as a whole because objectives have to be stated; effective plans designed, resourced and New Product Development: From 3 750 implemented and controlled - whilst focusing on the present Concept to Launch and the future for the organisation. Course Details Brand Management Title Days £ This consists of how to direct your organisation's brands towards their market targets and ensuring that they thrive in the competitive market environment. The brand's position in An Introduction to Brand Management 2 450 the marketplace is determined by how it is perceived by customers and consumers. A more complete picture is provided by how it is viewed by other stakeholder groups, who can and do affect its success. Competitive Branding: Brand Equity, 4 1,050 Adding Value, Brand Stretching The key to successful brand management is to identify the brand position in the competitive market arena, and to direct Online Branding 2 800 the brand into a favourable competitive market position. Course Details General Management Title Days £ It is now accepted wisdom that in today's organisations everything is negotiable and that leadership is no longer the preserve of top executives. As a manager/supervisor you can make as much or as little of your role as you want. Managing and Nurturing People 2 550 Although each managerial role is unique, there are however many common requirements both in terms of the skills required and the duties performed. The best managers have Optimising the People Contribution and 2 550 mastered such skills and are able to apply this success in a the Art of Delegation variety of situations. Motivational Skills and Techniques 2 550 The Management of Work Related 2 550 Stress Managing Yourself 2 450 Team Building 2 550 Course Details Services Marketing Title Days £ The proportion of purchasing effort focused on goods is declining rapidly due to the impact of a number of factors (i.e. the commoditisation of branded goods and the demise Understanding and Utilising the Unique 2 450 of the mass market). By comparison, the purchasing of Characterisitcs of Services services is becoming increasingly complex. Services permeate through every aspect of our lives. Many of these services have always been present to some degree, but the Understanding and Delivering on 450 2 complexity and diversity of services has increased Customer Expectations and Perceptions dramatically and contrary to popular belief, services, not manufactured goods, have fuelled modern economic growth. Building Relationships in Services 2 450 Product quality is no longer a source of competitive advantage as everyone is becoming better at developing Service Development and Design: products. This leaves one place firms can differentiate 3 750 From Concept to Launch themselves; in the service they provide. The service imperative dictates that organisations must concentrate on Role of Employees in Service Delivery three key areas for success; the service consumer, the 2 500 and Strategies to Enhance Performance service operation, and the service organisation. As a result, interest in the problem of marketing in service organisations is growing rapidly. Role of Customers in Service Delivery and Strategies to Enhance Participation 2 500 Strategies for Managing Demand and 2 550 Supply The Gaps Model of Service Quality 2 550 Course Details Internal Communications Title Days £ Without effective internal communications, the crisis of confidence in a businesses and its corporate leadership could suffer severely. The importance of a comprehensive The Nature of Communications in 3 750 internal communications programmes (particularly during Organisations times of hardship) cannot be understated. How employees, association members and other related stakeholders such Developing and Implementing an Internal 2 750 as investors, trustees and business partners, perceive the Communications Strategy organisation is crucial to its success. Without a dedicated Conducting a Communications Audit and effective internal communications programme, an 2 750 - Internal organisation allows others to determine what information (or disinformation) is communicated to employees about their organisation. The dynamics of the workplace are changing internal communications. The rapid development of communications-related technology and the rapid expansion of communications channels create special opportunities and challenges. As a result, internal communications programs of the past are becoming obsolete. In fact, a good internal communications program not only affects organizational and operational success, but it has a considerable impact on external functions such as marketing, community and government relations, and investor relations. Course Details E-Commerce Title Days £ Since the late 1990's, the marketplace has been revolutionised by marketing and information technology. Marketers must now accept, embrace and practice e- Marketing in a Digital Age 4 1,050 commerce, otherwise not only will they be at a major competitive disadvantage, they are likely to become extinct ! Running Effective E-Marketing Campaigns 2 450 The very essence of successful marketing management; strategic planning, must change and be adapted to these E-CRM: Maximising Relationships new market places. Getting to know your marketplace, 2 450 through Technology developing relationships, planning your competitive offerings, delivering these effectively and evaluating market Creating a Web Marketing Plan 2 450 performances - all of these must be practised in line with the e-commerce environment. Market Research Using the Internet 2 450 Principles of Great Web Design 2 450 Strategic Internet Marketing 2 550 Viral Marketing 2 450 Communications Technologies and Virtual 3 650 Communications Course Details Direct Marketing Title Days £ The American Direct Marketing Association