pivotal marketer
TRANSCRIPT
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PIVOTAL MARKETERBitesize Courses
Micro-learning shaping the future of Marketing and Leadership Education
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Online learning experience offering short programmes aligned to key Marketing, Digital Marketing, and Leadership topics relevant in today’s world - for
Marketers, Entrepreneurs, and Leaders.
Better knowledge, Better Informed, Better Decisions
PIVOTAL MARKETERBitesize Courses
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• 3 Ways MMC Are Helping Marketers 4• About MMC Learning 5
Key information points about MMC Learning 5
• Introduction and Learning 6The learning challenge 6What is PIVOTAL Marketer Bitesize? 6Who is it for? 6Our investment in the future of Marketers and Leaders 7Learning Pathways 7
• Module 01 - Introduction to Marketing 8• Module 02 - Planning Campaigns 11• Module 03 - Customer Insights 14• Module 04 - Digital Marketing Strategy & Planning 17• Module 05 - Digital Marketing Channels & Customer Experience 20• Module 06 - Digital Marketing Optimisation 23• Module 07 - Marketing Innovation 26• Module 08 - Managing Brands 29• Module 09 - Integrated Communications Strategy 32• Module 10 - Strategy for Search and Paid Channels 35• Module 11 - Content Marketing Strategy 38• Module 12 - Customer Centricity & Conversion Strategy 41• Module 13 - Value Proposition Design for Digital 44• Module 14 - Digital Analytics and Evaluation 47• Module 15 - Customer Relationship Management & Retention 50• Module 16 - Contemporary Challenges 53• Module 17 - Leading Change 56• Module 18 - Managing Business Growth 59• Access ALL Modules and more 62• Course Tutors and Trainers 63
Content
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Pathway ONEPower up your Digital & Marketing knowledge
BITE SIZE & PIVOTAL MARKETER ACADEMY - A complete library of video lessons and templates to help individuals and teams
deliver Marketing tasks with confidence
Pathway THREECoaching and Masterminds
Discover micro-breakthroughs that can lead to step changes in
achieving greater goals
Pathway TWOGet qualified in Marketing
Official qualifications, structured learning designed to strengthen
both knowlege and CV
20k+ 750+ 60+Marketers trained globally Online learning videos Topics covered
3 Ways MMC Are Helping Marketers
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Our Accreditation Partners
About MMC Learning
» Over 20 years educating Marketers around the world. » A learning provider, delivering a range of Marketing, Sales and Management
online education that supports Marketers and other Professionals at different stages of their careers.
» Working with the CIM, MMC is a pioneer, developing the first online Marketing qualification back in 2000 and is now delivering UK’s first MSc in Digital Marketing with a new syllabus designed to meet current industry needs.
» Operating at the intersection of acedemia, professional accreditation and industry insights, MMC provides a unique online learning experience for its candidates.
» The course delivery team includes industry leaders, experienced practitioners, keynote speakers and recognised authors.
Key information points about MMC Learning
MMC Learning is a global leader, a joint venture with Manchester Metropolitan University, and an accredited study centre for the Chartered Institute of Marketing and the Chartered Management Institute.
As part of the process to gain this status, MMC underwent a rigorous quality assurance process. The Bitesize learning syllabus has been designed in consultation with employers, using user research, and aligned with professional standards. This ensures that the right skills are developed to help learners perform on the job and to allow employers to upskill their workforce.
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Introduction and Learning
Who is it for?
Time is slipping through our fingers; days, weeks, months and for some years go past in a blink.
Our lives require us to juggle many things - work, career, family, health, social and other commitments that are unique to you.
How do you keep educating yourself in this mix?
Success is to be able to do things in smaller steps, consistently over a period of time.
PIVOTAL Marketer Bitesize is designed for you to consume learning on the go or at relevant points in time where you can find a space to learn and allow your mind to expand.
What is PIVOTAL Marketer Bitesize?
The learning challenge
PIVOTAL Marketer Bitesize is a fresh, smart series of online programmes delivered by leading practitioners and subject matter experts. They cater for the growing demand for micro-learning to develop the right knowledge and skills to solve short-term challenges.
• Short high quality lessons, over 500 videos and 60+ topics• A vast number of Marketing, Leadership and Digital Marketing topics covered• Access online, learn at your own pace, own time• Delivered by very experienced tutors and industry professionals
Aimed at individuals and teams who want to expand very specific knowledge areas and key topics to become better Marketers, smarter Entrepreneurs and confident Leaders.
Not everyone has the time or wants to commit to doing a full qualification so this is a perfect opportunity to consume learning in the moments that suit you, learn topics that are relevant in your life and work today.
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Learning Pathways
There are many pathways beyond Bitesize learning. If learners want to continue their journey or have a specific goal that needs to be met, there are few paths they can take.
• Get qualified by the Chartered Institute of Marketing (CIM).
• Management and Leadership pathway accredited by the Chartered Management Institute (CMI).
• Shorts Bitesize Awards (3 months) accredited by CIM and CMI.
• Study for a Masters in Digital Marketing awarded by the Manchester Metropolitan University Business School.
• The Coaching and Mastermind Accelerator Programme is designed to help individuals create breakthroughs, hit goals and apply what they’ve learned in the real world.
We have already spent over £250K producing this online learning resource and we are committed to continuous innovation and improvement - adding new templates, tools and lessons every quarter.
Our purpose and mission is to help 70K Marketers and Leaders succeed by 2025.
Our investment in the future of Marketers and Leaders
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Learn about the role of Marketing in the organisation and the key concepts that underpin the activities of the Marketer. Explore the Marketing environment,
customer behaviour in the digital age, Market research and the Marketing planning process.
This includes the Marketing mix (Product, Price, Promotion, Place, Process, People, Physical) and a tactical planning framework to aid Marketing effectiveness.
Overview
01 Introduction to Marketing
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IM1 - Marketing Concept IM2 - Customer Behaviour IM3 - Factors and Trends
• Marketing orientation• Role of marketing in business• Creating value (customer)• Creating value (stakeholder)• Identifying Marketing trends• The planning process• Branding/brand positioning
• Buying behaviour• Decision making process• The customer journey• Psychological influences• Social and cultural influences• Personal factors• Types of buying behaviour• Segmentation• Targeting and positioning
• The macro environment• PESTEL analysis • Micro environment• customers, competitors and
intermediaries• Suppliers and interest groups• Porter’s five forces model• The impact of macro, micro &
internal factors
IM4 - Marketing Information IM5 - Understanding & Application
IM6 - Customer needs and Business Goals
• Gathering Marketing information• Primary and secondary data• Primary data sources• Real-time and big data• Secondary data sources• Analysing data to inform
marketing decisions
• Marketing mix• Total product concept• Product life cycle• Pricing policies & methods• Place - consumer goods
channels• Promotional mix• 3 elements of the extended
marketing mix, process, people, physical evidence
• The importance of a coordinated approach
• Product & service application• Marketing mix in different
contexts (B2B, B2C and NFP)• Marketing mix; international
markets• Marketing mix; relationship
Marketing• The changing Marketing
environment• Measuring and controlling
effectiveness
01 Introduction to Marketing
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
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Module 02
PlanningCampaigns
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This module gives you the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. You will learn the campaign
planning process including how to analyse an organisation’s current position.
You will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-
changing world of Marketing.
Overview
02 Planning Campigns
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PC1 - Introduction to Planning Campaigns
PC2 - Internal and External Analysis
PC3 - Develop a Campaign Plan
• Marketing comms flow chart• Planning frameworks• Communications objectives• Strategy development• Campaign tactics & evaluation• Role of the creative brief• Role of external agencies• Selection criteria, briefing,
pitching and remuneration
• The internal marketing environment (stakeholders)
• Organisational types, mission, objectives, strategy
• The internal marketing environment (organisational structures, history, culture and scale)
• Product/service portfolios• Marketing/communication plans
Marketing environment analysis• Customer analysis• Competitor analysis
• Objectives and strategy• Marketing mix content - 7Ps• Promotional goals• Internal /external creative
resources• Developing the media plan• Customer value propositions• Advertising, direct marketing
and personal selling)• Public relations• Media planning process and
digital media landscape)• Media selection, planning
concepts, scheduling and buying)
PC4 - Understanding & Implementation PC5 - Monitoring Campaigns PC6 - Campaign Evaluation
• Tools to support campaign planning
• Recommend how to gain internal support and engagement for the plan
• Case study
• The benefits of monitoring a campaign
• Customer satisfaction and retention, financial implications and adapting campaigns
• Identify how campaigns can be monitored (tracking marketing channels)
• Online/offline measurement tools, customer feedback and real-time monitoring)
• Key metrics to measure campaign performance
• Media effectiveness and financial analysis evaluation
• Feedback loops with internal and external stakeholders
• Key learning to inform future campaigns (link to business goals/objectives - balanced scorecard)
• Applying marketing metrics, and evaluation reports for stakeholders
02 Planning Campaigns
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
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Customer loyalty, the customer/user experience and customer insight are the core of achieving optimum satisfaction and retention. This module gives you an understanding of the contemporary customer’s complex needs and wants, their
behaviour as consumers and how this sets their expectations.
You will learn how to gain the insight required to understand those needs and map the journey to ultimately improve their experience.
Overview
03 Customer Insights
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CI1 - Customer Behaviour - Understand Customer Context
CI2 - Customer Behaviour - Influencing Key Factors
CI3 - Understand the Customer Experience
• Customer definitions• Sole trader & corporation, and
professional services• Stakeholders• Transparency and ethics• Customer orientation & value• Brand value & creating demand• Relationship marketing• Differentiation in the market
(segmentation, targeting and positioning)
• Decision making process (B2C)• Decision making process (B2B)• Psychological & personal
factors• Social and cultural factors• Customer satisfaction• Adaptation of the marketing mix• The total product concept• Product life cycle • The mix - Place,Price, Promotion• People, process & physical
evidence• Adaptation of the marketing mix
(ServQual and RATER)
• Moments of truth & touchpoints• The customer journey• Value creation & branded
customer experience• Ladder of loyalty & service
blueprints• Zero moments of truth &
psychology of experience• Social media, comparison
websites & online forums• Machine learning• Handling complaints online• Direct marketing and post
purchase management
CI4 - Enhance the Customer Experience
CI5 - Research Methods and Metrics
CI6 - Measuring and Monitoring - Research Approaches
• Value proposition• The Marketing Mix - 7C’s• Three levels of a product• Customer journey mapping and
the RACE planning framework• Customer Relationship
Management (CRM)• Service profit cycle and
commitment trust theory• Employee and customer
satisfaction
• Research sources• Research methods (secondary
research)• Research methods (primary
research)• Marketing control systems and
service comparison• Customer satisfaction and
feedback
• The Marketing research process
• The research brief and proposal• Relationships, ethics, code of
conduct and GDPR• Research design and sampling• Evaluating customer research
and insight
03 Customer Insights
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
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Module 04
Digital Marketing Strategy &Planning
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This module will enable you to take both a traditional and digital strategic approach to Marketing planning, integrating digital strategy, models, frameworks
and techniques throughout to achieve competitive advantage.
You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective
decision making. You will also be able to apply all stages within the Marketing planning process – from the audit, through strategic decision making, to
implementation of plans across both traditional and digital channels. Finally, you will learn how to manage resources and employ monitoring and measurement
techniques that enable the achievement of strategic marketing objectives.
Overview
04 Digital Marketing Strategy & Planning
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MS1 - Situation Analysis - Marketing Environment
MS2 - Analysis - Strategic Decision Making
MS3 - Marketing Objectives and Strategy
• What is Strategy?• Market, digital and brand
analysis tools and techniques• Leadership & management
styles• Innovation auditing• Porter’s value chain• Resource Based View (RBV)• Long-term profit focus and
responsible/ethical Marketing• Applying marketing analysis• Disruptive Digital environment• Analysing external
environments• Resource limitations/barriers
• Environmental audit• Essential research methods• Marketing research for planning
and strategy development• Demand forecasting• External analysis techniques to
develop market insights • Capabilities analysis• External and internal analysis
tools and techniques• Prioritise and justify key issues• Evaluate impact of analysis
findings
• The Marketing planning process• Mission/vision statements• Corporate and Strategic
Marketing objectives• Setting objectives• Treacy & Wiersema’s Value-
Discipline• Segmentation, targeting and
positioning• Digital strategies
MS4 - Delivering Marketing Objectives
MS5 - Implementation and Control
MS6 - Measure & Adapt the Marketing Plan
• Brand strategies• Financial measures -
performance • Profit and sales projections• Relationship/1-to-1 marketing• Strategic decisions (Evaluation)• Strategic decisions (cultural fit
and associated risk)• Strategic decisions (Return on
Marketing Investment)• Marketing mix plans (pricing,
promotion, distribution, product, service, people, process, physical evidence )
• Planning for the implementation of marketing strategy
• Frameworks/templates• Legalities, budgets, critical
path Analysis, agile project management, priority matrix
• Required resources for a successful marketing strategy (CSFs and resources)
• Required resources for a successful marketing strategy (cultural attitudinal shifts)
• Risk, implications and issues
• Control mechanisms to measure and monitor the marketing strategy
• The importance of continuous improvements to the marketing strategy
• Creating an effective continuous improvement plan
04 Digital Marketing Strategy &Planning
Delivery: Online, on-demand video lessonsDuration: 8-10 hours
Price: £247
Key Information Points
Topics covered
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Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and
highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs.
It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer
experience, by understanding the customer’s journey while complying with relevant legislation and regulation.
Overview
05 Digital Marketing Channels &Customer Experience
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DC1 - Channel Selection and Customer Insights
DC2 - Selecting & Managing Digital Channels
DC3 - Selecting & Managing Digital Channels
• Introduction• Market insights, trends and
technology• What does all of this mean
going forward? • Scope of Digital Marketing• The customer & research• Developing personas• Examples of personas (B2C and
B2B)• Examples of personas (Web
design)
• Objective setting• Digital Marketing Mix • The Customer Journey• The opportunities of digital
marketing (B2B Gap analysis)• The inbound marketing funnel• The impact of machine learning• Search Marketing
• Content Marketing• Email Marketing
DC4 - Social Media Marketing DC5 - Digital Legal Compliance
DC6 - Digital Customer User Experience
• Social Media Marketing - Trends, Challenges and Engagement
• People expect to find you• Measurement and monitoring• Social Media Marketing - Paid
v. Organic Channels and Optimisation
• Affiliate Marketing• Online Display• Automation & Programmatic
Challenges and buying Re-targeting
• Resources needed
• Introduction• GDPR for non-lawyers• Codes of practice• Data collection• Ethics and morals• Our advice
• Usability and User Experience• Eye tracking• Web design and build• Web design tips• Usability and User • Usability testing• Customer web experience• 1-1 User Research• 1-1 User Research in five steps
05 Digital Marketing Channels & Customer Expereience
Delivery: Online, on-demand video lessonsDuration: 16-20 hours
Price: £247
Key Information Points
Topics covered
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Module 06
Digital Marketing Optimisation
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For many organisations, adopting Digital Marketing has involved transforming aspects of their practice and application. This module will provide you with an in-depth understanding of the strategic implications of developments in the
digital environment, as well as their impact on marketing. This will enable you to integrate and optimise Digital Marketing as well as develop strategic responses to change. You will also be able to ensure responses are measured to evidence
success.
Overview
06 Digital Marketing Optimisation
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DO1 - Digital Insights, Strategy & Planning (Part ONE)
DO2 - Digital Insights, Strategy & Planning (Part TWO)
DO3 - Digital Optimisation (Part ONE)
• Frameworks & models• Situational analysis• Setting objectives• Strategy• Tactics and action• Measurement and resources• Segmentation and targeting
Reach - Improve REACH and Media Effectiveness Review
• Reach - Search Marketing• Reach - Owned and earned
media• Reach - Paid media
• Customer journey analysis• Content Marketing Matrix• Landing pages• Retargeting & nurturing• Web personalisation• Designing for mobile behaviour• Conversion rate optimisation• Customer onboarding• Customer web experience• The Emerging Future• Artificial Intelligence (AI)• Augmented Reality (AR) and
Virtual Reality (VR)• Internet of Things (IoT)
• Introduction• Kaizen• Metrics• Key Performance Indicators
(KPIs)• Data analysis• Technology stack and DMPs• Attribution Modelling• Programmatic = automated• A/B/n Testing• Deep dive - creative testing• Planning and managing A/B
testing• Deep dive - Testing in SEO
DO4 - Digital Optimisation (Part TWO)
DO5 - Digital Analytics, Monitoring & Measurement
(Part ONE)
DO6 - Digital Analytics, Monitoring & Measurement
(Part TWO)
• Introduction• Definitions• Strategy and culture• Tools and technology• People & skills• Process & methodology• Customer-centricity• 1-1 User research• 1-1 User Research in 5 steps
• Interpreting digital metrics• Display advertising metrics• Email marketing metrics• Vanity vs. actionable metrics• Measuring and calculating
Return on Investment (ROI)• Digital goals & objectives• Data & decisioning maturity• Digital measurement techniques
Data driven marketing automation
• Attribution modelling• Creating an actionable
improvement plan
• The value of data & analytics maturity
• Tools for analytics• Analytics approaches• Data collection and
measurement planning• Tag Management Systems
(TMS)• Data compliance• Organisational integration and
data literacy
06 Digital Marketing Optimisation
Delivery: Online, on-demand video lessonsDuration: 14-18 hours
Price: £247
Key Information Points
Topics covered
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This module enables you to take a visionary approach and embed innovation to help your organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting
a specific innovation.
Overview
07 Marketing Innovation
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MI1 - Innovation and Disruption MI2 - Facilitate Innovation MI3 - Innovation & Marketing
Function
• Invention, creativity & innovation• How innovation is changing the
external market (analysing the organisation’s current and future environment, creation theory)
• Blue ocean strategy, and market driven vs. market driving
• Competitive advantage• Business opportunities and
challenges available within markets (business ideas approaches, deliberate vs emergent approaches)
• Challenges in developing and implementing innovative strategies (market size, competition and leadership, profits and cost elements)
• Key features of an innovative organisation (vision and styles of leadership, organisational structures, key individuals and team working, external focus and creative climate)
• The creative climate of an organisation (levels of trust and openness, challenge & involvement, and space and support for ideas, constructive conflict and debate, and degrees of freedom to experiment)
• Applying innovation to Marketing
• Developing innovative approaches to market challenges (cross-functional and self-managing teams, supporting innovative business models, innovation networks and platforms/ecosystems)
• Innovative approaches to enhance product and service development
• Contribution to the creation/management of innovation networks (customer relationships and engagement of suppliers, managing different types of innovation networks)
MI4 - Marketing Related Innovation
MI5 - Innovation in Action - Implementation
MI6 - Innovation in Action Communication
• Options for innovation (evaluating innovation options)
• Risks and benefits of an innovation proposal (risk vs benefit, risk types)
• A business case for change (external and internal driving factors, scope, degrees of urgency and recognition needed for change, business case structure and project proposal)
• Developing a marketing plan to support launch of innovative approaches (background, research techniques and relevant sources
• Objectives, strategy and action• Cultural change to support
the implementation of innovative approaches (current organisational culture, strategies for culture change)
• Leadership, effective plan and team management
• Perspective and formal approaches
• Internal and external marketing plans for innovation (internal audit, objectives and segmentation)
• Internal marketing mix, implications and evaluation criteria)
• External marketing plan)• Relevant metrics to measure
success of innovation (soft and hard measures of success)
• Return on investment and profit ratios
• Dashboard tools, metrics and real-time data)
07 Marketing Innovation
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
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Module 08
ManagingBrands
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This module enables you to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts
reputation positively. You will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise.
You will also be able to ensure the success of the brand through adequate resourcing and monitor and maintain the brand in the long term.
Overview
Managing Brands
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MB1 - Defining & Positioning Brands
MB2 - Elements of Brand Strategy
MB3 - Driving Brand Identity & Success
• Elements of the brand• Customer motivation & journey• Buyer behaviour• Brand touch points & objectives• Technology and brands• International markets• Relationships with customers• Positioning attributes
• Social or cultural influences and emotions
• Brand purpose & consistency • Emotional impact & brand
activation• Targeting• Competitor analysis• The marketing mix - creating
differentiation & positioning• Brand extensions• Sustainability• Digital Marketing & social media• Product placement
• Postmodernism in branding• Brand personality• Corporate branding• Brand equity• Managing the brand portfolio
(Ansoff’s Matrix)• Managing the brand portfolio
(The Boston Matrix)
MB4 - Developing a Brand Plan
MS5 - Implementation and Control
MB6 - Brand Metrics & Continuous Improvement
• Aligning objectives, strategies and plans
• Pricing strategy• Distribution• Market share & retention plan• Campaign structures• Standardisation or adaption?• Legal considerations• Market entry methods• Joint ventures and strategic
alliances• Indirect &, Direct exporting• Manufacturing• Market research techniques
• Tangible resources• Intangible resources• Tools to deliver the global
marketing plan• Stakeholder mapping
• Brand metrics• Measuring brand equity• Customer profiling• Satisfaction & loyalty metrics• Key Performance indicators• Brand measurement dashboard• Continuous improvement plans
08 Managing Brands
Delivery: Online, on-demand video lessonsDuration: 10-14 hours
Price: £247
Key Information Points
Topics covered
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This unit integrates digital & traditional communications to create a plan in order to exploit the opportunities of digital media and technology.
The following are key learning outcomes for this module:
1. Create an integrated digital communications strategy for an organisation
2. Review current marketplace and digital communications capabilities of the organisation
3. Set a vision and goals for how the organisation communicates digitally.
Overview
09 Integrated Communications Strategy
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09 Integrated CommunicationsStrategy
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
● Review marketplace; integration of multi-channel communications
● Setting vision
● Commercial and communications objectives
● Classical marketing strategy components: » Segmentation, » brand development and positioning, » investment prioritisation to maximise value
● Introducing specific channel best practice: » for acquisition, » conversion & retention; Search Marketing, » Online advertising, » social media, » partner marketing.
Topics covered
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Module 10
Strategy for Search and Paid Channels
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This unit will outline the key features of different channels and show students how to plan for their use in customer acquisition.
1. On successful completion of this unit you will be able to:
2. Identify different audiences for acquisition using behavioural targeting approaches
3. Apply best practice in the use of organic and paid channels
4. Critically evaluate channel capability in reaching target audiences.
Overview
10 Strategy for Search and Paid Channels
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10 Strategy for Search and PaidChannels
Delivery: Online, on-demand video lessonsDuration: 7-10 hours
Price: £247
Key Information Points
SSP1 - Introduction & SEO Periodic Table SSP2 - Audience Targeting and Customer Insight
• Introduction to Acquisition for Organic and Paid Channels
• Exploring Search Engine Optimization• Introduction to the SEO Periodic Table• On-Page: Content Elements• On-Page: Architecture Elements• On-Page: HTML Elements• Off-Page: Trust Factors• Off-Page: Links Elements• Off-Page: User Elements• Violations and Toxins• Emerging Verticals
• Introduction to Understanding Audiences• Customer Insight• Search Behaviour• Segmentation and Targeting• How to get Segments Right
SSP3 - On-page and Off-page SSP4 - Paid Channels
• How to do an SEO Audit• Setting Up Your On Page SEO• Getting Google to Find your Page• Mobile Pages, local & International SEO• Internal Linking and On Page Summary• How to do an SEO Audit• Objectives and Business Needs• Setting Up Your On Page SEO• Getting Google to Find your Page• Link Building• Manage Organic Social• Engagement and Off Page Summary
• Introduction to Paid Digital and Social for Acquisition
• Keyword Research• Exploring Paid Search• Display Advertising• Programmatic• Paid Social Media• Paid Instagram and Twitter Ads• LinkedIn Ads and Summary of Paid Approach
Topics covered
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This unit explores the practice of content marketing and its strategic role in an organisation’s digital marketing.
