ENHANCE YOUR CAREER WITH THE MARKETING INSTITUTE’S LEARNING AND DEVELOPMENT PROGRAMME

CONTENT | COMMUNITY | CAREER

mii.ie/marketingcourses

WELCOME TO THE MARKETING INSTITUTE

Accelerate your career by gaining qualifications through our exceptional learning and development programme.We are passionate about learning and are proud of our status as market leader.

Setting you on the path to success and providing you with the means to impact the performance of your business is part of our remit and we have designed our suite of professional learning and educational courses to ensure this is the case.

You will receive tuition, support and encouragement through our programmes that will empower, facilitate and inform you, enabling you to react and respond effectively to the fast-moving pace of the marketing profession in today’s world.

You can also avail of our academically accredited courses in partnership with DIT, which will position you for leadership, ensuring a strong fit with emerging career opportunities and set you apart as a qualified professional.

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Learning at work is crucial for your

ongoing upskilling and is vital to meet

current and future business demands.

According to CIPD, organisations often

view this using the 70:20:10 framework.

This theory suggests individuals gain

70% of their learning from job-related

experiences, 20% from social interactions

with others, and 10% from formal

learning events, indicating that a blend

of learning approaches is most beneficial

to individuals. (source: CIPD)

‘Supporting individuals and groups in

learning is an essential element of an

organisation’s strategic human resource

management programme’

(source: CIPD)

WHY LEARNING & DEVELOPMENT IS SO IMPORTANT

LEARNING AND DEVELOPMENT IS KEY TO YOUR CAREER, KEY TO DEVELOPING YOUR SKILLS AND MOST IMPORTANTLY KEY TO HELPING YOU DETERMINE AND ACHIEVE YOUR POTENTIAL IN THE FAST-MOVING LANDSCAPE OF IRELAND’S MARKETING PROFESSION

Helen O’Reilly, Head of Digital, Colliers

‘…The lecturers were interesting and knowledgeable and the content was practical and already adding value to my everyday work life. Since I joined the course, I have been promoted within my company to Head of Digital Marketing for the UK and EMEA. This means a move to London to work alongside the Global teams for Colliers….’

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THE MARKETING INSTITUTE LEARNING & DEVELOPMENT CREDENTIALS

OUR KNOWLEDGE

The Marketing Institute has been offering learning, development and education programmes for over 50 years to the marketing profession in Ireland

NETWORKING

Learning can happen through relationships made with other course attendees and our programmes offer another way in which to build and grow your professional network

RANGE OF COURSES

We offer a range of courses to appeal to all levels and requirements, everything from half-day workshops to our 16 month MSc in Digital Marketing & Analytics in conjunction with DIT

INDUSTRY KNOW-HOW

We work with the best in class experts across the marketing profession, within Ireland utilising Irish and international trainers

BLENDED LEARNING

We believe a blended learning approach is the most beneficial, and our offering reflects this belief. Attending our courses in conjunction with our programme of events brings invaluable knowledge, expertise and insights

ACCREDITATION

We apply a pracademic approach to all of our courses, combining the rigour of academia with the knowledge and experience from industry practitioners. Our educational programmes are awarded by DIT, a member of the European University Association’

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PR Smith

Paul has an MBA from City University (London), a PG Dip Finance from South Bank Poly, a Graduateship in Marketing from the Marketing Institute of Ireland and a B.Sc. (mngt) from Dublin Institute of Technology. Paul trains and advises blue chip and innovative start-ups around the world, including The Marketing Institute and the UK Government’s Growth Programmes. Paul’s SOSTAC® Marketing Planning Framework (voted in the Top 3 Business Models worldwide by CIM) was recently adopted by LinkedIn and KPMG.

Colin Lewis

A UCD MBA graduate, Colin is an award-winning marketer with over 20 years international marketing experience in Europe, Asia and Australia. Currently CMO with Openjaw Technologies, he previously held senior marketing roles with BMI Regional, 11811 Directory Enquiries, CityJet and Thomas Cook. Colin was awarded the ‘Marketing Leader of the Year’ award in 2008 by The Marketing Institute and in 2012, was awarded a Fellowship by the Institute for his contribution to marketing. Colin is our Content Programmer for DMX Dublin.

Martin Thomas

Martin is a highly experienced marketing communications consultant, trainer and author. He is course leader on digital and social media for the Institute of Directors UK. He has enjoyed a highly successful career in advertising, PR, sponsorship and new media, including senior management roles with some of the world’s leading agencies. He has advised many multi-national corporations on their marketing and communications strategies, including Xerox, Citibank, Bacardi Global Brands, Sony Ericsson, Royal Mail, Coca-Cola and Colgate-Palmolive. Much of his work in recent years has focused on the business response to new, digitally-empowered patterns of customer behaviour and changing expectations: a subject on which he has become a highly-regarded writer, speaker and commentator.

Joanne Casey

Joanne has over 10 years’ experience with digital marketing campaigns, specialising in search strategy, conversion optimisation, econometric modelling, web analytics and usability. She has executed and managed many large scale campaigns across the UK and Ireland for a number of clients, including TV3, Trader Media Group, Tourism & Discover Ireland and Vodafone. Joanne has a particular interest in ensuring clients get the best return on investment from offline and online campaigns and is currently MD of Digital Marketing and Analytics agency GlowMetrics.

PROFILES OF A SELECTION OF TRAINERS FROM THE MARKETING INSTITUTE TRAINING PANEL

THE MARKETING INSTITUTE WORKS WITH A WIDE RANGE OF EXPERT MARKETING TRAINERS’ WHO BRING THEIR WEALTH OF KNOWLEDGE, EXPERTISE AND INTERNATIONAL INDUSTRY EXPERIENCE TO MEMBERS. BELOW ARE PROFILES OF A SELECTION OF MARKETING PROFESSIONALS FROM OUR TRAINING PANEL

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Contact us at training@mii.ie or +353 1 295 2355 mii.ie/marketingcourses05

Brian Sparks

Brian Sparks is the Managing Partner, UK & Ireland of Agency Assessments Ireland. He holds a Bachelor of Commerce and an MBA from Smurfit Business School. Brian has over 18 years’ experience working on the client side, including roles with Irish Distillers, Guinness Ireland, UK, Malaysia and Africa. Brian spent over seven years on the agency side and has been with Agency Assessments International for over 16 years. He lectures in Marketing Communications as the Quinn Business School.

Fintan Lonergan

Fintan is CMO at Deloitte Ireland. His previous roles include Managing Director of O2 Media, Director of Publicis QMP advertising agency and Marketing Director with Aer Lingus, where he played a key role in developing the airline’s successful transition to digital marketing and distribution. He has also held leadership positions in MBNA and AIB and with UK CRM agency Wunderman. He has received various marketing awards, including ‘Marketing Professional of the Year’ and ‘Internet Marketer of the Year’ and is a Fellow of The Marketing Institute of Ireland.

Lar Veale

Lar is Head of UX at iQ Content, and has been part of the business development and marketing teams, as well as UX lead and content strategist on many projects. Lar is a mobile expert and works on user experiences, from research, to design, to development, plus the application of web analytics to inform design insights. His particular expertise lies in the financial sector – he was the lead designer for many global Citigroup mobile projects, as well as Allied Irish Banks mobile and tablet apps. Before joining iQ, he was a senior developer for financial services companies including Zurich Life.

Vanessa Vallejo

Originally from California, Vanessa is a digital marketing specialist with 9 years of experience working in media/digital agencies and tech publishers. Prior to joining LinkedIn, Vanessa worked as a Business Director in GroupM Ireland looking after their search and analytics business. At LinkedIn, Vanessa is a Client Solutions Manager responsible for customer success, retention, and training. Vanessa adores teaching and has 5 years of experience working for the Marketing Institute of Ireland and DIT. She holds an M.Phil. in Speech and Language Processing from Trinity College Dublin and a B.Sc. in Psychology from Santa Clara University.

