Marketing Operations and Management
In this course, we will delve into how to develop and manage B2B campaigns and deliver your marketing strategy. We'll go through a detailed operational framework and explore the most effective tools for developing and executing campaigns, from planning to evaluation.
What will I learn?
By the end of the training session, you will be equipped with a firm understanding and application of:
- Understanding marketing and business strategy
- Campaign planning, setting objectives, targets and budgets, KPIs
- Briefs writing – structure, what information to include
- Selecting agencies – pitching, etc
- Evaluating creative
- Project management and timing
- Firefighting and troubleshooting
- Measurement and reporting
- Post-campaign evaluation
We can also deliver this course in-house, and tailor the content to your goals. Get in touch to discuss your particular requirements.
Shane is an independent consultant with over 30 years international business to business direct & digital marketing experience. Shane provides strategic consultancy and practical training to both end users and DM suppliers; clients include Lexis Nexis, ITV plc, Telefonica, Sika Services AG and the IDM. Specialising in data, databases and analysis, Shane enjoys helping large and small businesses use integrated marketing to significantly improve the bottom line. Increasingly Shane’s time is spent on advising on large business transformation projects such as Marketing Automation and Customer Experience.
In addition to her consultancy business, Shane also holds a number of non-executive directorships and board advisory roles including Livingstone Partners, SharkGate, and Consumer Intelligence.
Shane has an honorary fellowship of the Institute of Direct Marketing and was awarded Educator of the Year in 2015. She also lectures worldwide on topics including CRM, lead generation, and B2B analysis; as well as international marketing. She is the past chair of the IDM's b2b council, industry roles have included vice chair of FEDMA, UK DMA board director, and sales and marketing director of Mardev (a Reed Elsevier company).