Strategy and Planning

(1)

For classification levels please refer to page 3

For latest courses and dates check www.cim.co.uk

Strategy and Planning

Adopting a strategic approach to marketing is crucial to business success

and profitability. However, more often than not, when marketers talk about

strategy, they are thinking about forthcoming marketing tactics. Marketers

need to work towards a more strategic approach to marketing, focusing on

key value drivers such as market insight, strategic relationships, brand and

new product development.

Our courses focus on the practical skills and understanding needed

to develop a more strategic, cross-functional approach to marketing –

resulting in strategic marketing plans that deliver real value.

Strategy and Planning Courses

Course Duration Page

Foundation

The Marketing Planning Toolkit 3+ day course 30 Introduction to Marketing Planning 1 day workshop 30 Fundamentals of Strategic Marketing 1 day workshop 31 Market and Sales Forecasting 1 day workshop 31 Foundations of Marketing Strategy 3 day course 32 Introduction to Social Marketing 1 day workshop 32

Advanced

Implementing Strategy 1 day workshop 33 Developing Compelling

Customer Value Propositions 2 day course 34 Turning Marketing Capability

into Business Performance 2 day course 34 Principles of Marketing for the NHS 1 day workshop 36

Masterclass

Strategic Marketing Masterclass 3 + 2 day course 35 Marketing Accountability 1 day workshop 35

How to match your company’s

resources and skills to the

opportunities developing around you

Overview

Strategic marketing focuses on how to develop competitive advantage through the drivers of shareholder value. Delivering value to your business requires insight into your changing marketplace and decisions regarding how to match your organisation’s distinctive capabilities with promising value opportunities. Being able to do this is the key for many marketers to increase their influence in the organisation.

Benefits to you and your company

This course will help you appreciate the difference between a tactical and strategic approach to marketing. You will benefit by comparing your company’s approach to that of other delegates and the case studies used. You will leave equipped with a strategic marketing framework and an understanding of the key marketing activities that drive value. Through many relevant examples and models your executives will be able to contribute more effectively to the strategic planning processes in your business.

Who this course is for

This course is designed for managers and executives, irrespective of function, with limited experience of the subject. It provides an introduction and overview of the key issues in strategic marketing decision-making.

What you will learn

ßIdentify the special characteristics and role of strategic marketing.

ßDescribe and evaluate a strategic business portfolio using ‘portfolio analysis’.

ßAssemble the essential elements of strategy into a cohesive one page strategy statement.

ßRecognise some of the issues likely to be met when introducing strategic marketing into an organisation and identify the ways by which they might be overcome.

ßFacilitate the strategic marketing planning process in your own organisation.

Learning approach

This course provides a clear strategic framework and allows you to apply the principles presented to a case situation and your own organisation. This reinforces your learning in a fun and interactive environment, making application easier back at work. Delegates are sent and asked to assess an actual strategic marketing plan prior to the course and this is discussed on the day.

Fundamentals of Strategic Marketing

Strategy and Planning

L

7

CPD hours Course code

0653

Level Foundation Duration 1 day Venues and dates

London 2011 15September 15 December 2012 23February 18 July 14November Price £550+ VAT

CIM Member price

£495+ VAT

What’s included

Tuition, course materials, lunch and refreshments

Related courses

ß Strategic Marketing Masterclass (p35) ß Implementing Strategy

(p33)

More dates and to book online

www.cim.co.uk/0653

“Just what I

needed from a

course – great! I

found this course

extremely useful,

course director

was fantastic and

I learnt a lot.”

Kelly O'Neil Enterprise Development Manager, Birmingham City University

“Excellent course

which provided a

good strategic

marketing

overview.”

Chinelo Nneka Osu

Pricing Analyst, EMTS

Get ahead of the curve – give yourself

a core competency

L

7 1218

London 2011 13September 23 November 2012 23May 06 November Price £550+ VAT

£495+ VAT

Related courses

ß Business Analysis for Marketing Managers (p92) ß Business Maths for

Marketers (p93)

www.cim.co.uk/1218 Overview

This workshop is designed to help marketers who need to produce ‘good’ forecasts develop practical forecasting skills within the context of a professional forecasting framework. It covers all key aspects from forecasting fundamentals, best and worst practice, through challenges and issues to appropriate tools and techniques, with considerable use of the latter throughout!

As your forecasting skills develop (organisation/ planning, execution and evaluation), you’ll feel more confident that you’ve done a professional job ie. collected the right data, processed and interpreted it in the right way, drawn the right conclusions and justified both the validity of your methodology and the likely outcome/forecast. Information is power!

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.

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

ßCreate professional short, medium, and long-term forecasts.

ßAssess the marketing environment (macro, micro, internal).

ßManage expectations upwards, downwards and sideways.

ßImplement best practice in terms of forecast design, delivery and evaluation.

ßCollect the right data in the right way.

ßIntegrate qualitative and quantitative research.

ßMeasure markets, share, growth, and other parameters more confidently.

ßConvert the data into relevant information using various statistical tools and techniques.

ßMake realistic projections and offer alternative scenarios with ‘sensitivity analyses’.

ßImplement, evaluate and control your forecasting efforts professionally.

ßApply within both strategic (customer...) and tactical (PLC, pricing...) arenas.

A mixture of slides, demos and discussion, with lots of ‘hands-on’ exercises and mini workshops geared to putting theory into practice and using IT/software to help produce and appraise forecasts. Emphasis on application!

Market and Sales Forecasting

Fast track through the concepts of

marketing planning and write your

own plan

L

21 0019

Level Foundation Duration 3 days + Venues and dates

Moor Hall, Berkshire

2011 14-16December 2012 06-08 March 18-20July 04-06 September 03-05December ResidentialPrice £2,075+ VAT

£1,867+ VAT

Tuition, course materials and full board accommodation

Non-residentialPrice

£1,875+ VAT

£1,687+ VAT

The Marketing

Planning Toolkit

Use logical planning to improve the

effectiveness and profitability of

your business

L

7 0751

London 2011 05October 2012 22 February 19July 22 November Price £550+ VAT

£495+ VAT

Related courses

ß The Marketing Planning Toolkit (p30) ß Writing an

Integrated Marketing Communications Plan (p70)

Marketing planning allows an organisation to bring together all the elements of marketing thus providing clear direction in relation to the key marketing value drivers. Developing an insightful marketing plan ensures marketers contribute at a strategic level in the organisation.

You will get a clear step-by-step process to produce an effective marketing plan. You will conduct a marketing audit, generate alternative growth strategies and select a brand position based on clear competitive advantage. You will leave more confident in your abilities to operate at a strategic level in your organisation. Through the application of a case study, your managers will be able to write more effective marketing plans, manage the process of putting plans together and ensure their implementation back at work. This will lead to more satisfied customers and better bottom line performance.

This course is especially useful for marketing managers having to prepare a marketing plan for the first time or who are reviewing the effectiveness of current plans. Senior managers will also find this workshop invaluable when needing to evaluate the plans submitted to them by specialists.

ßApply a logical, easy to understand, step-by-step process to produce a sound marketing plan.

ßConduct a marketing audit and make SWOT analysis more effective.

ßWrite marketing objectives and determine the strategic thrust of your organisation.

ßSegment your market and develop a brand positioning statement .

ßObtain maximum support from colleagues in preparing and implementing marketing plans.

ßDevelop marketing plans with greater confidence.

ßContribute more to the effectiveness of your organisation.

This course is designed to help you write better marketing plans and manage the implementation process. It provides a clear framework and allows you to apply the principles presented to a case situation. This reinforces your learning in a fun and interactive environment, making application easier back at work.

Introduction to Marketing Planning

Strategy and Planning

New course Residential option

Overview

Fast track through all elements of marketing planning in your organisation to ensure your early contribution to marketing activity. Explore the main concepts, tools and language used in marketing and most importantly how these should be used to identify market opportunities for business development. Crucially, the content will address a practical approach to marketing planning and how to write a marketing plan.

You will be able to offer more support to your organisation’s marketing processes. You will be able to understand the language and implement the tools of marketing, so that they can be integrated into planned marketing activity. The essential benefit to organisations is that delegates will be ‘brought up to speed’ and be able to write a marketing plan more quickly than by the traditional learning on the job approach. Clearly, today, with the resource and time constraints imposed on most employees and teams, the opportunity to have more people making meaningful contributions quickly is very desirable.

This course will interest newcomers to marketing, whether they are new to business or migrating from another role. It will prove valuable to those working with marketing teams and wishing to develop a greater understanding of their activities, especially the creation of a marketing plan.

ßDefine and assess the role of marketing activity in your organisation.

ßDevelop a customer focus based on customer 'needs' rather than business features.

ßDivide a 'market' into useable smaller markets.

ßConduct a marketing audit using both field and desk research sources.

ßMake sense of audit information to identify useful market strategies.

ßCombine all the elements of research, marketing audits, planning and segmentation to create a competitive edge.

ßUse a marketing planning tool to build a plan to penetrate a real-life market.

ßDevelop a marketing mix, including strategies for managing products and services, solutions, pricing, channels, and marketing communications.

ßPresent a marketing plan that builds on marketing audit findings.

Delegates will have the opportunity to develop ideas for marketing their own organisation. Throughout the programme they will gather material to help put together a marketing plan. Following the course they will have access to an online toolkit and tutorials to enable them to present a plan to the course director for feedback.

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Effective implementation of strategy is

key to an organisation’s success

Overview

This workshop provides a clear, logical process to adopt for translating high-level organisational strategy into practical activity. It highlights the key steps and potential pitfalls along the way and provides a rounded view of the issues and challenges which will impact on achieving the desired results.

You will benefit from having a clear understanding of how to organise and prepare for successful strategy implementation. You will also learn how to get your strategy implementation off to a good start, keep it on track, deliver the desired results and learn from your real time experiences. Strategy can only impact on the bottom line if it is successfully implemented. Many would argue that drafting a strategy is the easy part and that the key challenge lies in its proper implementation. This workshop provides a framework for successful strategy implementation.

This workshop is suitable for any manager who is responsible for implementing organisational strategy including its strategic and operational aspects. This could include managers who are leading teams, business units or business development programmes. The workshop would also help those who are involved in

organisational strategy implementation from any of the key functions such as the marketing and sales teams.

How to use a framework-based approach to implementing strategy with the key tools, techniques and approaches needed to:

ßTranslate high-level strategy into practical goals and objectives.

ßIdentify where your organisation’s culture needs to change in order to remove barriers to success.

ßIdentify and make plans to fill gaps in your organisation’s capability.

ßDevelop techniques to win and retain stakeholder support.

ßDesign and put in place a practical balanced performance management system to ensure things get done right and the right things get done.

ßEnsure that the key learning points from strategy implementation are used to develop organisational capability.

This course combines presentation and discussion with learning point illustration using case examples and group exercises.

Implementing Strategy

L

7 1150

Level Advanced Duration 1 day Venues and dates

London 2012 11January 11 May 05December Birmingham 2011 22 September Manchester 2011 22 November Reading 2012 02August Price £550+ VAT

£495+ VAT

A systematic approach for you to

identify, evaluate and implement

strategies for profitable growth

L

21 0130

Level Foundation Duration 3 days Venues and dates

London

2012 03-05October

2011 21-23November 19-21September 2012 20-22 June Manchester 2012 25-27April ResidentialPrice £1,975+ VAT

£1,777+ VAT

£1,775+ VAT

£1,597+ VAT

Related course

ß Strategic Marketing Masterclass (p35)

Foundations of

Marketing Strategy

Insight-driven strategic marketing to

influence people’s behaviour for

social and environmental benefit

L

7 1248

London 2011 20September 21 December 2012 24April 26 October Price £550+ VAT

£495+ VAT

How do you apply consumer insight, strategic marketing principles and social theory to reduce smoking, tackle growing obesity, increase physical exercise or encourage sustainable lifestyles? This is social marketing. This one day course familiarises you with the core principles and processes, and shows how to apply some of the key tools and techniques.

You will learn how to enhance your skills to achieve positive social and environmental good. This learning will enable you to review your current workplace approaches, design customer-driven strategies, and implement targeted behaviour change programmes based on sound marketing and social science principles. If your organisation seeks to improve public health and well-being, safety, environmental lifestyles or promotes a social cause, it will benefit by improving its strategic approach for higher impact and sustained outcomes. Improved commissioning, structuring, delivery and resourcing of services and campaigns can result from insight and customer-centric approaches.