defines direct marketing as 'an interactive system of marketing which uses one or more advertising media to effect a measurable Developing and Using an Effective 2 450 response and/or transaction at any location.' Marketing Database Originating from male order, it is now evolving and Precision Direct Marketing Effectively 2 450 developing into a truly diverse and interactive marketing approach, moving beyond being merely an advertising medium. It is a new approach to marketing management, Running Effective E-Marketing 2 450 encompassing all of the marketing mix, and is a major Campaigns contributor to the changing picture and practice of marketing. Markets are changing. Behaviour patterns are increasing in complexity, the technological environment is increasing becoming the new place in which to operate. Direct and interactive marketing practices are key players in these new marketplaces. Course Details Marketing Communications Title Days £ Once upon a time, in marketing's previous life, the focus was on almost exclusively on advertising. Practitioners then developed this into other areas such as sales promotions, Effective Marketing Communications 3 700 public relations and publicity, and personal selling. The modern marketing manger has to appreciate that there Essential Advertising 2 500 is much more than this to communicating in the marketplace. Different market environments and different Essential Direct Marketing 2 500 audiences, require a whole new approach. Marketing communications plans must be designed to Essential Sales Promotions 2 500 employ the most effective mix, in order to successfully reach the stated objectives. These plans must consider not only Essentials of Exhibitions and Sponsorship 2 500 the 'old' promotional mix, but also other available options, which must be maintained in an integrated fashion. How to Plan and Control Marketing Events 2 450 Running Effective E-Marketing Campaigns 2 500 Integrated Marketing Communications 2 500 Marketing Communications Strategy 2 500 Course Details Sales and Personal Selling Selling Skills Title Days £ Sales Management The Fundamental Principles of Effective 3 750 Account Management Negotiation Selling Skills The Fundamental Principles of Selling 3 650 The role of the sales professional over the years has changed dramatically. Numerous factors have Selling Against Strong Competition 2 450 contributed to this including an increasingly competitive environment as well as the calibre of people entering the profession. The sales professional of the new Advanced Selling Techniques 2 750 millennium needs to be extremely organised and have the ability to prioritise work and meet important deadlines. Not only must they possess a diversity of Competitive Tendering Skills 2 650 skills, abilities and attributes, but just as important, they must continually enhance and broaden their skills Consultative Selling 3 750 base. A positive attitude forms the backbone for selling success upon which other skills such as the dynamics of the buying and selling process can build upon. Selling a Service 2 500 Course Details Sales and Personal Selling Selling Skills Title Days £ Sales Management Fundamentals of Effective Negotiation 3 Account Management 750 Fundamental Principles of Selling 3 650 Sales Management Selling Against Strong Competition 2 450 The job of the sales manager/supervisor has never Advanced Selling Techniques 2 750 been more demanding. The squeezing of resources has added to this burden. Increasingly, managers are required to do more with less. Success at this level is Competitive Tendering Skills 2 450 determined by the ability of the sales manager/supervisor to effectively manage a varied Consultative Selling 2 750 group of people, (possibly all differing in their abilities) continually motivating staff, setting demanding yet Selling a Servive 2 500 achievable goals and objectives. These are key factors which form an integral part of the diverse nature for a sales leader. New Customer Acuisition: Prospecting / 2 450 Cold Calling / Reaching Decision Makers Effective techniques for Telphone Selling 2 450 Effective Up-Selling and Cross-Selling 3 750 Course Details Sales and Personal Selling Selling Skills Title Days £ Sales Management Fundamentals of Effective Negotiation 3 Account Management 750 Fundamental Principles of Selling 3 650 Account Management Selling Against Strong Competition 2 450 Providing the sales force with key account information has never been more important. To stay ahead in a Advanced Selling Techniques 2 750 fiercely competitive market, field sales representatives now need to perform many functions per visit. These Competitive Tendering Skills 2 450 include compiling in-store merchandising data, reporting competitive activity, monitoring shelf standards, measuring product performances against Consultative Selling 2 750 growth and the selling in of new products and lines. The sales account management process involves Selling a Servive 2 500 managing and tracking the entire cycle of a sales lead. It allows the salesperson to manage and monitor the process over time. If done effectively and efficiently, New Customer Acuisition: Prospecting / 2 450 this process is your competitive advantage. Cold Calling / Reaching Decision Makers Effective techniques for Telphone Selling 2 450 Effective Up-Selling and Cross-Selling 3 750 Course Details Essential Business Skills Title Days £ The pressures of modern corporate life dictate the necessity of certain core skills. Regardless of position or stature within an organisation, it is an inevitable fact that such activities as Writing Perfect Reports and Proposals 3 450 writing reports, organising meetings/conferences, making presentations etc. will be undertaken on a day-to-day basis by many professionals. Delivering Persuasive Presentations 3 650 Often