1. e-Learning module:
The communication strategy

• Target audience of the campaign.
• Setting the objectives.
• Message characteristics.
• Choosing the appropriate vehicle.
• Copy strategy as a link to the communication agency.

2. e-Learning module:
Strategic marketing plans

• Setting out the objectives of the operational marketing plan. 
• Specifying objectives for each customer segment.
• Structuring a marketing plan effectively. 
• Undertaking consistent, effective actions.
• Creating a report of actions undertaken.

3. Podcast episode:
The brief

4. e-Learning module:
Sales support

• Converting the features of an offer into customer benefits. 
• Identifying the best customer arguments when dealing with competition. 
• Selecting sales support tools that are tailored to your objective.

5. e-Learning module:
Promotions

• Designing the promotion for the right objective, the right target and the right time. 
• Learning the key factors for the success of a promotional offer. 
• Incorporating promotion into your operational marketing plans effectively.

6. Podcast episode:
The key points for motivating the sales team

7. e-Learning module:
Writing for the web

• Identifying the characteristics of reading on screen.
• Writing in a concise, dense manner.
• Highlighting the key information.
• Offering the internet user different reading levels.
• Using hypertext links correctly.

8. e-Learning module:
Writing a successful newsletter

• Defining your project: the objectives of a newsletter.
• Identifying and using the criteria to encourage recipients to open your newsletter.
• Using the rules to facilitate quick reading.
• Optimising your choice of newsletter distribution methods.