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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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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<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:<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<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 />