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You will learn to:

  • Plan, create and implement effective strategic marketing plans
  • Understand how to develop sustainable advantage
  • Manage your brand across multiple channels
  • Integrate your strategy across on and offline channels in line with business objectives
  • Effectively measure and evaluate your outputs

Course availability 

start location member non-member places left
Central London (SE1 8DJ) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information

programme

Understanding the business environment

  • Explore a range of tools designed to develop a clear and actionable view of market and business performance
  • Market and customer trends
  • Competitor intelligence
  • Internal resource analysis
  • The role of insight and research

Developing sustainable competitive advantage

  • Identifying unique and exploitable competencies
  • Benchmarking
  • Developing the best strategic options
  • Identifying sources of advantage

Aligning strategy with customer groups

  • Marketing segmentation
  • The role of positioning and targeting
  • Developing a core sustainable proposition and links to creative execution
  • Branding issues

Strategy development and implementation

  • Media neutral planning
  • The role of integration of on and offline channels
  • Getting the balance right between acquisition and retention
  • Channel media convergence
  • Marketing from the inside out

Measurement and control systems

  • Financial management
  • Objective setting
  • Managing lifetime value
  • Measuring integrated outputs
  • Cultural and management issues
  • Managing intermediaries
who should attend?

This course is designed for those delegates responsible for managing the marketing planning process.

Enrol onto ‘Integrated Marketing Strategy’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

tutors

Matthew Housden F IDM, Principal Lecturer, University of Greenwich

Matthew lectures on a number of courses including the International Marketing BA, MA and MBA, the Marketing Research MA and the Direct Marketing BA, MA and MBA. Matthew’s academic research covers Marketing Research, Digital Marketing and Interactive and Relationship Marketing. His output includes 8 publications and regular contributions to specialist publications.

Outside of the university, Matthew has worked as a moderator for the Chartered Institute of Marketing in International Marketing Strategy and has been involved with The IDM as a course tutor for a number of years.

Matthew is also the Director of Face Value Consulting and Professionals in Ltd., and has over 25 years of professional experience in marketing. His consultancy and training clients include GUS, Barclays, Royal Mail, Swiss Reinsurance, Miller Freeman, PepsiCo, United Biscuits and Guinness.

venue

Etc.venues Marble Arch

Located in the heart of the West End, just minutes away from Marble Arch and Bond Street stations, etc.venues Marble Arch offers contemporary designed, high quality training and meeting rooms.

testimonials
If you want to meet great people from the widest range of industries while learning from industry greats in amazing facilities, the IDM is for you

Katherine Fleet,
Matrix

I would recommend this oneday introduction as a great way to build or refresh knowledge. I found it extremely interesting, relevant and well delivered.

Rachel Ramsden,
Skipton Building Society

Train Your Team

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

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