Barry Hand

Barry is Managing Director of Handmade Marketing and is a senior-level, digital strategy and eCommerce leader with a blend of marketing and technology experience and expertise. Responsible for double-digit growth, multi-million euro budgets and high performance teams, he has previously held leadership roles with companies such as GrabOne and lastminute.com. Barry also helps marketers master digital analytics and he lectures at DIT on the Marketing Institute’s MSc in Digital Marketing & Analytics.

Colm Hanratty

Colm has embraced all aspects of digital marketing and social media. He began his career at Hostelworld.com and during his time there he won awards for social media marketing, podcasting and videography. He won Ireland’s only Webby Award in 2009 while two of his travel videos currently have over 1 million view on YouTube. Today, Colm runs social media consultancy Sixtwo Digital and has worked with brands in the travel, health, fashion and festival industries to help them increase brand awareness, engage with their customers, and, most importantly, increase revenue.

WHO HAS ALREADY UPSKILLED WITH US?

GIVE YOURSELF THE ULTIMATE COMPETITIVE ADVANTAGE TO PERFORM AT THE HIGHEST LEVEL AND JOIN THESE COMPANIES WHO HAVE ALREADY BENEFITTED FROM OUR LEARNING & DEVELOPMENT OFFERING

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OUR LEARNING & DEVELOPMENT OFFERING - OUR COURSES

THE MARKETING INSTITUTE’S SUITE OF PROFESSIONAL MARKETING COURSES IS DESIGNED TO PROVIDE MARKETING PROFESSIONALS WITH THE MEANS TO IMPACT THE PERFORMANCE OF THEIR BUSINESS AND TO BUILD THEIR OWN PERSONAL EFFECTIVENESS IN TODAY’S FAST-DEVELOPING ENVIRONMENT.

WE OFFER A NUMBER OF EDUCATIONAL PROGRAMMES IN CONJUNCTION WITH DIT:

o MSc in Digital Marketing & Analytics

o MSc in Management and Marketing

o Postgraduate Diploma in Management & Marketing

o Executive Diploma in Strategic Digital Marketing

We also offer a range of short courses and master- classes focusing on current themes and topics within the marketing profession. These courses range from half days, to two full-days and are an excellent solution for continuous professional development:

D Strategy & Tactics in the Digital World

D Digital Marketing for B2B Marketers

D Marketing Pricing Strategy

D How to Write and Assess a Great Creative Brief

D Agile Marketing

D Brand Masterclass

David Slattery, Head of Marketing, Private Banking, Bank of Ireland

‘..From learning about e-Commerce, UX, social and email marketing, the programme certainly met expectations and actually challenged some of my thinking I really appreciated the opportunity to network with small business owners, education practitioners as well as the expert lecturers…’

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MASTERCLASS: SOCIAL MEDIA MARKETING, MARTIN THOMAS

OUR MASTERCLASS SERIES HAS BEEN CREATED FOR SENIOR-LEVEL MARKETERS LOOKING TO TAKE A DEEP-DIVE INTO A SPECIALISED TOPIC, TO ENABLE THEM TO MAKE INSIGHTFUL DECISIONS AND BETTER CHOICES FOR THEIR BUSINESS. THE SERIES IS FOCUSED ON HELPING YOU DEVELOP COMPETENCIES SPECIFIC TO THE KNOWLEDGE, SKILLS AND MINDSET REQUIRED OF SENIOR MARKETING LEADERS.

OUTLINE: Ensure you are equipped to meet the marketing challenges and opportunities posed by the rise of social media at this focused, high level one-day course - designed to provide senior marketing directors with the latest ideas and tools to adopt a more strategic approach to social media marketing, governance and leadership. Learn how your business can harness the opportunities for business intelligence, increased stakeholder engagement, smarter campaigning and enhanced customer loyalty, while navigating the reputational and operational risks.

