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Events

SIPA UK Events Diary 

Wednesday 27 January 2010, 09.00 - 17.00
Specialised Information Marketing Black Belt

For the first time, SIPA UK is putting on an intensive, high level training day for marketing directors, senior marketers - and those who want to increase their chances of moving up the ladder.

The workshop will be led by Julian Turner, Chief Executive of Electric Word plc, who also runs our Fundamentals of Marketing training days. You’ll learn the qualities you need to achieve excellence or lead a marketing team in specialist information publishing, including:   

Thinking through marketing: what it means to be a ‘senior’ marketing professional

  • Key habits of mind of a senior marketer
  • What makes a marketing idea a good and effective one?
  • How much innovation is appropriate in a digital marketing environment?
  • Improvement: working out where your work can have the maximum impact 
This session will examine the qualities of mind that make a really effective senior marketer and how they can be nurtured. Do you have a senior job title but struggle to achieve real influence? Do you have a lot of responsibility but not as much authority? Do you feel you’re ready to take on more responsibility but are being told you’re not ready for it yet? Are you trying to develop your more junior colleagues to take more responsibility?  

Marketing teams: allocating resources to maximum effect
  • Working across product portfolios
  • Integrating multiple channels
  • Managing and motivating marketing staff 
Marketing teams often have to divide their attention and effort between different products and potentially conflicting priorities. This session will explore how to assess priorities and create an environment in which marketers can be more proactive in their decision-making. It will finish with a roundtable on management and incentives. 

The big issues
  • Diminishing ROIs: economic cycle or structural reality? Working intelligently with lower returns
  • Email: measuring profits and channel fatigue
  • Marketing and sales: challenges in working together
  • Testing and creativity in a digital environment 
This workshop session will cover at least these common business themes but will be adapted to suit the needs and priorities of the delegates.   

Turning results into action

  • How to analyse data effectively and time-efficiently
  • Diagnostics: working out what’s going on; using incomplete information
  • Using and creating reports to support decision-making
  • Thinking creatively about your strategy; developing a vision
  • Communicating effectively with non-marketers and senior management

This session is about being effective in getting senior management buy-in to get things done. It will include exercises and tools to support developing a clear plan and communicating that thinking

You’ll also have the opportunity to discuss and get support on the current business issues affecting your work. To make this workshop as useful as possible, the number of participants has been limited to just 10 on a first come, first served basis.

The training will be held at Incisive Media, Haymarket House, 28-29 Haymarket, London SW1. The price for SIPA members is £347 + VAT; non-members at £447 + VAT (but priority will be given to members).

For more information or to book your places, contact Karen Hindle at uksipa@btconnect.com.


 

Join SIPA UK today

Benefits include networking opportunities second to none, priority booking and discounts on all events.

"The range and quality of expertise available to SIPA members is frankly astonishing." - Julian Turner, Electric Word plc
"Easily worth the subscription price many times over!" - Nic Laight, Canonbury Publishing