The main challenge facing many organisations today is how to ensure their activities are customer focused and their strategy externally driven. Today’s changing business environment drives the continual search for competitive advantage, and this workshop is designed to provide delegates with the knowledge, tools and techniques to achieve this. The programme includes mentoring and clinic sessions, ensuring delegates have the confidence and support to instigate changes in their own business context.

Who should attend?

Organisations wanting to improve their external focus or the effectiveness of their marketing activity - whether public or private sectors - will benefit from this programme.

Delegates need to be experienced managers, from a marketing or non-marketing background, involved with their business planning and strategy development and/or who have authority to develop and implement marketing plans and strategy. Marketers with strategic responsibility and those developing into senior organisational roles will find this programme valuable as will those marketing practitioners responsible for operational marketing plans and their return on investment.

Learning outcomes

  • Marketing’s role in organisations today.
  • The challenge of establishing a market orientation.
  • Structure of a customer-focused marketing plan.
  • The tools of internal and external analysis.
  • The strategic marketing planning process.
  • Aligning strategic, operational and tactical level plans.
  • The challenges of segmentation in both B2B and B2C organisations.
  • Developing the value proposition.
  • From product to service to solution.
  • Brand strategy and delivering the brand promise.
  • Metrics to evaluate and improve future marketing performance.

The CIM Experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery -  Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Introductory, Advanced and Masterclass.


Residential: £3,430
Non-Residential: £3,160
Member Residential: £3,087
Member Non-Residential: £2,844
* Prices shown are exclusive of VAT. Prices include tuition, course materials and full board accommodation on residential courses.

Course Dates

Start Date End Date Location
15 Aug 2018 26 Sep 2018 Moor Hall
07 Nov 2018 11 Dec 2018 Moor Hall

Course Director

Richard Mayer

Richard Mayer has been actively involved in marketing training and education over the last 20 years working for a range of clients both in the UK and internationally. His main interest lies in improving professional marketing standards for individuals, marketing teams and organisations with a particular focus on brand management, marketing planning and execution, marketing organisation and marketing communication.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.