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MARKETING AND STRATEGIC PLANNING FOR THE ACADEMIC LIBRARY 30 October & 20 November 2007, London Strategic planning and marketing planning are often taught separately but within an organisation they are intimately linked. Marketing initiatives are unlikely to be effective if not within a strategic planning framework; strategic plans are unlikely to be achieved if not sold and communicated to all stakeholders through an effective combination of direct marketing to students and internal marketing to other stakeholders. BENEFITS OF ATTENDING This course will provide participants with a rare practical approach to integrating strategic planning and marketing planning - implementing strategic priorities and choices through marketing activities aimed at both students and other stakeholders. BY THE END OF THE EVENT PARTICIPANTS WILL HAVE: · gained an understanding of why strategic planning and marketing planning are natural allies in providing value to stakeholders · a detailed understanding of the strategic planning and marketing planning processes · a set of tools and techniques to use in integrating strategic and marketing planning WHO SHOULD ATTEND? · Senior managers who devise or influence policy for their library service · Those who are expected, or are expecting, to make a significant input into any service plan · Staff looking for a way to integrate several marketing initiatives within general strategic planning COURSE LEADER Terry Kendrick originally trained as a librarian and after a career in Gloucestershire, Northumberland, Norfolk and Essex moved into marketing planning in 1987. Since then he has worked on strategic and marketing planning assignments in seventeen different countries for over fifty organisations - private and public sector. PROGRAMME DAY 1 9.15 Registration & coffee 9.45 Welcome & introductions 10.00 What are strategic planning and marketing planning? 11.15 Coffee 11.30 The benefits of integrating strategic and marketing planning A strategic and marketing planning process for academic libraries 1.00 Lunch 1.45 Ambition and academic library potential Understanding the market for academic library services 3.0 Tea 3.15 Developing segment specific value propositions 4.30 Close DAY 2 9.30 Regroup & coffee 9.45 Making sound strategic priorities and choices Clear marketing objectives and winning strategies 11.15 Coffee 11.30 An integrated marketing strategy for students and other stakeholders 1.00 Lunch 1.45 Attention grabbing marketing communications Implementing marketing plans and quick wins 3.0 Tea 3.15 Strategic review processes 4.30 Close PLACES ARE LIMITED TO: 16 FEES: CILIP personal members: £380 plus VAT £446.50 CILIP institutional members: £460 plus VAT £540.50 Non members: £530 plus VAT £622.75 HOW TO BOOK: TO MAKE A CONFIRMED BOOKING: Please print out and complete the booking form below and return it by fax to the Training & Development Department on 020 7255 0561, or post to: Training & Development, CILIP, 7 Ridgmount Street, London WC1E 7AE TO PROVISIONALLY BOOK A PLACE: To make a provisional booking simply telephone us on 020 7255 0560, textphone 020 7255 0505, email [log in to unmask] or visit this workshop's web page at http://www.cilip.org.uk/training/training/2007/mp/marketingstrategicplanningacademiclib.htm (Provisional bookings will be held for three weeks. A confirmed booking must be received within this period or your place may be lost.) BOOKING FORM: I would like to book a confirmed place on MARKETING AND STRATEGIC PLANNING FOR THE ACADEMIC LIBRARY, 30 October & 20 November 2007, London Title: ____________ First name: _________________ Surname: ____________________________________ Job title: ____________________________________ Organisation: ________________________________ Address: ____________________________________ Town:________________ Postcode:______________ Email address: ________________________________ Tel___________________ Fax: __________________ Are you a CILIP member? YES __ NO __ Personal* __ Institutional __ Student** __ Unwaged __ * If you are a Personal Member, but your employer is paying, they will still be charged at Personal Member rate. ** The Student rate applies to personal payers only - but not if organisations are paying the fee CILIP membership no: __________________________ Dietary/special requirements (sensory or physical) ___________________________________________ PAYMENT OF FEE: Option 1: __ Please send an invoice (Your payment will be due within 30 days of the invoice date). Please give invoice name and address if different from above: Invoice Name________________________________________ Invoice Address_______________________________________ _____________________________________Postcode_________ Option 2: __ I will be sending a cheque (payable to CILIP) for £_______________ Please tick here if you require a receipt: __ Option 3: __ Please debit £_________ to my credit card Credit card details: Name of cardholder:_______________________ Card no: __________________________________ Security code: _ _ _ Address the card is registered to _____________________________________________________________________ _____________________________________________________________________ Expiry date: _________________________________ Signature: ___________________________________ PLEASE NOTE: cancellations received on the day will incur the full fee. If a cancellation is received in the seven working days prior to the event, 50% of the fee will be due. CILIP keeps any personal information you supply for the purpose for which you have provided it. It is not passed to other organisations unless this is made explicit when you supply it or if we are legally required to do so. However the Institute may from time to time wish to send you information about other services or products it provides. CILIP reserves the right to alter details or to cancel this event should the need arise. CILIP has provision for those in wheelchairs. Induction loops are also available. CILIP, The Chartered Institute of Library & Information Professionals Registered Charity no. 313014 Message sent by: Cara Watson Events Assistant, Training & Development CILIP 7 Ridgmount Street London WC1E 7AE Telephone: 020 7255 0560 Fax: 020 7255 0561 Email: [log in to unmask] Visit our web pages at: www.cilip.org.uk/training