Don't miss the chance to book a place on the course Marketing for
Corporate Information Services, to be held on 21st June 1999.
The cost of this one day course is £260+VAT(£305.50) which includes a
buffet lunch, and refreshments. If you would like further details on
this, or any other course please do not hesitate to contact me.
A full course programme is below
Regards
Sadia Shafi
course date: 21.06.99
Marketing for corporate information services
introduction to course:
In the knowledge-conscious world of the new millennium, corporate
library and information services are expected to play a pivotal role in
the success of the parent organisation. In particular, they are required
to provide tailored services closely focused on the needs of specific
customer groups, whether they be partners, directors, senior managers,
policy makers, researchers or other knowledge workers. This practical
one day course will help delegates identify these groups and their
changing needs, and encourage them to use the tools of market analysis
and marketing plans to ensure they are anticipating and meeting the
needs of their customers.
Course outcomes:
-improve understanding of customers - who they are, what they need, why
they need it
-apply marketing practice and understand how it relates to the delivery
of information services
-explore practical approaches to a Marketing Plan for information
services
-distinguish 'marketing' from 'marketing communications'
-develop action checklist for completing your marketing plan
course leader: Keith Hart
programme:
09.15 Registration and coffee
09.30 Welcome and introduction
09.45 What is Marketing? including marketing myths, marketing as a
process, marketing vs. marketing communications, how information
services can use the 4 'P's and the 5 'C's
10.45 Coffee
11.00 What is Marketing? (continued) including marketing services using
the rules of product marketing, common objectives of marketing, and the
Marketing Plan
12.20 What is the positioning statement for your information service?
What are your marketing objectives? (Practical exercise in small groups)
13.00 Lunch
14.00 The Marketing Audit - Where are you now? And where do you want to
be? including SWOT Analysis , Critical Success Factors, and market
segmentation
15.00 Tea
15.15 Start your own marketing plan (Practical exercise in small groups)
16.15 Group discussion
16.30 Turning tasks into action plans
16.45 Close
_________________________________________________________
Sadia Shafi, Administrator-Professional Development Division
Email [log in to unmask] Web http://www.tfpl.com
TFPL Ltd
17-18 Britton Street, London ECIM 5TL
Tel+44 171 251 5522 Fax +44 171 490 4894
In USA:TFPL Inc., 55 Broad Street, #20c New York, NY10004
Tel +1 212 269 4666 Fax +1 212 269 2777
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