Training Courses for 2010-11

marketing services | marketing training | market research

Courses available E-Marketing and the use of social media Marketing planning Copywriting Proofreading for marketing professionals Successful promotional campaigns Global Strategic Marketing

Welcome to the training course summary for 2010 from Lawson Marketing This short presentation will guide you through everything you need to know and the course content trainer facilities booking procedure dates of courses and special offers available If you have any further queries please email us today

Marketing Training ndash why bother

Catch a fish and yoursquoll eat for a dayLearn how to fish and yoursquoll never be hungry

Yes itrsquos a clicheacute but itrsquos true Learn how to do your own marketing and the benefits to your business will also include

how to increase sales how to improve the customer experience how to raise your company profile stronger branding and staff loyalty

Whatrsquos included in our coursesAll courses include the following

A pre-course questionnaire which delegates will be required to complete at least one week prior to attending

Delegates will be welcomed by a drinks reception at the start of each course

Courses are all interactive and contain exercises break-out sessions

Each delegate will receive full course handouts bound in a folder Lunch is provided for full-day courses Upon completion of each course delegates will each receive a

certificate of attendance Courses can count towards CPD hours for CIM accreditation

Where do our courses take place

All our courses run regularly in Cambridge and we have access to facilities to enable us to meet most date requirements

Courses take place both on our site at St Johnrsquos Innovation Centre and close to us at the Cambridge Football Association

We are also delighted to offer training on client sites anywhere within the UK (conditional upon a minimum of 4 attendees)

E-Marketing and the use of social mediaYoursquove heard of lsquosocial mediarsquo and of websites like Facebook and LinkedIn ndash maybe you use some of them too But can they really do anything to help your business The answer is yes Using social media can help you to

increase the traffic to your website generate worthwhile leads build partnerships and networks find investors gain new business promote your business to wide audiences

This full-day training course supported by case studies will give you the knowledge and skills to Perform confident and effective e-marketing campaigns Understand how to engage with users that reach your website understand blogs

podcasts and RSS feeds structure emails and newsletters effectively Understand social media and how social networking can really make an impact

on your marketing helping increase traffic build leads and promote your business to a wide audience

E-Marketing and the use of social mediaCourse outline10am Registration coffee introductions and course aims

bull Intro Irsquom really out of touch with e-Marketing Help (Review of e-marketing)bull Communicating directly with your customers (b2b vs b2c)bull Purpose of e-marketing and how it should fit into your suite of campaign tools you usebull Understanding blogs RSS feeds podcasts and viral marketing bull How to structure emails and newsletters more effectivelybull Exercise e-marketing copywriting

1pm-145pm Lunchbull Social media developments so far what are the hot topics todaybull Connecting social media to your business plan dorsquos and donrsquotsbull How to integrate social media into other marketing plansbull Using the right social media and key social networks for your particular needsbull How to set appropriate objectives measuring the success of social media toolsbull How and why to build useful contacts in your own industry or sector

3pm-315 Break and exercise Prioritisation of techniquesbull Methods to engage with users once they reach your websitebull Questions and answers any other elements attendees wish to cover bull What does the future hold in store for e-marketing and social mediabull Summary tips checklists and recommended follow-up activities

430pm Close

Marketing planningPlanning is the most important stage of your marketing Get this right and all your promotional work should fit together in a planned campaign and match your business objectives To be able to plan effectively you need to understand your own business its products and services and the factors that affect your business

This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation You will learn

the four Ps ndash product price place promotion SWOT ndash identifying and capitalising on your strengths and weaknesses

opportunities and threats PESTLE ndash identifying and managing the environment in which your

organisation operates looking at political economic socio-cultural technological legal and environmental issues

Writing a basic marketing plan ndash what to include how to schedule activities how to manage the budget and how to measure success

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Whatrsquos included in our coursesAll courses include the following

A pre-course questionnaire which delegates will be required to complete at least one week prior to attending

Delegates will be welcomed by a drinks reception at the start of each course

Courses are all interactive and contain exercises break-out sessions

Each delegate will receive full course handouts bound in a folder Lunch is provided for full-day courses Upon completion of each course delegates will each receive a

certificate of attendance Courses can count towards CPD hours for CIM accreditation

Where do our courses take place

All our courses run regularly in Cambridge and we have access to facilities to enable us to meet most date requirements

Courses take place both on our site at St Johnrsquos Innovation Centre and close to us at the Cambridge Football Association

We are also delighted to offer training on client sites anywhere within the UK (conditional upon a minimum of 4 attendees)

E-Marketing and the use of social mediaYoursquove heard of lsquosocial mediarsquo and of websites like Facebook and LinkedIn ndash maybe you use some of them too But can they really do anything to help your business The answer is yes Using social media can help you to

increase the traffic to your website generate worthwhile leads build partnerships and networks find investors gain new business promote your business to wide audiences

This full-day training course supported by case studies will give you the knowledge and skills to Perform confident and effective e-marketing campaigns Understand how to engage with users that reach your website understand blogs

podcasts and RSS feeds structure emails and newsletters effectively Understand social media and how social networking can really make an impact

on your marketing helping increase traffic build leads and promote your business to a wide audience

E-Marketing and the use of social mediaCourse outline10am Registration coffee introductions and course aims

bull Intro Irsquom really out of touch with e-Marketing Help (Review of e-marketing)bull Communicating directly with your customers (b2b vs b2c)bull Purpose of e-marketing and how it should fit into your suite of campaign tools you usebull Understanding blogs RSS feeds podcasts and viral marketing bull How to structure emails and newsletters more effectivelybull Exercise e-marketing copywriting

1pm-145pm Lunchbull Social media developments so far what are the hot topics todaybull Connecting social media to your business plan dorsquos and donrsquotsbull How to integrate social media into other marketing plansbull Using the right social media and key social networks for your particular needsbull How to set appropriate objectives measuring the success of social media toolsbull How and why to build useful contacts in your own industry or sector

3pm-315 Break and exercise Prioritisation of techniquesbull Methods to engage with users once they reach your websitebull Questions and answers any other elements attendees wish to cover bull What does the future hold in store for e-marketing and social mediabull Summary tips checklists and recommended follow-up activities

430pm Close

Marketing planningPlanning is the most important stage of your marketing Get this right and all your promotional work should fit together in a planned campaign and match your business objectives To be able to plan effectively you need to understand your own business its products and services and the factors that affect your business

This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation You will learn

the four Ps ndash product price place promotion SWOT ndash identifying and capitalising on your strengths and weaknesses

opportunities and threats PESTLE ndash identifying and managing the environment in which your

organisation operates looking at political economic socio-cultural technological legal and environmental issues

Writing a basic marketing plan ndash what to include how to schedule activities how to manage the budget and how to measure success

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Where do our courses take place

All our courses run regularly in Cambridge and we have access to facilities to enable us to meet most date requirements

Courses take place both on our site at St Johnrsquos Innovation Centre and close to us at the Cambridge Football Association

We are also delighted to offer training on client sites anywhere within the UK (conditional upon a minimum of 4 attendees)

E-Marketing and the use of social mediaYoursquove heard of lsquosocial mediarsquo and of websites like Facebook and LinkedIn ndash maybe you use some of them too But can they really do anything to help your business The answer is yes Using social media can help you to

increase the traffic to your website generate worthwhile leads build partnerships and networks find investors gain new business promote your business to wide audiences

This full-day training course supported by case studies will give you the knowledge and skills to Perform confident and effective e-marketing campaigns Understand how to engage with users that reach your website understand blogs

podcasts and RSS feeds structure emails and newsletters effectively Understand social media and how social networking can really make an impact

on your marketing helping increase traffic build leads and promote your business to a wide audience

E-Marketing and the use of social mediaCourse outline10am Registration coffee introductions and course aims

bull Intro Irsquom really out of touch with e-Marketing Help (Review of e-marketing)bull Communicating directly with your customers (b2b vs b2c)bull Purpose of e-marketing and how it should fit into your suite of campaign tools you usebull Understanding blogs RSS feeds podcasts and viral marketing bull How to structure emails and newsletters more effectivelybull Exercise e-marketing copywriting

1pm-145pm Lunchbull Social media developments so far what are the hot topics todaybull Connecting social media to your business plan dorsquos and donrsquotsbull How to integrate social media into other marketing plansbull Using the right social media and key social networks for your particular needsbull How to set appropriate objectives measuring the success of social media toolsbull How and why to build useful contacts in your own industry or sector

3pm-315 Break and exercise Prioritisation of techniquesbull Methods to engage with users once they reach your websitebull Questions and answers any other elements attendees wish to cover bull What does the future hold in store for e-marketing and social mediabull Summary tips checklists and recommended follow-up activities

430pm Close

Marketing planningPlanning is the most important stage of your marketing Get this right and all your promotional work should fit together in a planned campaign and match your business objectives To be able to plan effectively you need to understand your own business its products and services and the factors that affect your business

This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation You will learn

the four Ps ndash product price place promotion SWOT ndash identifying and capitalising on your strengths and weaknesses

opportunities and threats PESTLE ndash identifying and managing the environment in which your

organisation operates looking at political economic socio-cultural technological legal and environmental issues

Writing a basic marketing plan ndash what to include how to schedule activities how to manage the budget and how to measure success

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

E-Marketing and the use of social mediaYoursquove heard of lsquosocial mediarsquo and of websites like Facebook and LinkedIn ndash maybe you use some of them too But can they really do anything to help your business The answer is yes Using social media can help you to

increase the traffic to your website generate worthwhile leads build partnerships and networks find investors gain new business promote your business to wide audiences

This full-day training course supported by case studies will give you the knowledge and skills to Perform confident and effective e-marketing campaigns Understand how to engage with users that reach your website understand blogs

podcasts and RSS feeds structure emails and newsletters effectively Understand social media and how social networking can really make an impact

on your marketing helping increase traffic build leads and promote your business to a wide audience

E-Marketing and the use of social mediaCourse outline10am Registration coffee introductions and course aims

bull Intro Irsquom really out of touch with e-Marketing Help (Review of e-marketing)bull Communicating directly with your customers (b2b vs b2c)bull Purpose of e-marketing and how it should fit into your suite of campaign tools you usebull Understanding blogs RSS feeds podcasts and viral marketing bull How to structure emails and newsletters more effectivelybull Exercise e-marketing copywriting

1pm-145pm Lunchbull Social media developments so far what are the hot topics todaybull Connecting social media to your business plan dorsquos and donrsquotsbull How to integrate social media into other marketing plansbull Using the right social media and key social networks for your particular needsbull How to set appropriate objectives measuring the success of social media toolsbull How and why to build useful contacts in your own industry or sector

3pm-315 Break and exercise Prioritisation of techniquesbull Methods to engage with users once they reach your websitebull Questions and answers any other elements attendees wish to cover bull What does the future hold in store for e-marketing and social mediabull Summary tips checklists and recommended follow-up activities

430pm Close

Marketing planningPlanning is the most important stage of your marketing Get this right and all your promotional work should fit together in a planned campaign and match your business objectives To be able to plan effectively you need to understand your own business its products and services and the factors that affect your business

This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation You will learn

the four Ps ndash product price place promotion SWOT ndash identifying and capitalising on your strengths and weaknesses

opportunities and threats PESTLE ndash identifying and managing the environment in which your

organisation operates looking at political economic socio-cultural technological legal and environmental issues

Writing a basic marketing plan ndash what to include how to schedule activities how to manage the budget and how to measure success

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

E-Marketing and the use of social mediaCourse outline10am Registration coffee introductions and course aims

bull Intro Irsquom really out of touch with e-Marketing Help (Review of e-marketing)bull Communicating directly with your customers (b2b vs b2c)bull Purpose of e-marketing and how it should fit into your suite of campaign tools you usebull Understanding blogs RSS feeds podcasts and viral marketing bull How to structure emails and newsletters more effectivelybull Exercise e-marketing copywriting

1pm-145pm Lunchbull Social media developments so far what are the hot topics todaybull Connecting social media to your business plan dorsquos and donrsquotsbull How to integrate social media into other marketing plansbull Using the right social media and key social networks for your particular needsbull How to set appropriate objectives measuring the success of social media toolsbull How and why to build useful contacts in your own industry or sector

3pm-315 Break and exercise Prioritisation of techniquesbull Methods to engage with users once they reach your websitebull Questions and answers any other elements attendees wish to cover bull What does the future hold in store for e-marketing and social mediabull Summary tips checklists and recommended follow-up activities

430pm Close

Marketing planningPlanning is the most important stage of your marketing Get this right and all your promotional work should fit together in a planned campaign and match your business objectives To be able to plan effectively you need to understand your own business its products and services and the factors that affect your business

This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation You will learn

the four Ps ndash product price place promotion SWOT ndash identifying and capitalising on your strengths and weaknesses

opportunities and threats PESTLE ndash identifying and managing the environment in which your

organisation operates looking at political economic socio-cultural technological legal and environmental issues

Writing a basic marketing plan ndash what to include how to schedule activities how to manage the budget and how to measure success

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Marketing planningPlanning is the most important stage of your marketing Get this right and all your promotional work should fit together in a planned campaign and match your business objectives To be able to plan effectively you need to understand your own business its products and services and the factors that affect your business

This one-day course will show you how to plan your marketing to suit your own needs and how to use tried and tested tools to make marketing work for your organisation You will learn

the four Ps ndash product price place promotion SWOT ndash identifying and capitalising on your strengths and weaknesses

opportunities and threats PESTLE ndash identifying and managing the environment in which your

organisation operates looking at political economic socio-cultural technological legal and environmental issues

Writing a basic marketing plan ndash what to include how to schedule activities how to manage the budget and how to measure success

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Marketing planningCourse outline10am Registration coffee introductions and course aims

bull Marketing defined importance within publishing useful sources for follow upbull The marketing mixbull Exercise How publishers can use the marketing mix to resolve problemsbull Using a SWOT analysisbull Competition analysisbull Market researchbull Using a PESTLE analysis

1pm-145pm Lunchbull What is a marketing planbull Budget managementbull Planning exercise (in groups using BCG Matrix) Choose or lose

3pm-315 Break bull Writing the planbull The promotional mix budgets and return on investmentbull Exercise Which promotional tools should you choosebull How to schedule activities and monitor progress and measure results

430pm Close

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Copywriting

This is just writing some text isnrsquot it Wrong Itrsquos the right text for the right audience in order to get your message across to the right people This hands-on course will show you how to write effectively for your market using case studies and exercises In a packed half-day the course covers

how to write short punchy copy choosing the right language for your market using direct plain English getting your message across succinctly reeling the reader in and encourage them to take action

Whether yoursquore writing letters flyers catalogues back covers for books or copy for use on exhibition stands advertising or posters this course will help you understand whatrsquos needed for your business

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

CopywritingCourse outline930am Registration coffee introductions and course aims

bull Types of copybull Copy make-upbull Message and objectivesbull Space available and target audiencebull Timing layout alternatives and costs

1045 Break and exercise Recognising poor copy1100 Exercise feedbackdiscussion

bull Headlines and subheadingsbull Main message (order of text)bull Use of lsquoJohnson Boxrsquobull Language tone use of facts and figuresbull Punctuation grammar repetition alliteration assonancebull Action words buzz words and other tricks to get the readerrsquos attentionbull Exercise Grabbing attentionbull Standard elements for inclusion how to sign offbull Calls to action and response formsbull Review of samples provided by attendees checklist and action plan

1pm Close

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Proofreading for MarketersHave you ever noticed a mistake in your marketing literature after it was printed I think everyone has experienced that This course will help you to prevent mistakes in your literature by teaching you how to proofread text properly using checklists and tips from the publishing industry This one-day course uses case-studies and exercises to show you how to check for sense and eliminate errors check the literature helps the reader to take the next step find quick ways of marking corrections for DTP operators and typesetters make suggestions for improvements in a diplomatic way use checklists to help get things right

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Proofreading for MarketersCourse outline10am Registration coffee introductions and course aims

bull What is proofreading for (with examples) why the need for post-dtp checksbull What is an error Types of copy (emails letters reports flyer catalogue online)bull Exercise spotting errorsbull Introduction to key proofreading symbols and why the need for a set of industry standardsbull Exercise Practicing symbolsbull Pros and cons of symbols and finding alternatives that work for you

1pm-145pm Lunchbull House style consistency and brandingbull Copy extent must-have elements reducing copybull Time to allow for checks tools to use should you outsourcebull Common errors (repetition typos widows and orphans column depth running heads etc)

3pm-315 Break and exercise Spotting inconsistencybull Costs of corrections and legal considerationsbull Questions and answers any other elements attendees wish to cover bull Review of literature examples suppliedbull Summary tips checklists and recommended follow-up activities

430pm Close

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Successful promotional campaignsSometimes a great promotional idea just doesnrsquot work Why is that Probably because it was aimed the wrong market was in the wrong place or went live at the wrong timeThis one-day course will help you plan promotional campaigns that suit your productsservices and appeal to your target market(s) The course covers

promotion for print ndash flyers leaflets brochures catalogues etc e-marketing effective use of your website direct marketing conferences and events point of sale material

Get it right Learn whatrsquos right for your market and how to incorporate the most appropriate tools into your marketing strategy

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Successful promotional campaignsCourse outline1000am Registration coffee introductions and course aims

bull Different types of promotionbull What is a campaignbull Corporate communications strategy and marketing strategybull Market analysis segmentation and targetingbull Break and exercise What went wrong

1pm-145pm Lunchbull Defining campaign aims and setting SMART objectivesbull Exercise Setting the right objectivesbull E-marketing tools maximising the benefits of your website effective e-newsletters and email

shots online advertising and click-through rates RSS feeds and viral marketingbull Direct mail brochures flyers letters list testingbull Conferences and eventsbull Point of sale and promotional material

3pm-315 Breakbull Other elements of promotional mixbull How to integrate elements into an effective campaignbull Exercise (in teams) Case studybull Timing budget and review of ROI bull Delegate action plan

430pm Close

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Global Strategic MarketingThis is a more advanced course aimed at experienced and senior strategic marketing staff This course will show you using examples how to maximise information at your disposal to make solid judgement calls and forward planning recommendations for strategic directional changes that can be passed to your executive board or used to help govern corporate strategic decisions

How to analyse industry trends How to use pivot tables to analyses territorial sales figure How to monitor competitors on a global stage Global productservice strategies Benefits of concentration over spreading strategies within new markets

This is a hands-on course utilising case study material and delegates will be required to bring laptops with them to the course having previously downloaded course materials that will be used during the session

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Global Strategic MarketingCourse outline1000am Registration coffee introductions and course aims

bull Drivers that provide the opportunity for global marketingbull Exercise Drawbacks associated with going globalbull Market and competition research SWOT and PESTELbull Cultural considerations and perception of companies during expansion

1pm-145pm Lunchbull Strategic approaches standardisation configuration-coordination integrationbull Isolating key goals during market entry phasebull Concentration vs spreadingbull Exercise Advantages and disadvantages

3pm-315 Breakbull Market selection using BSG and other matricesbull Using pivot tables to analyse market potentialbull Exercise Portfolio analysisbull Summary and discussion

430pm Close

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Why use lawsonmarketing

Convenient Courses repeated at different times throughout the year

(see next slide for timetable) Training can also be carried out on your site on any date

that suits you Bespoke training

All our courses can be altered to suit your requirements Please advise at the time of booking any elements of the

course you would like to have added (or removed) Experienced qualified trainer Develops your staffrsquos skill set and counts towards CPD

ldquoAn exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights I have no hesitation in recommending himrdquo

Strategic Marketing Manager ProQuest

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Current course timetable

Course Length Date AvailabilityE-Marketing and the use of social

mediaFull day 07 September

12 OctoberLimitedGood

Marketing planningFull day 09 November

23 NovemberLimitedGood

CopywritingHalf day 14 September

21 SeptemberGoodGood

Proofreading for marketing professionals

Full day 16 November05 October

LimitedGood

Successful promotional campaignsHalf day 19 October

02 NovemberGood

Limited

Global Strategic MarketingFull day 28 September

26 OctoberGoodGood

For training on any other date please email traininglawsonmarketingcouk

Course fees and discounts

Fees Cambridge Clientrsquos siteOne-day courses pound300 + VAT pound290 + VATHalf-day courses pound175 + VAT pound150 + VAT

Discounts available (Discounts cannot be used in combination)Group discount Book 4 or more delegates 10 Charity discount For registered charities only 10Bulk order discount Book a place on two or more courses 10Other special offers Please state source codeyen Variable

Minimum of three attendees on each course to qualifyyen To ensure you hear about the latest offers available email traininglawsonmarketingcouk

NB The maximum recommended number of attendees is 12 given the nature of one-to-one attention during exercise sessions

How do I book a placeRegistration and paymentBy post Lawson Marketing Consultancy

St Johnrsquos Innovation CentreCowley RoadCambridgeCB4 0WS

By phone (1223) 441117

By email traininglawsonmarketingcouk

Please ensure you review our full Terms and Conditions before booking

Please send me a brochure and add me to your mailing list

Booking formTo request a postal booking form and a copy of our new Training Brochure please click here

Donrsquot forget we can offer training on your site at any date and all our courses can be altered to suit you companyrsquos specific needs

About the trainerDavid Lawson has worked in publishing and marketing since 1994 Prior to the establishment of Lawson Marketing Consultancy he held the role of Strategic Marketing Manager at ProQuest with responsibility for the global marketing of a range of product portfolios Prior to that he was Journals Marketing Manager at CUP He has also worked in charge of the Marketing Communications department for NST Europersquos leading educational tour operator with the responsibility of marketing direct to universities

David Lawson MCIM is a qualified proofreader and copy editor and holds a first-class honours in Marketing and Business Psychology With a strong background in marketing and publishing David offers a productive mix of advice help training and specialist services especially in the effective communication of information to the academic market

Training Courses for 2010-11

marketing services | marketing training | market research