| Marketing Courses Resource: |
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| The following courses are available both on a general overview level and in depth, tailored to suit differing skill sets and levels. |
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| Section |
Title |
Synopsis |
Detail |
Course No. |
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| Marketing |
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Targeting |
Defining and appreciation of who your core target audience is |
Identifying correctly who your audience is, and how to ensure this evolves with corporate development |
M1 |
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Research |
General introduction to research, media, market research, quantitive and qualitative |
An overview of all the main facilities available, how to find them, cost effective use, and how they can be used. |
M2 |
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How to conduct basic market research |
For those who aren't used to using market research or having it in their budget |
M3 |
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General Outline on market research sources available |
More detailed explanation and introduction to research facilities user defined |
M4 |
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Online research |
What you can find on the internet and how it effects your choice of marketing activity |
M5 |
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MINTEL |
How to find what's available from these sources, how to use / define it to your market |
M6 |
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TGI - Target group Indexing |
How to find what's available from this source, how to use / define it to your market |
M7 |
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MMS - Media Monitoring Services |
How to find what's available from this source, how to use /define it to your market |
M8 |
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JICRAR, JICREG |
How to find what's available from this source, how to use / define it to your market |
M9 |
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TVR |
How to find what's available from these television sources, how to use / define it to your market |
M10 |
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Retail Outlets |
General synopsis of how to make the right choice of location, size and aspect of potential retail outlets. Plus schematics, footfall and outline POS. |
M11 |
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Call Centres |
General introduction, when to use, advantages, disadvantages, campaign, including viability and break even |
M12 |
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General |
Test Marketing |
How to instigate a test marketing campaign, monitor it's effectiveness and implement changes as it rolls out |
M13 |
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Benchmarking |
How to set targets within campaigns, monitor achievement and develop roll-out |
M14 |
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Governance |
How to ensure that the marketing you are doing is conducted properly, legally and for shareholder's best interests. |
M15 |
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Holistic Marketing |
How to look at the global picture of what your company is both looking to achieve and capable of. |
M16 |
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Customer Relationship Management - CRM |
What it is, and how it's importance effects you.How to devise a CRM programme. |
M17 |
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Reach, Frequency and Monetary Value - RFM |
What it is, and how it's importance effects you. The distinction between this and CRM. |
M18 |
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Mergers and Acquisitions |
General Overview: How and what the London Stock Exchange requires, available options and process to implement. Includes calculation of value. |
M19 |
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Briefing |
How to write an effective marketing brief |
M20 |
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Data Management |
From legal requirements through to how to make great use from the information you collect. |
M21 |
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Strategy Planning |
How to plan an overall strategy for your campaigns and filter in/out respective components, timing and necessary investment |
M22 |
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| Advertising |
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Targeting |
How to define your core target audience |
General Overview |
A1 |
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Briefing |
How to write an advertising brief |
A2 |
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Creativity |
How to target your creativity, general appreciation of imagery and copy |
A3 |
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A4 |
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Creative |
Effective copywriting |
General Overview |
A5 |
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Art Direction |
How to use it to develop overall effectiveness |
A6 |
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Media |
Media Selection |
How to choose the most cost effective medium to carry your message and best CPT |
A8 |
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Media Mix |
How to compliment your campaign with different elements used for different purposes |
A9 |
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Media Buying |
How and where to make the most cost effective buying solutions, including outsource options |
A10 |
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Digital Advertising |
How to get the greatest return from using digital media - advertising on the internet |
A11 |
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PPC Campaign |
How to get the greatest CPT from this new media facility |
A12 |
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MAIL ORDER |
Mail Order |
How to conduct professional direct mail or blanket drop campaigns. Includes nuances of creativity, integral strategy relationships. |
A13 |
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Mail Order II |
More detailed insight to mail order campaigns. Strategic development, theme development, |
A14 |
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| Promotion |
Literature |
How to target effective alternatives |
General overview of all options available, how to maximise potential of each and define which are appropriate |
P1 |
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How to use catalogues |
Where and how catalogues fit into a company's development |
P2 |
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Specialist creativity |
Targeting the use of the creative arts within your catalogue |
P3 |
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Catalogue Production |
How to maximise your resources to effectively produce the maximum ROI from this considerable investment, including how to test and roll-out |
P4 |
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Selection |
How to choose which style and type of promotion |
P5 |
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Point of Sale |
General overview to all the available options, schematics |
P6 |
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EPOS |
Knowing what's available and how to use it on a daily basis |
P7 |
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Promotional Material |
Targeting your selection |
P8 |
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Promotion Marketing |
How to define your options, and implement campaigns |
P9 |
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Gifts and prizes |
How to define what your choice should be. Including legal requirements |
P10 |
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Print Production |
How to get value out of your print purchasing, Tricks and knowledge to improve your ROI, pagination, wet proofing, digital. |
P11 |
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| PR |
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Press Releases |
Basic outline of how and where to begin your press relations |
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PR Campaigns - General |
How to instigate a successful PR campaign |
P12 |
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PR Writing |
How to write effective press releases |
P13 |
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Public Relations |
Basic introduction |
P14 |
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Digital Campaigns |
Knowing how and where to implement online PR campaigns for greatest effect |
P15 |
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| Digital |
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Web I |
Introduction to structure, format and content. With help and advice for novices |
D1 |
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Web II |
Part II with appreciation and explanations of ecommerce and coding for Google |
D2 |
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Ecommerce |
dedicated course incorporating parts I & II above tailored to selling online |
D3 |
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Creative |
How to use the available creative options to greatest effect |
D4 |
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Ecommerce development |
Furthering development of your site and attracting visitor footfall |
D5 |
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Search Engine Optimisation - SEO |
Basic introduction to SEO, and how Google and other major search engine algorithms work |
D6 |
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SEO - Level 2 |
More detailed SEO knowledge including introductions to PPC campaigns, Link and reciprocal link campaigns, |
D7 |
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SEO - Level 2 |
GLASS Globalisation, Localisation, Automisation, Specialisation, Sophistication |
D8 |
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| General |
Business |
Business Plan |
General overview of your company analysing the structure needs and demands. Course tailored to individual needs |
G1 |
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Cash Flow |
How to read and write a cashflow forecast, and how to use it as a business tool. |
G2 |
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Profit and Loss / Balance sheet |
How to write a profit and loss forecast and a balance sheet and how to use them to your benefit |
G3 |
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| Default |
Unless otherwise specified |
Marketing for Profit |
A general synopsis of the client company where the consultant produces an outline marketing strategy |
G4 |
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