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.
Feedback from 2011
“This was an enjoyable and informative
course. I have benefitted from it 100%”
“The trainer was very knowledgeable and
able to use her experience in a collaborative
fashion, not as a lecture”
Overall trainer
Debra Sharron - Founder and Managing Director - Media Sales Training Ltd
Clients include:
Archant Media
Associated Newspapers
Egmont Magazines
Future Publishing
Periodical Publishers Association
River Publishing
The Guardian
IDG Communications
Ten Alps
Website:
Linkedin:
“Thanks for the video and the day. One of
the best things I’ve done for a long time!”
BBC Worldwide
Manchester Evening News Media
Seven Squared
IPC Media
Conde Nast
Cedar
Future Plus
William Reed
www.media-sales-training.co.uk
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 refreshments
APA, 3rd Floor Queens House, 55-56 Lincolns Inn Fields, London, WC2A 3LJ
Booking
All bookings must be made using the booking form below. 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
APA Training Course Summary Outlines
Course Title
Course
Length
Date
The Big Pitch
1 day
28th February 2012
Developing your
Business
Communication Skills
1 day
19th March 2012
Content Summary
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
Suitable for
Executives at all levels who may
be involved in client
presentations and new business
pitches
Through the use of video, smaller groups will benefit
from seeing themselves presenting
( 6 delegates max)
Delegates will each receive a disc with their
presentations after the course
Cost: £425 + Vat
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
Those moving into a clientfacing role for the first time, or
those who would like a
refresher in how to control and
manage communication with
clients and colleagues
Cost: £395 + Vat
Buying for Business –
– An insight into
Procurement and
Negotiation
Proposal Writing
1 day
½ day
26th April 2012
23rd May 2012
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)
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
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
All those involved in the
development of new business
proposals for their clients
Cost: £395 + Vat
Cost: £225 + Vat
The role of the Editor
The Golden Rules of
Account Management
1 day
1 day
27th June 2012
20th September 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
Editors and their teams looking
to get it ‘right first time’ for
clients whilst maintaining
creativity and integrity
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
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

Taking a Strategic Approach: thinking like an
Agency
Cost: £395 + Vat

Client Relationship Management
10 Golden Rules of Account Management Excellence
Cost: £395 + Vat
Introduction to
Marketing
1 day
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?
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
Cost: £395 + Vat
Booking Form
Company:
Booking contact name:
Course / date
Cost
Attendee name
Big Pitch @ £425 + Vat
Attendee job title
All other full day courses at £395 + Vat
Contact number:
______
Attendee email
Cost
Half day Proposal Writing @ £225 + Vat
Total cost _____________
Payment by Credit Card only: Please debit my credit card for the total amount due (including VAT) of: £_____________Mastercard / Visa* (please delete as applicable)
Card number:
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Card Holder name:
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3 digit security number:
Card expiry date:_____ /_____
Signature:
Card Holder address:
Please return to Amanda Burrell:
Fax:
020 7404 4167 Email: amanda.burrell@apa.co.uk
Post:
APA Ltd, Queens House, 3rd floor, 55-56 Lincoln’s Inn Fields, London, WC2A 3LJ
Card holder contact number: