Marketing training courses available this autumn


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A range of marketing training courses for for publishing sector

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Marketing training courses available this autumn

  1. 1. L aw so n M a rk e t i ng Co n su lt a n c y Lt d Tra in in g co u r s es fo r 2 0 1 0 marketing training market research l aw s o nm a r k e t i ng
  2. 2. Welcome to LMC LMC is a leading supplier of marketing services and marketing training to the publishing sector, and is based in Cambridge, UK; we hope you find a course here that will be of benefit. Our portfolio of courses is growing continually, so if there is any specific need you have that you don’t see covered here, do please contact us as we are happy to organise a bespoke marketing course to suit your needs. About the trainer David Lawson MCIM has more than 20 years’ experience of publishing and marketing. Prior to the establishment of Lawson Marketing Consultancy his career has included roles such as Strategic Marketing Manager at ProQuest, Journals Marketing Manager at Cambridge University Press and team leader for direct marketing to universities at NST, Europe’s leading educational tour operator. David qualified as a proofreader in 1994 and has worked in editorial and marketing roles in academic and professional publishing. An experienced trainer with a broad and thorough understanding of marketing and publishing, David offers a wealth of experience in the effective communication of information to the academic market. 2 | 01223 441117 |
  3. 3. Contents E-Marketing and the use of social media 4 Marketing planning 5 Copywriting 6 Proofreading for marketing professionals 7 Successful promotional campaigns 8 Global Strategic Marketing 9 Terms and conditions 10 Course fees and discounts 11 Booking form 12 | 01223 441117 | 3
  4. 4. E-Marketing and the use of social media CPD hours You’ve heard of ‘social media’ and of websites like Facebook and LinkedIn – maybe you use some of them, too. But can they 5.5 3.5 really do anything to help your business? The answer is yes! Using social media can help you to: • increase the traffic to your website • generate worthwhile leads • build partnerships and networks • find investors • gain new business • promote your business to wide audiences. This full-day training course will give you the knowledge and skills to: • use the right social media for your particular needs • set appropriate objectives for measuring the success of social media tools • tie your use of social media into other marketing plans • connect social media to your business plan • communicate directly with your customers • build useful contacts in your own industry or sector • engage with users that reach your website • structure emails and newsletters more effectively • understand blogs, RSS feeds, podcasts and viral marketing. Book by phone: 01223 441117 Course fee: £300 + VAT per delegate Book by email Date: 12 October, 10am to 4.30pm Or post back 19 October, 10am to 4.30pm the order form Venue: Cambridge on page 12 4 | 01223 441117 |
  5. 5. Marketing planning Planning is the most important stage of your marketing. Get this CPD hours 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 5.5 business, its products and services and the factors that affect your business. This full-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. The course covers: • the four Ps – product, price, place, promotion • SWOT – identifying and capitalising on your strengths and weaknesses, opportunities and threats • PESTLE – identifying and managing the environment in which your organisation operates, looking at political, economic, socio-cultural, technological, legal and environmental issues • Writing a basic marketing plan – what to include, how to schedule activities, how to manage the budget and how to measure success. Course fee: £300 + VAT per delegate Date: 14 September, 10am to 4.30pm 23 November, 10am to 4.30pm Venue: Cambridge Book by phone: 01223 441117 Book by email Or post back the order form on page 12 | 01223 441117 | 5
  6. 6. Copywriting CPD hours 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 3.5 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: • how to write short, punchy copy • choosing the right language for your market • using direct, plain English • getting your message across succinctly • reeling the reader in and encourage them to take action 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. Course fee: £175 + VAT per delegate Dates: 21 September, 9am to 1pm 9 November, 9am to 1pm Venue: Cambridge Book by phone: 01223 441117 Book by email Or post back the order form on page 12 6 | 01223 441117 |
  7. 7. Proofreading for marketing professionals Have you ever noticed a mistake in your marketing literature after CPD hours 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 5.5 3.5 tips from the publishing industry. This one-day course uses case-studies and exercises to show you how to: • check for sense and eliminate errors • check the literature helps the reader to take the next step • find quick ways of marking corrections for DTP operators and typesetters • make suggestions for improvements in a diplomatic way • use checklists to help get things right. Course fee: £300 + VAT per delegate Dates: 5 October, 10am to 4.30pm 26 October, 10am to 4.30pm Venue: Cambridge Book by phone: 01223 441117 Book by email Or post back the order form on page 12 | 01223 441117 | 7
