Marketing Short Courses

Training, facilitation and mentoring are all great methods to build longer term competencies into your people and organisation, it helps overcome barriers which impede progress and performance. liberated vision offers several training options in the areas of marketing and project management. These including generic and customised sessions around strategic and marketing planning, communications and relationship building as well as project management at an individual and enterprise level. We are currently involved in the development and delivery of courses and workshops for Charles Sturt University (www.csu.edu.au), APM College of Business and Communication (www.apmcollege.edu.au) and the Australian Marketing Institute (www.ami.org.au) . liberated vision will customise content and context of workshops to solve specific training issues you have identified.

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To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

Marketing & Communication Skills

ROI & Budgets for Marketing, 1 Day, Who: Marketing Assistants, New Product Managers

Workshop Overview: The purpose of this workshop is to provide participants with the ability to develop and present a marketing budget to management and be able to have an informed conversation about it. The day will include an outline critical issues in budgeting and the concept of ROI – Return on Investment which is increasingly being used to judge Marketing Projects. Attendees are encouraged to bring along a marketing budgeting problem and develop a presentable outcome which will be accepted by management. Time will be spent on MS Excel spreadsheets and participants should bring a computer with this software. This will assist the development of skills to present your budget in a comprehensive and interesting way, you will also develop skills to review and evaluate your budget and be able to apply this information in your work environment.

Who should attend: Participants are either currently in a marketing role or are moving into a marketing position which would have an active role in the development of marketing products or services, campaign’s or events for their organisation.

Workshop Detail: This workshop will provide participants with a variety of content including keyword definitions, information developing the idea of budgets and budgeting and their in use in business, class discussion and input relating to their own experience and the information drawn from the case studies, development of their own marketing budget utilizing some defined information, presentation techniques that will help improve management confidence, especially the accounting department.

Workshop Outline: TBC

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

 

#MarComms101, 1 Day, Who: great induction, and for early marketers to understand the communications challenge and opportunity – All forms inc. Digital

Workshop Overview: This is a 1 day workshop designed for tactical marketers and soon to be communications experts. While communication is done on a daily basis it is often delegated to the newer and younger members of the team. This workshop provides a short sharp insight into Marketing Communications – ATL, BTL, Analogue and Digital, and how the marketer should approach it.

Who should attend: This workshop is design to compliment the “Marketing for Improved Decision Making” course with more discussion across all communication tools. It is also designed to help participants understand where they might need further specialist training i.e. Business and Web writing, Social media, Advertising, SEO or SEM, Content Marketing etc. It is likely that this course is part of an induction process for you as you move into marketing roles with higher emphasis on capable communications, you are likely to be dealing with a range of communications tools and looking to maximize impact and budget spend.

Workshop Detail: Utilising a combination of group and individual activities, instructor facilitated discussion and examples, the group will reflect on marketing initially to set the scene and then look at all aspects of the communications mix and Integrated Marketing Communications. A guest speaker (where available) from a Media or Agency business will brief participants on their area of expertise and specific opportunities. Discussion will include all communications opportunities across the Paid, Earned and Owned spectrum and is geared to the integration of tools for maximum impact.
Based on the marketer’s view of the communications opportunities, the group will discuss and workshop components (as identified in the course outline below) across the communications mix and discuss what might be achieved and how customers might respond.
The session closes with groups and individuals preparing a communications mix for a brand/product or service in their area of responsibility.
This set of progressive activities will increase the participant’s awareness of MarComms and IMC to improve their confidence in decision making around these critical spends for the organisation.

Training Ethic: This course ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. 1 day courses provide a short sharp view into current issues with like-minded participants. In this course, participants are encouraged to discuss and develop solutions for organisational challenges with the facilitator. Course feedback is encouraged throughout the course and an evaluation is done at the end of the day.

Workshop Outline: #MarComms101

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

 

Marketing for Smarter Decisions, 2 Day, Who: New and seasoned Marketers looking to sharpen their marketing knowledge and decision making and those looking to increase Marketing confidence

Course Overview: This is a 2 day intensive short course which looks at the principles that underpin marketing as a philosophy or concept, specifically customers, segmentation, positioning, the 7 p’s, the current marketing environment and communications are discussed through the examples the participants bring to the room. There is a specific focus on models which can clarify and simply your decision making and hence marketing tactics and choices.

