A complete list of our 2010 training courses, aimed at marketing staff working in publishing but suitable for marketing staff in any industry

1. marketing services| marketing training| market research Training Courses for 2010-11

2. Courses available 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.

4. how to improve the customer experience

5. how to raise your company profile

6. stronger branding, and

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

9. Courses are all interactive and contain exercises / break-out sessions.

10. Each delegate will receive full course handouts bound in a folder.

11. Lunch is provided for full-day courses.

12. Upon completion of each course, delegates will each receive a certificate of attendance.

14. Courses take place both on our site at St John’s Innovation Centre and close to us at the Cambridge Football Association.

16. generate worthwhile leads

17. build partnerships and networks

18. find investors

19. gain new business

21. Understand how to engage with users that reach your website; understand blogs, podcasts and RSS feeds; structure emails and newsletters effectively

23. Communicating directly with your customers (b2b vs b2c)

24. Purpose of e-marketing and how it should fit into your suite of campaign tools you use

25. Understanding blogs, RSS feeds, podcasts and viral marketing

26. How to structure emails and newsletters more effectively

28. Connecting social media to your business plan; do’s and don’ts

29. How to integrate social media into other marketing plans

30. Using the right social media and key social networks for your particular needs

31. How to set appropriate objectives; measuring the success of social media tools

33. Questions and answers; any other elements attendees wish to cover

34. What does the future hold in store for e-marketing and social media?

35. Summary, tips, checklists and recommended follow-up activities4.30pm Close

37. SWOT – identifying and capitalising on your strengths and weaknesses, opportunities and threats

38. PESTLE – identifying and managing the environment in which your organisation operates, looking at political, economic, socio-cultural, technological, legal and environmental issues

40. The marketing mix

41. Exercise: How publishers can use the marketing mix to resolve problems

42. Using a SWOT analysis

43. Competition analysis

44. Market research

46. Budget management

48. The promotional mix, budgets and return on investment

49. Exercise: Which promotional tools should you choose?

50. How to schedule activities and monitor progress and measure results4.30pm Close

52. choosing the right language for your market

53. using direct, plain English

54. getting your message across succinctly

55. reeling the reader in and encourage them to take action.Whether you’re writing letters, flyers, catalogues, back covers for books or copy for use on exhibition stands, advertising or posters, this course will help you understand what’s needed for your business.

57. Copy make-up

58. Message and objectives

59. Space available and target audience

61. Main message (order of text)

62. Use of ‘Johnson Box’

63. Language, tone, use of facts and figures

64. Punctuation, grammar, repetition, alliteration, assonance

65. Action words, buzz words and other tricks to get the reader’s attention

66. Exercise: Grabbing attention

67. Standard elements for inclusion; how to sign off

68. Calls to action and response forms

69. Review of samples provided by attendees; checklist and action plan1pm Close

71. check the literature helps the reader to take the next step

72. find quick ways of marking corrections for DTP operators and typesetters

73. make suggestions for improvements in a diplomatic way

75. What is an error? Types of copy (emails, letters, reports, flyer, catalogue, online)

76. Exercise:spotting errors

77. Introduction to key proofreading symbols and why the need for a set of industry standards

78. Exercise: Practicing symbols

80. Copy extent, must-have elements, reducing copy

81. Time to allow for checks; tools to use; should you outsource?

83. Questions and answers; any other elements attendees wish to cover

84. Review of literature examples supplied

85. Summary, tips, checklists and recommended follow-up activities4.30pm Close

87. e-marketing

88. effective use of your website

89. direct marketing

90. conferences and events

91. point of sale material.Get it right. Learn what’s right for your market and how to incorporate the most appropriate tools into your marketing strategy.

93. What is a campaign?

94. Corporate communications strategy and marketing strategy

95. Market analysis, segmentation and targeting

97. Exercise: Setting the right objectives

98. 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 marketing

99. Direct mail: brochures, flyers, letters, list testing

100. Conferences and events

102. How to integrate elements into an effective campaign

103. Exercise (in teams): Case study

104. Timing, budget and review of ROI

105. Delegate action plan4:30pm Close

107. How to use pivot tables to analyses territorial sales figure

108. How to monitor competitors on a global stage

109. Global product/service strategies

110. Benefits of concentration over spreading strategies within new marketsThis 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.

112. Exercise: Drawbacks associated with going global

113. Market and competition research; SWOT and PESTEL

115. Isolating key goals during market entry phase

116. Concentration vs spreading

118. Using pivot tables to analyse market potential

119. Exercise: Portfolio analysis

120. Summary and discussion4.30pm Close

122. Courses repeated at different times throughout the year (see next slide for timetable)

123. Training can also be carried out on your site on any date that suits you

124. Bespoke training

125. All our courses can be altered to suit your requirements

126. Please advise at the time of booking any elements of the course you would like to have added (or removed)

127. Experienced, qualified trainer

128. Develops your staff’s skill set and counts towards CPD“An exceptional marketer with a clear grasp of the skills necessary to springboard products and services to new heights, I have no hesitation in recommending him.” Strategic Marketing Manager, ProQuest

129. Current course timetable For training on any other date, please email training@lawsonmarketing.co.uk

132. About the trainer David 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, Europe’s 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.

133. marketing services| marketing training| market research Training Courses for 2010-11