2012 DATES AND VENUES

• Sydney: 2 May. Venue: Cliftons Sydney, Level 8, 190 George Street.
• Melbourne: 3 May. Cliftons Melbourne, Level 1, 440 Collins Street.

Online registration – click on the relevant date link above | PDF registration

National Workshop Attendance: a 50% discount rate is available for Australian Marketing Institute members who wish to attend a workshop not scheduled within their home state this year.

Workshop facilitator: Dr Don Schultz, Professor (Emeritus-in-Service) of Integrated Marketing Communication, Northwestern University, US, and President, Agora, Inc.

WORKSHOP OUTLINE

This one-day advanced workshop, 'Managing marketing communications in a push-and-pull marketplace', will help participants view marketing communications as an organisational investment that should generate measurable returns.  The focus will be on developing a holistic view of the communication marketplace, identifying customers and prospects in which marketing and communication investments should and could be made. 

Participants will develop a radically different view of how to combine “push” (outbound and offline) and “pull” (response-driven and online) communication systems to optimise returns. At the end of the day, you should be able to answer the four key communication management questions: 

• How much should we spend?
• On what communication activities?
• What level of return will that generate?
• Over what period of time will those returns occur? 

This workshop qualifies for eight hours of professional development under the Professional Maintenance Program of the AMI's Certified Practising Marketer Program.

Topics covered

• Why marketing is so much more difficult – moving to strategic communications
• Why marketing is so much more difficult – a managerial view
• Getting customer focus
• The five-step IMC process
• Resource allocation
• Brands and branding in an interactive marketplace
• How to “Do” IMC

More information about the workshop content can be found in the 2012 Advanced Workshops brochure (PDF, click here).

Who should attend this workshop

This workshop is specifically designed for marketers who have direct responsibility for a product, brand, service or company that they want to position or re-position in the market. Are you a marketer with a product that lacks the correct position? Are you in charge of a corporate brand that lacks clarity? Do you manage a not-for-profit marketing function and want to improve the way you are perceived? Or are you simply keen to learn more about one of the most pivotal and badly executed steps in marketing strategy?

REGISTRATION

Online registration is available; click on the relevant date link at the top of the page. Individuals can register themselves and colleagues online.

PDF registration can be used for individual or group bookings. The 2012 Advanced Workshops PDF brochure contains more detailed information about each workshop and a registration form (PDF, click here). If you just want the registration form, click here.

GO TO:

Overview of Advanced Workshops | Brand Architecture | Brand Management | Brand Positioning | Customer Management | Driving Marketing Strategy | Managing Marketing Communications in a Push and Pull Marketplace | Scenario Planning | Social Media Strategy