Dear all,
Please find details of the forthcoming Marketing Travel Awareness in
Practice short course being run at the Institute for Transport Studies,
University of Leeds.
Marketing Travel Awareness in Practice
Wednesday 6th of April 2004
Institute for Transport Studies, University of Leeds
Travel awareness projects and travel plans need proper marketing, but are
more than just marketing. Often you are trying to change a behaviour that
people do not want to change, i.e. persuading them to drive less. There is
more to it than telling people what time the buses run. Why would a car
driver get out of their car just because they know what time the bus runs?
There are several stages to successfully changing behaviour and these will
be outlined in the first part of the course; principles of changing travel
behaviour.
The second stage of the course will be a review of different types of
travel awareness work, and the various travel plans. You will discover the
difference between a passive awareness campaign and individualised
marketing. These will also be mapped onto the stages of behaviour change
discussed in part one. Other issues considered at this stage will be how
to target different audiences, and lessons from case studies. So if you
were wondering what awareness programme to use, and what audience to
target, this is for you.
Part three will apply marketing principles to travel awareness work and
travel plans. Conventional marketing practices include market
segmentation, product differentiation, positioning, development and
branding, but how can these concepts be applied to travel awareness? These
concepts will be defined and their practical application illustrated. This
will be followed by a practical exercise and an opportunity for networking
and sharing experience.
You should attend this course if you work with:
Travel awareness campaigns; Travel plans, other school travel and events
travel; Promotion of walking, cycling and public transport, Information
provision.
This course is run in conjunction with the four day Marketing Transport
Services (MTS) course. Marketing Travel Awareness in Practice (MTAP) forms
day three of the longer course. Marketing Transport Services covers core
marketing principles in more detail, but is not essential to attending
this one day course.
Fees: MTAP £199.00 MTS £499.00
Contact: Dr Ann Jopson for more information about MTAP course content
[log in to unmask] or tel +44 (0)113 343 5333
OR Callissa Brent to make a booking and other enquiries
[log in to unmask] or +44 (0)113 343 6653
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