Course overview
If you are new to marketing or looking to strengthen your understanding of best-practice marketing fundamentals, this course is for you.
This is a practical course which is designed to take you on a step by step journey, to develop your understanding of marketing, the importance of putting the customer at the heart of what you do, with the use of data and developing an understanding of the different ways to communicate with your audience.
At each stage of the strategy, you will see practical applications to deepen your understanding and demonstrate how to go about it.
You will be provided with practical templates to take back to your office and share amongst colleagues. We teach marketers how to improve their processes and planning activity through real-life applications, processes and templates
What you'll learn
- Discover the importance of putting your customer at the heart of everything you do
- Gain a strong understanding of the marketing channels available, both offline and digital
- Learn how to combine your channels to maximise campaign effectiveness
- Ensure your campaigns are delivered on time, and on budget
- Understand the importance of branding and creative
- Explore how data can optimise your marketing activities, campaign after campaign
Study method
- Online
- Blended
- In-class
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Duration study load
- 35 CPD hours
Delivery
Online
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials.
Who's it for?
This course is for you if:
- You want to start a career in marketing
- You have already started working in marketing but have you have no training or qualifications
- You want to be an effective Marketing Executive
Subjects
- The fundamentals of good marketing
- How to use the 4 p’s framework
- How to ensure your company is customer centric
- What is customer relationship management?
- How can you identify different types of customer and their needs?
- How to deliver an effective CRM programme
- Learn what the multiplier effect is
- How and why it works
- How to plan and execute it effectively
- What are the main digital marketing channels?
- Understand the importance of online marketing
- Why and when do we need to use online marketing channels
- What the main traditional marketing channels are
- Understand the importance of traditional marketing channels
- Why and when do we need to use traditional marketing channels
- What are the creative elements of a marketing communication
- How you should approach them
- Great examples of award-winning creative
- What customer data is
- Why customer data is so important to the success of a business
- How to use customer data to make your marketing more effective
- What customer segmentation is and how it is useful for shaping your communications
- What the different types of segmentation are
- How to use your data to influence channel selection
- What communications planning is
- The common primary objectives and supporting targets for campaigns
- How to develop the appropriate strategy that can be turned into an actionable set of results
- How personas will help you create more effective marketing communications
- How to select the right communications channels to suit your audience
- How to develop creative that will appeal to your audience
- The importance of a good brief
- How to write a good brief and what to include in it
- How to manage agencies
- Why testing is so important in marketing
- The key areas to test across your marketing activity
- Things to consider when implementing your testing plan
- Why and how to analyse your marketing campaigns
- Where analysis and insights should sit in your campaign planning process
- How to develop and use your insights
- The importance of maths in marketing
- How to calculate a range of metrics
- How to use metrics to optimise your marketing campaigns
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
