WHAT IS DYNAMIC MARKETING?

The training programme will combine two essential ingredients in today's business world, marketing and information technology (IT). For more information please contact us.

OBJECTIVES

• to provide ambitious and enthusiastic trainees with new skills and practical experience in both marketing and information technology
• to benefit trainees and local firms through the organisation of a two-week vocational placement
• to increase the employability of trainees as a result of completing the Dynamic Marketing programme

APPLICANTS

• live within travelling distance of the training area
• have some form of marketing / IT qualification
• have some vocational experience

DURATION

• 2 days per week for 9 weeks
• plus a two week-long placement
• In 1996 two Dynamic Marketing Training Programmes are being run in partnership with Lanarkshire Development Agency and the European Social Fund through Strathclyde European Partnership.

METHOD OF TRAINING

• Informal, informative presentations
• Practical computer-based instruction
• Informal group working on relevant case studies and other exercises
• Assignments to be undertaken between sessions
• Two week-long placement working on a pre-arranged project

CONTENTS OF THE PROGRAMME

• word processing
• database management
• direct marketing applications
• presentation skills
• writing, designing and co-ordinating direct mail
• the INTERNET

THE PLACEMENT

The project will combine the skills of marketing and information technology. The placement is an important element of the training course and will benefit trainees in the future. The placement is :

• arranged by Employee Ownership Scotland
• within an SME

QUALIFICATION

DELIVERY OF TRAINING

Alan McGregor, Training Co-ordinator for Employee Ownership Scotland, will be the course supervisor and will mentor trainees throughout the training course and the week-long placement, thus providing any support and guidance that trainees feel may be necessary.

TIMETABLE FOR DYNAMIC MARKETING TRAINING PROGRAMME

Week 2
Word Processing - Introduction
Word Processing - Practical Work

Week 3
Database - Introduction
Database - Practical Work

Week 4
Introduction to Applications and Benefits of Direct Marketing Techniques for
the SME. Introducing the 'Model' Company and Background.

Week 5
Developing and Using an Effective Marketing Database for the SME. Identifying
Opportunities, Database Organisation, Data Sources, Hardware and Software
Considerations, Turning Data into Marketing Information.

Week 6
Writing, Designing and Co-ordinating Direct Mail for the SME.
Understanding the Dynamics of Direct Mail, Copywriting and Planning.

Week 7
Advisers and Business Users of Direct Mail Provide Practical Examples
and Insights into the Major Do's and Don'ts of Direct Mail Applications
for the SME. Review of the Data Protection Act and other Voluntary Codes of Practice as they Relate to this Field.

Week 8
An introduction to the INTERNET with 'on-line' time followed by a review of the potential
business applications of the INTERNET - now and in the future.

Week 9
Supervised Placements within SMEs including a defined Dynamic
Marketing project for each trainee.

Week 10
Goal Setting Skills, SCOTVEC Word Processing and Database Certificate Assessment
Sessions. Training Programme Evaluation.