pivotal marketer

[email protected] +44 (0) 161 826 4644

PIVOTAL MARKETERBitesize Courses

Micro-learning shaping the future of Marketing and Leadership Education

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Online learning experience offering short programmes aligned to key Marketing, Digital Marketing, and Leadership topics relevant in today’s world - for

Marketers, Entrepreneurs, and Leaders.

Better knowledge, Better Informed, Better Decisions

PIVOTAL MARKETERBitesize Courses

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3 | T +44 (0) 161 826 4644 | E [email protected] | Find us at mmclearning.com

• 3 Ways MMC Are Helping Marketers 4• About MMC Learning 5

Key information points about MMC Learning 5

• Introduction and Learning 6The learning challenge 6What is PIVOTAL Marketer Bitesize? 6Who is it for? 6Our investment in the future of Marketers and Leaders 7Learning Pathways 7

• Module 01 - Introduction to Marketing 8• Module 02 - Planning Campaigns 11• Module 03 - Customer Insights 14• Module 04 - Digital Marketing Strategy & Planning 17• Module 05 - Digital Marketing Channels & Customer Experience 20• Module 06 - Digital Marketing Optimisation 23• Module 07 - Marketing Innovation 26• Module 08 - Managing Brands 29• Module 09 - Integrated Communications Strategy 32• Module 10 - Strategy for Search and Paid Channels 35• Module 11 - Content Marketing Strategy 38• Module 12 - Customer Centricity & Conversion Strategy 41• Module 13 - Value Proposition Design for Digital 44• Module 14 - Digital Analytics and Evaluation 47• Module 15 - Customer Relationship Management & Retention 50• Module 16 - Contemporary Challenges 53• Module 17 - Leading Change 56• Module 18 - Managing Business Growth 59• Access ALL Modules and more 62• Course Tutors and Trainers 63

Content

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Pathway ONEPower up your Digital & Marketing knowledge

BITE SIZE & PIVOTAL MARKETER ACADEMY - A complete library of video lessons and templates to help individuals and teams

deliver Marketing tasks with confidence

Pathway THREECoaching and Masterminds

Discover micro-breakthroughs that can lead to step changes in

achieving greater goals

Pathway TWOGet qualified in Marketing

Official qualifications, structured learning designed to strengthen

both knowlege and CV

20k+ 750+ 60+Marketers trained globally Online learning videos Topics covered

3 Ways MMC Are Helping Marketers

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Our Accreditation Partners

About MMC Learning

» Over 20 years educating Marketers around the world. » A learning provider, delivering a range of Marketing, Sales and Management

online education that supports Marketers and other Professionals at different stages of their careers.

» Working with the CIM, MMC is a pioneer, developing the first online Marketing qualification back in 2000 and is now delivering UK’s first MSc in Digital Marketing with a new syllabus designed to meet current industry needs.

» Operating at the intersection of acedemia, professional accreditation and industry insights, MMC provides a unique online learning experience for its candidates.

» The course delivery team includes industry leaders, experienced practitioners, keynote speakers and recognised authors.

Key information points about MMC Learning

MMC Learning is a global leader, a joint venture with Manchester Metropolitan University, and an accredited study centre for the Chartered Institute of Marketing and the Chartered Management Institute.

As part of the process to gain this status, MMC underwent a rigorous quality assurance process. The Bitesize learning syllabus has been designed in consultation with employers, using user research, and aligned with professional standards. This ensures that the right skills are developed to help learners perform on the job and to allow employers to upskill their workforce.


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Introduction and Learning

Who is it for?

Time is slipping through our fingers; days, weeks, months and for some years go past in a blink.

Our lives require us to juggle many things - work, career, family, health, social and other commitments that are unique to you.

How do you keep educating yourself in this mix?

Success is to be able to do things in smaller steps, consistently over a period of time.

PIVOTAL Marketer Bitesize is designed for you to consume learning on the go or at relevant points in time where you can find a space to learn and allow your mind to expand.

What is PIVOTAL Marketer Bitesize?

The learning challenge

PIVOTAL Marketer Bitesize is a fresh, smart series of online programmes delivered by leading practitioners and subject matter experts. They cater for the growing demand for micro-learning to develop the right knowledge and skills to solve short-term challenges.

• Short high quality lessons, over 500 videos and 60+ topics• A vast number of Marketing, Leadership and Digital Marketing topics covered• Access online, learn at your own pace, own time• Delivered by very experienced tutors and industry professionals

Aimed at individuals and teams who want to expand very specific knowledge areas and key topics to become better Marketers, smarter Entrepreneurs and confident Leaders.

Not everyone has the time or wants to commit to doing a full qualification so this is a perfect opportunity to consume learning in the moments that suit you, learn topics that are relevant in your life and work today.


Learning Pathways

There are many pathways beyond Bitesize learning. If learners want to continue their journey or have a specific goal that needs to be met, there are few paths they can take.

• Get qualified by the Chartered Institute of Marketing (CIM).