  8. 8. Successful promotional campaigns CPD hours Sometimes a great promotional idea just doesn’t work. Why is that? Probably because it was aimed the wrong market, was in 5.5 the wrong place or went live at the wrong time. This full-day course will help you plan promotional campaigns that suit your products/services and appeal to your target market(s). The course covers: • promotion for print – flyers, leaflets, brochures, catalogues, etc. • e-marketing • effective use of your website • direct marketing • conferences and events • point of sale material. Get it right. Learn what’s right for your market and how to incorporate the most appropriate tools into your marketing strategy. Course fee: £300 + VAT per delegate Dates: 7 September, 10am to 4.30pm 2 November, 10am to 4.30pm Venue: Cambridge Book by phone: 01223 441117 Book by email Or post back the order form on page 12 8 | 01223 441117 |
  9. 9. Global Strategic Marketing This is a more advanced course aimed at experienced and senior CPD hours 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 5.5 3.5 strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions. • How to analyse industry trends • How to use pivot tables to analyse territorial sales figure • How to monitor competitors on a global stage • Global product/service strategies • Benefits of concentration over spreading strategies within new markets 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. Course fee: £300 + VAT per delegate Date: 28 September, 10am to 4.30pm 16 November, 10am to 4.30pm Venue: Cambridge Book by phone: 01223 441117 Book by email Or post back the order form on page 12 | 01223 441117 | 9
  10. 10. Terms and conditions Payment • Payment with booking is required to hold places on a course. • Where our trainer has to travel to a client site, reasonable travel costs will be paid by the client. • Cheques should be made payable to Lawson Marketing Consultancy Ltd. • To pay by BACS, please contact Cancellations • Cancellation by LMC: In the event insufficient numbers sign up for a particular course, an alternative arrangement will be offered (different location, different date or full refund at client’s preference). • Cancellation by delegate: 50% refund will be granted for cancellations notified in writing 4 weeks or more before the commencement of a course; notifications made after this time will attract the full fee (though a substitute attendee or transfer to another course will also be permissible, once only). • LMC is not liable for any loss, damage, theft, injury, or personal expense incurred as a result of attending a course. Copyright • LMC retain copyright on all course materials and no element of course materials may be reproduced, stored in a retrieval system, or transmitted in any form or by any means (electronic, mechanical, photocopying or otherwise), without the written consent of LMC. • Any audio or video recording or photography of our courses is prohibited unless permission has been received in writing in advance. We reserve the right to eject offenders and to confiscate recording or photographic material without liability of any kind whatsoever to the company, its employees or agents, and without refund of fees paid. What’s included in the courses? • All courses carry a pre-course questionnaire, which delegates will be required to complete at least one week prior to attending. • Delegates will be welcomed by a drinks reception at the start of each course. Should you have • Courses are all interactive and contain exercises/break-out sessions. any query relating to any • Each delegate will receive full course handouts bound in a folder. aspect of our • Lunch is provided for full-day courses. training courses, • Upon completion of each course, delegates will each receive a certificate of please email us attendance. 10 | 01223 441117 |
  11. 11. Where do the courses take place? All our courses run regularly in Cambridge and we have access to facilities to enable us to meet most date requirements. 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). Course fees and discounts Fees Cambridge Client’s site One-day courses £300 + VAT £290 + VAT Half-day courses £175 + VAT £150 + VAT * Minimum of three attendees on each course to qualify Discounts available (discounts cannot be used in combination) Group discount Book 4 or more delegates 10% Charity discount For registered charities only 10% Bulk order discount* Book a place on two or more courses 10% Other special offers** Please state source code Variable ** To ensure you hear about the latest offers available, email: NB The maximum recommended number of attendees is 10 given the nature of one-to-one attention during exercise sessions. Registration and payment By post Lawson Marketing Consultancy St John’s Innovation Centre Cowley Road Cambridge CB4 0WS By phone (01223) 441117 By email UPDATES! From time to time we would like to inform you about new training courses, special For the latest promotions and other events and activities that might be of interest. Communications would updates on all typically made be email once every six months; if you would like this type of update please courses please let us know by ticking this box visit our website | 01223 441117 | 11
  12. 12. Course Date Delegates Course fee Total 1. E-Marketing and the use of 12 October social media 19 October 2. Marketing planning 14 September 23 November 3. Copywriting 21 September 9 November 4. Proofreading for marketing 05 October professionals 26 October 5. Successful promotional 7 September campaigns 2 November 6. Global Strategic Marketing 28 September 16 November Subtotal Discounts applied: VAT @ 17.5% Group Charity Bulk Promotional code Discount applied Total payable £ Delegate Information Name of Delegate Job title Course # Date Dietary requirements/other special needs Authorisation details (if different from delegate) Your company name Your name and position Your Email Address If you require a proforma invoice please indicate: Yes No Your purchase order number (if appropriate): l a w s on marke ti ng 01223 441117 2010TB01