Who should attend: You are likely to be someone who has been thrust into a marketing role from other non-marketing roles in the organisation or someone who studied marketing, communications, or other related disciplines in the previous 5 years but require a refresher and the opportunity to compare and confirm your understanding with peers in your field. Managers and more senior people whose organisations are considering moving more into a market orientation should also consider this course. Course content is suitable for those from Government, Commercial, Service and Not For Profit sectors.

Workshop Detail: Participants will work through all aspects of marketing from organisational goals to Customer orientation and needs to add clarity to why marketing provides why marketing provides a powerful opportunity for the brand and organisation to engage and deliver for customers and other stakeholders (NFP).  Included in the discussion and activities is the marketing environment, organisational strategy, segmentation, customers and stakeholders, positioning and the 7 P marketing mix. At each stage content is contextualised for the people in the room ensuring take away relevance of the course.  This courses utilises a variety of content from discussion and group brainstorming to video and text based materials. The power in these courses is the facilitated discussion with the diverse participants around the topic area i.e. marketing. Key topics are discussed at length in a format which encourages participation. Jargon is decoded and current marketing issues discussed. Participants get a comprehensive set of notes on the topic, examples and other related resources including electronic items, the back to work share with your peers PowerPoint summary is also included.

Training Ethic: This course ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. 2 day courses are particularly powerful as the participant benefits from being able to reflect on the content overnight and complete the course the next day. In this course, participants are encouraged to develop a work related project with the facilitator. Feedback is encouraged throughout the course and an evaluation is done on day 2.

Course Outline:

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

 

Marketing & Communications Skills for your Clients

“Unleash your inner Marketer” for Professional Practices, 3 hour, Who: for professional practices looking at engaging existing and encourage new clients through a professionally delivered interactive relationship building workshop

Program Overview: This program is a twofold opportunity for Professional Practices around Australia. With all types of businesses looking for credible touch points with current and potential clients, we can provide a fun, interactive and engaging session based around marketing, strategy, communications (inc. digital) or project management. These sessions are designed to motivate, increase confidence and drive action for those in the room. Your invited clients will experience all this in a 4 hour session of activities, discussion of current issues, and application of some models for execution and planning. From a branding perspective, this is all bought to you by “Your Brand” and a professional 3rd party expert. The program can involve networking time, snacks and beverages if that helps meet your goals.

This program will suit: Professional Practices looking to differentiate and further engage current clients and grow potential audiences. The sessions can be customised to ensure relevance to specific client segments like Government, NFP, Professional services, Manufacturing and more depending on the Practices target markets.

Who should you invite: The program provides an opportunity to get potential new customers in the room with existing, happy customers! This is a powerful dynamic leveraged by the use of an independent 3rd party professional for an engaging session and the ability to develop contacts and follow up post the workshop. Potential attendees could be SME’s with a particular marketing issue, groups with a specific problem like the downturn of manufacturing in Geelong and many more. Audiences should be specifically targeted to develop synergy in the room and direct competition should be avoided! Content can be targeted to business owners or line staff charged with making tactical marketing, communication and strategy decisions.

Workshop Detail: Utilising a combination of group and individual activities, instructor facilitated discussion, video and contextualised examples in the face to face sessions, the group will reflect on marketing (or communications, strategy, project management) in 2015 and in their current operations. Marketing discussions (for example) set the scene to understand customers, the changing environment and how the business needs to position itself. This drives into understanding the acquisition and retention strategies that are best likely to meet the needs of the business in its emerging business environment.
The session closes with individuals preparing a brief action plan based on the discussions.

Workshop Outline: Marketing (as an example) for Professional Practices (Legal, Accounting, e.g.) 2015

Training Ethic: This program ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. The host firm can help define the content and format of the session to meet their targeted needs. Participants get full access to hard and soft copy material for the course where available including a course booklet and templates.

