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How to Implement CRM

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Course Details

Marketing Planning
Product Management 1
Product Management 2
Strategic Analysis
Strategy Development
Valuing Marketing
Influencing the Business
Marketing Communications 1
Marketing Communications 2
Marketing Communications 3
Managing Marketing Assets
Build a CRM Business Case
CRM Planning & Selection
How to Implement CRM


Effective Marketing Communications Planning

Aims and Objectives

The purpose of this 2-day course is to provide a framework for a well-structured marketing communications plan, linking strategy with your business goals. It will also provide the delegates with a grounding in the principles of good marketing communications and their application within your organisation.

What the workshop will cover

  • Marketing communications planning methods

  • SOSTT + 4Ms (Situation, Objectives, Strategy, Tactics, Targets + Men, Money, Minutes, Measurement)

  • Objectives, audience, message, methods, media, timing/frequency, budget, creativity, measuring effectiveness

  • Setting objectives

  • Understanding clients, their goals and strategies

  • Defining and analysing audiences

  • The role of pre and post campaign research

  • Messages, methods and media

  • Defining messages

  • An overview of the marketing communications mix

  • Choosing the right methods and media

  • Creativity definitions and creative methods

  • Measuring the effectiveness of marketing communications programmes

  • The role of the brand


Case studies, examples and exercises based on outside organisation and your own company.


  • Delegates set personal objectives for the training programme with their managers

  • Directed reading and/or company specific exercises e.g. evaluate examples of marketing communications programmes within your organisation

By the end of the course

Participants will have a process for developing a marketing communications programme and will have practiced using it.


Individual or team work-based projects managed and evaluated by Downes Strategic Marketing and/or your own organisation

If you would like to adapt this course for delivery in your own organisation or develop a customised training programme with Downes Strategic Marketing, contact us by email or phone  - +44 (0) 118 9813224.


DSM provides a range of in-company training courses as well as competency and training needs assessment services. Tailored training programmes are usually built from a menu of standard options and customised material. In-company courses can be cost effective for groups of 6 or more delegates, depending on the amount of customisation required. The info box on the left of this screen gives a list of sample courses.

Click here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.

Consultancy Services

Consultancy projects are tailored to meet the requirements of each situation and client. The list on the left gives an idea of our capabilities. The services we offer include:

  • Sales & marketing audits

  • Sales & marketing process assessment & redesign

  • Marketing planning

  • Marketing strategy assessment & design

  • Marketing competency assessment

  • Training needs analysis

  • Coaching & mentoring

Click here for further examples of consulting projects and here to see what our customers say about us.

For more information contact us by email or phone  - +44 (0) 118 9813224.


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