20%* off all training courses booked in July. Use code: SUMMER20 *T&Cs apply

Discount (SUMMER20) applies to training courses running in July, August and September 2019. See full terms and conditions.


Given the importance of ‘the numbers’ for all organisations, both commercial and not-for-profit, there’s never been a greater need for accountable marketing. This course will help you develop a more quantitative approach to the development, implementation and evaluation of your marketing plans and associated activities, utilising appropriate metrics to assess both the efficiency and effectiveness of both strategies and tactics. You will learn how to do this through a mixture of presentation slides, exercises/mini workshops, discussion and video – all centred around a comprehensive strategic marketing, metrics, analytics and ROI case study – with the emphasis on actionable insight and application.

Who should attend?

This workshop has been designed for people who understand the critical importance of measuring and evaluating their marketing activities and expenditure, and are ready to invest some time and brainpower in developing a metrics-oriented approach to doing the best they can with the resources they’ve got, and who want to prove that their marketing actually works.

Learning outcomes

• Design appropriate marketing metrics
• How to calculate ROI/ROMI (Return on Marketing Investment)
• Establish links (statistical) between market activities, performance and results
• Determine what works and what doesn’t, and allocate your marketing budget accordingly – marketing optimisation
• Develop marketing plans with the emphasis on implementation, evaluation and feedback
• Measure the efficiency and effectiveness of strategic (customer) and tactical marketing (mix) activities – including digital/social media metrics and analytics
• Create a marketing dashboard or scorecard to focus effort and assess both effectiveness and ROI
• Ensure that marketing is seen as accountable and adding value, if not pivotal to helping the organisation achieve its objectives

Course Dates

Start Date Days Location
Please select course type: Residential: Non-residential:
23 Jul 2019 2 Cookham
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15 Aug 2019 2 London
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18 Sep 2019 2 Cookham
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25 Nov 2019 2 London
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Course Director

Tony Rowe

In 1999, Tony Rowe was instrumental in creating a travel technology ‘dot.com’ and floating it on the London Stock Exchange (AIM). After 18 months as Marketing Director, he left to engage his previous passion in training and consultancy which he still does to this day, having created some of CIM’s earliest and most popular digital marketing workshops.


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.

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