marketing services| marketing training| market research<br />Training Courses for 2010-11<br />
Courses available<br />Welcome to the training course summary for 2010 from Lawson Marketing. This short presentation will...
Marketing Training – why bother?<br />Catch a fish and you’ll eat for a day.Learn how to fish and you’ll never be hungry.<...
how to improve the customer experience
how to raise your company profile
stronger branding, and
staff loyalty.</li></li></ul><li>What’s included in our courses?<br />All courses include the following.<br /><ul><li>A pr...
Delegates will be welcomed by a drinks reception at the start of each course.
Courses are all interactive and contain exercises / break-out sessions.
Each delegate will receive full course handouts bound in a folder.
Lunch is provided for full-day courses.
Upon completion of each course, delegates will each receive a certificate of attendance.
Courses can count towards CPD hours for CIM accreditation </li></li></ul><li>Where do our courses take place?<br /><ul><li...
Courses take place both on our site at St John’s Innovation Centre and close to us at the Cambridge Football Association.
We are also delighted to offer training on client sites anywhere within the UK (conditional upon a minimum of 4 attendees)...
generate worthwhile leads
build partnerships and networks
find investors
gain new business
promote your business to wide audiences.</li></ul>This full-day training course, supported by case studies, will give you ...
Understand how to engage with users that reach your website; understand blogs, podcasts and RSS feeds; structure emails an...
Understand social media and how social networking can really make an impact on your marketing, helping increase traffic, b...
Communicating directly with your customers (b2b vs b2c)
Purpose of e-marketing and how it should fit into your suite of campaign tools you use
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Marketing Training Courses from LMC

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A complete list of our 2010 training courses, aimed at marketing staff working in publishing but suitable for marketing staff in any industry

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  • Who is LMC?
  • Marketing Training Courses from LMC

    1. 1. marketing services| marketing training| market research<br />Training Courses for 2010-11<br />
    2. 2. Courses available<br />Welcome to the training course summary for 2010 from Lawson Marketing. This short presentation will guide you through everything you need to know and the course content, trainer, facilities, booking procedure, dates of courses and special offers available. If you have any further queries, please email us today.<br />
    3. 3. Marketing Training – why bother?<br />Catch a fish and you’ll eat for a day.Learn how to fish and you’ll never be hungry.<br />Yes, it’s a cliché, but it’s true. Learn how to do your own marketing and the benefits to your business will also include:<br /><ul><li>how to increase sales
    4. 4. how to improve the customer experience
    5. 5. how to raise your company profile
    6. 6. stronger branding, and
    7. 7. staff loyalty.</li></li></ul><li>What’s included in our courses?<br />All courses include the following.<br /><ul><li>A pre-course questionnaire, which delegates will be required to complete at least one week prior to attending.
    8. 8. Delegates will be welcomed by a drinks reception at the start of each course.
    9. 9. Courses are all interactive and contain exercises / break-out sessions.
    10. 10. Each delegate will receive full course handouts bound in a folder.
    11. 11. Lunch is provided for full-day courses.
    12. 12. Upon completion of each course, delegates will each receive a certificate of attendance.
    13. 13. Courses can count towards CPD hours for CIM accreditation </li></li></ul><li>Where do our courses take place?<br /><ul><li>All our courses run regularly in Cambridge and we have access to facilities to enable us to meet most date requirements.
    14. 14. Courses take place both on our site at St John’s Innovation Centre and close to us at the Cambridge Football Association.
    15. 15. We are also delighted to offer training on client sites anywhere within the UK (conditional upon a minimum of 4 attendees). </li></li></ul><li>E-Marketing and the use of social media<br />You’ve heard of ‘social media’ and of websites like Facebook and LinkedIn – maybe you use some of them, too. But can they really do anything to help your business? The answer is yes! Using social media can help you to:<br /><ul><li>increase the traffic to your website
    16. 16. generate worthwhile leads
    17. 17. build partnerships and networks
    18. 18. find investors
    19. 19. gain new business
    20. 20. promote your business to wide audiences.</li></ul>This full-day training course, supported by case studies, will give you the knowledge and skills to:<br /><ul><li>Perform confident and effective e-marketing campaigns
    21. 21. Understand how to engage with users that reach your website; understand blogs, podcasts and RSS feeds; structure emails and newsletters effectively
    22. 22. Understand social media and how social networking can really make an impact on your marketing, helping increase traffic, build leads and promote your business to a wide audience</li></li></ul><li>E-Marketing and the use of social media<br />Course outline<br />10am Registration, coffee, introductions and course aims<br /><ul><li>Intro: I’m really out of touch with e-Marketing... Help! (Review of e-marketing)
    23. 23. Communicating directly with your customers (b2b vs b2c)
    24. 24. Purpose of e-marketing and how it should fit into your suite of campaign tools you use
    25. 25. Understanding blogs, RSS feeds, podcasts and viral marketing
    26. 26. How to structure emails and newsletters more effectively
    27. 27. Exercise: e-marketing copywriting</li></ul>1pm-1.45pm Lunch<br /><ul><li>Social media developments so far; what are the hot topics today?
    28. 28. Connecting social media to your business plan; do’s and don’ts
    29. 29. How to integrate social media into other marketing plans
    30. 30. Using the right social media and key social networks for your particular needs
    31. 31. How to set appropriate objectives; measuring the success of social media tools
    32. 32. How and why to build useful contacts in your own industry or sector</li></ul>3pm-3.15 Break and exercise: Prioritisation of techniques<br /><ul><li>Methods to engage with users once they reach your website
    33. 33. Questions and answers; any other elements attendees wish to cover
    34. 34. What does the future hold in store for e-marketing and social media?
    35. 35. Summary, tips, checklists and recommended follow-up activities</li></ul>4.30pm Close<br />
    36. 36. Marketing planning<br />Planning is the most important stage of your marketing. Get this right and all your promotional work should fit together in a planned campaign and match your business objectives. To be able to plan effectively, you need to understand your own business, its products and services and the factors that affect your business.<br />This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation. You will learn :<br /><ul><li>the four Ps – product, price, place, promotion
    37. 37. SWOT – identifying and capitalising on your strengths and weaknesses, opportunities and threats
    38. 38. PESTLE – identifying and managing the environment in which your organisation operates, looking at political, economic, socio-cultural, technological, legal and environmental issues
    39. 39. Writing a basic marketing plan – what to include, how to schedule activities, how to manage the budget and how to measure success.</li></li></ul><li>Marketing planning<br />Course outline<br />10amRegistration, coffee, introductions and course aims<br /><ul><li>Marketing defined; importance within publishing; useful sources for follow up
    40. 40. The marketing mix
    41. 41. Exercise: How publishers can use the marketing mix to resolve problems
    42. 42. Using a SWOT analysis
    43. 43. Competition analysis
    44. 44. Market research
    45. 45. Using a PESTLE analysis</li></ul>1pm-1.45pm Lunch<br /><ul><li>What is a marketing plan?
    46. 46. Budget management
    47. 47. Planning exercise (in groups, using BCG Matrix): Choose or lose ?</li></ul>3pm-3.15 Break <br /><ul><li>Writing the plan
    48. 48. The promotional mix, budgets and return on investment
    49. 49. Exercise: Which promotional tools should you choose?
    50. 50. How to schedule activities and monitor progress and measure results</li></ul>4.30pm Close<br />
    51. 51. Copywriting<br />This is just writing some text isn’t it? Wrong! It’s the right text for the right audience in order to get your message across to the right people. This hands-on course will show you how to write effectively for your market, using case studies and exercises. In a packed half-day, the course covers:<br /><ul><li>how to write short, punchy copy
    52. 52. choosing the right language for your market
    53. 53. using direct, plain English
    54. 54. getting your message across succinctly
    55. 55. reeling the reader in and encourage them to take action.</li></ul>Whether you’re writing letters, flyers, catalogues, back covers for books or copy for use on exhibition stands, advertising or posters, this course will help you understand what’s needed for your business.<br />
    56. 56. Copywriting<br />Course outline<br />9:30am Registration, coffee, introductions and course aims<br /><ul><li>Types of copy
    57. 57. Copy make-up
    58. 58. Message and objectives
    59. 59. Space available and target audience
    60. 60. Timing, layout, alternatives and costs</li></ul>10:45 Break and exercise: Recognising poor copy<br />11:00 Exercise feedback/discussion<br /><ul><li>Headlines and subheadings
    61. 61. Main message (order of text)
    62. 62. Use of ‘Johnson Box’
    63. 63. Language, tone, use of facts and figures
    64. 64. Punctuation, grammar, repetition, alliteration, assonance
    65. 65. Action words, buzz words and other tricks to get the reader’s attention
    66. 66. Exercise: Grabbing attention
    67. 67. Standard elements for inclusion; how to sign off
    68. 68. Calls to action and response forms
    69. 69. Review of samples provided by attendees; checklist and action plan</li></ul>1pm Close<br />
    70. 70. Proofreading for Marketers<br />Have you ever noticed a mistake in your marketing literature after it was printed? I think everyone has experienced that! This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly, using checklists and tips from the publishing industry.<br /> <br />This one-day course uses case-studies and exercises to show you how to:<br /> <br /><ul><li>check for sense and eliminate errors
    71. 71. check the literature helps the reader to take the next step
    72. 72. find quick ways of marking corrections for DTP operators and typesetters
    73. 73. make suggestions for improvements in a diplomatic way
    74. 74. use checklists to help get things right.</li></li></ul><li>Proofreading for Marketers<br />Course outline<br />10am Registration, coffee, introductions and course aims<br /><ul><li>What is proofreading for? (with examples); why the need for post-dtp checks?
    75. 75. What is an error? Types of copy (emails, letters, reports, flyer, catalogue, online)
    76. 76. Exercise:spotting errors
    77. 77. Introduction to key proofreading symbols and why the need for a set of industry standards
    78. 78. Exercise: Practicing symbols
    79. 79. Pros and cons of symbols and finding alternatives that work for you</li></ul>1pm-1.45pm Lunch<br /><ul><li>House style, consistency and branding
    80. 80. Copy extent, must-have elements, reducing copy
    81. 81. Time to allow for checks; tools to use; should you outsource?
    82. 82. Common errors (repetition, typos, widows and orphans, column depth, running heads, etc.)</li></ul>3pm-3.15 Break and exercise: Spotting inconsistency<br /><ul><li>Costs of corrections and legal considerations
    83. 83. Questions and answers; any other elements attendees wish to cover
    84. 84. Review of literature examples supplied
    85. 85. Summary, tips, checklists and recommended follow-up activities</li></ul>4.30pm Close<br />
    86. 86. Successful promotional campaigns<br />Sometimes a great promotional idea just doesn’t work. Why is that? Probably because it was aimed the wrong market, was in the wrong place or went live at the wrong time.<br />This one-day course will help you plan promotional campaigns that suit your products/services and appeal to your target market(s). The course covers:<br /><ul><li>promotion for print – flyers, leaflets, brochures, catalogues, etc.
    87. 87. e-marketing
    88. 88. effective use of your website
    89. 89. direct marketing
    90. 90. conferences and events
    91. 91. point of sale material.</li></ul>Get it right. Learn what’s right for your market and how to incorporate the most appropriate tools into your marketing strategy.<br />
    92. 92. Successful promotional campaigns<br />Course outline<br />10:00am Registration, coffee, introductions and course aims<br /><ul><li>Different types of promotion
    93. 93. What is a campaign?
