The National Marketing Competency Framework
The National Marketing Competency Framework defines the critical skills, knowledge and abilities that must be mastered by marketing professionals in Ireland.
Introduction
The National Marketing Competency Framework defines the critical skills, knowledge and abilities that must be mastered by marketing professionals in Ireland.
This framework aims to standardise marketing practices, enhance professional development, and ensure that marketing professionals possess the competencies necessary to effectively contribute to their organisation and the Irish economy.
In 2025, the Marketing Institute Ireland (MII) will formally launch the updated National Marketing Competency Framework – continuing to set the standard for marketing excellence in Ireland.
As part of this, we will offer an indepth online assessment tool. It not only identifies gaps within individuals and teams but also will provide a clear pathway for career progression and personal development. Suitable for any industry or sector, this framework empowers marketing teams to pursue personal development goals and accelerate career advancement.
Advisory Panels
To ensure a robust and balanced evaluation process, we set up dedicated Advisory Panels for each of the 10 key marketing competencies.
Each competency Advisory Panel consists of a diverse group of experienced marketing professionals, led by a top expert in the relevant field. Our Advisory Panels will define the description of the competency, evaluate the skills associated and agree specific attributes, behaviours and knowledge required at each stage of proficiency within the competency.
We’d like to extend our thanks to the Panel Leads for guiding these groups, as well as to all the Advisory Panel members.
Insights & Planning | Mark Nolan | Deputy Managing Partner | MII Board Director |
|---|---|---|
Digital Business | Graham Kinsella | Head of Marketing Technology – Deliotte Digital |
Marketing Strategy | Fiona Sweeney | Business & Marketing Consultant | MII Board Director |
Pricing Strategy | Colin Gordon | Founder – Engage Consulting |
Responsible Marketing | Muireann Fitzmaurice | Owner – Marketing Coach |
Innovation & NPD | Ashley Moran | Marketing & Category Director – Pilgrims Food Masters |
Creativity & Communications | Peter Mc Partlin | Co Founder The Indie List |
Brand Strategy | Fiona Curtin | Marketing Director Heineken/MII Board Director |
Business Performance | Prof Damien Mc Loughlin | Professor of Marketing – UCD |
Channel Experience | Catherine Hegarty | Head of Customer Strategy & Experience – PTSB |
Further Information
To follow our journey on the development of the National Marketing Competency Framework – follow us on LinkedIn.
If you’re interested in receiving more information on the National Marketing Competency Framework, please contact Áine at aine@mii.ie.
Register your interest to join one of our competency Advisory Panels
We’re at a pivot stage in our journey. To ensure a robust and balanced evaluation process, we are setting up dedicated Advisory Panels for each of the 10 key marketing competencies that have been identified.
We are inviting applications for positions on the MII Marketing Competency Advisory Panels. The members of the MII Advisory Panels will:
- Shape the future of marketing standards in Ireland
- Gain insights into the latest industry practices
- Network with leading professionals and academic
If you’re interested in participating in one of our competency Advisory Panels, please register below.
Specific Criteria Applies*
National Marketing Competency Framework Advisory Panels Criteria
To ensure we have a diverse panel for each competency we have outlined some criteria for selection.
Closing Date for Application is Friday 27 September 2024
- You must be an MII member to participate.
- Each panel will be made up of at least one of each category:
- Expert – 15 years plus of marketing experience
- Experienced – Over 5 years of marketing experience
- Early Career – <5 years of marketing experience
- Academic – Experience in teaching, researching or publishing in field of marketing
- Willingness to dedicate time and effort to the panels – The total estimated time commitment for this project will be approximately 8 hours, which will include a 3 hour in person group session (date / time / location to be agreed)
- Relevant minimum marketing experience will be required for each competency.
Selection of the advisory panels will be done on a first come first served basis and is at the discretion of the MII.