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The Marketing Institute & MES Make Mementum

Posted By The Marketing Institute & the Department of Marketing, Entrepreneurship & Strategy Ulster University, Monday 24 October 2016

The Marketing Institute of Ireland and the Department of Marketing, Entrepreneurship and Strategy at Ulster University recently made metric-centric momentum, by collaborating in the staging of a ‘MEMETRICKS Symposium’, facilitating current and future marketing educators to exchange perspectives on the developmental and enabling tricks of the entrepreneurial learning and teaching trade which equip marketing professionals to meet performance expectations and standards.

Dr Ponsonby-McCabe, the Department Learning and Teaching Coordinator & Advisor highlighted that “this initiative was welcomed by colleagues, who, at the time of its launch, were becoming increasingly aware of the growing need for marketing educators and graduates to creatively and strategically align their practices with key 'metrics'. The symposia, which examine different aspects of innovative learning and teaching theory and practice, operate under the MEMETRICKS banner, reflecting the differing chairpersons' roles in unveiling and sharing the tricks of the metrics trade in their respective areas of expertise”. 

Dr Pauric McGowan, who is Professor of Entrepreneurship at the Ulster University Business School, chaired the recent MEMETRICKS symposium which he titled ‘On becoming an ‘entrepreneurial’ educator’. He argued that the fundamental principles of entrepreneurship which depict it as being about challenging the status quo in ways that make a positive difference to peoples’ lives as well as about taking positive action to initiate change, were pertinent in challenging educators to become more entrepreneurial in how they helped their students learn. Starting a business venture is only one context in which the entrepreneurial person is active. Other contexts are self-employment or as an entrepreneurial employee engaged in growing a business or a social enterprise.  

Dr McGowan noted the importance of “recognising the difference in an approach that focuses on learning ‘for’ versus learning ‘about’ entrepreneurial engagement”, highlighting that this is “a key ingredient in becoming an ‘entrepreneurial’ educator”. With respect to his own professional practice, Dr McGowan outlined that “different learning approaches have sought to recognise the ‘individual in the learner’ where possible”; and, with regard to wider approaches, suggested a more recent “shift from ‘learning by transmission’ or ‘passive learning’ towards more ‘problem solving’ and ‘active engagement/learning’”. 

Dr McGowan’s core message was that “the marketing educator who tunes into his or her own entrepreneurial potential, draws on an intimate, research and practice based knowledge of his or her subject, and is highly empathetic. He or she recognises the potential for co-learning, demonstrates mutual respect, is passionate about learning (their own and that of others), and desirous of making a lasting impact- of making a difference in how marketing practitioners think and act”. 

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Featured Member: David O'Brien, Marketing Manager, L'Oréal

Posted By The Marketing Institute, Wednesday 19 October 2016

The Marketing Institute recognises excellence at every level, and so we have introduced our Featured Member Series, featuring some of our most esteemed colleagues.


David has been working at L’Oréal, the world’s leading beauty company, for over 8 years. During this time he has worked in both marketing and commercial functions across Ireland and the UK.

He has a successful track record in developing high impact marketing strategies for FMCG and luxury brands that drive consumer engagement and recruitment.

In his current role as Marketing Manager for the Active Cosmetics Division, David is responsible for leading the divisions marketing function. He has played a key role in accelerating digital transformation including the development of precision advertising and the recent launch of My UV Patch, the first-ever stretchable skin sensor designed to monitor UV exposure and help consumers educate themselves about sun protection. 


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Top Performers In The 2nd National CX Report

Posted By CXi, Tuesday 18 October 2016

Here’s a snapshot of the key findings of the Ireland Customer Experience Report 2016 which has just been launched by Customer Experience Insights (CXi). The report was based on a national survey and aims to raise the level of customer experience (CX) excellence in Ireland. 

The top ten ranked companies for CX in Ireland:





Irish Credit Union






An Post



Sam McCauley Pharmacies






Peter Mark









M & S Retail






M & S Simply Food


The local community dynamic and personal relationships are highly valued in Ireland. It helps to explain why the Irish Credit Union, An Post, Sam McCauley and Peter Mark feature among the best performers in the survey. 

This year’s top ten performers include an interesting mix of value and premium brands.  It looks as if Irish people are beginning to loosen the purse strings again, to reward themselves, but in a much more selective fashion than previously and very often with companies who provide a superior experience. 

For example, the biggest mover in the survey was Peter Mark which went up 47 places to number 6.  Customers place great trust in their hairdresser and the company empowers staff to build on that, providing a tailored personal service. Boots and Sam McCauley Pharmacies do something very similar in their sector while a host of new entrants, all of whom actively encourage staff to engage with customers, have all performed well. These include Lush, the highest new entrant at number 2, homestore + more which came in at number 12 and Tiger at 26.

Several value brands were also highly rated by consumers and overall the supermarket sector is the best performing sector.  top performer. Aldi (8) is the leader and Lidl is not far behind at 13. Penneys (10) was viewed as best for loyalty while Dealz (22) was best for value.

While still lagging the UK and the US, Ireland has seen a modest uplift in its overall CX score in 2016 with the top 10 brands in particular seeing improvements.  Last year only 3 brands would have made the UK Top 10, this year the number is 5.

The findings show it is the Expectations pillar which continues to be the most significant gap for Irish businesses and this indicates that companies here are still over-promising and under-delivering. You can download the report here.


CXi is a community of likeminded professionals tasked with achieving CX excellence within their organisations. They provide services including consumer research (resulting in the CX Ireland 2016 Report, customised CX de-briefs and CX networking and professional development events.

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REPORT: Virgin Media Digital Insights In 2016

Posted By Virgin Media, Wednesday 5 October 2016

We’re at a fascinating juncture in Ireland’s journey to the digital future where digital technologies are having a pervasive impact on almost every aspect of our lives.

The monetary value we place on our broadband connections has tripled since 2014 – the average consumer would now demand compensation of €390 per month if their broadband service was removed.

This report focuses on three aspects of that journey: the Digital Economy; Digital Lives; and Digital Media.



Virgin Media is Ireland’s leading digital pioneer and innovator. It was the first to introduce bundles for digital TV, broadband and phone in Ireland in 2007 and has driven market developments constantly since then. Owned by Liberty Global, the company has invested over €1 Billion in Ireland over the past decade. Virgin Media is a part of Liberty Global plc, the world’s largest international cable company. Together Virgin Media and Liberty Global serve 27 million customers across 14 countries, helping connect people to the digital world and enabling them to discover and experience its endless possibilities.

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The 2016 Marketing & Digital Salary & Sentiment Survey Findings

Posted By The Marketing Institute & Alternatives Group, Tuesday 4 October 2016

We are delighted to share the results of the 2016 Marketing and Digital Salary & Sentiment Survey run by the Marketing Institute, in conjunction with Alternatives Group.

This partnership has been working well for three years now and allows us to reach out to the broad marketing and digital community and get the views of over 1,000 respondents every year.

This annual survey is viewed as the most comprehensive for the Marketing & Digital community and serves as your ultimate go to guide. It not only establishes salary benchmarks by sector but also provides valuable insight into overall market and marketing sentiment from those that are closest to customers; the marketers.

We thank you for your participation, we hope you find the results as interesting as we did and we look forward exploring these results with you further.


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