these essential 'softer' skills are sidelined in favour of more traditional skills such as product knowledge and business operations. Possessing and further enhancing these key attributes are critical for the modern business professional. Course Details Sector Specific Title Days £ The keep marketing principles remain the same in all markets and on all occasions. However, what the marketing manager must recognise is that the particular circumstances Business to Business Marketing 4 1,200 faced must be catered for. This requires an individualised marketing programme being developed for the specific marketing situation. Marketing fo FMCG's 4 1,200 It is the ability of the marketing manager to adapt the Marketing a Service 4 1,200 marketing approach that makes the organisation standout from the crowd. Basic marketing principles are still applied, Marketing Financial Products 4 1,200 but within the market constraints, marketing strategies and and services plans must be developed that are effective in the specific circumstances. The keys to success are matching strategies Marketing for IT and Telecomms 4 and tactics to the marketplace. 1,200 Industries Pharmaceutical Marketing 4 1,200 Course Details Customer Care Title Days £ The old adage of customer is king is as valid today as it's ever been. By designing for what customers want, rather than what the organisation and the technology can offer, Delivering Service Excellence: Key 2 550 companies can reap great rewards. The costs of offering Elements of Customer Care poor customer care are considerable, and the companies that proactively please their patrons through the entire Customer Care Planning 2 550 relationship cycle can reap extraordinary rewards and loyalty. Customer Care as a Competitive 2 550 Advantage Customer care is not just being polite when you answer the Understanding and Delivering on phone. It is looking at the entire customer experience - or 2 450 Customer Expectations and Perceptions walking in the shoes of the customers. This journey starts before you even meet your customer. It is a companywide Understanding and Utilising the strategic approach to managing, in a positive way, the 2 450 Unique Characterisics of Service customer experience. Building Relationships through 2 450 Customer Care Role of Employees in Service Delivery and Strategies to Enhance their 2 500 Performance The Gaps Model of Service Quality 2 550 On-Line Customer Care 2 550 Course Details Customer Care (cont) Title Days £ The news that companies need to heed is that as the products and services that businesses offer continue to grow in similarities, customer care is fast becoming the new Delivering Service Excellence: Key 2 550 competitive battleground for acieving differentiation. To Elements of Customer Care achieve this several steps need to be taken, such as educating company-wide about the importance of customer Customer Care Planning 2 550 careand demonstrating its many facets: written communication, data protection, web and e-mail channels, Customer Care as a Competitive 2 550 phone responses, internal feedback mechanisms, and Advantage proactive after sales service to name but a few. Understanding and Delivering on 2 450 Customer Expectations and Perceptions Companies that improve customer care can enjoy the benefitsfrom return sales and recommendations, as well as Understanding and Utilising the reducing the overheads of dealing with problems when 2 450 Unique Characterisics of Service customers complain. The return on investment on a customer care programmecan be significant; in many cases Building Relationships through 2 450 it would easily double a company's turnover, if you find that Customer Care hard to beleive you probably need it most. Role of Employees in Service Delivery and Strategies to Enhance their 2 500 Performance The Gaps Model of Service Quality 2 550 On-Line Customer Care 2 550 Course Details Marketing Research Title Days £ Get to know your markets ! The Key Principles, Tools & Techniques But more than this (market research), the marketing 3 750 of Effective marketing Research manager has to be familiar with everything that is happening (marketing research). Competitor Intelligence Analysis 2 550 The decisions that organisations take are fraught with risk and uncertainty. Data and information are required if these Fundamentals of Effective 2 400 risks are to be reduced and even managed. Questionnaire Design Then and only then can the marketing decisions be based How to Build and Use Market 2 450 on a stronger platform. Plans can be built and carried out in Intelligence a more informed atmosphere. The three key places for marketing research are: before objectives are set; during the Market Research Using the Internet 2 450 implementation of strategies and tactics and in the control and evaluation periods. Course Details Customer Relationship Management (CRM) Title Days £ Relationship marketing is a relatively new addition to the field of marketing. However, it is centred on the key principle of marketing customer satisfaction, and as such is in line Essential Relationship Marketing 4 1,050 with basic marketing. What is new and different is that the emphasis is placed on effectively creating, maintaining, developing and leveraging relationships. E-CRM: Maximising Relationships 2 450 through Technology Taking the approach to its full, and more potent, implementation, the organisation must recognise that many Building Relationships in Services 2 450 relationships have to be formed in this manner. Other individuals and groups, both inside and outside the organisation, provide the keys to successful marketing management. Long term relationships must be built and maintained with these key stakeholder groups, and strategies for doing so must be understood.
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