Marketing and Advertising
There are any number of old adages about everything in business starting with marketing. It is certainly true that if you don't market and sell then you won't have a business for long. And this includes organizations that are not "for-profit businesses". Every organization is designed to sell something, whether it is membership, a cooperative, the value of a charitable contribution, an education, or some other product or service. This section of the catalog contains a selection of courses in marketing and advertising that will allow you to learn the basics of marketing and advertising if you have never studied them before, or brush up on your knowledge if you just haven't used these skills in awhile.
Index of topics in "Marketing and Advertising"
Customer Relations Management (McGraw-Hill Professional Education Series)
Sales Management Basics
Who’s Your Customer?
Branding Your Organization
Using Public Relations to Your Advantage
Customer Relations Management (McGraw-Hill Professional Education Series)
(Full Day)
Even as markets change, effective customer relationship management remains a question of knowing your customers, understanding their wants and needs, and establishing long-term, mutually beneficial relationships. In today’s impersonal, arms-length marketplace, customer loyalty is rapidly becoming a thing of the past. This course brings it back to the foreground, providing easy-to-apply solutions and strategies for establishing meaningful bonds with your customers and turning them into reliable, lifelong partners. This seminar provides you with:
• Practical advice for choosing and implementing a CRM strategy
• A review of database tools for capturing and managing valuable customer information
• Proven techniques for translating an effective CRM strategy to the e-commerce environment
• And more
Sales Management Basics
(Half Day)
So you are a successful sales person? This course will help you to translate your sales talents into managerial expertise. A sales manager is in charge of keeping a whole group of sales people on track, on schedule and motivated day after day, no matter what the market conditions may be. Your primary job is connecting with people and motivating them to succeed. It also helps if you have good communication skills and strong knowledge of human behavior. This hands-on seminar will help you think and act like a seasoned professional. In this basic course, you will learn:
• How to set sales objectives
• The key determinants of sales force productivity
• How to recruit and select successful salespeople
• Identifying unique communication styles to enhance communication
• Recognizing different approaches to motivate your sales team
• Linking the sales plan to the companies financial and strategic goals
• Tips to set goals and monitor the performance of your team
• And more
Who’s Your Customer?
(Half Day)
Would you believe that a majority of businesses do not know who their customers are? How often have you been asked “who’s your customer?” only to answer “everybody!”? If that’s your answer, then chances are you may be wasting valuable advertising and marketing resources on people who are not your customers. Learn the basics of market segmentation and targeting messages to the right audiences. What’s the difference between demographics and psychographics and who cares? This course will take you through the basics of identifying your customer populations and catering to the most valuable customer segments.
Branding Your Organization
(Half Day)
So, you are thinking, my company isn’t Apple or IBM or Kraft Foods. I don’t need to worry about branding, right? Wrong! Branding is not just for the big guys. Companies of any size can benefit in numerous ways from the power of branding. By the same token, branding doesn’t have to be expensive to be effective.
This course is designed to provide you with simple and inexpensive ways to make your brand stand out. Branding is a process of differentiating successfully. Branding allows you to charge a premium for your products and services and enables you to build a stronger foundation on which your company can grow. Some of the world’s most successful companies have used branding to differentiate themselves, and you can use similar branding strategies to improve the success of your business. In this seminar, you will learn:
• The process to create a successful brand
• How to use the brand assets you already have
• Lessons from other businesses that have made branding work for them
• The benefits of having a strong brand
• The biggest branding mistakes you can make and how to avoid it
• The role of stories in brand building
• And more
Using Public Relations to Your Advantage
(Full Day)
Discover how public relations can be one of your organization’s most powerful marketing tools in today’s fiercely competitive, make-it-or-break-it marketplace. Smart businesses utilize Public Relations as one leg of their marketing and advertising strategy, but how do you get PR coverage for your business? This one day seminar is designed to provide business managers with an overview of the importance of public relations in their businesses. The importance of media, employee and investor relations is covered, as well as helpful hints on implementing a successful PR program. Topics include:
• Public relations: what it is and how it impacts the bottom line
• The broad scope of public relations activities
• Working effectively with the media: avenues of publicity
• Effective Writing Skills
• Working effectively with the media: fact sheets, feature stories, biographies, etc.
• Dealing with other pertinent publics