Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

The normal licences for communication that marketers’ enjoy are severely curtailed under the confines of the 2012 Games. Marketers’ need to employ a great deal of care backed up by knowledge as to what can and what cannot be said. These key issues are explored within this programme.

The purpose of this course:

The Government has moved swiftly to bring in legislation preventing the use of Games-related words & images by non-official advertisers. Does this mean that the 2012 Olympics offer no opportunities to organisations unless they pay a huge licence fee to use the symbols? We explore the law in this area and take an entrepreneurial marketing approach to the likely opportunities.

Who this course is for:

This workshop is for anyone who has a part to play in writing advertising copy, putting together promotional messages/materials for their organisation or if your work is subsequently put into the public arena.

Benefits for your organisation:

There are four years left to capitalise on the London Games, but any company wishing to do so must tread carefully. There are likely to be hundreds of opportunities to capitalise on the Games, but the legal frameworks to prevent marketers enjoying a free rein are already in place. This course will help you to work within the constraints of the law.

Benefits for you as an individual:

‘Games’, ‘Medals’, ‘Gold’, ‘2012’, ‘Sponsor’ and ‘Summer’ are innocuous words but combining them in any form of advertising could lead to your business being fined £20,000 or more in the run up to 2012. The Games present another legal obstacle that marketers must be aware of. Be sure you are on the right side of the new laws in this area.

You will learn how to:

• Identify ‘Protected Olympic Marks’ and what they mean to you
• Prepare a strategy for operating within the legislation passed in the wake of London being awarded the 2012 Olympic Games
• Explore possible marketing approaches that keep you within the letter of the law
• Interpret the relevant law in this area and identify its likely impacts on your business

Course content:

• Review of marketing opportunities arising from the Games
• Introduction to the London Olympics Bill and other legislation in this area
• What will the Act mean for business
• Case studies and scenarios
• Planning to work within the new legislation

To take away from the course:

A comprehensive range of notes will be provided and sources of information identified for future reference.

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