On successful completion of this unit students will be able to:
1. Develop a content marketing strategy for an organisation’s
2. Plan the creation and distribution of content marketing to deliver effective Propositions
3. Plan for content pieces for use in a content marketing strategy
Overview
11 Content Marketing Strategy
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CM1 - Introduction to Content Marketing Strategy
CM2 - Brand Publishing, Personas and Buyer Journeys
CM3 - Storytelling, Amplification and Metrics
• Content Marketing Strategy Overview
• Introduction to Content Marketing
• What is content?• What makes content effective?• Sales messaging in content• How can content create trust?
• What is content marketing?• Content marketing as brand
publishing?• Content marketing strategy -
build an engine• Build content marketing engine
model• Personas• Content through the buyer
journey
• Storytelling in content marketing• What makes a good story?• Content Calendars• Content Calendars Example• Content atomization and
amplification• Content measurement• Content martech
11 Content Marketing Strategy
Delivery: Online, on-demand video lessonsDuration: 10-14 hours
Price: £247
Key Information Points
● Proposition Management
● Content marketing and branding
● Content marketing and product position
● Content audit
● Content marketing strategy development
● Managing different types of marketing content
● Planning content marketing in digital channels.
Topics covered
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Module 12
Customer Centricity & Conversion
Strategy
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This module outlines how an intelligent conversion optimisation strategy will spearhead digital transformation projects and provide an agile digital strategy that evolves with the marketplace. It will also outline what businesses need to change within their organisation to become truly customer centric, transitioning to being a customer-led business that embraces a growth-mindset – driven by the move
from tactical to strategic conversion optimisation.
On successful completion of this module you will be able to:
1. Critically evaluate the effectiveness of an organisation’s conversion optimisation strategy
2. Identify the areas across the business which need to be improved or changed
3. Execute a business transformation from product-led to customer-led.
Overview
12 Customer Centricity &Conversion Strategy
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Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
● Understanding the conversion optimisation industry
● Identifying and overcoming barriers that restrict companies in conversion optimisation
● Auditing businesses approach to conversion optimisation and how it can be improved in: » Strategy & culture » Tools & technology » People & skills » Process » Methodology
● Understanding metrics used to measure success in conversion Optimisation
● Understand the change from tactical to strategic conversion optimisation as a businesses growth lever
12 Customer Centricity & Conversion Strategy
Topics covered
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This unit provides an insight into the process behind the design of innovative new products and the business processes behind them. It focuses on understanding audiences, developing appropriate solutions to their needs, and creating holistic
business ideas to support them.
On successful completion of this unit students will be able to:
1. Critically evaluate product and business development opportunities
2. Develop value propositions to respond to customer needs
3. Design innovative business models to support value propositions
Overview
13 Value Proposition Design for Digital
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VPD1 - Introduction to Digital Value Proposition Design
VPD2 - Digital Value Proposition Design In Action
VPD3 - Innovation Thinking For Commercial Success
• Introduction to Digital Value Proposition Design
• Digital Value Proposition Design (Overview)
• Understanding the Customer (Introduction)
• Understanding the Customer (Product Market Fit)
• Understanding the Customer (VPD Canvas)
• Understanding the Customer (Empathy Mapping Canvas)
• Understanding the Customer (Movie Goers Example)
• Value Proposition Design• Value Proposition Design
(Ometria Example)• Business Model Canvas
(Cinema Business Reality)• Business Model Canvas • Market Assessment (Dramatic
Pivots)• Market Assessment (Market
Opportunity)
• Innovation: Lean Thinking, Agile Working and Design Process
• Innovation (Lean Thinking)• Innovation (Agile Working)• Innovation (Design Process)• Innovation (Blue Ocean and
Diffusion of innovation)• Digital Value Proposition Design
Review• Whiteboard Session - Applying
Design Thinking to an Incremental Innovation
• Whiteboard Session - Develop an Idea for Netflix Education
• Whiteboard Session - Digital Proposition (Corkscrew Example)
13 Value Proposition Design for Digital
● Value Proposition Design; Understanding patterns of value creation, Aligning organisation experience and capability in proposition design, Testing ideas
● Developing value proposition canvases, Customer Profiles and customer segments, Value maps, Customer and Product ‘Fit’
● Business Model Generation; Creating, Delivering and capturing value, Channels to communicate, Customer relationships
● Revenue – ‘Price’ and Costs, Resource and capability
● Business activity; Supply/Buyer/Complementor
● How value proposition feeds business model design and affects communication of the proposition
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
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Module 14
Digital Analytics and Evaluation
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This unit will outline the key aspects of strategic analytics and evaluation, and allow learners to develop approaches to measuring campaign performance.
