£300 – £354

Marketing for HR Professionals Masterclass

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Location

Nexus Business Space

126 West Regent Street

Glasgow

G2 2RQ

United Kingdom

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Refund Policy

Refunds up to 30 days before event

Event description

Description

“We’re all marketers now”

Marketing is (or should be) at the heart of an organisation’s revenue generating activities, influencing and being influenced by every aspect of the business. In high performing organisations marketing is no longer the domain of just the marketing team; it’s the responsibility of everyone in the business. So, an understanding of marketing is an essential skill for anyone leading, or aspiring to lead, other areas of the organisation. To quote management consultants McKinsey: “We’re all marketers now.”

Who should attend?

HR directors and managers, from all sectors and sizes of organisation, who want to advance their understanding of the marketing function and work more effectively with the marketing team to ensure marketing activities are aligned with people strategies, recruit, develop and retain talent, communicate with employees, and improve overall business performance.

What will you learn?

  • Where, why and how marketers and HR teams should collaborate (e.g. employee value proposition; employer and employee branding; organisational culture; recruitment marketing and advertising; marketing team recruitment and retention; learning and development; internal communications; appraisals that recognise contribution to marketing; staff policies; and so on).
  • What questions HR professionals should be asking their marketing team.
  • What information marketers need from the HR team.
  • Specialist roles within marketing.
  • Key concepts in marketing and what determines a customer-oriented business.
  • Market research techniques to understand customers and generate insight.
  • Tools for customer segmentation and targeting, branding and competitive positioning.
  • The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
  • The elements of the marketing mix, the different promotional and communications options available and how to select between them.
  • How to measure and evaluate marketing progress and effectiveness.

Course leaders

David Wallace MA (Hons) MBA FCIM, Director, Wallace Marketing

Fiona Melvin-Farr BA (Hons) MCIM Chartered Marketer, Director, Fiona Melvin-Farr Consulting

Download the Marketing Masterclass for Non-Marketers brochure for further details on all the courses in the series.

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Date and Time

Location

Nexus Business Space

126 West Regent Street

Glasgow

G2 2RQ

United Kingdom

View Map

Refund Policy

Refunds up to 30 days before event

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