The Ten-Step Marketing Toolkit , 12th July 2007, at Aslib in London
This focused one-day course gives delegates practice in the core aspects of
marketing their information services internally or externally. 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
Fee: £260 plus VAT (£305.50) Aslib corporate member / £325 plus VAT
(£381.88) Non member
If you would like to book your place, please visit:
http://www.aslib.com/training/2/07.html
Nicole Adamides, ASLIB Training
The Holywell Centre, 1 Phipp Street, London, EC2A 4PS
Tel: 020 7613 3031 Fax: 020 7613 5080
www.aslib.com/training Email: [log in to unmask]
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