The Ten-Step Marketing Toolkit, 27 April 2006, at Aslib in London
This focused one-day course gives delegates practice in the core aspects of
marketing their information services internally or externally. It is a more
focused and practical version of an earlier 2-3 day course. During the day
attendees will work through 10 practical tools that will help them create
value for their customers through applying effective marketing techniques
such as needs identification, market segmentation, product planning and
promotion. Delegates will have the opportunity to apply these techniques by
working on a small marketing project related to their own work situation.
Programme Features
The ten practical tools and their uses:
- SWOT analysis - understand your current position
- Market research and analysis - know your customer
- Information audit - understand your customer's needs
- Market segmentation - categorise your market, including non-users
- Product categorization - define your product and service portfolio
- Product description template - portray your service product and its
benefits (vs. features)
- Marketing life cycle - developing and planning a promotion strategy
- AIDA - developing an item of promotional material
- The Internet 10Ps - marketing effectively via your intranet/internet
- Ansoff's market development matrix - understanding your options and
resource requirements.
In addition you will have the opportunity to:
- Work on a small project of your choice
- Get feedback and inputs from other delegates and the course tutor
- Use a PC terminal to access the Internet or prepare output for your
project
Why you should attend:
Do you feel you are trying to do ever more with fewer resources? Are your
users doing more themselves but not using information tools as effectively
as they should? Do you or your unit feel undervalued by your managers? This
marketing toolkit will help you focus your efforts into areas of high
value-added and also give you the confidence to seek and win more customers
and more budget to service them.
On completing the course, you will be able to:
- Apply some core marketing tools
- Develop better ways of understanding customer's needs and wants
- Segment your customers and potential customers according to different
needs
- Match your product and services portfolio to these needs
- Develop a realistic promotion strategy
- Understand where you can have the biggest impact
Course Director: David Skyrme
For further information, including how to book, please visit:
www.aslib.com/training or contact me at Aslib.
Kind regards
Nicole Adamides
Aslib Training
+44 (0)20 7613 3031
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