APA Training Schedule 2012

APA training courses have been created specifically for APA members, and are all directly relevant to the industry and job role needs. All courses for small groups only, up to a maximum of 8 attendees (6 for the Big Pitch). If a course is full up, APA will be operating a reserve list, and an extra date will be scheduled if required to accommodate everyone.

You can print a copy of our full training booklet here >>    

The Big Pitch (1 day)
Tues 28th February 2012
By the end of this course delegates will have gained a structured approach to preparing for and then delivering relevant, professional and impactful pitch presentations.

Through the use of video, smaller groups will benefit from seeing themselves presenting.
Delegates will each receive a disc with their presentations after the course.
Suitable for: Executives at all levels who may be involved in client presentations and new business pitches
Group size: 6 delegates max
Cost: £425 + Vat

 

Developing your Business Communication Skills (1 day)
Tues 19th March 2012
This course provides practical tips and exercises to enhance a wide range of business communication skills to include:

• building rapport with business colleagues
• questioning skills
• how to structure and manage meetings
• closing skills
• top tips for presenting new concepts
• top tips for effective negotiation
• dealing with client problems and when things go wrong
• using email effectively
  

Suitable for: Those moving into a client-facing role for the first time, or those who would like a refresher in how to control and manage communication with clients and colleagues.
Group size: 8 delegates
Cost: £395 + Vat

Introduction to Selling Digital Advertising (1 day)
18th April 2012
Why online? An overview of the UK digital advertising market in 2012.

• What benefits will an online campaign offer an advertiser? 
• The Language of Online Advertising 
• A comprehensive overview of all online media terminology
• Review of digital advertising formats, opportunities beyond banners and MPUs
• Live campaigns and case studies to identify the most effective examples
• How digital campaigns are developed 
• Media planning tools, revenue models & targeting options
• The role and emergence of the digital agency
• An overview of digital agencies and how they market themselves to clients
• What does a digital agency want from a media partner?
• Questioning skills for digital sales executives
• How digital campaigns are measured/tracked
• What makes a successful campaign?
• How to track performance and benchmark
• What are the implementation stages once a campaign is agreed
• How should you present campaign performance to your clients/agencies

Suitable for: Sales teams who are incorporating a digital solution into their pitches and who would benefit from a detailed understanding of the language and process of this fast-changing platform.
Group size: 8 delegates
Cost: £395 + Vat   

 

Buying for Business – An insight into Procurement and Negotiation(1 day)
TBC
By the end of this course delegates will have gained a thorough understanding of the Procurement process and the role of the procurement department within their client organisations; the course will be part delivered by a trainer from CIPS and will cover:

• an introduction to the purchasing cycle
• specification development
• supplier appraisal techniques
• buyer methods ( tenders and quotations)
• post tender appraisal
• managing suppliers
• negotiation strategies and persuasion methods (role play exercises for buyer and seller)
  

Suitable for: Executives from production/account management – all those who may be involved in either buying for their own businesses or dealing with buyers within client organisations.
Group size: 8 delegates
Cost: £395 + Vat

 

Proposal writing (1/2 day)
Weds 23rd May 2012
Introducing a tried and tested customer-centric template for writing short and longer business proposals

• What makes an effective proposal – qualities of excellence
• Setting your objectives
• Using spider diagrams
• The 5 Minute Template
• Developing your proposal - exercise

Suitable for: All those involved in the development of new business proposals for their clients
Group size: 8 delegates
Cost: £225 + Vat

 

The role of the Editor (1 day)
Weds 27th June 2012
This course will be developed and presented by a highly experienced editor with excellent credentials in customer publishing. It will cover all aspects of the editor’s role – both within the agency and as a key client contact

• Managing the unique challenges of customer publishing
• Building the right profile with your clients so that they respect your skill and appreciate your commercial understanding
• How to manage your team so that they stay motivated
• How to extract and interpret a client brief and execute an appropriate creative response
• Getting the client to take a risk and trust your judgement

Keeping an eye on the bottom line – managing budgets and timelines
Suitable for: Editors and their teams looking to get it ‘right first time’ for clients whilst maintaining creativity and integrity
Group size: 8 delegates
Cost: £395 + Vat

 

The Golden Rules of Account Management (1 day)
Thurs 20th September 2012
This course focuses on the essential qualities and skills for excellence in account management. By the end of the course delegates will have identified what constitutes ‘best practice’ – both for the client, and for your agency.

• Qualities of Excellence: the two-headed miracle worker!
• Essential and unique skills
• Taking a Strategic Approach: thinking like an Agency
• Client Relationship Management
• 10 Golden Rules of Account Management Excellence

Suitable for: Experienced and new account executives/managers who are looking for tips to help balance the demands they face maintaining status and control as they reconcile their internal and external obligations.
Group size: 8 delegates
Cost: £395 + Vat

 

Introduction to Marketing
Weds 24th October 2012
By the end of this practical course, delegates will have gained an insight into the marketing function, how marketers make their decisions, allocate their budgets and structure their departments. Case studies and client input will ensure that this course is current and relevant.

• What is marketing?
• Above the line/below the line – what does this mean?
• The 4 Ps
• Developing a marketing plan
• Trade and consumer marketing/budgets and stakeholders
• Marketing and Procurement and the importance of ROI
• Who’s Who in the marketing department
• Marketing trends
• Strengths and weaknesses of marketing channels
• Where does a customer publishing solution fit?

Suitable for: Editors and account executives who are involved in developing marketing solutions for clients and who would benefit from a fuller understanding of their client’s role and remit
Group size: 8 delegates
Cost: £395 + Vat

Overall trainer
Debra Sharron - Founder and Managing Director - Media Sales Training Ltd 
Clients include: Archant Media, Associated Newspapers, BBC Worldwide, Conde Nast, Egmont Magazines, Future Publishing, Manchester Evening News Media, Cedar, Periodical Publishers Association, River Publishing, Seven Squared, Future Plus, The Guardian, IDG Communications, IPC Media, William Reed, and Ten Alps

Website: www.media-sales-training.co.uk 
Linkedin: http://www.linkedin.com/pub/debra-sharron/6/8b2/bb2

Venue 
All APA training will take place at the APA offices, and will include lunch and all refreshments 
APA, 3rd Floor Queens House, 55-56 Lincolns Inn Fields, London, WC2A 3LJ

Booking 
All bookings must be made using downloadable booking form here. Payment is by credit card only. If you have any questions about any of the courses, or would like to discuss any other training needs, please contact Amanda.burrell@apa.co.uk

You can print a copy of our full training booklet here >>