• Management and Leadership pathway accredited by the Chartered Management Institute (CMI).

• Shorts Bitesize Awards (3 months) accredited by CIM and CMI.

• Study for a Masters in Digital Marketing awarded by the Manchester Metropolitan University Business School.

• The Coaching and Mastermind Accelerator Programme is designed to help individuals create breakthroughs, hit goals and apply what they’ve learned in the real world.

We have already spent over £250K producing this online learning resource and we are committed to continuous innovation and improvement - adding new templates, tools and lessons every quarter.

Our purpose and mission is to help 70K Marketers and Leaders succeed by 2025.

Our investment in the future of Marketers and Leaders

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Module 01

Introduction to Marketing

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Learn about the role of Marketing in the organisation and the key concepts that underpin the activities of the Marketer. Explore the Marketing environment,

customer behaviour in the digital age, Market research and the Marketing planning process.

This includes the Marketing mix (Product, Price, Promotion, Place, Process, People, Physical) and a tactical planning framework to aid Marketing effectiveness.

Overview

01 Introduction to Marketing

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IM1 - Marketing Concept IM2 - Customer Behaviour IM3 - Factors and Trends

• Marketing orientation• Role of marketing in business• Creating value (customer)• Creating value (stakeholder)• Identifying Marketing trends• The planning process• Branding/brand positioning

• Buying behaviour• Decision making process• The customer journey• Psychological influences• Social and cultural influences• Personal factors• Types of buying behaviour• Segmentation• Targeting and positioning

• The macro environment• PESTEL analysis • Micro environment• customers, competitors and

intermediaries• Suppliers and interest groups• Porter’s five forces model• The impact of macro, micro &

internal factors

IM4 - Marketing Information IM5 - Understanding & Application

IM6 - Customer needs and Business Goals

• Gathering Marketing information• Primary and secondary data• Primary data sources• Real-time and big data• Secondary data sources• Analysing data to inform

marketing decisions

• Marketing mix• Total product concept• Product life cycle• Pricing policies & methods• Place - consumer goods

channels• Promotional mix• 3 elements of the extended

marketing mix, process, people, physical evidence

• The importance of a coordinated approach

• Product & service application• Marketing mix in different

contexts (B2B, B2C and NFP)• Marketing mix; international

markets• Marketing mix; relationship

Marketing• The changing Marketing

environment• Measuring and controlling

effectiveness

01 Introduction to Marketing

Delivery: Online, on-demand video lessonsDuration: 8-12 hours

Price: £247

Key Information Points

Topics covered


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Module 02

PlanningCampaigns


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This module gives you the knowledge and skills to plan and implement successful campaigns that deliver real results for an organisation. You will learn the campaign

planning process including how to analyse an organisation’s current position.

You will also learn how to set campaign objectives, implement a campaign then measure and evaluate its success to aid continuous improvement in the fast-

changing world of Marketing.

Overview

02 Planning Campigns


PC1 - Introduction to Planning Campaigns

PC2 - Internal and External Analysis

PC3 - Develop a Campaign Plan

• Marketing comms flow chart• Planning frameworks• Communications objectives• Strategy development• Campaign tactics & evaluation• Role of the creative brief• Role of external agencies• Selection criteria, briefing,

pitching and remuneration

• The internal marketing environment (stakeholders)

• Organisational types, mission, objectives, strategy

• The internal marketing environment (organisational structures, history, culture and scale)

• Product/service portfolios• Marketing/communication plans

Marketing environment analysis• Customer analysis• Competitor analysis

• Objectives and strategy• Marketing mix content - 7Ps• Promotional goals• Internal /external creative

resources• Developing the media plan• Customer value propositions• Advertising, direct marketing

and personal selling)• Public relations• Media planning process and

digital media landscape)• Media selection, planning

concepts, scheduling and buying)

PC4 - Understanding & Implementation PC5 - Monitoring Campaigns PC6 - Campaign Evaluation

• Tools to support campaign planning

• Recommend how to gain internal support and engagement for the plan

• Case study

• The benefits of monitoring a campaign

• Customer satisfaction and retention, financial implications and adapting campaigns

• Identify how campaigns can be monitored (tracking marketing channels)

• Online/offline measurement tools, customer feedback and real-time monitoring)

• Key metrics to measure campaign performance

• Media effectiveness and financial analysis evaluation

• Feedback loops with internal and external stakeholders

• Key learning to inform future campaigns (link to business goals/objectives - balanced scorecard)

• Applying marketing metrics, and evaluation reports for stakeholders

02 Planning Campaigns


Price: £247


Topics covered

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Module 03

CustomerInsights

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Customer loyalty, the customer/user experience and customer insight are the core of achieving optimum satisfaction and retention. This module gives you an understanding of the contemporary customer’s complex needs and wants, their

behaviour as consumers and how this sets their expectations.

You will learn how to gain the insight required to understand those needs and map the journey to ultimately improve their experience.

Overview

03 Customer Insights

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CI1 - Customer Behaviour - Understand Customer Context

CI2 - Customer Behaviour - Influencing Key Factors

CI3 - Understand the Customer Experience

• Customer definitions• Sole trader & corporation, and

professional services• Stakeholders• Transparency and ethics• Customer orientation & value• Brand value & creating demand• Relationship marketing• Differentiation in the market

(segmentation, targeting and positioning)

• Decision making process (B2C)• Decision making process (B2B)• Psychological & personal

factors• Social and cultural factors• Customer satisfaction• Adaptation of the marketing mix• The total product concept• Product life cycle • The mix - Place,Price, Promotion• People, process & physical

evidence• Adaptation of the marketing mix

(ServQual and RATER)

• Moments of truth & touchpoints• The customer journey• Value creation & branded

customer experience• Ladder of loyalty & service

blueprints• Zero moments of truth &

psychology of experience• Social media, comparison

websites & online forums• Machine learning• Handling complaints online• Direct marketing and post

purchase management

CI4 - Enhance the Customer Experience

CI5 - Research Methods and Metrics

CI6 - Measuring and Monitoring - Research Approaches

• Value proposition• The Marketing Mix - 7C’s• Three levels of a product• Customer journey mapping and

the RACE planning framework• Customer Relationship

Management (CRM)• Service profit cycle and

commitment trust theory• Employee and customer

satisfaction

• Research sources• Research methods (secondary

research)• Research methods (primary

research)• Marketing control systems and

service comparison• Customer satisfaction and

feedback

• The Marketing research process

• The research brief and proposal• Relationships, ethics, code of

conduct and GDPR• Research design and sampling• Evaluating customer research

and insight

03 Customer Insights


Price: £247


Topics covered


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Module 04

Digital Marketing Strategy &Planning


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This module will enable you to take both a traditional and digital strategic approach to Marketing planning, integrating digital strategy, models, frameworks

and techniques throughout to achieve competitive advantage.

You will be able to recognise the significance of situation analysis and use techniques to assess the external and internal environments that enable effective

decision making. You will also be able to apply all stages within the Marketing planning process – from the audit, through strategic decision making, to

implementation of plans across both traditional and digital channels. Finally, you will learn how to manage resources and employ monitoring and measurement

techniques that enable the achievement of strategic marketing objectives.

Overview

04 Digital Marketing Strategy & Planning


MS1 - Situation Analysis - Marketing Environment

MS2 - Analysis - Strategic Decision Making

MS3 - Marketing Objectives and Strategy

• What is Strategy?• Market, digital and brand

analysis tools and techniques• Leadership & management

styles• Innovation auditing• Porter’s value chain• Resource Based View (RBV)• Long-term profit focus and

responsible/ethical Marketing• Applying marketing analysis• Disruptive Digital environment• Analysing external

environments• Resource limitations/barriers

• Environmental audit• Essential research methods• Marketing research for planning

and strategy development• Demand forecasting• External analysis techniques to

develop market insights • Capabilities analysis• External and internal analysis

tools and techniques• Prioritise and justify key issues• Evaluate impact of analysis

findings

• The Marketing planning process• Mission/vision statements• Corporate and Strategic

Marketing objectives• Setting objectives• Treacy & Wiersema’s Value-

Discipline• Segmentation, targeting and

positioning• Digital strategies

MS4 - Delivering Marketing Objectives

MS5 - Implementation and Control

MS6 - Measure & Adapt the Marketing Plan

• Brand strategies• Financial measures -

performance • Profit and sales projections• Relationship/1-to-1 marketing• Strategic decisions (Evaluation)• Strategic decisions (cultural fit

and associated risk)• Strategic decisions (Return on

Marketing Investment)• Marketing mix plans (pricing,

promotion, distribution, product, service, people, process, physical evidence )

• Planning for the implementation of marketing strategy

• Frameworks/templates• Legalities, budgets, critical

path Analysis, agile project management, priority matrix

• Required resources for a successful marketing strategy (CSFs and resources)

• Required resources for a successful marketing strategy (cultural attitudinal shifts)

• Risk, implications and issues

• Control mechanisms to measure and monitor the marketing strategy

• The importance of continuous improvements to the marketing strategy

• Creating an effective continuous improvement plan

04 Digital Marketing Strategy &Planning


Price: £247


Topics covered

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Module 05

Digital Marketing Channels & Customer

Experience

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Customer behaviour has dramatically changed with the digital revolution. This module provides you with insights into the digital customer experience and

highlights ways to adapt to this changing market, allowing you to fulfil customers’ strategic needs.

It will provide the knowledge and skills to select appropriate channels to market to meet objectives. It will also help to ensure you provide the desired customer

experience, by understanding the customer’s journey while complying with relevant legislation and regulation.