You don’t need to be a marketer to derive value from this course. The main requirement is that you need to influence positive public behaviour and would like to improve your strategic approach. Whether from a marketing,

communications, social service, public or private sector background, you can learn how to rethink the way you do things for greater impact.

ßRecognise where and how social marketing can be applied.

ßUnderstand how to get started.

ßDesign your own social marketing strategy.

ßHow to apply some of social marketing’s core concepts, processes and practical tools.

ßA ‘hands-on’ course, where participants prepare their own (or use a worked example) social marketing programme.

ßFully interactive to encourage group discussion. The aim is to exchange results (from worked examples) and give insight to different approaches to social marketing.

ßTailored and targeted support (numbers permitting).

Introduction to Social Marketing

Residential option

Overview

Marketers everywhere are seeking to raise the awareness of marketing as a vital strategic discipline within their business. For this to happen, it is crucially important for them to understand and implement the series of steps necessary to construct and carry out a winning strategy. This three day course provides the immersion necessary to embed this process in a thorough and practical way.

You’ll develop and hone your analytical skills, which will last throughout your working life, and gain a deeper understanding of external and internal business processes. You will discover how marketing models fit together and are used in practice and be able to work out action plans for implementing your newly acquired skills. Your organisation will benefit from an increasing awareness of how effective marketing strategies will impact your business, and how they can lead directly to performance and profit improvements. A greater understanding of customers,

competitors and organisational structure and communication will lead to sharper strategic focus.

Marketers who are starting to move into positions where they will be expected to demonstrate increasing strategic awareness. Existing marketing managers who want and need to refresh their marketing knowledge. Managers from other disciplines who need to work closely with other marketing colleagues as members of cross-functional strategic teams. Sales executives who are moving across to marketing.

ßAdd value for the customer, and therefore your company, by ensuring that you practise marketing orientation.

ßUse all the steps of the strategic marketing process in a logical and persuasive fashion.

ßPractise in a hands-on way the tools and frameworks of strategic marketing.

ßCarry out segmentation, targeting and positioning.

ßLink strategic positioning to marketing tactics.

ßDevelop your marketing mix.

ßSet up meaningful and precise milestones to measure progress.

ßMatch internal strengths to external opportunities for maximum return.

The delivery style is fully interactive and participative. There will be a full explanation of the tools and frameworks used, then each component will be practised, sometimes individually, but more often in groups. Contributions from delegates are warmly welcomed. Other media, including film clips, will be used to illustrate various points.

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Delivering organisational success

by putting the customer at the heart

of planning

Strategic

Marketing Masterclass

Strategy and Planning

How to justify marketing expenditure

to the board

L

7 0428

Level Masterclass Duration 1 day Venues and dates

London 2011 01November 2012 12 April 08November Price £550+ VAT

£495+ VAT

www.cim.co.uk/0428 Emeritus Professor Malcolm H.B. McDonald MA (Oxon), MSc, PhD, D.Litt. FCIM FRSA Malcolm McDonald is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools. He is Chairman of Brand Finance plc and five small companies, but also spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox and BP. He has written 43 books, including the best seller ‘Marketing Plans;

how to prepare them; how to use them’. Apart from

market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account

management.

Overview

This masterclass is very much about marketing in the boardroom. As marketers we must serve two distinct groups: firstly, customers who want the most value for the lowest outlay and, secondly, shareholders who want the greatest return for the lowest investment and risk. Neither of these groups will remain loyal if they can achieve better value elsewhere. This research-based masterclass, delivered by one of the world’s leading marketing thinkers provides a way of measuring the risk associated with a marketing strategy and the likely value it will create for shareholders.

You will use the processes we reveal to identify whether or not you have either a robust strategy that you can prove to the board, or to discover you haven’t and have to go back to basics and reformulate your strategy. You will learn how to develop robust value creating strategies that break away from the vapid forecasting and budgeting that characterises most marketing plans. Marketing Accountability involves the careful evaluation of the business plan and what lies beneath it. It is an objective process that pays no heed to opinion and provides a research-based, objective answer to the questions: is our business plan world class?; can we justify marketing expenditure?; does this business plan create shareholder value?

This course is for senior marketers at Head of or Director level who are responsible for the development of high level plans and strategies.

ßHow to develop a world class winning strategy.

ßHow to justify your marketing expenditure to the board.

ßHow the marketing due diligence process is developed and applied.

ßHow to develop the implications of the strategy and conduct rigorous and logical analysis.

ßWork through the 15 risk factors and assess the probability of them occurring.

ßHow to identify with absolute accuracy the weaknesses in a particular strategy along with appropriate corrective action.

ßHow to assess whether or not the strategy delivers shareholder value.

ßHow to create a substantive piece of evidence that can be used in negotiations with investors or in connection with other sources of finance.

ßAn interactive and thought-provoking high-level exchange between Professor McDonald and the group.

ßCase studies and group discussion.

ßDue to the calibre of people attending, there are excellent opportunities for peer-to-peer learning.

Marketing Accountability

Residential option

Build significant demand for your

products and services by creating

‘compelling value propositions’

L

14 0190

Level Advanced Duration 3 days* Venues and dates

2011 19-21September 2012 12-14 March

15-17October

ResidentialPrice

£1,645+ VAT

£1,480+ VAT

£1,445+ VAT

£1,300+ VAT

*Note

Course starts in the evening of Day 1, followed by 2 full days’ tuition

Related courses

ß Strategic Marketing Masterclass (p35) ß From Market Insight to

Marketing Strategy (p48)

Developing

Compelling Customer

Value Propositions

A research-based investigation of

best practice marketing in the G8

economies that reveals win-win

strategies for senior marketing

L

14 0429

Level Advanced Duration 2 days Venues and dates

2011 09-11November 2012 09-10 May

19-20November

ResidentialPrice

£1,425+ VAT

£1,282+ VAT

£1,325+ VAT

£1,192+ VAT

John Saunders

John Saunders is Emeritus Professor of Marketing, Aston Business School, Aston University, England and Distinguished Professor at AUDENCIA Grade École Nantes, France. His major research interests are evolutionary marketing (the application of evolutionary theory to marketing), sustainable marketing and the future of marketing. He holds degrees from the universities of Loughborough (BSc), Cranfield (MBA) and Bradford (PhD).

Overview

Leading observers across the globe have declared that marketing is ‘under siege’, that the influence of marketing departments is in decline, that its responsibilities are dispersed across the organisation. Ten years ago marketing could claim demonstrable and clear influence on the way organisations approached business. What went wrong? This programme provides the answers to that question and sets out in straightforward terms, backed by a wealth of research across leading businesses in the world’s major economies, how marketing leaders can restore marketing’s standing in the organisation and translate that into genuine and sustainable business performance.

Senior marketing executives should be recognised as the cornerstone of a business’s commercial success. We will show you two ways for your marketing department to influence performance – either a direct effect, where the benefits of a strong marketing function flow immediately into improved business

performance, or an indirect effect, where a strong marketing function increases marketing orientation. A strong and credible marketing function within the organisation counters short-termism and leads to the development of sustainable strategies based on customer needs.

This course is for senior marketers at Head of or Director level who are responsible for the development of high level plans and strategies and who are charged with management responsibility for their organisation’s marketing function.

ßThe three potential determinants of marketing’s influence within a firm.

ßWhy earning respect for your marketing outputs is a question of competences, not genius.

ßHow to successfully integrate courage and creativity.

ßWhy it’s important to get even closer to the customer.

ßHow to demonstrate that business

performance and marketing orientation increase with marketing’s influence within a firm.

ßHow to convert knowledge of customer needs into new product development ideas.

ßWhy it’s important to champion customer needs across the organisation ensuring that they are a foundation of corporate strategy.

An interactive and thought-provoking high-level exchange between Professor Saunders and the group, including case studies and group discussion and analysis. Due to the calibre of people attending this course there are excellent opportunities for peer-to-peer learning.

Turning Marketing

Capability into

Business Performance

Strategy and Planning

Residential option Residential option

Overview

This course is specifically designed to ensure that you turn your offerings into compelling ‘value propositions’ and grow demand for your products and services. The creation of your value proposition will require you to think laterally about what you actually offer the market in order to capitalise on sales and marketing opportunities. This will help you build demand generation, pipeline, revenues and profits.

You will learn how to construct value propositions and become more effective in working with other departments to realise the true potential of the proposition. You will benefit from applying this new and proven method of marketing to your chosen portfolio of products and services. Your organisation will benefit in three ways. Firstly, by instilling a complete value process allowing you to create compelling propositions, secondly, by empowering your employees to make informed decisions on the direction and shape of the proposition and finally, by providing guidance on how to execute your propositions and direct marketing efforts to specific audiences/markets.

This course is designed for practitioners or managers whose role (or a part of it) will involve the research, development and delivery of customer value propositions – defining and developing offerings to a market/segment/ audience/customer. It is likely that you will work as part of a dedicated or virtual team responsible for planning, business case development or implementation.

ßDefine and evaluate customer propositions in the marketplace.

ßUnderstand and apply key principles in developing customer propositions.

ßWork more effectively with other functions in the organisation to deliver successful customer propositions.

ßAlign multiple customer contact points behind a proposition to ensure consistent delivery.

ßEvaluate and measure the effectiveness of propositions, both internally (team roles, process, internal barriers etc.) and externally (success in the marketplace).

ßDevelop an understanding of, and the skills relating to, the formulation of compelling business cases – ensuring that propositions can be sold internally, before externally.

The course is designed to be as interactive as possible and includes individual and group work and presentations. A variety of learning media are used including video and slide-based materials.

L

35 0174

Level Masterclass Duration 5 days (split *3+2)

Venues and dates

Moor Hall, Berkshire Module 1 (3 day) + Module 2 (2 day) 2011 11-14October +21-22 November 2012 14-17February + 26-27 March 15-18May + 25-26 June 18-21September + 29-30 October ResidentialPrice £3,845+ VAT

£3,460+ VAT

£3,445+ VAT

£3,100+ VAT

*Note

Module 1 starts in the evening of Day 1, followed by 3 full days’ tuition

Richard Mayer

Richard Mayer is actively involved in marketing training for a range of clients. His main interest lies in improving professional marketing standards, with a particular focus on B2B marketing and strategic marketing planning in both the private and public sector.

Overview

The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. A challenging business environment drives the continual search for competitive advantage and this masterclass is designed to provide delegates with the knowledge, tools and techniques to achieve this.

This masterclass provides you with an opportunity to review your current approaches and compare these with good practice and other sectors. The process will help you build your confidence and provide the evidence needed to make a business case in order to support stronger external orientation and customer led planning. This masterclass will provide your manager with the time and catalysts to help them identify opportunities that could directly improve your competitive advantage and your planning process. The programme is split (3 + 2 days), allowing participants to reflect on experiences and learning from the first module, before returning to address the specific strategic marketing challenges facing their own organisation.

Delegates need to be experienced managers, from a marketing or non marketing background, involved with business planning and strategy development and/or who have the authority to develop and implement marketing plans and strategy.

ßStructure and write strategic and operational marketing plans.

ßAssess your organisation’s use of strategic marketing and make constructive recommendations to maximise ‘business’ benefits from a customer orientated perspective.

ßAppreciate the customer-focused planning process and be able to map your organisation’s decision-making against it.

ßUse tools and techniques that ensure planning is externally focused.

ßManage segmentation analysis and decision making.

ßRecognise barriers to achieving high performance organisations and teams, and be able to recommend practical steps to overcome these.

ßBe able to recommend a range of control metrics in financial and marketing terms.

The non-competitive environment is a balance of traditional delivery from a highly experienced consultant practitioner, with clinic sessions, group activities and social learning amongst peers.

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Understanding how to develop a

marketing-led approach to the

provision of NHS services

L

7 0090

Level Advanced Duration 1 day Venues and dates

London 2011 27September 2012 23 January 02October Price £550+ VAT

£495+ VAT

Related courses

ß The Role of Branding in the NHS (p54) ß Marketing Metrics in

the NHS (p85)

NHS managers are increasingly under pressure to optimise return on diminishing resources. This course will help delegates to focus on who their real key stakeholders are and through the use of marketing techniques optimise service provision for a wide range of stakeholder needs.

You will learn how to adopt a marketing approach to the delivery of services in the NHS within the current competitive landscape. The organisation will be confident that participants will have a good understanding of contemporary techniques for operating within a competitive health environment.

This course is suitable for anyone working in the NHS who needs to develop a better understanding of why a marketing-led approach helps it to become more competitive. It will be suitable for Communications Managers without marketing experience.

You will learn a range of techniques to help you adopt a more marketing-led approach to planning.

ßEnvironmental analysis.

ßMarketing research.

ßCustomer segmentation.

ßCustomer relationship management (patient carer public engagement).

ßThe role of branding.

ßCompetitive positioning.

The session is run as a highly interactive discussion-based workshop utilising group work and presentations focused specifically on the NHS.

Principles of Marketing for the NHS

Courses for the NHS

Technology has utterly transformed the marketing

environment within the NHS and few companies have

harnessed that technology better than Dr Foster. Their

services allow marketers within the NHS to drill down

deeply into the raw data they possess and through

analysis turn that data into actionable insights that are

of significant benefit to NHS trusts. They provide the

cornerstone of effective business development and

social marketing campaigns.

CIM has partnered with Dr Foster to encourage best

marketing practice throughout the NHS and will be

working closely together with them to develop training

programmes at the cutting edge of marketing practice

in today’s National Health Service.

These courses are offered as public programmes

but we can also deliver directly to your team.

Contact us to discuss your requirements.

Principles of Marketing for the NHS

page 36

Marketing Metrics in the NHS

page 85

The Role of Branding in the NHS

page 54

In partnership with

your training budget

Multiple bookings offer

Take advantage of our multiple bookings offer and save more

than £500 on training courses. Simply book more than one

course for yourself and your colleagues at the same time and

you can benefit from the following savings:

2nd course – 20% off

3rd and subsequent courses – 25% off

All courses must be booked at the same time and taken within six months of the date of booking. Quote 735EN at the time of booking. Full terms can be found at

www.cim.co.uk/training

50% off Compliance courses

Normal price £550, but now just £275 when booked alongside

another course. Attend our compliance courses and get the

vital knowledge and confidence to ensure you are operating

within the law and following responsible business practice.

ß Data Protection for Marketers

page 88

ß Must Know Law for Marketers

page 88

ß Corporate Social Responsibility

page 89

ß Making the Most of the Olympic Opportunity

page 89

ß Managing the Risks of Social Networks

page 17

Make sure you protect yourself in a complex legal

and regulatory world.

This offer cannot be used in conjunction with any other CIM promotion or member discount. Both courses must be booked at the same time and attended by the same person. Quote 1058EN at the time of booking. Full terms can be found at www.cim.co.uk/training

Strategy and Planning

For classification levels please refer to page 3

For latest courses and dates check www.cim.co.uk

Strategy and Planning

Adopting a strategic approach to marketing is crucial to business success

and profitability. However, more often than not, when marketers talk about

strategy, they are thinking about forthcoming marketing tactics. Marketers

need to work towards a more strategic approach to marketing, focusing on

key value drivers such as market insight, strategic relationships, brand and

new product development.

Our courses focus on the practical skills and understanding needed

to develop a more strategic, cross-functional approach to marketing –

resulting in strategic marketing plans that deliver real value.

Strategy and Planning Courses

Foundation

Advanced

Masterclass

see also...

How to match your company’s

resources and skills to the

opportunities developing around you

Fundamentals of Strategic Marketing

Strategy and Planning

L

7

0653

“Just what I

needed from a

course – great! I

found this course

extremely useful,

course director

was fantastic and

I learnt a lot.”

“Excellent course

which provided a

good strategic

marketing

overview.”

Get ahead of the curve – give yourself

a core competency

L

7

1218

Market and Sales Forecasting

Fast track through the concepts of

marketing planning and write your

own plan

L

21

0019

The Marketing

Planning Toolkit

Use logical planning to improve the

effectiveness and profitability of

your business

L

7

0751

Introduction to Marketing Planning

Strategy and Planning

Effective implementation of strategy is

key to an organisation’s success

Implementing Strategy

L

7

1150

A systematic approach for you to

identify, evaluate and implement

strategies for profitable growth

L

21

0130

Foundations of

Marketing Strategy

Insight-driven strategic marketing to

influence people’s behaviour for

social and environmental benefit

L

7