Availability: This program can be run throughout 2015. The session is planned to run for circa 4 hours, morning, afternoon or night depending on client needs. The session (and for best results) is designed to be run on the premises or the Professional Practice but can be run in any suitable space. The workshops can be run across Australia as required and clusters for multiple site operators can be accommodated.

 To express your interest in this course please email here: amashman@liberatedvision.com.au

 

Project Management Skills for Marketers

Project Management Reporting and Communicating Marketing Projects, 1 Day, Who: product managers, client side executives, people with many fast paced projects

Course Overview: This interactive 1 day workshop is designed for those who need a more formalised project reporting approach as they are managing many projects across many time frames. Impress your managers, win over stakeholders with quality information and clever presentation. This course leverages the type of outputs that Microsoft Project, Xplan and Merlin can deliver, integrated with other key “Project” metrics that increase confidence and client / stakeholder buy-in.

Who should attend: People agency or client side in marketing roles who manage projects and are required to provide quality updates on a range of project factors to ensure project success. Participants will be looking for ways to improve your organisations project performance and client buy-in, especially around communication for the team, sponsors and other stakeholders.

Course Detail: This workshop provides a series of templates and demonstrates a range of software outputs to help you devise and populate a stakeholder targeted report. Time is spent using minimalist information to generate a range of MS Project 2013 reports including Burndown that will demonstrate your project status, major deliverables, critical issues and upcoming risks. A range of templates to help manage meetings and communications are provided.
This workshop utilises a variety of content from discussion and group brainstorming to planning projects and the computer software. Participants get a comprehensive set of notes on the topic, examples and other related resources including various electronic support pieces. The back to work share with your peers PowerPoint summary is also included.
Participants should aim to bring a laptop computer, iPad (XPLAN), or equivalent and a complete or trial edition of the software on their computer working for the day. The latest trial version can be downloaded from: http://www.microsoft.com/en-us/evalcenter/evaluate-project-professional-2013

Training Ethic: This course ensures involvement of each participant with contextualised examples and the group actively contributing to the learning outcomes. 1 day courses are great for increasing confidence and fine tuning your project reporting approach. Feedback is encouraged throughout the course and an evaluation is done on completion.

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

 

Project Management Skills for Marketers, 2 Day, Who: Marketing Assistants and Product Managers doing NPD, Events and Campaigns seeking better project transparency and outcomes

Course Overview: This interactive 2 day course is designed for busy marketers who have responsibility for bringing new products, services, events and campaigns to market to get results. Project Management skills can improve your marketing actions through coordinated, visible and easily communicated project plans developed with a Project Management Philosophy.

Who should attend: People in marketing roles who develop and launch new services and products, manage events, and coordinate tasks among many stakeholders? You may have training in other disciplines but are looking to understand the role of projects in your organisation and how that can help you compete for resources.

Course Detail: This course looks at the marketing challenge of bringing new products & services to life, the dynamic environment or marketplace and implementation. We specifically look at the benefits of the Project Management orientation for marketing projects and define projects from a technical and people (Sociocultural) perspective. Projects are often a way to implement strategies and tactics that have been problematic in other formats and are a great tool for engaging people in your mission !
The course also utilises Microsoft Project 2010/13 as a desktop tool to assist your efforts. We also investigate other online tools and apps to assist Project implementation and communication for the 24/7 global environment. This course utilises a variety of content from discussion and group brainstorming to computer software. Participants get a comprehensive set of notes on the topic and various other resources. Please bring your notebook computer. The back to work, share with your peers PowerPoint summary is also included.

Training Ethic: This course ensures involvement of each participant with contextualised examples and the group actively contributing to the learning outcomes. 2 day courses are particularly powerful as the participant benefits from being able to reflect on the content overnight and complete the course the next day. In this course, participants are encouraged to develop a work related project with the facilitator. Feedback is encouraged throughout the course and an evaluation is done on day 2.

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

Strategy & Planning Skills

Marketing Planning – Strategy to Tactics, 2 Day, Who: Marketers with planning responsibility looking to maximise strategic alignment with their tactical marketing

Course Overview: This is a 2 day intensive short course which looks at how Marketing Strategy can be developed and captured in the Marketing Plan. This course looks at what’s driving the organisation and how to align its resources with the opportunities in the marketing environment. In groups, a strategic marketing template is worked through to develop a tactical marketing plan.

