Introduction

A higher level, strategic Marketing and Communications course for those responsible for these aspects of school leadership within larger schools and multi-academy trusts. This course will be especially useful for individuals responsible for developing and implementing marketing and communications strategies across multiple schools.

This can be delivered as a single day in person masterclass, either in school or at a suitable venue, or online as two three-hour webinars.

 The programme includes two sessions:

• Part 1 – The business case, branding culture and identity

• Part 2 – Stakeholders, reputation management, innovation and income generation

You will also be able to complete a project and apply your learning as part of the course

Learning Outcomes:

• Critically defining and assessing stakeholder groups

• Facilitating and embedding a consistent brand

• Embedding a positive culture

• Leading on cost-benefit analysis

• Identifying income generation opportunities

What does each webinar cover?

Part 1 – The Business Case, Branding Culture and Identity.

Exploring and defining the costs and benefits associated with school marketing and communications. This initial session quantifies marketing activities and associated benefits - such as increased income and improved quality of staff recruitment - and sets out a way of creating a marketing and communications team to achieve this. The next step is to create an identifiable brand and an identity that can be articulated and understood by all stakeholders. You will also explore ways of embedding an effective and positive culture within your people and overcome resistance to change.

Part 2 – Stakeholders, reputation management, innovation and income generation.

Following on from part 1, this section deals with the implementation of marketing and communications programmes. Using management tools to identify our stakeholder groups (such as parents, current and future staff and the local community) and to understand how best to communicate with them. Ensuring our thinking considers all aspects of reputational management and how we can use innovations in technology to reach our audiences. We shall begin to consider how effective marketing can have a positive influence on our ability to generate income from a range of sources, including sponsorships and commercial partnerships.    

There will be the opportunity to complete a project as part of the course - this will look at how the ideas in the course can be applied to participants' schools. Successful completion of the project will result in the award of an advanced accredited certificate - this will also provide evidence for participants' CPD.

How is it delivered?

The session is delivered as two 3 hour webinars. Alternatively if you would like to receive this training in-house in your school or trust then email training@isbl.org.uk and we can arrange for our experts to deliver this session face to face and quote you a bespoke price.

How much does it cost?

There is an ISBL member rate and a non-member rate for all our training programmes.
All rates quoted below are inclusive of VAT and per person::

• ISBL member rate: £240

• Non member rate: £300

One of the benefits of being an ISBL member is being able to access the member rates for training and conferences. If you are not a member, you can find out more about joining ISBL here.

To be able to access the ISBL member rate, your membership needs to be active before you book your place on the course.

How can I book my place?

The next booking dates are shown below. Click the date to be taken to the course booking page: