Marketing Institute Ireland unveils strategy aimed at driving growth and positioning Ireland as global hub for marketing expertise

  • Announces world’s first of its kind partnership with Berkeley Global, University of California, which will connect CMOs with Silicon Valley experts and thought leaders
  • Irish business leaders must stay ahead of digital transformational developments, says MII CEO
  • Refreshed MII brand identity unveiled in support of new strategy

The Marketing Institute of Ireland (MII), the professional body for Ireland’s marketing community, has today launched its new corporate strategy, aimed at driving economic growth, helping business leaders achieve superior business performance and positioning Ireland as a global hub for marketing expertise.

The strategy is the culmination of over 12 months of industry engagement and collaboration with key business stakeholders across Ireland and sets out a clear roadmap for strengthening the contribution of marketing as a key value creator and giving marketeers and other business leaders, the skills required to drive business performance in an era and sector undergoing profound and rapid change.

This includes the launch of a groundbreaking new Global Marketing Leadership Programme developed and rolled-out in partnership with the internationally acclaimed Berkeley Global, University of California, in what is the world’s first programme of its kind.

David Field CEO of the MII said: “Today’s announcement marks a pivotal moment for the marketing industry in Ireland and the MII. Even before Covid, the world of marketing, media and communications has been undergoing a period of dramatic and accelerating transformation, which has led us to revitalising and rethinking our entire strategy and plan to meet the current needs of marketing professionals and businesses in Ireland.

“It is critically important for marketing to be acknowledged for the significant and tangible value it brings businesses and customers and this strategy has a clear focus on future skills, education, lifelong learning and digital transformation, which we see as the way forward for the marketing profession in Ireland. Building on the successes of the great calibre of professionals already operating here, we truly believe our strategy and plan will help position Ireland as a global hub for marketing expertise in the future.”

Frederick T. Wehrle, Associate Dean for Academic Affairs at Berkeley Global, University of California, commented: “Our partnership with MII offers us the unique opportunity to work with outstanding Marketing experts in Ireland. We share the ambition to empower CMOs to lead Digital Transformation in their organisations, and we decided to design a trailblazing programme that combines consumer-centric marketing with data-driven business and agile leadership. Together, we will connect CMOs with Silicon Valley experts and thought leaders to share the current best practices and discover their unpublished methods and tools used in marketing and corporate strategy. There is no other programme anywhere in the world, in which CMOs can dig into the challenges they personally face and develop leading-edge solutions for their organisations.”

The Global Marketing Leadership Programme sees the MII and Berkeley Global, University of California, the number one public University in the US, join together for a unique programme. It will be open to members and non-members of the MII from the 3rd of June.

This programme will be the only marketing leadership programme In Ireland, specifically designed to propel marketeers to the next level, equipping them with the tools to step up to leadership roles in their organisations. The programme’s content and curriculum are the result of an in-depth study of the latest research and the practices of leading industry experts in Digital Transformation Management and Marketing. The Academic Design teams of both institutions have collaborated with thought leaders and experts from Berkeley Global, Silicon Valley and San Francisco, to imagine an entirely new way of providing senior marketing professionals with key insights into the essential technological trends and unique leadership practices to excel in their roles.

The unique programme design features an in-depth, immersive learning experience that combines live online learning with experiential activities, culminating with an in-person visit to Silicon Valley, the world’s center of innovation. Participants develop a leading edge understanding of critical technology and innovation trends, as well as the knowledge necessary to lead digital transformation in their organisations.

David Field, CEO of the MII added: “We are thrilled to be announcing our partnership with Berkeley Global. The skillsets for marketeers are fundamentally changing, but it is also critical that wider management teams develop a greater awareness of insights, brand dynamics, marketing and consumer trends. The new programme shows our commitment to providing quality, innovation, business-informed, applied education and lifelong learning that is respected by employers and highly sought after by marketers at all stages of their careers. Under our new strategy we will provide the best learning opportunities for the current and next generation of marketing leaders and be a part of the career journeys of all marketing professionals, from new graduates, to CMOs and CEOs.

To mark the launch of the new strategy the MII has unveiled a new visual identity and revitalised brand, which creates coherence and consistency across all channels and reflects the ambition of the strategy.

Established in 1962, the MII has over 2,500 individual and corporate members and supports marketeers in every stage of their career, including at university level, with the MIIs long term strategic education partnership with TU Dublin offering a number of level 9 programmes which have been developed for experienced marketing professionals looking to develop their careers further.