Association of British Orchestras

Introduction to Marketing

Tuesday, 26 November 2019, 10:00 - 17:30

Association of British Orchestras 32 Rose Street London WC2E 9ET

3 tickets remaining

Non-Member Rate £180.00

SOLT/UK Theatre/ITC Member Rate £140.00

ABO Member £125.00

Melanie Ryan, CRM Manager, City of Birmingham Symphony Orchestra
Joanna Sigsworth, Head of Marketing and Communications, Nottingham Playhouse

Introduction to Marketing will start by giving you an understanding of what marketing is and how it benefits an organisation. The day will include a number of practical exercises and various case studies.

This course is suitable for people who are expected to ‘do’ marketing as part of their job, but haven’t received any formal training, for those who want to get into marketing and for those who are currently doing it and want a better grasp of the bigger picture.

Participants will learn about principles of marketing including:
- planning
- targeting & segmentation
- relationships
They will also gain a working knowledge of specific marketing techniques including:
- knowing your customer
- choosing the right medium for your message
- monitoring and evaluation

- Have a working knowledge of the four stages of a marketing planning cycle
- Know how best to apply that knowledge
- Know how to plan and implement a marketing campaign
- Understand the importance of audience development and the benefits it can bring to your organisation

ABO Members, £125 +VAT
SOLT, UK THEATRE and ITC Members, £140 + VAT
Non-Members, £180 + VAT

Cancellation policy

Cancellations may be made in writing or by email to the ABO ( up to two weeks before the course date and refunds may be made at the discretion of the ABO; thereafter the full total is payable. Registrations may be transferred to another name. The ABO reserves the right to cancel at any time without liability and in these circumstances, participants will be offered an alternative date or a full refund of the course fee.

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Annual Conference

The next conference will be held in Manchester from 29-31 January 2020,

hosted by The Hallé and BBC Philharmonic