    94. 94. Corporate communications strategy and marketing strategy
    95. 95. Market analysis, segmentation and targeting
    96. 96. Break and exercise: What went wrong?</li></ul>1pm-1.45pm Lunch<br /><ul><li>Defining campaign aims and setting SMART objectives
    97. 97. Exercise: Setting the right objectives
    98. 98. E-marketing tools: maximising the benefits of your website, effective e-newsletters and email shots, online advertising and click-through rates, RSS feeds and viral marketing
    99. 99. Direct mail: brochures, flyers, letters, list testing
    100. 100. Conferences and events
    101. 101. Point of sale and promotional material</li></ul>3pm-3.15 Break<br /><ul><li>Other elements of promotional mix
    102. 102. How to integrate elements into an effective campaign
    103. 103. Exercise (in teams): Case study
    104. 104. Timing, budget and review of ROI
    105. 105. Delegate action plan</li></ul>4:30pm Close<br />
    106. 106. Global Strategic Marketing<br />This is a more advanced course aimed at experienced and senior strategic marketing staff. This course will show you, using examples, how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions.<br /><ul><li>How to analyse industry trends
    107. 107. How to use pivot tables to analyses territorial sales figure
    108. 108. How to monitor competitors on a global stage
    109. 109. Global product/service strategies
    110. 110. Benefits of concentration over spreading strategies within new markets</li></ul>This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course, having previously downloaded course materials that will be used during the session.<br />
    111. 111. Global Strategic Marketing<br />Course outline<br />10.00am Registration, coffee, introductions and course aims<br /><ul><li>Drivers that provide the opportunity for global marketing
    112. 112. Exercise: Drawbacks associated with going global
    113. 113. Market and competition research; SWOT and PESTEL
    114. 114. Cultural considerations and perception of companies during expansion</li></ul>1pm-1.45pm Lunch<br /><ul><li>Strategic approaches: standardisation, configuration-coordination, integration
    115. 115. Isolating key goals during market entry phase
    116. 116. Concentration vs spreading
    117. 117. Exercise: Advantages and disadvantages</li></ul>3pm-3.15 Break<br /><ul><li>Market selection using BSG and other matrices
    118. 118. Using pivot tables to analyse market potential
    119. 119. Exercise: Portfolio analysis
    120. 120. Summary and discussion</li></ul>4.30pm Close<br />
    121. 121. Why use lawsonmarketing? <br /><ul><li>Convenient
    122. 122. Courses repeated at different times throughout the year (see next slide for timetable)
    123. 123. Training can also be carried out on your site on any date that suits you
    124. 124. Bespoke training
    125. 125. All our courses can be altered to suit your requirements
    126. 126. Please advise at the time of booking any elements of the course you would like to have added (or removed)
    127. 127. Experienced, qualified trainer
    128. 128. Develops your staff’s skill set and counts towards CPD</li></ul>“An exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights, I have no hesitation in recommending him.” <br />Strategic Marketing Manager, ProQuest <br />
    129. 129. Current course timetable<br />For training on any other date, please email training@lawsonmarketing.co.uk<br />
    130. 130. Course fees and discounts<br />*Minimum of three attendees on each course to qualify<br />¥ To ensure you hear about the latest offers available, email: training@lawsonmarketing.co.uk<br /><ul><li>NB The maximum recommended number of attendees is 12 given the nature of one-to-one attention during exercise sessions.</li></li></ul><li>How do I book a place?<br />Registration and payment<br />By post: Lawson Marketing Consultancy<br />St John’s Innovation Centre<br />Cowley Road<br />Cambridge<br />CB4 0WS<br />By phone: (1223) 441117<br />By email:training@lawsonmarketing.co.uk<br /><ul><li>Please ensure you review our full Terms and Conditions before booking
    131. 131. Please send me a brochure and add me to your mailing list</li></li></ul><li>Booking form<br />To request a postal booking form and a copy of our new Training Brochure, please click here.<br />Don’t forget, we can offer training on your site at any date and all our courses can be altered to suit you company’s specific needs<br />
    132. 132. About the trainer<br />David Lawson has worked in publishing and marketing since 1994. Prior to the establishment of Lawson Marketing Consultancy he held the role of Strategic Marketing Manager at ProQuest, with responsibility for the global marketing of a range of product portfolios. Prior to that he was Journals Marketing Manager at CUP. He has also worked in charge of the Marketing Communications department for NST, Europe’s leading educational tour operator, with the responsibility of marketing direct to universities.<br />David Lawson MCIM is a qualified proofreader and copy editor, and holds a first-class honours in Marketing and Business Psychology. With a strong background in marketing and publishing, David offers a productive mix of advice, help, training and specialist services, especially in the effective communication of information to the academic market. <br />
    133. 133. marketing services| marketing training| market research<br />Training Courses for 2010-11<br />

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