“Working out which attributes you want to stand for, which ones you want to grow, which you want to reduce and whether – a year from now – you have achieved your ends, are among the most worthwhile and valuable activities a marketer can commit to.”

Mark Ritson, Adjunct Professor of Marketing at Melbourne Business School, PhD in Marketing from Lancaster University, columnist @ Marketing Week.

The deception of ‘short-termism’, and a blind focus on return-on-investment, has put pressure on Marketers to plan and invest almost exclusively based on achieving immediate return.

Strategy to build long-term meaningful engagement and profitability has never been so critical to avoid the trap of devaluing your brand and future profits.

This course will give you confidence in how best to approach developing a marketing strategy in your business and the importance of segmenting, targeting and positioning your brand in a competitive market. To ensure generation of leads, achieving the organisation’s commercial goals and drive future growth and users.

The session has been designed to equip mid-level Marketers with tools and techniques and a framework for designing a marketing strategy for products or services.

Course Summary

Step 1 – Understand your product from the customer’s perspective
Avoiding hypothesis and bias, the need for good qualitative research, and identifying relevant brand attributes.

Step 2 – Understand the market and segment accordingly
Defined by customers wants and behaviors.

Step 3 – Clear logical targeting
Where do I want to go? Where do I not want to go?

Step 4 – Positioning
Identifying the core DNA of brand and messaging approach.

Step 5 – Strategic objectives
Key initiatives to achieve stated goals.


Marketer Pathways Competencies

Marketer Competencies

  • Marketing Strategy
  • New Product Development
  • Research

Business Competencies

  • Change & Improvement
  • Planning & Prioritisation
  • Commercial Awareness

People Competencies

  • Managing People
  • Team Building

Course Trainer


Commercial & Strategic Marketing Consultant

Annette Ní Dhathlaoi

Annette Ní Dhathlaoí is a Strategic Marketing and Brand Consultant. With extensive experience leading effective Marketing teams in Liberty Insurance, Electric Ireland, Heineken, An Post, Unilever, Glanbia, she now provides expertise on business, marketing and brand, strategy and growth to B2B and B2C companies.

With a relentless focus on return on investment, she passionately believes in the need for consistent and compelling strategy; salient, meaningful brands; and excellence in communication and innovation – all borne out of genuine customer/market insight. She has successfully designed, launched and managed new brands, products and propositions, and has won national and international awards for effectiveness and innovation in media, advertising, PR,  digital, sponsorship, research & insight and new product development.

When she is not obsessing over brands and marketing challenges, she sings with The Mezzo Academy Choir, walks the Wicklow Way, and dances at every opportunity.