KEY DETAILS:Duration: One DayLocation: Westbury Hotel, Grafton Street, Dublin 2Member Rate: €520Non-Member Rate: €750Date: Thursday 1st February 2018Time: 9:30am - 5:00pm

o Examine key trends in social media and the implications for the structure and activities of your marketing function.

o Review the latest commercial and brand management models that are being deployed by organisations that are thriving in this new world.

o Analyse a variety of planning techniques and tools that will help you adopt a more strategic approach to the use of social media.

o Gain access to up-to-date case studies from a wide range of industry sectors, illustrating how leading organisations are responding to the challenges and opportunities posed by social media.

o Debate the issues and implications with your senior marketing peers.

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SHORT COURSES

STRATEGY & TACTICS IN A DIGITAL WORLDOUTLINE: As professional marketers, we are aware that digital is not a standalone activity, and it takes a professional marketer to combine online together with offline to create an effective strategy. Marketing professionals have the responsibility of ensuring we are the ones driving the overall business strategy and implementing tactics that will drive the highest degree of revenue for the business. This two day course has been devised by The Marketing Institute to guide marketers in creating the optimal marketing strategy for your business. This course recognises and reflects the need for practicable responses to the most common challenges facing marketing professionals in grappling with digital challenges and opportunities.

KEY DETAILS:Duration: Two DaysLocation: The Marketing Institute South County Business Park, Dublin 18Member Rate: €585Non-member Rate: €850

HOW TO WRITE AND ASSESS A GREAT CREATIVE BRIEF

OUTLINE: Creative evaluation and guidelines for agency motivation are key skills for companies looking to make sure they are effectively spending their marketing budgets, which obviously means increased accountability. Briefing the agency is a critical part of developing effective and engaging Market Communications and our workshop simplifies this sometimes complex task.

KEY DETAILS:Duration: One DayLocation: The Marketing Institute, South County Business Park, Dublin 18Member Rate: €250Non-member Rate: €500

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MARKETING INSIGHTS

OUTLINE: Our Marketing Insights course delves into how marketing professionals can utilise and make sense of the large quantities of data collected by their organisations from their customer bases. Key insights can be garnered from the data, relating to consumer behaviour and future trends and be used to ensure the business adopts a data-driven decision approach.

KEY DETAILS: Duration: One DayLocation: The Marketing Institute, South County Business Park, Dublin 18Member Rate: €250Non-Member Rate: €500*

GOOGLE ANALYTICS (PRACTICAL)

OUTLINE: This course has been designed to give hands-on practical training for new and intermediate users of Google Analytics. Using a demo account or your own, you will learn how to utilise Google Analytics to improve the performance of your website. The core concepts of analytics are introduced in the course, with guidance to find and manipulate the most useful data and how to obtain the most meaningful insights into your users through custom reporting.

KEY DETAILS:Duration: One DayLocation: The Marketing Institute, South County Business Park, Dublin 18Member Rate: €250Non-member Rate: €500*

DIGITAL MARKETING FOR B2B MARKETERS

OUTLINE: The challenge for B2B marketers is to connect with customers through a wide range of devices, create and automate marketing processes such as customer acquisition, segmentation, and campaign management, alongside understanding the analytical side of data and digital. B2B marketers are now tasked with guiding buyers through a journey and applying funnel thinking to digital marketing and technology tools to create a new type of marketing plan. This course will enable you to inspire, inform and engage buyers in your industry to drive relationships and revenue.

KEY DETAILS:Duration: One DayLocation: The Marketing Institute Office, South County Business Park, Dublin 18Member Rate: €250Non-Member Rate: €500*

* The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.

