Course Description

Many Marketing Capabilities training courses focus on the practicalities of developing and implementing marketing plans and initiatives. What marketers rarely get is support in developing their strategic and influencing skillsets.

This MII Short Course takes place over two, 3 hour sessions. It’s designed to help participants hone their critical thinking skills and enable them get to the heart of business issues, develop their data gathering and strategic insight capabilities, and to construct powerful arguments.


What will participants learn/achieve?

We’ll cover identifying and sharpening key business issues. Then, we’ll apply reason and logic to address big challenges through evidence-based decision making and powerful insights. Finally we’ll explore how to develop powerful arguments as the basis for compelling storytelling.


Who is it for? Career Stage?

This version of the course is aimed squarely at ambitious Marketing Managers with 3-5 years experience who are looking to make the move to Senior Marketing Manager level.

Leave 2/ 3/ 4 on our MII Competency Framework.


What is the course’s USP?

The Insightful Thinking Short Course will empower you to think deeply. It provides a solid introduction to the skills required for more senior leadership roles. These include critical thinking and evidence-based decision-making as well as developing and presenting powerful arguments based on rigorous insights.


How much does the course cost?

Price: €350 Members | €632 Non -Members

The non-member price includes 1 years MII membership (valued at €282).

Marketer Pathways Competencies

Marketer Competencies

  • Research
  • Customer Centricity

Business Competencies

  • Innovation
  • Change & Improvement
  • Decisions & Judgement
  • Planning & Prioritisation

People Competencies

  • Leadership
  • Communications & Interpersonal Skills
  • Influencing
  • Negotiation Skills
  • Relationship Management

Course Trainer

Franco London

Tony Franco

Tony has been in the marketing industry for over 25 years on both the client and agency side. He’s an expert on innovation, brand strategy and consumer insight. His work has taken him all over the world and he’s had the privilege of working with some of the world’s most famous brands.

He started his marketing career at Nestle in the UK where he spent 8 years in various brand management roles looking after brands such as Buitoni and Nescafe. For 10 years he then worked as a brand consultant for the marketing agency Added Value (now Kantar Consulting) where he became a Board Director of the UK business. He’s worked with many of the agency’s key international clients across a range of sectors.

He’s now working as an independent marketing consultant, trainer and coach based in London. He’s worked extensively with Bord Bia and Irish food and drink brands.

Oldham & Consulting

Richard Oldham

Richard is a brand development specialist with a focus on helping brands flourish in new ways through sharper insights, richer strategic thinking, and more purposeful creativity.

With more than 20 years consulting experience gathered in top London agencies and working with some of the world’s best-known brands, Richard established an independent consultancy in 2014 “to spend less time in management meetings and more time being stimulated by real client challenges”.

Richard’s work includes brand positioning development; innovation strategy, concept and strategy development, claims strategy and development, creative workshop facilitation, research and insight development, consumer closeness, and marketing capabilities training.