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To speak to one of our Learning Advisors call us on +44 (0)1628 427360 or email training@cim.co.uk

Overview

Insight is the key foundation to any marketing strategy, plan or activation. This course is for marketing professionals responsible for developing a customer and/or consumer-centric approach to marketing strategic planning. The course is structured  to help you take the lead in your strategic decision-making process, ensuring that the correct and most accurate data is used to gain competitive advantage. It will provide you with the tools and techniques to ensure insights are developed, communicated and embedded in the organisation. After attending this course, you will be able to ensure you are leveraging and optimising your existing customer insight process. You will feel more confident in your ability to engage the wider organisation with an objective approach to the strategic planning process and be able to confidently communicate the benefits of an insight-led strategy.

Who should attend?

Any marketer or insight professional keen to understand how to develop and utilise insight across the marketing discipline. You would also be expected have a working knowledge of your organisation’s current strategy and data sources collected. It is particularly helpful if you manage or oversee a research budget, insights or strategy team.

Learning outcomes

  • Understand the value and function of customer/consumer insight
  • Evaluate consumer/customer behaviour and decision-making processes
  • Audit your customer/consumer insight process and knowledge management
  • Explore the latest research and data collection methodologies
  • Review the customer/consumer journey to identify any knowledge/insight gaps
  • How to turn customer insight into a competitive advantage
  • How to present an insight statement to the business
  • How to embed insight within the strategic marketing planning process
  • How to use customer/consumer insights to develop customer value propositions
  • How to embed  customer/consumer insight findings across your organisation

Course Dates

Start Date Duration Location
04 Apr 2021 2d Cookham
 
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17 Oct 2021 2d London
 
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Course Director

Abigail Dixon

Abigail is the founder and director of award-winning strategy and capability consultancy Labyrinth marketing. She has over 20 years’ experience in developing and implementing long-term strategic plans for many household brands across multiple markets and sectors. She has worked both client and agency side of the business. Her approach is to empower you to deliver an insight-based strategic planning process with your organisation and cross-functional teams to deliver in-market success. Abigail will share her own best practice experiences to help you harness the commercial benefits of customer insight.

Enquire

To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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