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SHORT COURSES

MSc IN DIGITAL MARKETING & ANALYTICSLevel 9 on the National Framework of Qualifications, fully accredited by DIT

OUTLINE: The MSc in Digital Marketing and Analytics is designed as an executive masters degree for marketing professionals who are seeking to build their digital marketing knowledge and skills and to further develop their ability to design, implement and measure the effectiveness of marketing strategies.

This programme is delivered by leading marketing academics and digital marketing practitioners, working closely together to ensure an effective blend of theory and practice. A combination of interactive lectures, webinars and skills-based workshops will expose participants to proven strategic frameworks and readily applicable toolkits. While participants will apply their learning throughout the programme, a company-based group project in the final semester will give participants an opportunity to develop and execute an end-to-end Digital Marketing Strategy.

MODULES:

o Marketing Metrics & Analytics:

• Digital Metrics & Analytics

• Predictive Analytics

• Google Analytics

o Digital Marketing Strategy:

• Value-Driven Strategic Marketing

• Campaign Planning & Budgeting

o Communications:

• Online & Offline Integrated

Marketing Communications

• Consultancy & Research Methods

o Consumer Behaviour & Research:

• Customer-Led Marketing & Research

• Regulation & Governance

D Develop and implement effective strategies in

a digital context

D Integrate digital platforms with marketing and

corporate strategy

D Use analytics to gather consumer insights and

improve digital marketing effectiveness

D Apply key digital, financial and marketing

metrics at each stage of the customer life-cycle

D Understand and segment digital consumers

and predict future behaviours

D Leverage consumer interaction and engagement

D Apply KPIs and develop dashboards at campaign

and enterprise level

D Add value and digital leadership to their business

ENTRY REQUIREMENTS:

2.1 Honours Bachelor Degree in a business discipline with

2 years’ experience in a marketing role

2.1 Honours Bachelor Degree in a non-business discipline

with 4 years’ experience in a marketing role

*Other applicants will be considered based on their

experience, attitude and aptitude.

FEES (TOTAL PROGRAMME):

Non-Members: €12,750

Members of The Marketing Institute: €11,750

INFORMATION:

Programme Director:

Dr Etain Kidney, School of Marketing,

College of Business,

DIT Aungier Street, Dublin 2

T: 01-402 7151 E: etain.kidney@dit.ie

ACCREDITED COURSES

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POSTGRADUATE DIPLOMA IN MANAGEMENT & MARKETING (NON-BUSINESS GRADUATES)Level 9 on the National Framework of Qualifications, fully accredited by DIT

OUTLINE: The programme provides the opportunity for graduates in Engineering, Science, IT, Humanities, Law and other non-business disciplines to experience an accelerated business studies programme over two Semesters of part-time studies, leading to a Post Graduate Diploma in Management and Marketing. You will be challenged by a full and rigorous business curriculum and by a peer group of like-minded professionals seeking to develop their business credentials.

There will be a pathway to Masters level study for students achieving honours level performance. The programme is divided into two broad areas – core business/management elements and marketing theory and practice

SEMESTER 1:

o Marketing Fundamentals

o Introduction to Finance

o Contemporary Management

o Essentials of Economics

SEMESTER 2:

o Strategic Marketing Management

o Integrated Marketing Communications

o Consumer Behaviour

o Doing Business Globally

D Marketing Seminar Series throughout

semesters 1 & 2

D Management research project

This programme is dedicated to giving non-business

students a rigorous conceptual framework and a

systematic knowledge and understanding of the

issues that are at the forefront of management and

marketing theory and practice today.

Students will be provided with intensive grounding

in the core business elements and will gain a deep

understanding of the contemporary issues, both

internally and in the wider business environment.

ENTRY REQUIREMENTS:

Minimum second class honours bachelor degree (2.2 or

higher) third level NQAI level 8 qualification, or equivalent,

in a non-business discipline

AND

A minimum three years work experience in a Marketing/

Business/Leadership role or function within an organisation.