Overview

05 Digital Marketing Channels &Customer Experience

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DC1 - Channel Selection and Customer Insights

DC2 - Selecting & Managing Digital Channels

DC3 - Selecting & Managing Digital Channels

• Introduction• Market insights, trends and

technology• What does all of this mean

going forward? • Scope of Digital Marketing• The customer & research• Developing personas• Examples of personas (B2C and

B2B)• Examples of personas (Web

design)

• Objective setting• Digital Marketing Mix • The Customer Journey• The opportunities of digital

marketing (B2B Gap analysis)• The inbound marketing funnel• The impact of machine learning• Search Marketing

• Content Marketing• Email Marketing

DC4 - Social Media Marketing DC5 - Digital Legal Compliance

DC6 - Digital Customer User Experience

• Social Media Marketing - Trends, Challenges and Engagement

• People expect to find you• Measurement and monitoring• Social Media Marketing - Paid

v. Organic Channels and Optimisation

• Affiliate Marketing• Online Display• Automation & Programmatic

Challenges and buying Re-targeting

• Resources needed

• Introduction• GDPR for non-lawyers• Codes of practice• Data collection• Ethics and morals• Our advice

• Usability and User Experience• Eye tracking• Web design and build• Web design tips• Usability and User • Usability testing• Customer web experience• 1-1 User Research• 1-1 User Research in five steps

05 Digital Marketing Channels & Customer Expereience


Price: £247


Topics covered


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Module 06

Digital Marketing Optimisation


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For many organisations, adopting Digital Marketing has involved transforming aspects of their practice and application. This module will provide you with an in-depth understanding of the strategic implications of developments in the

digital environment, as well as their impact on marketing. This will enable you to integrate and optimise Digital Marketing as well as develop strategic responses to change. You will also be able to ensure responses are measured to evidence

success.

Overview

06 Digital Marketing Optimisation


DO1 - Digital Insights, Strategy & Planning (Part ONE)

DO2 - Digital Insights, Strategy & Planning (Part TWO)

DO3 - Digital Optimisation (Part ONE)

• Frameworks & models• Situational analysis• Setting objectives• Strategy• Tactics and action• Measurement and resources• Segmentation and targeting

Reach - Improve REACH and Media Effectiveness Review

• Reach - Search Marketing• Reach - Owned and earned

media• Reach - Paid media

• Customer journey analysis• Content Marketing Matrix• Landing pages• Retargeting & nurturing• Web personalisation• Designing for mobile behaviour• Conversion rate optimisation• Customer onboarding• Customer web experience• The Emerging Future• Artificial Intelligence (AI)• Augmented Reality (AR) and

Virtual Reality (VR)• Internet of Things (IoT)

• Introduction• Kaizen• Metrics• Key Performance Indicators

(KPIs)• Data analysis• Technology stack and DMPs• Attribution Modelling• Programmatic = automated• A/B/n Testing• Deep dive - creative testing• Planning and managing A/B

testing• Deep dive - Testing in SEO

DO4 - Digital Optimisation (Part TWO)

DO5 - Digital Analytics, Monitoring & Measurement

(Part ONE)

DO6 - Digital Analytics, Monitoring & Measurement

(Part TWO)

• Introduction• Definitions• Strategy and culture• Tools and technology• People & skills• Process & methodology• Customer-centricity• 1-1 User research• 1-1 User Research in 5 steps

• Interpreting digital metrics• Display advertising metrics• Email marketing metrics• Vanity vs. actionable metrics• Measuring and calculating

Return on Investment (ROI)• Digital goals & objectives• Data & decisioning maturity• Digital measurement techniques

Data driven marketing automation

• Attribution modelling• Creating an actionable

improvement plan

• The value of data & analytics maturity

• Tools for analytics• Analytics approaches• Data collection and

measurement planning• Tag Management Systems

(TMS)• Data compliance• Organisational integration and

data literacy

06 Digital Marketing Optimisation


Price: £247


Topics covered

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Module 07

Marketing Innovation

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This module enables you to take a visionary approach and embed innovation to help your organisation deal with the challenges of a fast-moving marketplace. You will be able to understand the relationship between marketing and innovation and recognise the key factors in building and nurturing innovation within the marketing function. You will also be able to use internal and external marketing in supporting

a specific innovation.

Overview

07 Marketing Innovation

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MI1 - Innovation and Disruption MI2 - Facilitate Innovation MI3 - Innovation & Marketing

Function

• Invention, creativity & innovation• How innovation is changing the

external market (analysing the organisation’s current and future environment, creation theory)

• Blue ocean strategy, and market driven vs. market driving

• Competitive advantage• Business opportunities and

challenges available within markets (business ideas approaches, deliberate vs emergent approaches)

• Challenges in developing and implementing innovative strategies (market size, competition and leadership, profits and cost elements)

• Key features of an innovative organisation (vision and styles of leadership, organisational structures, key individuals and team working, external focus and creative climate)

• The creative climate of an organisation (levels of trust and openness, challenge & involvement, and space and support for ideas, constructive conflict and debate, and degrees of freedom to experiment)

• Applying innovation to Marketing

• Developing innovative approaches to market challenges (cross-functional and self-managing teams, supporting innovative business models, innovation networks and platforms/ecosystems)

• Innovative approaches to enhance product and service development

• Contribution to the creation/management of innovation networks (customer relationships and engagement of suppliers, managing different types of innovation networks)

MI4 - Marketing Related Innovation

MI5 - Innovation in Action - Implementation

MI6 - Innovation in Action Communication

• Options for innovation (evaluating innovation options)

• Risks and benefits of an innovation proposal (risk vs benefit, risk types)

• A business case for change (external and internal driving factors, scope, degrees of urgency and recognition needed for change, business case structure and project proposal)

• Developing a marketing plan to support launch of innovative approaches (background, research techniques and relevant sources

• Objectives, strategy and action• Cultural change to support

the implementation of innovative approaches (current organisational culture, strategies for culture change)

• Leadership, effective plan and team management

• Perspective and formal approaches

• Internal and external marketing plans for innovation (internal audit, objectives and segmentation)

• Internal marketing mix, implications and evaluation criteria)

• External marketing plan)• Relevant metrics to measure

success of innovation (soft and hard measures of success)

• Return on investment and profit ratios

• Dashboard tools, metrics and real-time data)

07 Marketing Innovation


Price: £247


Topics covered


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Module 08

ManagingBrands


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This module enables you to take a strategic approach to branding at a product/service level so that it is consistent with the corporate brand and impacts

reputation positively. You will gain the skills to establish and position brand strategy, and also manage the brand so it continues to deliver the brand promise.

You will also be able to ensure the success of the brand through adequate resourcing and monitor and maintain the brand in the long term.

Overview

Managing Brands


MB1 - Defining & Positioning Brands

MB2 - Elements of Brand Strategy

MB3 - Driving Brand Identity & Success

• Elements of the brand• Customer motivation & journey• Buyer behaviour• Brand touch points & objectives• Technology and brands• International markets• Relationships with customers• Positioning attributes

• Social or cultural influences and emotions

• Brand purpose & consistency • Emotional impact & brand

activation• Targeting• Competitor analysis• The marketing mix - creating

differentiation & positioning• Brand extensions• Sustainability• Digital Marketing & social media• Product placement

• Postmodernism in branding• Brand personality• Corporate branding• Brand equity• Managing the brand portfolio

(Ansoff’s Matrix)• Managing the brand portfolio

(The Boston Matrix)

MB4 - Developing a Brand Plan

MS5 - Implementation and Control

MB6 - Brand Metrics & Continuous Improvement

• Aligning objectives, strategies and plans

• Pricing strategy• Distribution• Market share & retention plan• Campaign structures• Standardisation or adaption?• Legal considerations• Market entry methods• Joint ventures and strategic

alliances• Indirect &, Direct exporting• Manufacturing• Market research techniques

• Tangible resources• Intangible resources• Tools to deliver the global

marketing plan• Stakeholder mapping

• Brand metrics• Measuring brand equity• Customer profiling• Satisfaction & loyalty metrics• Key Performance indicators• Brand measurement dashboard• Continuous improvement plans

08 Managing Brands


Price: £247


Topics covered

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Module 09

Intergrated Communications

Strategy

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This unit integrates digital & traditional communications to create a plan in order to exploit the opportunities of digital media and technology.

The following are key learning outcomes for this module:

1. Create an integrated digital communications strategy for an organisation

2. Review current marketplace and digital communications capabilities of the organisation

3. Set a vision and goals for how the organisation communicates digitally.

Overview

09 Integrated Communications Strategy

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09 Integrated CommunicationsStrategy


Price: £247


● Review marketplace; integration of multi-channel communications

● Setting vision

● Commercial and communications objectives

● Classical marketing strategy components: » Segmentation, » brand development and positioning, » investment prioritisation to maximise value

● Introducing specific channel best practice: » for acquisition, » conversion & retention; Search Marketing, » Online advertising, » social media, » partner marketing.

Topics covered


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Module 10

Strategy for Search and Paid Channels


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This unit will outline the key features of different channels and show students how to plan for their use in customer acquisition.

1. On successful completion of this unit you will be able to:

2. Identify different audiences for acquisition using behavioural targeting approaches

3. Apply best practice in the use of organic and paid channels

4. Critically evaluate channel capability in reaching target audiences.

Overview

10 Strategy for Search and Paid Channels


10 Strategy for Search and PaidChannels


Price: £247


SSP1 - Introduction & SEO Periodic Table SSP2 - Audience Targeting and Customer Insight

• Introduction to Acquisition for Organic and Paid Channels

• Exploring Search Engine Optimization• Introduction to the SEO Periodic Table• On-Page: Content Elements• On-Page: Architecture Elements• On-Page: HTML Elements• Off-Page: Trust Factors• Off-Page: Links Elements• Off-Page: User Elements• Violations and Toxins• Emerging Verticals

• Introduction to Understanding Audiences• Customer Insight• Search Behaviour• Segmentation and Targeting• How to get Segments Right

SSP3 - On-page and Off-page SSP4 - Paid Channels

• How to do an SEO Audit• Setting Up Your On Page SEO• Getting Google to Find your Page• Mobile Pages, local & International SEO• Internal Linking and On Page Summary• How to do an SEO Audit• Objectives and Business Needs• Setting Up Your On Page SEO• Getting Google to Find your Page• Link Building• Manage Organic Social• Engagement and Off Page Summary

• Introduction to Paid Digital and Social for Acquisition

• Keyword Research• Exploring Paid Search• Display Advertising• Programmatic• Paid Social Media• Paid Instagram and Twitter Ads• LinkedIn Ads and Summary of Paid Approach

Topics covered

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Module 11

Content Marketing Strategy

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This unit explores the practice of content marketing and its strategic role in an organisation’s digital marketing.

