Training & Coaching

Do you want to advance your understanding of the marketing function, ensure marketing strategy is aligned with business strategy, think critically about the role of marketing in your organisation, challenge constructively, and use marketing to improve overall business performance?

Part of a new series of Marketing Masterclasses for Non-Marketers, this one-day course is designed to help board members get to grips with marketing.

Who this masterclass is for

Board members, chief executives, managing directors and non-executive directors from all sectors and sizes of organisation, as well as charity trustees.

Why you should attend this masterclass

You will learn:

• The board’s role in determining, implementing and monitoring marketing strategy.
• What questions board members should be asking the marketing team.
• What to expect of a good marketing team.
• What the marketing team needs from the board.
• Key concepts in marketing and what determines a customer-oriented business.
• The importance of a clear purpose (vision, mission and values) and effective strategic thinking.
• Market research techniques to understand customers and generate insight.
• Tools for customer segmentation and targeting, branding and competitive positioning.
• The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
• The elements of the marketing mix, the different promotional and communications options available and how to select between them.
• How to measure and evaluate marketing progress and effectiveness.

Book for Edinburgh, 20 June | Book for Glasgow, 14 November

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Do you want to advance your understanding of the marketing function and work more effectively with your marketing team to align marketing strategy with business strategy, make better decisions, get the most from investment in marketing and improve overall business performance?

Part of a new series of Marketing Masterclasses for Non-Marketers, this one-day course is designed to help finance professionals get to grips with marketing.

Who this masterclass is for

Finance directors and managers from all sectors and sizes of organisation.

Why you should attend this masterclass

You will learn:

• Where, why and how marketers and finance teams should collaborate.
• What questions finance professionals should be asking their marketing team.
• What information marketers need from the finance team.
• Key concepts in marketing and what determines a customer-oriented business.
• Market research techniques to understand customers and generate insight.
• Tools for customer segmentation and targeting, branding and competitive positioning.
• The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
• The elements of the marketing mix, the different promotional and communications options available and how to select between them.
• How to measure and evaluate marketing progress and effectiveness.

Book for Glasgow, 5 June | Book for Edinburgh, 19 September

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Do you want to advance your understanding of the marketing function and work more effectively with the marketing team to ensure marketing activities are aligned with people strategies, recruit, develop and retain talent, communicate with employees, and improve overall business performance?

Part of a new series of Marketing Masterclasses for Non-Marketers, this one-day course is designed to help HR professionals get to grips with marketing.

Who this masterclass is for

HR directors and managers from all sectors and sizes of organisation.

Why you should attend this masterclass

You will learn:

• Where, why and how marketers and HR teams should collaborate.
• What questions HR professionals should be asking their marketing team.
• What information marketers need from the HR team.
• Specialist roles within marketing.
• Key concepts in marketing and what determines a customer-oriented business.
• Market research techniques to understand customers and generate insight.
• Tools for customer segmentation and targeting, branding and competitive positioning.
• The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
• The elements of the marketing mix, the different promotional and communications options available and how to select between them.
• How to measure and evaluate marketing progress and effectiveness.

Book for Edinburgh, 18 June | Book for Glasgow, 3 September

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Do you want to advance your understanding of the marketing function and how to work more effectively with the marketing team to align marketing strategy with technology strategy, ensure that technology is leveraged appropriately and improve overall business performance?

Part of a new series of Marketing Masterclasses for Non-Marketers, this one-day course is designed to help technology professionals get to grips with marketing.

Who this masterclass is for

Technology professionals, from all sectors and sizes of organisation, for example IT directors and managers, data analysts, web developers, web designers and those working in digital tech.

Why you should attend this masterclass

You will learn:

• Where, why and how marketers and technology teams should collaborate.
• What questions technology professionals should be asking their marketing team.
• What information marketers need from the technology team.
• Key concepts in marketing and what determines a customer-oriented business.
• Market research techniques to understand customers and generate insight.
• Tools for customer segmentation and targeting, branding and competitive positioning.
• The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
• The elements of the marketing mix, the different promotional and communications options available and how to select between them.
• How to measure and evaluate marketing progress and effectiveness.

Book for Glasgow, 29 May | Book for Edinburgh, 29 October 

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Do you want to advance your understanding of the marketing function and how to work more effectively with the marketing team to align marketing and sales strategies, generate more or better leads, and boost sales and profits by winning and retaining customers?

Part of a new series of Marketing Masterclasses for Non-Marketers, this one-day course is designed to help sales professionals get to grips with marketing.

Who this masterclass is for

Sales, business development and commercial directors and managers from all sectors and sizes of organisation.

Why you should attend this masterclass

You will learn:

• Where, why and how marketers and sales teams should collaborate.
• What questions sales professionals should be asking their marketing team.
• What information marketers need from the sales team.
• Key concepts in marketing and what determines a customer-oriented business.
• Market research techniques to understand customers and generate insight.
• Tools for customer segmentation and targeting, branding and competitive positioning.
• The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
• The elements of the marketing mix, the different promotional and communications options available and how to select between them and integrate them with sales activities.
• How to measure and evaluate marketing progress and effectiveness.

Book for Edinburgh, 30 May | Book for Glasgow, 3 October

Download course brochure

There are some 21 million people over the age of 50 in the UK, accounting for more than a third of the population. They are the fastest growing demographic, enjoying longer, healthier and more active lives. They hold 80% of the country’s wealth, 60% of its savings and 40% of its disposable income.

Yet this increasingly important and diverse group is often neglected, patronised or stereotyped by organisations whose marketing is focused on younger consumers (with overall less spending power). And often when they are targeted, they are treated as a homogenous mass with a one-size-fits-all approach that can be counter-productive.

It makes commercial common sense to change the approach to marketing to over 50s.

Who this masterclass is for

This practical half-day masterclass is aimed at organisations that want to reappraise and improve how they market to over 50s. It will provide you with insight, advice and ideas, as well as practical techniques and tools that you can use to engage and inspire over 50s.

Why you should attend this masterclass

By the end of this masterclass you will know how and be able to:

• Understand the complexities of over 50s consumers, and their varying needs, behaviours and attitudes.
• Ignore myths and prejudices about the over 50s and marketing.
• Use techniques for defining and segmenting this diverse market using more factors than age.
• Target and engage effectively with the over 50s.
• Identify opportunities for products and services.
• Understand ageing effects and the implications for different communications channels, including online.
• Appreciate what turns the over 50s on in terms of marketing messages.
• Avoid alienating them.
• Develop marketing opportunities, making the most of digital (including social media) and traditional channels to gain and retain customers.

Business and marketing strategy workshops will enable you to make time for the sort of reflection, discussion and decision making that will define your organisation’s future success.

As your independent facilitator, I can help you put the day-to-day operational issues to one side and focus on the bigger picture. Using a structured, participative process, I will objectively help you:

Clarify your thinking.
Tackle challenging issues.
Explore trends and opportunities.
Stimulate new ideas.
Choose among strategy alternatives.
Build consensus.
Agree a realistic action plan for implementation.
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Many entrepreneurs and small business owners are so busy running their day-to-day operations that they spend little time thinking about marketing. Some spend too much time and money on activities that do not generate sales. Their efforts to win and keep customers often lack focus. Sound familiar? These are common challenges that hold many businesses back from achieving their full potential and in some cases actually cause them to fail.

The sharper marketing programme helps start-ups and small businesses in any sector develop their marketing strategy. It is a competitively priced one-to-one coaching package that will give sharper focus and structure to your marketing.

Over the course of four tailored, one-to-one sessions, you will develop a thorough, marketing plan for your business. You will also commit time between each session, using practical tools based on proven techniques to work on your plan. Knowledge will be transferred on an ongoing basis to enable you to make informed marketing decisions yourself and to ensure sustainable effort and results going forward.

Your marketing plan will act as your clear action plan for the year ahead and help improve your business performance.

Once you’ve completed your plan, a monthly review meeting can be arranged to keep you on track too.

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My coaching and mentoring services can help you achieve your business and personal goals by.

Asking you questions to provoke your thinking.
Acting as an objective sounding board and giving you feedback.
Offering constructive suggestions and advice based on broad business experience.
Providing an outsider’s perspective to challenge norms and preconceived ideas in your sector.
Expanding your marketing knowledge and expertise.
Typically coaching and mentoring sessions take place once a month and last for up to two hours.

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