Professional Development

Price includes full board accommodation and course materials.

Level: Masterclass

Key issues:

For organisations to compete effectively online, they must provide a compelling experience that makes a crucial connection with their audience. Making this connection is an art, not a science, and as such there is no online marketing formula that can be rolled out. However, knowledge of best-in-class approaches that have worked for other brands can inspire and motivate marketers to develop their own deep and meaningful marketing initiatives. Best practice approaches must span all aspects of digital marketing from the first point of contact to delivery of online services and experiences.

The purpose of this course:

This course will enable you to review your current approach to online marketing in light of the most significant trends in digital media marketing techniques and changes in media consumption and buyer behaviour. You will be able to identify and prioritise the digital marketing activities which must be improved to prosper online.

Who this course is for:

For individuals with a good understanding of the business benefits of online marketing, but who feel frustrated by the lack of established processes and standards for managing the process. This course is also suitable for marketing managers and senior brand managers.

Benefits for your organisation:

You will be able to benchmark your organisations’ capabilities against similar companies with a significant commitment to digital media. It will enable you to review and refine your digital marketing strategy to identify the major change initiatives required.

Benefits for you as an individual:

Online marketing is one of most ambiguous and complicated roles a marketer can be faced with. This course will cover the process through research and planning through to execution of successful online marketing initiatives. It will also reveal the intangible ‘magic’ that makes the difference between an online brand and an online superbrand.

You will learn how to:

• Employ new online marketing initiatives
• Manage the process internally
• Brief and control agencies
• Launch initiatives such as website, email, viral, online PR and search engine campaigns
• Deliver quality experiences leading to increased loyalty

Course content:

• Understanding the customer – audience profiling, user scenarios, segmentation
• Benchmarking against competitors
• Strategy development
• Identification of key areas for improvement
• Best-in-class case studies on e-commerce, microsites, viral campaigns, email marketing
• Evaluation, testing and improvement methodologies and tools
• Emerging technologies and trends

Pre and post learning support:

Approaches used include pre-workshop questionnaire and follow-up questions or informal post-workshop review of approaches by the course director after delegates have sent through questions by e-mail.

To take away from the course:

• A practical set of templates
• A first hand account of successes and failures of blue-chip brands across all e-marketing channels

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework