Marketing Skills: Internal Marketing

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Course Overview

Marketers are generally so busy focusing on and communicating with clients, customers, consumers, and other stakeholders that they often neglect - if not ignore - arguably the organisation's most important stakeholder - its people. The principal role of internal marketing is to ensure everyone within the organisation not only understands why the organisation exists but also its key outputs and metrics, and most importantly, how every person and department contributes to the delivery of the proposition.

The purpose of this course:

The workshop is designed to help you develop an internal marketing plan to underpin your externally oriented 'marketing plan'. The investment should result in the organisation being better able to 'deliver the promise'.

Well known straplines represent brilliant strategic initiatives - built on some of the key principles of internal marketing you will learn - which are just as relevant inside the organisation are they are outside. Each is about adding more value for customers.

Benefits for your organisation:

Better performance. There's a famous quote along the lines of 'marketing's too important to be left to the marketing department'. Internal marketing is essentially about sharing with colleagues - both senior and junior - some of the key principles, practices and underlying philosophy of 'marketing', with a view to each and everyone understanding not only what the organisation wants to achieve but also their respective individual and collective contribution.

Benefits for you as an individual:

As well as appreciating the critical importance and 'common sense' logic of internal marketing, you will be given a formal planning framework to help you audit and appraise both your internal and external marketing capabilities and execution as well as some tools and techniques you can and should use to underpin future initiatives in order to increase the likelihood of successful implementation.

Audience

Whilst this workshop is primarily designed for marketers looking to better engage with and leverage internal colleagues, it may well be of interest to people in other departments, who not only would like to understand what their marketing department actually does, but also how 'marketing' might be better utilised within the organisation in order to, amongst other things, improve inter-departmental communications and co-operation, with a view to offering even better products and/or services.

Skills Gained

You will learn how to:

• Build respect and trust for the marketing department
• Use conventional 'external' marketing tools and techniques internally
• Exploit the 'value-profit chain' to improve returns on marketing investment
• Define precisely your product/service/initiative/programme and its objectives
• Utilise a proven planning methodology to enhance the chance of success
• Design, integrate and implement pivotal internal marketing communications
• Exploit best practice with emphasis on quick wins and reinforcement
• Meet common challenges and avoid classic pitfalls for the unwary
• Use these new skills for the benefit of other people/departments
• Measure the efficiency and effectiveness of your internal marketing efforts
• Prove that your 'marketing' works using appropriate metrics

Course Outline

• Internal marketing defined
• How internal and external marketing fit together - generally 'v' ideally
• How 'marketing' is perceived within the organisation/your organisation
• Working with other people/departments - some of the common challenges and solutions
• Working with other people/departments - some potential solutions
• Internal marketing planning and strategy - some useful frameworks
• Internal marketing effectiveness audit
• Internal marketing tactics - mix
• Internal marketing communications - key tools and appropriate usage
• Best practice implementation - key success factors and traps to avoid
• Measuring the efficiency and effectiveness of your internal marketing efforts
• Pre and post learning support:
• In preparation for a fruitful experience and in order to hit the ground running, delegates will receive some 'prep' along with their joining instructions. This will include a scene setting article as well as a self-completion internal marketing effectiveness questionnaire.

Post event (learning and development), all delegates are given the facility to run their internal marketing plan/metrics past their Course Director with a view to enhancement and/or 'signing off'.

To take away from the course:

• Checklists, tools and techniques you can utilise to develop and implement an effective internal marketing plan
• An internal marketing plan template (word document)
• Textbook on how to create an internal marketing strategy

Marketing Skills: Internal Marketing / 1303