On successful completion of this unit students will be able to:

1. Develop a content marketing strategy for an organisation’s

2. Plan the creation and distribution of content marketing to deliver effective Propositions

3. Plan for content pieces for use in a content marketing strategy

Overview

11 Content Marketing Strategy

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CM1 - Introduction to Content Marketing Strategy

CM2 - Brand Publishing, Personas and Buyer Journeys

CM3 - Storytelling, Amplification and Metrics

• Content Marketing Strategy Overview

• Introduction to Content Marketing

• What is content?• What makes content effective?• Sales messaging in content• How can content create trust?

• What is content marketing?• Content marketing as brand

publishing?• Content marketing strategy -

build an engine• Build content marketing engine

model• Personas• Content through the buyer

journey

• Storytelling in content marketing• What makes a good story?• Content Calendars• Content Calendars Example• Content atomization and

amplification• Content measurement• Content martech

11 Content Marketing Strategy


Price: £247


● Proposition Management

● Content marketing and branding

● Content marketing and product position

● Content audit

● Content marketing strategy development

● Managing different types of marketing content

● Planning content marketing in digital channels.

Topics covered


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Module 12

Customer Centricity & Conversion

Strategy


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This module outlines how an intelligent conversion optimisation strategy will spearhead digital transformation projects and provide an agile digital strategy that evolves with the marketplace. It will also outline what businesses need to change within their organisation to become truly customer centric, transitioning to being a customer-led business that embraces a growth-mindset – driven by the move

from tactical to strategic conversion optimisation.

On successful completion of this module you will be able to:

1. Critically evaluate the effectiveness of an organisation’s conversion optimisation strategy

2. Identify the areas across the business which need to be improved or changed

3. Execute a business transformation from product-led to customer-led.

Overview

12 Customer Centricity &Conversion Strategy



Price: £247


● Understanding the conversion optimisation industry

● Identifying and overcoming barriers that restrict companies in conversion optimisation

● Auditing businesses approach to conversion optimisation and how it can be improved in: » Strategy & culture » Tools & technology » People & skills » Process » Methodology

● Understanding metrics used to measure success in conversion Optimisation

● Understand the change from tactical to strategic conversion optimisation as a businesses growth lever

12 Customer Centricity & Conversion Strategy

Topics covered

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Module 13

Value Proposition Design for Digital

44 |


This unit provides an insight into the process behind the design of innovative new products and the business processes behind them. It focuses on understanding audiences, developing appropriate solutions to their needs, and creating holistic

business ideas to support them.


1. Critically evaluate product and business development opportunities

2. Develop value propositions to respond to customer needs

3. Design innovative business models to support value propositions

Overview

13 Value Proposition Design for Digital

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VPD1 - Introduction to Digital Value Proposition Design

VPD2 - Digital Value Proposition Design In Action

VPD3 - Innovation Thinking For Commercial Success

• Introduction to Digital Value Proposition Design

• Digital Value Proposition Design (Overview)

• Understanding the Customer (Introduction)

• Understanding the Customer (Product Market Fit)

• Understanding the Customer (VPD Canvas)

• Understanding the Customer (Empathy Mapping Canvas)

• Understanding the Customer (Movie Goers Example)

• Value Proposition Design• Value Proposition Design

(Ometria Example)• Business Model Canvas

(Cinema Business Reality)• Business Model Canvas • Market Assessment (Dramatic

Pivots)• Market Assessment (Market

Opportunity)

• Innovation: Lean Thinking, Agile Working and Design Process

• Innovation (Lean Thinking)• Innovation (Agile Working)• Innovation (Design Process)• Innovation (Blue Ocean and

Diffusion of innovation)• Digital Value Proposition Design

Review• Whiteboard Session - Applying

Design Thinking to an Incremental Innovation

• Whiteboard Session - Develop an Idea for Netflix Education

• Whiteboard Session - Digital Proposition (Corkscrew Example)

13 Value Proposition Design for Digital

● Value Proposition Design; Understanding patterns of value creation, Aligning organisation experience and capability in proposition design, Testing ideas

● Developing value proposition canvases, Customer Profiles and customer segments, Value maps, Customer and Product ‘Fit’

● Business Model Generation; Creating, Delivering and capturing value, Channels to communicate, Customer relationships

● Revenue – ‘Price’ and Costs, Resource and capability

● Business activity; Supply/Buyer/Complementor

● How value proposition feeds business model design and affects communication of the proposition


Price: £247


Topics covered

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Module 14

Digital Analytics and Evaluation


48 |

This unit will outline the key aspects of strategic analytics and evaluation, and allow learners to develop approaches to measuring campaign performance.