Who should attend: You are likely to be someone who has responsibility for developing a marketing plan at a product/service/brand level for an area of the organisation, you have organisational KPIs’ and drivers which must be captured in a plan that will need to be executed both internally and with distribution or customers. It is likely that you or your organisation are looking to improve planning outcomes.

Course Detail: Participants will explore the realities of strategy and tactics in a marketing context and quickly review key aspects of marketing to set the scene for the planning challenge. Organisational and Sociocultural issues that can impact good planning are work shopped, and the importance of linking organisational strategy with tactical plans. A structured approached which is applicable and customizable to a range of organisation is used and participants can utlise the format with even limited data. Finally the strategic analysis is used to drive a specific target market plan. This course utilises a variety of content from discussion to video and text based materials. Specifically you will work in groups to develop a strategic marketing plan for an organisation working in environmental consulting (B2B) or the digital entertainment markets (B2C). These are lateral thinking exercises which allow the participants to explore the strategic and tactical possibilities in an open forum, structured around the marketing concept. The real benefit is in the facilitated discussion with the diverse participants around the topic area i.e. strategy, tactics and planning. Participants with be able to discuss their own organisation’s planning needs and issues and can use the course to write their own plan in parallel with the structured activity. At the end of the session, each group presents the highlights of their plan to their peers in the room. Participants get a comprehensive set of notes on the topic, templates, examples and other related resources including various electronic support pieces. The back to work, share with your peers, PowerPoint summary is also included.

Training Ethic: This course ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. 2 day courses are particularly powerful as the participant benefits from being able to reflect on the content overnight and complete the course the next day. In this course, participants are encouraged to develop a work related plan with the facilitator. Feedback is encouraged throughout the course and an evaluation is done on day 2.

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

Segmentation for Competitive Advantage, 1 Day, Who: Advanced Marketers looking to leverage and understand which segments have synergy with their Organisation

Workshop Overview: This one day workshop has an in-depth look understanding which of the identified customer segments should be targeted. Specifically covered, is a methodology which will allow you to evaluate segments using your current segmentation profiles to develop a better understanding of which segments are likely to provide better results through targeting than others, both now and at predetermined intervals.

Who should attend: You will have a good understanding of marketing and be looking for ways to out maneuver your competitors. You are likely to have completed the Marketing Plans – Strategy to Tactics course or have responsibility for quantifying target market selection and the communication of that process or outcomes to your organisational stakeholders.

Workshop Detail: You are asked to bring (where possible) some existing data about your current or potential customers – B2C or B2B at some level – geographic, demographic, psychographic or behavioral aspects and some data about the organisation’s strengths and weaknesses. Initially the group will discuss segmentation and targeting as well as businesses capabilities with customers.
Utilising the Dibb-Simkin Segment Evaluation technique (2006) individuals and small groups can develop a list of aspects that define why a segment maybe more or less attractive to the organisation. A list of aspects are also developed which are specific to the organisation’s ability to target customers.
Using a Delphi style technique, a set of ratings are generated for each aspect based on its importance to the organisation, a further set of numbers are then generated for each potential segment against each of the variables. This then gives a set of averaged, plotable metrics to assess which segments are both attractive and can be serviced by the organisation. Using the same method – preferably backed by market intelligence, you can also quantify change in segments attractiveness and the organisation’s ability to target them in future periods. This further enhances your knowledge on who to target now and who to target in the future and what resources might be needed to achieve that.
This insight into existing customer profiles can lead to further discussion in the organisation on different segmentation techniques to cut through the competitive noise and formulate a unique and powerful segmentation strategy.

Participants should bring a computer with Microsoft Excel installed, a template will be supplied.

Training Ethic: This course ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. 1 day courses provide a short sharp refresher and confidence builder for participants around assessing segments. In this course, participants are encouraged to think about their organisations segmentation opportunity and workshop that with the facilitator. Feedback is encouraged throughout the course and an evaluation is done at the end of the session.

 To express your interest in this course please email here: amashman@liberatedvision.com.au

Market Orientation – Benchmarking your marketing capability, 1 Day, Who: Marketing Managers looking to develop organisational synergy

Workshop Overview: This is a 1 day workshop designed for senior marketers struggling with getting their organisation’s marketing centric. Market Orientation is a specific theoretical model that allows you to measure and analyse aspects proven to deliver more marketing capability to the organisation.

Who should attend: This workshop is designed for advanced marketers with the responsibility of furthering their organisation’s marketing capability and focus.

Workshop Detail: Utilising the specific theory area of Market Orientation a specific survey tool is utilised to understand the organisation’s current market orientation which then leads to as set of activities to improve and re measure that position. Understanding the organisational attitude to customers, competition and internal synergies along with how the organisation collects, shares and leverages information that can create customer value is fundamental to a market orientation.
The results of the 14 question survey which measures market orientation in the organisation, allows informed discussion on the opportunities presented by being able to quantify the organisations current attitude towards marketing as an orientation. The diagnostic allows managers to plan and implement a set of actions aimed at improving the market orientation of the organisation and measure that progress. This one day course requires the pre delivery of the survey tool prior to attendance to maximise your experience.

Training Ethic: This course ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. 1 day courses provide a short sharp view into current issues with like-minded participants. In this course, participants are encouraged to discuss and develop solutions for organisational challenges with the facilitator. Feedback is encouraged throughout the course and an evaluation is done at the end of the day.

Workshop Outline: Market Orientation – Benchmarking your marketing capability

To book our courses use the calendar on the right or click here for our secure event booking page http://www.eventbrite.com.au/o/liberated-vision-amashman-7935550716

 

Research Insight Action, 1 Day, Who: Marketers looking for greater traction around information gathering and application to achieve strategic goals

Workshop Overview: This 1 day workshop is design to refresh your understanding of research for marketing issues, reflect on insights and ultimately the need for action.
Research is critical for marketing decision making but the data provided by Research alone is of limited use. Marketers need to understand the data and information they need and how to contextualise that in the organisation. The course discussed the issues and opportunities of big data for marketing decision making.

Who should attend: This workshop is an opportunity for marketing staff to refresh their understanding of the organisation’s needs for information and how to make it work for competitive advantage. The course could also be valuable as part of an induction program for new staff or staff trained in other disciplines. If you screen offers from media companies this course will improve your ability to discriminate between alternatives that best meet your organisation’s needs.

Workshop Detail: Through a combination of group and individual activities, facilitator led discussion and examples, the group will look at the various types of research and how they might provide information for the organisation, this will improve confidence understanding the interpretation of research, writing research briefs and leveraging research (inc. big data) for organisational or client benefit. Briefly Organisational strategy is reflected on and the implications for research and marketing planning and ultimately strategic and tactical plans is work shopped.

Training Ethic: This course ensures involvement of each participant with contextualized examples and the group actively contributing to the learning outcomes. 1 day courses provide a short sharp refresher and confidence builder for participants with contemporary examples. In this course, participants are encouraged to develop a work related brief with the facilitator. Course feedback is encouraged throughout the course and an evaluation is done at the end of the session.

Workshop Outline: Research, Insight, Action

To express your interest in this course please email here: amashman@liberatedvision.com.au

 


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Andrew Mashman
Facilitator and collaborative economy fan with a passion for information, strategy, communication and CX. #igetdigital
Always working with people to unleash ideas and innovation that promotes individual empowerment and opportunity. Creating synergy between business goals and potential customers/stakeholders is the key to success and we design strategic interventions, research and collaborations to deliver positive change to organisations.

Our underpinning philosophy at Liberated Vision is that people can do amazing things. Often solutions are close at hand when people are empowered, collaborate and communicate. Unleashing this resource is our goal which we achieve through understanding stakeholders, providing platforms for collaboration and encouraging open communication.

Liberated Vision has consulted/contracted to a broad range of clients including, Aboriginal Affairs, Advance Document Systems, Area Health Services, Australian Marketing Institute, Bunnamagoo Estate Wines, Charles Sturt University, Invisalign, News Limited, Supercheap Retail, Think Education, Terumo and Uniting Care Aging.