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Fully Booked Out : Marketing Fundamentals Series: Using Insights To Gain Competitive Advantage.
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Fully Booked Out : Marketing Fundamentals Series: Using Insights To Gain Competitive Advantage.

Part of our 'Marketing Fundamentals' suite of courses, the 'Insights' course is the first in the series. Fully Booked Out

When: Wednesday 6th November 2019
9:15am - 5:00pm
Where: The Marketing Institute of Ireland
South County Business Park
Leopardstown, Dublin  D18
Presenter: Jan Richards
Contact: Aoife Moreton
01 295 2355

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Marketing Fundamentals Series: Using Insights to Gain Competitive Advantage. Fully Booked Out

Date:  6th November 2019

Time: 9.15am - 5.00pm

Location: The Marketing Institute, Leopardstown, Dublin 18

Lunch Included

Marketer Pathways Competencies

Marketer Competencies

✔ Customer Centricity
✔ Research


Business Competencies

✔ Commercial Awareness
✔ Innovation
✔ Planning & Prioritisation


People Competencies

✔ Leadership
✔ Relationship Management

Member Rate: €250 - Non-Member Rate: €500

The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.


Develop a considered and data-driven marketing strategy for your business. The one day course delves into how marketing professionals can utilise and make sense of the large quantities of data collected by their organisations from their customer bases to aid in gaining competitive advantage.

Key insights can be garnered from the data, relating to consumer behaviour and future trends and be used to ensure the business adopts a data-driven decision approach.

This one-day course will focus on data, analytics and insights and how marketing professionals can overcome internal challenges and gain buy-in across the business to action and implement data insights.

The next course in the series, 'Marketing Strategy Workshop' addresses using the insights to develop a considered and data-driven marketing strategy for your business. 

What We'll Cover


• Data and Analytics – the importance of understanding exactly what you require and to ask the right questions

• Insights – how to extract insights from the data. An in-depth view on the best methods for gathering and harnessing data to drive powerful customer insights which leads to better business decision-making

• Key skills on how they should be developed effectively

• Storytelling – how to build a compelling story from insights and to use infographics to illustrate and bring them to life, what are the best storytelling methods and approaches that can be used to tell and sell the data story and insights into story management


Industry Case Studies:

Eadaoin McCarty

‘Turning Insights into Action’, Eadaoin McCarthy, Director of Market Insights & Consumer Connect, Kerry Taste & Nutrition


"Brand, Communications & Media",Catherine Abbey, Insights & Planning Manager, Dublin Airport


Alina Ui Chaollai

‘Customer Experience’, Michelle McLoughlin, Head of Consumer Insights & Analytics, Aer Lingus


TO BOOK - Fully Booked Out

Click register button above or contact Learning & Development Team at or 01 295 2355. 


Course Trainer

Jan Richards

Jan Richards

Head of Insights Planning, Dublin Airport Authority

Passenger growth at Dublin Airport 2015-2017 has increased by over three times the European average, and every month currently is the busiest on record. Jan is responsible for managing the significant Dublin Airport Insights & Research programme, including monitoring future customer and passenger trends, passenger tracking, continuous CX improvement programme & research feedback, and developing brand positioning strategy & measurement. She is proud of her contribution to Dublin Airport’s continuous improvement programme that since 2006 has resulted in the airport moving from bottom 3 to top 3 performers within its category in the Airports Council International Customer Satisfaction Index. 

Jan speaks regularly at international brand, research, innovation and CX conferences in London and abroad and has significant tourism experience having worked in brand, communication and segmentation development with Bord Failte and Tourism Ireland. Jan worked in advertising in London, Budapest and Dublin for 16 years; she was Client Director of DDB Budapest and Planning Director of Owens DDB in Dublin, and lectures in insight development, research, marketing and communications.

Book now

Click register button above or contact Learning & Development Team at or 01 295 2355.


Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.


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