Oxford College of Marketing Blog

TOWS Analysis: A Step by Step Guide

A TOWS analysis is a variant of a SWOT analysis and is an acronym for Threats, Opportunities, Weaknesses and Strengths.  Similar to a SWOT, a TOWS analysis will involve the identification of an organisation's strengths, weaknesses, opportunities and threats; however, often a key criticism of a SWOT analysis is that it doesn’t show the relationships between the different factors and [...]

How to Undertake the Perfect SWOT Analysis

In the world of marketing, a SWOT analysis doesn’t mean Special Weapons and Tactics teams based in the United States (although that would be rather exciting). It’s an acronym for Strengths, Weaknesses, Opportunities and Threats, it is a tool commonly used by businesses when future planning. Figure 1 shows how a SWOT is laid out. A SWOT analysis is used [...]

Out of Office: The Changing Role of Email Marketing

Oxford College of Marketing Tutor and owner of Heads Up Marketing, Sue Ollerhead, looks at why email marketing is still an important tool for businesses today and provides some tips on improving performance.   The statistics speak for themselves; with 2500 billion email users around the world, email marketing now plays a key role in every stage of the buying cycle. [...]

Free Webinar: Using Influencer Marketing to Accelerate Other Marketing Channels

Our marketing in practice webinar series returns on 25 August at 12.30pm (BST) and this month we welcome Gemma Robinson from Type The Hype as our guest presenter. Gemma will introduce influencer marketing and discuss how this developing channel can be used to support and grow other marketing channels. With consumers trusting peer recommendations and reviews more than any type [...]

Using The Ansoff Matrix to Develop Marketing Strategy

The Ansoff Matrix was developed by Igor Ansoff and initially published in the Harvard Business Review. It is a core business strategy tool, taught in business schools to MBA students and utilised throughout businesses globally. Ansoff suggested that there were effectively only two approaches to developing a growth strategy; through varying what is sold (product growth) and who it is [...]

Free Webinar: Programmatic & The Shift to Brand-Based Advertising

The Oxford College of Marketing are pleased to announce we are running another free practical webinar for July. This month we turn our focus to programmatic advertising and shift from performance-based campaigns to brand advertising campaigns. The webinar will be held on Thursday 21st July 2016 at 12.30pm (BST) and is free for anyone to attend. Programmatic advertising enables organisations to purchase [...]

What is a PESTEL analysis?

A PESTEL analysis is an acronym for a tool used to identify the macro (external) forces facing an organisation. The letters stand for Political, Economic, Social, Technological, Environmental and Legal. Depending on the organisation, it can be reduced to PEST or some areas can be added i.e. International. In marketing, before any kind of strategy or tactical plan can be [...]

Celebrating a 90% pass rate for CAM and CIM Qualifications!

The Oxford College of Marketing are once again celebrating superb exam success with an overall 90% pass rate for all CAM and CIM qualifications for the April 2016 assessment board. This compares to the overall national average of 83% for CIM qualifications. The results confirm that not only has the college has achieved a pass rate of 90% or greater [...]

How We Are Dedicated to Solving the UK’s Digital Skills Crisis

The House of Commons Science and Technology Committee report has issued a stark warning that the UK is facing a digital skills ‘crisis’ and that more needs to be done to address the knowledge gap. Their research found that over 12 million UK adults did not possess basic digital skills – with 5.4 million never having accessed the internet at [...]

Webinar: Improve and understand your email deliverability

We’re pleased to announce our latest Marketing in Practice webinar! In June, we’re focusing on understanding email deliverability and how it can be improved. The webinar will take place on Thursday 23rd June 2016 at 12.30pm (BST) and is free for anyone to attend - just sign up here. You may have the best email creative, a great subject line and [...]

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