Managing Direct Marketing Campaigns

A practical course to help you plan, build and implement a direct marketing campaign

Direct marketing will help you to talk directly to your prospects and customers, enabling you to deliver a customised message to each of them. This will help you to hit your acquisition, development and retention targets and know where your budget is being spent most effectively. With new digital channels and tools available, it is imperative that direct marketers keep up to speed with these opportunities.

Course code

0421

Duration

2 days

Prices (excl. VAT)

Residential	£ 1295.00
Member residential	£ 1165.50
Non-residential	£ 1197.00
Member non-residential	£ 1067.50

CPD hours

Level

Advanced

Prices include tuition, course materials and lunch. Residential prices include full board accommodation.

Start Date	End Date	Venue

There are no courses currently scheduled.

The purpose of this course

To deepen your knowledge of direct marketing. Learn about all of the DM tools and techniques that can help you make your campaigns more successful, including the new digital channels. Learn where DM fits into the overall marketing mix and how to build up your DM strategy.

Who this course is for

This course is for direct marketing practitioners who have some experience in running DM campaigns, but who want to deepen their knowledge and update their skills.

Benefits for your organisation

This course will help you to improve the effectiveness of your DM campaigns. Your knowledge of DM will increase, allowing you to share the tools, techniques and best practice examples with colleagues in the business.

Benefits for you as an individual

This course will deepen your personal knowledge, making you even more of a subject matter expert in your organisation. It will allow you to discuss the latest channels, tools and techniques with like-minded practitioners who have similar roles to your own in other companies and industries. It will improve your DM project management skills and help you to select and manage the most appropriate suppliers and agencies.

You will learn how to

Plan, build and execute a digital marketing campaign
Measure success and test campaigns
Segment and target your audience
Develop engaging propositions and judge creative work
Decide which channels to use to communicate to your audience
Understand what the new digital channels are and when to use them
Understand the legal implications of DM
Select and manage an agency and other DM suppliers
Understand how to collect, manage and analyse data
DM project management, budgeting and making sure the project is delivered on time and on spec

Course content

Why use DM?
Where DM fits into your overall marketing mix
Benefits and weaknesses of DM
DM strategy – fitting DM strategy to your business strategy, tactical campaigns versus programmatic relationship marketing
Planning a campaign – budgeting, scheduling, objective setting
Executing a campaign – segmentation, targeting, customer insights, proposition development, briefing and judging creative
Managing data – Collecting, cleaning, analysing, profiling, updating, enhancing data
Channel selection – when to use traditional and digital channels, overview of new digital channels and tips on how to use them
Testing, learning and measuring campaigns
Selecting & managing your partners, agencies and suppliers
Internal resources needed
Legal guidelines for data and DM

Professional Standards

CIM’s Professional Marketing Standards have been developed through extensive research with employers and leading academics. All of our marketing qualifications and training courses are based on this framework ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance.