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2020 March 11 - Marketing Fundamentals Series: Aligning Brand And Commercial Goals
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2020 March 11 -  Marketing Fundamentals Series: Aligning Brand And Commercial Goals

Part of the Marketing Fundamentals suite of courses, the Brand course is the third course in the series.

 Export to Your Calendar 11/03/2020
When: 11th march 2020
9:15am - 5:00pm
Where: The Marketing Institute
South County Business Park
D18 E659
Presenter: Denise Doyle
Contact: Aoife Moreton
01 295 2355

Online registration is available until: 10/03/2020
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Marketing Fundamentals Series: Aligning Brand and Commercial Goals

Date: Wednesday 11th March 2020

Time: 9.15am - 5.00pm

Location:The Marketing Institute, Leopardstown, Dublin 18

Lunch Included

Marketer Pathways Competencies

Marketer Competencies

✔ Brand 
✔ Marketing Campaigns


Business Competencies

✔ Commercial Awareness
✔ Decision & Judgement
✔ Organisational Awareness
✔ Planning & Prioritisation

People Competencies



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.


Part of our 'Marketing Fundamentals' suite of courses, the Brand course is the third in the series.

• Does your brand need a rebrand?

• Have you inherited a brand that requires a brand refresh?

• Was your last campaign off brand?

• Do you need a refresher course in brand? 

We have developed this new branding course to help further marketers’ understanding of branding as a key strategic sales tool, and allow them to develop brand strategies that connect with customers and drive sales revenue.


Branding is often underrated within an organisation, yet according to one of the most successful marketers of our generation “A Brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumers decision to choose one product or service over another”, Seth Godin.

We are delighted to present this very practical and effective branding course aimed at helping mid-level marketing managers understand their organisations commercial goals and equipping you to develop brand strategies that connect with customers and drive sales revenue.

The course has been designed as a catch all day aimed at furthering marketers understanding of branding as a key strategic sales tool. Participants will take away an increased knowledge of their organisational goals and be equipped with an understanding of the components of a brand and the steps involved in brand development.

The session has been designed to cover all aspects of brand management and where possible we will use case studies to illustrate working examples.



What we'll cover


Part 1 - Understanding Your Organisation’s Commercial Goals:

• Commercial Goals

• Popular Growth Strategies

• Identifying your SWOT

• A Recap on the 5 P’s


Part 2 - Steps in Branding:

• Elements of a brand (vision, values, purpose)

• Research (insights, market mapping)

• Building The Brand (developing a brand wheel and empathy mapping)

• Creative Expression – current trends in comm's development

• Branch Launch - channel strategy, trade presentations, internal staff launches, consumer activity plan

• Monitoring and Measuring – customer feedback, sales, awareness, web traffic, site behaviour, social media engagements, reach, awareness, NPS tracking

Course Trainer

Denise Doyle

Denise Doyle

Owner Retail Republic Creative Agency

Denise has worked in marketing communications for over 20 years on some of Ireland's most well- known iconic Irish brands like Lyons Tea, Club Orange and Meteor Mobile.  After 15 years working on NPD, brand development and trade marketing for Unilever, Nestle, C&C and Eir she left to open her own creative agency (Retail Republic) which specialises in branding, design and web for clients across FMCG, Tourism and Financial Services sectors.

Denise is also on the Enterprise Ireland Panel of Mentors where she works with Ireland's high potential start-ups on value proposition development, branding and market launch strategies. 

She offers a very practical view on effective brand planning and will share insights on working with brand agencies and brand briefing. 


Click register button at the top of this page or contact the 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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