Professional Development

Price includes refreshments, lunch and course materials

Level: Foundation

The purpose of this course:

If you are planning to develop a marketing database, or if you have a database and you want to use it more effectively to gain better results, then this is the workshop for you. It is designed to help you refine the data you need and use it to guide marketing activity within your organisation.

Who this course is for:

This workshop is designed for marketing managers, marketing executives and marketing support staff who wish to improve the way that marketing databases are used in their organisation. Whether the organisation has a database, wants to restructure a database or is setting one up for the first time, the course will be beneficial for all.

Benefits for your organisation:

To compete effectively your organisation needs a marketing database or CRM system. However, many organisations focus their efforts on the technology involved, without considering how the database will be used for marketing. This workshop shows delegates how to develop a database that will enable them to acquire new customers, retain existing customers and win back lost customers.

Benefits for you as an individual:

By attending this workshop you will develop a better understanding of how a marketing database can be developed to improve marketing and sales activities within your organisation. By the end of the workshop you will have the knowledge you need to confidently discuss how a marketing database should be constructed and used for best results.

You will learn how to:

• Develop and use a marketing database to enhance your business
• Acquire new customers and retain them
• Win back lapsed customers
• Determine the data to be collected and understand how it will be used
• Use your database to drive marketing plans and measure results achieved
• Maintain a database and enlist the support of other people
• Use simple rules to make sense of data held
• Target more effectively and avoid ‘junk’
• Use a database to improve marketing communications
• Structure a database
• Establish feedback channels and measure results
• Use database marketing to support a sales force and distributors

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.