Specialised Masterclasses - make an impact

Marketers acknowledge that there is a serious need to be able to prove that marketing can deliver an improved ROI, add value and increase profitability. Beginning this autumn, The Chartered Institute of Marketing has developed a number of specialised Masterclasses that help marketers provide the evidence.

For professional marketers, the business environment - which includes the Public Sector - has changed considerably over the past 10 years. With no sign of this trend altering, managers have to show a ROI whilst rapidly responding to market demands. Failure to do this will inevitably risk losing ground to competitors.

ìThe relationship with the customer has shifted significantly; marketing spend has to be targeted more effectively and there are growing demands for marketers to demonstrate the positive impact of their activities on profits,î said Renita Shwili, The Instituteís marketing manager for learning and development.

ìItís not an option these days to risk throwing away half your budget on nice but poorly thought out ideas. These new short courses have been designed to help marketers respond and react positively to a changing environment and, in a more strategic way, ensuring that 100% of marketing budget is working for the organisation.î

The new Masterclasses include:

Directing Value Proposition Development
Traditional marketing theory says that value propositions are all about communicating and delivering customer benefits. But what happens when a proposition is broadly undifferentiated compared to competitors. This Masterclass goes beyond templates, frameworks and models to examine really practical solutions.

Insights Programme
This Masterclass looks for the elusive link between consumer insight and business issues facing senior management. It is about fitting the right people with the right thinking, rather than drowning in data. It connects insights across the business, as well as inspiring, provoking and constructively disrupting in order to drive new business growth.

Delivering Great Customer Experiences
It is not just about delivering promises to customers, but about delivering brand promise consistently throughout the customer journey. But to deliver requires a strong vision and even stronger management.

More details of all The Chartered Institute of Marketingís training courses can be found at www.cim.co.uk