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Marketing Strategy & Tactics
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Marketing Strategy & Tactics

As a professional marketer, you know that digital is not a standalone activity, and it takes a professional marketer to stitch online together with offline to create an effective strategy. Our signature 2-day “Marketing Strategy & Tactics in a Digital World” this course will enable you to stay on top of your game and implement the optimal strategy for your organisation in 2016.

25/05/2016 to 26/05/2016
When: 9.00am-5.00pm
Where: The Marketing Institute of Ireland
South County Business Park
Dublin 18, Dublin 
Presenter: PR Smith
Contact: Ailish Hollingsworth
01 2952355 Ext 4

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As a professional marketer, you know that digital is not a standalone activity, and it takes a professional marketer to stitch online together with offline to create an effective strategy.

It is our responsibility to ensure we are the ones driving the overall business strategy and implementing the tactics that will drive the highest degree of revenue for the business. 

This 2-day course has been devised by the Marketing Institute precisely to help you to create the optimal strategy for all aspects of your marketing. As the professional body for marketing people in Ireland, we understand the complexities and the realities faced by marketers in the real world, and this course reflects the need for practicable responses to the most common challenges facing our members in grappling with digital challenges and opportunities.

The consumer in this digital age expects marketers to be creative and personalised with their messaging, to deliver through the channel that they want, at the exact moment they want it. So how do you keep your strategy updated when your focus is a moving target?

Our signature 2-day “Marketing Strategy & Tactics in a Digital World” this course will enable you to stay on top of your game and implement the optimal strategy for your organisation in 2016.

In this course we aim to show you how to boost your short term marketing results via proven techniques, how to build long-term sustainable competitive advantage by developing a more strategic perspective, and how to become a world class marketer (if you do everything we recommend on this course).

We’ll walk you through all you need to know to knock your plan into shape for the year ahead, and beyond. We’ll show you how to avoid the classic mistakes, exploit new digital tactical tools, build an integrated strategy, develop your plan and measure results to ensure you continually boost your results.

We are delighted to have this course led by our colleague and long-standing Institute member, PR Smith,  a leading luminary in digital marketing internationally, and best-selling author, trainer and consultant.


You can revisit, or activate a particular aspect of this course via a complementary suite of resources which include short online video tutorials, a workbook and the practical text book. Attendees on this programme will receive a copy of: The SOSTAC(r) Guide To Your Perfect Digital Marketing Plan by PR Smith


Member Rate: €650, Non-Member Rate: €850


This course takes place in the The Marketing Institute, South County Business Park, Leopardstown, Dublin 18. It is a two-day course starting at 9:00am and finishing approximately at 5:00pm on Wednesday 25 and Thursday 26 May 2016.

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.


Please email me on or call Ailish on 01 295 2355, Ext 4.


PR Smith Digital Marketing Lecturer

PR Smith trains and advises blue chips as well as smaller innovative businesses through bodies such as the Marketing Institute of Ireland and UK Government's Growth Accelerator Programme. Paul's clients include Irish global renewable energy company, Mainstream Renewable Power, automated marketing specialists, Clever-Touch, personalised online tour guides and other disruptive start-ups. Paul’s eMarketing eXcellence book is a recommended text and his new SOSTAC® Guide To Your Perfect Digital Marketing Plan is proving popular. His four other books are translated into seven languages. Paul's SOSTAC® Marketing Planning System is used by organisations around the world and has prompted Paul to set up SOSTAC® Registered Consultants and Learning Centres. Paul's NFP social media driven edutainment programme, The Great Sportsmanship Programme, is designed to inspire a new generation of global citizens through true two minute stories.


Day 1

09.15 – 10.45 Session 1: Marketing Plans & Situation Analysis

10.45 – 11:00  Coffee

11:00 – 12.30 Session 2: Situation Analysis  (Customer Analysis)

12.30 –  13.30 Lunch

13.30 –  15.00 Session 3: Objectives (from mission to vision to KPI Pyramid)

15.00 –  15.15 Tea 

15.15 –  16.45 Session 4: Strategy  (the heart of the plan)

16.45 –  17.00  Summary

Day 2 

09.15 – 10.45 Session 1: Tactics (part a)

10.45 – 11:00 Coffee

11:00 – 12.30 Session 2: Tactics (part b)

12.30 –  13.30 Lunch

13.30 –  15.00 Session 3: Action (tips & techniques)

15.00 –  15.15 Tea 

15.15 –  16.45 Session 4: Control (measuring KPIs) & Creative Thinking 

16.45 –  17.00  Summary& Farewell

By the end of these 2 days:

You will be able to write the perfect Digital Marketing Plan

             Analyse Your Market

             Clarify Your Objectives

             Develop Your Strategy

             Exploit  Tactical Channels

             Avoid The Classic Mistakes

             Measure & Improve Performance via Constant Beta Culture

You will understand

       Sustainable Competitive Advantage

       Social Media & The Ladder Of Engagement

       Digital Marketing Strategy

       Digital Marketing Toolset   (pros & cons)

       20 Essentials to establish credibility & trust

       10 Tactical tools to get more visitors (advantages & disadvantages)

       10 Conversion Actions (visitors to customers)

        5 Conversion Actions ( customers to lifetime customers)

        The classic mistakes and pitfalls to avoid online

        Best Practice  tips, techniques and golden rules  

You will also

             Advance your career with practical knowledge

             Have access to continual improvement via some online tutorials,  articles and my blog posts plus facebook marketing updates whenever you need them in the future.

Introduction Digital Marketing Trends & SOSTAC® Marketing Plan

Situation Analysis (where are we now): Customers, Competition, Trends & Influencers; Who are your customers? Why do visitors visit and come back? What satisfies them? How do they buy? How do they process information?

Objectives (where do we want to go): C level, marketing and operational objectives from mission to vision to the KPI Pyramid; plus inspirational objectives including ‘sizzle’ objectives

Strategy: (how do we get there): why strategy is critical; types of strategy; key components of strategy; strategic options, testing your strategy

09:00 - 17:00 - Day 2: Tactics, Action & Control

Tactics (the details of strategy): All 10 comms tools. Advantages & disadvantages. The tactical matrix. Creative tactics.Owned, Earned & Paid Media.

Actions (the details of Tactics): how to ensure excellence in execution. The need for Internal Marketing. 20 Actions to develop credibility. 10 actions to boost visitor conversions to sales; 5 actions to nurture customers into lifetime customers.

Control (how do you know you are getting there?): Metrics & measurements. What to measure, how often, how much it costs and, most importantly what to do with these metrics. includes constant optimization & developing a beta culture.


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