Course Outline

As the accounting and financial advisory sectors become more competitive, marketing is increasingly outsourced to specialist web developers, content managers and social media specialists. However, there remains a strong need for someone internal to drive marketing initiatives as a strategist and administrator.

Who’s driving the marketing for your firm? Where is the accountability for results? If you’re like most professional service firms, your marketing is largely focused on website management, ebulletin publishing and some ad hoc social media activity that generates little objective results. Do you have a formal marketing plan in place?

The Marketing Administrator course is designed to help administrators responsible for the co-ordination of marketing activities to take control of both the strategic and operational elements necessary for effective marketing activities. This 12 part course will guide you in establishing roles, responsibilities and expectations, setting goals, developing key elements and implementing actions with clear measurement and review processes.

Who should enrol?

This course provides staff involved in the administration of marketing activities with the structure to help the firm develop and implement plans for growth. Key marketing concepts directly relevant to accounting and advisory practice will be discussed. A key outcome will be the development and implementation of a 12 month marketing plan

Anyone in the firm involved in marketing activities is encouraged to participate in this course, either directly or in discussions relating to the implementation of marketing strategy. The marketing team may also include external specialists assisting with networking, website development and online marketing activities.The course is designed to be presented to individuals or teams involved in the development and implementation of marketing strategy. Assessment tasks will encourage and challenge your team to consider what they can do to improve the way the firm markets its services to clients and the external community.

Support material will include workbooks, procedures and scripts relevant to the topics being discussed.

Course Content

1. Key marketing principles for accounting and advisory firms

2. Marketing administration core roles and responsibilities

3. The role of social media in driving lead development

4. Development of your firm’s 12 month marketing plan

5. Expectations, roles and responsibiities

6. Converting prospects into leads

7. Establishing marketing goals

8. Branding and positioning strategies

9. Principles of content management

10. Marketing and Business development reporting

11. CRM and lead management in professional firms

12. Key marketing challenges and solutions for professional firms

Course Structure

  • Learners can complete courses at a place that suits them, within and outside work hours
  • Each learner will have a dedicated login to give them personal access to their course
  • Module material includes online presentations, workbooks, PowerPoint Slides, templates, scripts and articles
  • All modules also incorporate formal qualitative assessment tasks that encourage learners to develop practical actions demonstrating understanding of the concepts
  • All assessment tasks are scored, with directed feedback to learners on their response
  • As the learner progresses, they develop their personal SMART action list to drive change
  • Managers are able to see at a glance how their staff are progressing
  • All learners have access to course content for 12 months following their enrolment

Learning Process

Our self-paced eLearning courses follow a 4-step process in relation to learning objectives:

Understand

Evaluate

Implement

Review

All modules are structured with specific learning objectives and assessment tasks. Learners are expected to demonstrate that they understand learning objectives and can apply concepts through completion of the assessment tasks. A SMART action planning template is used to consolidate specific actions and to ensure that a timeframe for completion is established and followed. Regular review of progress is ensured through commitment to completing the course.

 

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