On successful completion of this unit students will be able to:
1. Design and develop a campaign evaluation programme
2. Critically evaluate data from a range of analytical tools
3. Critically apply analytics and evaluation methodologies.
Overview
14 Digital Analytics and Evaluation
49 | T +44 (0) 161 826 4644 | E [email protected] | Find us at mmclearning.com
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
● Strategic planning and evaluation
● Strategic, marketing, and communications objectives
● Key performance indicators
● Critical success factors
● Analytical tools and frameworks
● Analytics dashboards
● Social media metrics tools
● Practical digital evaluation methodologies.
14 Digital Analytics and Evaluation
Topics covered
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This unit will outline the key features of different approaches to customer retention and show students how to plan for custom relationship management.
On successful completion of this unit students will be able to:
1. Identify different approaches for retaining customers
2. Apply best practice in the use of customer relationship management
3. Critically evaluate CRM capability in retaining specific audiences.
Overview
15 Customer Relationship Management& Retention
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Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
● Digital customer insights, trends and innovation
● Customer lifecycle & journey mapping
● Digital customer experience challenges
● CRM applications and channel integration
● Marketing automation
● Methods to measure retention and loyalty
● Customer retention using digital & social channels
● B2C, B2B, Not for profit, public sector
● Plan a customer contact & retention strategy (online/offline)
● Legal considerations.
15 Customer Relationship Managment & Retention
Topics covered
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Module 16
Contemporary Challenges
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Senior level marketers need to be able to identify the key influences on the future drivers of the organisation and match those with organisational resource to determine future direction. This module will enable you to evaluate the potential
impact of emerging contemporary marketing challenges and apply strategic thinking to develop future strategies.
Overview
16 Contemporary Challenges
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CC1 - Dynamic Marketing Environment (Part 1)
CC2 - Dynamic Marketing Environment (Part 2)
CC3 - Dynamic Marketing Environment (Part 3)
• Dynamic Marketing Environment• Review of Marketing Theory • Socio - Cultural• Modelling Culture• Technological Change• Mobile Technology• e/m/s Commerce
• Consumers & IoT• MkIS, Big Data & Metrics• Cloud Computing & Dashboards• Data Analysis• AI, Virtual & Augmented Reality,
Wearable Technology• Genetic technology, Privacy, Impact
& effects• Geopolitics & Brexit• Global Trade & Globalisation• World Trade, Crowd Funding• Global Cities• Global Environment & Legal
• Micro Factors - Competition• Customers and Service• Supply Chain and Channels• Company Orientation & Ownership• Digital Skills Part 1• Digital Skills Part 2• Micro Marketing Models & Strategies• Meso Models• Innovation and Society
CC4 - Develop Creative Thinking (Part 1)
CC5 - Develop Creative Thinking (Part 2)
CC6 - Create Insight, Vision & Direction
• Finance for Marketers• Agile Organisation & Customer
Centricity• Strategy & Reporting Models• Strategy, Reporting & Big Data
Systems• Databases, Research & Search• Pricing, Monitoring & Learning• Organisation Structure• Strategic Resources and VRIO model• Content Marketing & Storytelling• CSR & Culture• Impact, Risk, Value Chain, Integration• Scenario Planning & Forecasting• Financial Modelling• Environmental Scanning & Trend
Analysis
• Managing a Business Portfolio• Budgeting and New product and
service development• Strategy review lesson• Digital marketing trends• Market Dynamics, Changing
Behaviour• STP & Supply Chain• Metrics & Analytics• Customer and Brand co-Creation
• GDPR• Digital Media and Value• Score Card & Dashboards• Brainstorming and Mind Maps• Media Neutral Planning• Creative Strategy• Market Insights & Market Research• Psychographics and Behavioural
Psychology• Micro Segmentation and Profiling• Data for Marketing and Management• eCrM• Integrated Analytics• Marketing Research & Re-forecasting• Digital & Social Media Analytics
16 Contemporary Challenges
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
57 | T +44 (0) 161 826 4644 | E [email protected] | Find us at mmclearning.com
A key aspect of a senior marketer’s role is leading and managing change within an organisation. This module will enable you to meet the challenges of change
by providing a platform for supporting future responses through harnessing organisational potential and sustainable innovation. In addition you will develop
an understanding of how the organisation’s assets can be managed to build and sustain a clear market position to guide, support and implement market-led
change within an organisation.
Overview
17 Leading Change
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LC1 - Building a case for change (1)
LC2 - Building a case for change (2)
LC3 - Creating a Change Culture (1)
• Stakeholders, Power/Interest Matrix• CSR & Social Values• Value Co-Creation• Financial & Non Financial Strengths• Catalysts for Change• Digital Disruption• Opportunities for Organisational
Improvement• P&L - Break Even - ROI
• UGC & Earned Media• Big Data & Data Warehousing• Data Analytics & Data/Information/
Intelligence• Sources of External Data• Customer Journey & Attribution
Analysis• Conversion Optimisation, Multi
channel funnels and Customer Tracking
• Database Future Proofing• Culture Mismatch, Risk and Change
Culture• Resource Management• Vested Interests & Stakeholders,
Senior Manager Experience, C-Suite Buy-In
• NPSD & Innovative Mgt• Cultural Change
• Intangible Assets, Brands & Competitive Strength
• Organisational Strength and Brand Development
• Brand Association, CSR, Corporate Personality
• Customer Based Brand Equity & Interbrand
• Corporate Reputation & Media Relations
• Using External Expertise & Future Proofing Agency Relationships
• Selection and Managing Agencies and Consultants
• Risk, Negative PR & Dissonance• Market Attractiveness Models &
Customer Perception• Cultural Audit & Standardisation,
Adaptation of Market Offering
LC4 - Creating a Change Culture (2)
LC5 - Implementing Change (1)
LC6 - Implementing Change (2)
• Customer Focused Activities & Company Structure
• Culture and Values & Holistic Measurement of Company and Brand
• Market Scanning and Consultation Process
• Consultation for Change & Supporting Staff and Leaders Through Change
• Reputational Risk & Measuring and Monitoring Corporate Reputation
• Social Media Monitoring & Sentiment Analysis
• Internal Customer Champions & Customer Orientation
• Cross Functional Dialogue & Matrix Working
• Internal Market & Customer Centricity• Environmental Scanning & IT and IS• Environmental and Technological
Change• HR and Leadership & Resource
Management• Change Management & Managing
the Portfolio• Innovation and Leadership
• KPIs, Strategy and Tactics• Planning & The Learning
Organisation• Metrics of Change
17 Leading Change
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
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Module 18
Managing BusinessGrowth
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Growth is a key driver within any organisation and developing both a structured and creative approach to determining where potential or existing opportunities exist is an essential skill for senior marketing professionals. The size, type and
form of the organisation can help or hinder this process so an in-depth knowledge of the complexities for the organisation and its context is critically important to
facilitate decision making at the strategic level.
This module is designed to enable the marketer starting with a wider view of organisations to focus down onto a specific area – ideally the one they work in or interact with in their current role, -and to facilitate solutions which maximise strategic fit. This module can also be delivered in one of two ways, dependent on the learner profiles: Either specific to an organisational type e.g. B2B or SME organisations are plentiful across both the UK and International markets OR as a
generic module.
Overview
18 Managing Buisness Growth
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MBG1 - Dynamics for Business Growth (2)
MBG2 - Dynamics for Business Growth (2)
MBG3 - Determining Direction (2)
• Sourcing Data• Market Research & Market
Scanning• Analytical Tools and Metrics• Business Factors & Legislation• Planning for the Future• Organisation & Sector
Characteristics
• Decision Making in Business• Risk Management & Consumer
Behaviour• Channels• Distribution Strategy• Communications Strategy• Profit Management• Competition & Customers
• Sector Analysis• Delivering Objectives• MKIS
MBG4 - Determining Direction (2)
MBG5 - Building Relationships (1)
MBG6 - Building Relationships (2)
• Responsive Organisations• Buyer Behaviour• Positioning Strategy• Market Entry Strategies
• Marketing Metrics• Achieving KPI’s• Reporting & Stakeholders• Championing the Customer
• Strategic Partnerships• Process Management• Relationship Marketing• Customer Service• KPI’s
18 Managing Business Growth
Delivery: Online, on-demand video lessonsDuration: 8-12 hours
Price: £247
Key Information Points
Topics covered
62 |
Access ALL Modules and more
Delivery: Online, on-demand video lessonsDuration: 300+ hours
Price: £97 / Month
Key Information Points
Digital MarketingStrategy & PlanningIntroduction to Marketing Planning Campaigns Customer Insights
Digital Marketing Channels
Integrated Communications Strategy
Value PropositionDesign for Digital
Leading Change
Content Marketing Strategy
Managing BrandsMarketing Innovation
ContemporaryChallenges
Customer RelationshipManagement & Retention
Digital Analytics and Evaluation
Strategy for Search and Paid Channels
Digital Marketing Optimisation
Managing Buissnes Growth
Customer Centricity & Conversion Strategy
63 | T +44 (0) 161 826 4644 | E [email protected] | Find us at mmclearning.com
Course Tutors and Trainers
ImranFarooq
DamianQualter
RamiEl-Boghdadly
JamesPybus
MouneebShahid
StephenHumphrey
AndrewSherratt
DavidAlexander
CliveWhysall
PatriciaLauret
PeterRees
VeronicaSwindale
MikeBaxter
AllieJohns
AndrewCambell
AlexandraSevern
AndrewHood
SophieIrdale
Jeff McCarthy
GeraintHolliman
DavidEdmundson-Bird
BrendanKeegan
GemmaPybus
PaulRouke
MikeBerry
DaveChaffey
HelenFurneaux-Knight
KelleyCarey
64 |
Email: [email protected]: +44 (0) 161 826 4644
“Within five years, if you’re in the same business you are in now, you’re going to
be out of business.”
― Philip Kotler
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