FEES: €4,650

INFORMATION:

Programme Director:

Dr Lesley Murphy, School of Marketing,

College of Business

DIT Aungier Street, Dublin 2

T: 01-402 7046 E: Lesley.Murphy@dit.ie

Stephen Crowe, Postgrad Diploma Graduate

‘The content of the course was all extremely relevant and constructed in such a way as to ease a non-business graduate into many complex subjects. I would have no hesitation in recommending this programme to others and have found it crucial in my chosen career.’

ACCREDITED COURSES

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INFORMATION:

Programme Director:

Dr Etain Kidney, School of Marketing,

College of Business,

DIT Aungier Street, Dublin 2

T: 01-402 7151 E: etain.kidney@dit.ie

ACCREDITED COURSES

MODULES:

o Digital Marketing Strategy

o Search Engine Marketing: SEO

o Conversion Rate Optimisation

o Analytics

o Gamification

o Mobile Marketing

o Social Media

o Search Engine Marketing: PPC

o Data Strategy

o Performance Based Digital Display

o Advertising

o E-Commerce

o Digital Models: Future of Digital

D Understand the value of digital marketing and

why it is a critical component of your marketing

strategy

D Integrate digital marketing into an overall

marketing strategy

D Effectively set up and manage search engine

marketing and social media campaigns

D Develop an email marketing strategy that aligns

with the business goals

D Uncover tools and resources to build effective

eCommerce sites at low cost

D Use digital marketing to sell internationally

D Understand analytics and KPIs to continuously

improve your digital marketing

D Discover the best ways to retain customers online

INFORMATION:

For further information

contact training@mii.ie

or 01 295 2355 (ext 4).PR Smith, Lecturer, Exec Diploma In Strategic Digital Marketing

‘This is an amazing course. A 13 week programme packed with absolutely fascinating speakers from the real world of digital marketing. It is also built upon strategy. Digital marketing strategy is very rare, so the programme is built upon a platform of strategy and after that the tactical tools roll out….At the end of it successful candidates go on to achieve an exemption from the Masters Programme for those that want to continue on to the MSc in Digital Marketing & Analytics’

FEES (TOTAL PROGRAMME):

Non-Members: € 1,790

Members of The Marketing Institute: € 1,590

ACCREDITED COURSES EXECUTIVE DIPLOMA IN STRATEGIC DIGITAL MARKETINGLevel 8 Continuing Professional Development Award, fully accredited by DIT

OUTLINE: This fully accredited Diploma in Strategic Digital Marketing is designed for established marketing professionals who wish to develop an expertise in digital marketing strategy.

In addition, any graduate of this Diploma programme wishing to progress to the MSc in Digital Marketing & Analytics will gain an exemption from one of the first semester modules on that masters degree.

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In order to develop your skillset and in turn your marketing career, you need to engage in the form of upskilling most relevant to you. Making sure you are accessing and targeting the type and level of learning that is appropriate to your career stage is a critical element of your career journey. As a result The Marketing Institute have developed the ‘Marketers Pathway’ programme which advises marketing professionals to develop their own individual ‘Learning & Development’ plan.

As one of the first steps of this programme, we recommend completing a Competency Gap Analysis to identify your individual needs through an assessment of your skills, alongside an understanding of current anticipated gaps in your knowledge or skills.

We have developed a competency framework to facilitate this process, which includes a seven stage model to illustrate the types of career journey options, combined with a recommended learning and development plan.

This ‘marketers pathways’ framework aims to aid with providing an overview of the different career direction/options which can be taken in order to further develop a career in marketing.

The value of plotting a career course in terms of career stage and type of role is it allows us to consider the types of competencies and functional and sector experience we have.

Contact us if you wish to learn more about our Competency Gap Analysis training@mii.ie

CAREER STAGES – COMPETENCIES

mii.ie/marketingcourses14

mii.ie/marketingcourses

The Marketing Institute of Ireland South County Business Park, Leopardstown, Dublin 18, Ireland