1. Design and develop a campaign evaluation programme

2. Critically evaluate data from a range of analytical tools

3. Critically apply analytics and evaluation methodologies.

Overview

14 Digital Analytics and Evaluation



Price: £247


● Strategic planning and evaluation

● Strategic, marketing, and communications objectives

● Key performance indicators

● Critical success factors

● Analytical tools and frameworks

● Analytics dashboards

● Social media metrics tools

● Practical digital evaluation methodologies.

14 Digital Analytics and Evaluation

Topics covered

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Module 15

Customer Relationship Management &

Retention

50 |


This unit will outline the key features of different approaches to customer retention and show students how to plan for custom relationship management.


1. Identify different approaches for retaining customers

2. Apply best practice in the use of customer relationship management

3. Critically evaluate CRM capability in retaining specific audiences.

Overview

15 Customer Relationship Management& Retention

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Price: £247


● Digital customer insights, trends and innovation

● Customer lifecycle & journey mapping

● Digital customer experience challenges

● CRM applications and channel integration

● Marketing automation

● Methods to measure retention and loyalty

● Customer retention using digital & social channels

● B2C, B2B, Not for profit, public sector

● Plan a customer contact & retention strategy (online/offline)

● Legal considerations.

15 Customer Relationship Managment & Retention

Topics covered

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Module 16

Contemporary Challenges


54 |

Senior level marketers need to be able to identify the key influences on the future drivers of the organisation and match those with organisational resource to determine future direction. This module will enable you to evaluate the potential

impact of emerging contemporary marketing challenges and apply strategic thinking to develop future strategies.

Overview

16 Contemporary Challenges


CC1 - Dynamic Marketing Environment (Part 1)



• Dynamic Marketing Environment• Review of Marketing Theory • Socio - Cultural• Modelling Culture• Technological Change• Mobile Technology• e/m/s Commerce

• Consumers & IoT• MkIS, Big Data & Metrics• Cloud Computing & Dashboards• Data Analysis• AI, Virtual & Augmented Reality,

Wearable Technology• Genetic technology, Privacy, Impact

& effects• Geopolitics & Brexit• Global Trade & Globalisation• World Trade, Crowd Funding• Global Cities• Global Environment & Legal

• Micro Factors - Competition• Customers and Service• Supply Chain and Channels• Company Orientation & Ownership• Digital Skills Part 1• Digital Skills Part 2• Micro Marketing Models & Strategies• Meso Models• Innovation and Society

CC4 - Develop Creative Thinking (Part 1)

CC5 - Develop Creative Thinking (Part 2)

CC6 - Create Insight, Vision & Direction

• Finance for Marketers• Agile Organisation & Customer

Centricity• Strategy & Reporting Models• Strategy, Reporting & Big Data

Systems• Databases, Research & Search• Pricing, Monitoring & Learning• Organisation Structure• Strategic Resources and VRIO model• Content Marketing & Storytelling• CSR & Culture• Impact, Risk, Value Chain, Integration• Scenario Planning & Forecasting• Financial Modelling• Environmental Scanning & Trend

Analysis

• Managing a Business Portfolio• Budgeting and New product and

service development• Strategy review lesson• Digital marketing trends• Market Dynamics, Changing

Behaviour• STP & Supply Chain• Metrics & Analytics• Customer and Brand co-Creation

• GDPR• Digital Media and Value• Score Card & Dashboards• Brainstorming and Mind Maps• Media Neutral Planning• Creative Strategy• Market Insights & Market Research• Psychographics and Behavioural

Psychology• Micro Segmentation and Profiling• Data for Marketing and Management• eCrM• Integrated Analytics• Marketing Research & Re-forecasting• Digital & Social Media Analytics

16 Contemporary Challenges


Price: £247


Topics covered

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Module 17

Leading Change

56 |


A key aspect of a senior marketer’s role is leading and managing change within an organisation. This module will enable you to meet the challenges of change

by providing a platform for supporting future responses through harnessing organisational potential and sustainable innovation. In addition you will develop

an understanding of how the organisation’s assets can be managed to build and sustain a clear market position to guide, support and implement market-led

change within an organisation.

Overview

17 Leading Change

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LC1 - Building a case for change (1)

LC2 - Building a case for change (2)

LC3 - Creating a Change Culture (1)

• Stakeholders, Power/Interest Matrix• CSR & Social Values• Value Co-Creation• Financial & Non Financial Strengths• Catalysts for Change• Digital Disruption• Opportunities for Organisational

Improvement• P&L - Break Even - ROI

• UGC & Earned Media• Big Data & Data Warehousing• Data Analytics & Data/Information/

Intelligence• Sources of External Data• Customer Journey & Attribution

Analysis• Conversion Optimisation, Multi

channel funnels and Customer Tracking

• Database Future Proofing• Culture Mismatch, Risk and Change

Culture• Resource Management• Vested Interests & Stakeholders,

Senior Manager Experience, C-Suite Buy-In

• NPSD & Innovative Mgt• Cultural Change

• Intangible Assets, Brands & Competitive Strength

• Organisational Strength and Brand Development

• Brand Association, CSR, Corporate Personality

• Customer Based Brand Equity & Interbrand

• Corporate Reputation & Media Relations

• Using External Expertise & Future Proofing Agency Relationships

• Selection and Managing Agencies and Consultants

• Risk, Negative PR & Dissonance• Market Attractiveness Models &

Customer Perception• Cultural Audit & Standardisation,

Adaptation of Market Offering

LC4 - Creating a Change Culture (2)

LC5 - Implementing Change (1)

LC6 - Implementing Change (2)

• Customer Focused Activities & Company Structure

• Culture and Values & Holistic Measurement of Company and Brand

• Market Scanning and Consultation Process

• Consultation for Change & Supporting Staff and Leaders Through Change

• Reputational Risk & Measuring and Monitoring Corporate Reputation

• Social Media Monitoring & Sentiment Analysis

• Internal Customer Champions & Customer Orientation

• Cross Functional Dialogue & Matrix Working

• Internal Market & Customer Centricity• Environmental Scanning & IT and IS• Environmental and Technological

Change• HR and Leadership & Resource

Management• Change Management & Managing

the Portfolio• Innovation and Leadership

• KPIs, Strategy and Tactics• Planning & The Learning

Organisation• Metrics of Change

17 Leading Change


Price: £247


Topics covered

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Module 18

Managing BusinessGrowth


60 |

Growth is a key driver within any organisation and developing both a structured and creative approach to determining where potential or existing opportunities exist is an essential skill for senior marketing professionals. The size, type and

form of the organisation can help or hinder this process so an in-depth knowledge of the complexities for the organisation and its context is critically important to

facilitate decision making at the strategic level.

This module is designed to enable the marketer starting with a wider view of organisations to focus down onto a specific area – ideally the one they work in or interact with in their current role, -and to facilitate solutions which maximise strategic fit. This module can also be delivered in one of two ways, dependent on the learner profiles: Either specific to an organisational type e.g. B2B or SME organisations are plentiful across both the UK and International markets OR as a

generic module.

Overview

18 Managing Buisness Growth


MBG1 - Dynamics for Business Growth (2)

MBG2 - Dynamics for Business Growth (2)

MBG3 - Determining Direction (2)

• Sourcing Data• Market Research & Market

Scanning• Analytical Tools and Metrics• Business Factors & Legislation• Planning for the Future• Organisation & Sector

Characteristics

• Decision Making in Business• Risk Management & Consumer

Behaviour• Channels• Distribution Strategy• Communications Strategy• Profit Management• Competition & Customers

• Sector Analysis• Delivering Objectives• MKIS

MBG4 - Determining Direction (2)

MBG5 - Building Relationships (1)

MBG6 - Building Relationships (2)

• Responsive Organisations• Buyer Behaviour• Positioning Strategy• Market Entry Strategies

• Marketing Metrics• Achieving KPI’s• Reporting & Stakeholders• Championing the Customer

• Strategic Partnerships• Process Management• Relationship Marketing• Customer Service• KPI’s

18 Managing Business Growth


Price: £247


Topics covered

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Access ALL Modules and more

Delivery: Online, on-demand video lessonsDuration: 300+ hours

Price: £97 / Month


Digital MarketingStrategy & PlanningIntroduction to Marketing Planning Campaigns Customer Insights

Digital Marketing Channels

Integrated Communications Strategy

Value PropositionDesign for Digital

Leading Change

Content Marketing Strategy

Managing BrandsMarketing Innovation

ContemporaryChallenges

Customer RelationshipManagement & Retention

Digital Analytics and Evaluation

Strategy for Search and Paid Channels

Digital Marketing Optimisation

Managing Buissnes Growth

Customer Centricity & Conversion Strategy


Course Tutors and Trainers

ImranFarooq

DamianQualter

RamiEl-Boghdadly

JamesPybus

MouneebShahid

StephenHumphrey

AndrewSherratt

DavidAlexander

CliveWhysall

PatriciaLauret

PeterRees

VeronicaSwindale

MikeBaxter

AllieJohns

AndrewCambell

AlexandraSevern

AndrewHood

SophieIrdale

Jeff McCarthy

GeraintHolliman

DavidEdmundson-Bird

BrendanKeegan

GemmaPybus

PaulRouke

MikeBerry

DaveChaffey

HelenFurneaux-Knight

KelleyCarey

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Email: [email protected]: +44 (0) 161 826 4644

“Within five years, if you’re in the same business you are in now, you’re going to

be out of business.”

― Philip Kotler

For more information about Bitesize modules and to enrol

Book a Discovery Call

https://mmclearning.com/book-a-discovery-call/

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