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11 Must-Have Marketing Competencies (part 1)

Posted By The Marketing Institute, Wednesday 6 November 2019
Updated: Tuesday 22 October 2019

marketing competencies

The Marketer Pathways framework was developed by the Marketing Institute following consultation with over 50 senior marketing practitioners from across a range of sectors. It dives into the business, marketing and people competencies that are required at various marketing career stage so marketers can identify where they are on their career journey, assess what you need to do next, develop a plan of action.

This section focuses on Marketing specific competencies and indicative behaviours. At each level we describe the core areas of marketing specialisation from brand, channel, digital marketing and new product development.

At the early career stages, you can use this to explore areas of specialisation, at the later career stages it will aid you in facilitating the development of your marketing team. 

This week we are looking at 6 of the 11 marketing competencies.


1. Integrated Analytics 

A capacity to draw together information from both qualitative sources, such as behavioural, attitudinal, psychological, cultural; and to merge with quantitative sources, such as big data, analytics and other numerical information. Using high quality customer and market information to inform and guide business and marketing strategies. Using data analysis to evaluate the success of key marketing initiatives and overall business performance.

Assess your level


2. Brand

Capacity to develop an effective brand strategy which defines what the brand stands for and sets out the brand’s personality and competitive positioning. The ability to implement the agreed brand strategy, deliver on the brand promise, create brand guidelines, manage the brand’s development, assess brand performance and adapt the chosen strategy as required, to drive business success.

Assess your level


3. Marketing Capability

Takes responsibilities for own personal and professional development and seeks to proactively manage and direct own career. Has the ability to coach, motivate and performance manage marketing teams to deliver strong business performance. Seeks to grow the organisation’s marketing capability and puts clear plans in place to manage marketing talent and to ensure strong succession planning and continuity.

Assess your level


4. Channel Management

Capacity to develop an effective channel management strategy, aligning the organisation’s overall business, marketing and sales strategies. Ensures that there is a clear channel to market for their products and services. Ability to select the most effective channels to promote, sell and distribute the organisation’s products, services and value propositions. 

Assess your level


5. Corporate Communications

Ability to develop an effective corporate communications strategy, which ensures that there is clear two-way communication between the business and its key internal and external stakeholders. Ensures that the strategy delivers clear and consistent messaging which is credible, authentic and consistent with the organisation’s values and brand personality. Ability to identify the most appropriate communications mix for each specific audience and to adjust the approach, based on a regular review of the strategy and audience feedback. 

 Assess your level


6. Digital Marketing

Ability to develop, lead and implement a highly effective digital marketing strategy. Uses strong market and customer insights to guide the strategy and deliver high impact digital campaigns. Works with external digital agencies. Strong expertise in the component elements of digital marketing overall and ensures that the approach is consistent and fully integrated into the business and marketing strategies. 

 Assess your level


Learn more about the Marketer Pathways framework.

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