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CMO Masterclass Series
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CMO Masterclass Series

The Marketing Institute has developed a suite for senior-level marketers looking to take a deep dive into a specialised topic, to enable them to make insightful decisions and better choices for their business.

The series is focused on helping you develop the specific knowledge, skills and mindset required of senior marketing leaders. 
 

 

 

Learn from experienced marketing practitioners & academics with our CMO Masterclass series.
  

 

 

 

 

 

  

 

 

Using Behavioural Science to Solve Business Challenges

with Richard Shotton

 

Value of Trust to Business

with Jay Gallagher

 

 

Increasing Marketing's Influence in the Boardroom

with Aileen O'Toole

Using Behavioural Science to Solve Business Challenges

 

Date: To Be Confirmed

Time:9.15am - 5.00pm

Location:The Westbury Hotel, Dublin 2.

 

Learn More

 

 

 

 

 

 

 

Course Description

Before you can influence decisions, you need to understand what drives them. This course investigates how consumer behaviour is shaped by psychological shortcuts.

This interactive course will give you an overview of the findings from behavioural science that have the greatest relevance to marketing. It covers both the latest findings from the topic but also lesser known classic experiments.

The findings can be applied to all areas of marketing: from creative to media, from pricing to strategy. Each will give you a competitive edge.

The insights from behavioural science will be organised into a simple framework so that you can apply them to the challenges you face as a marketer.

Course Trainer

Richard Shotton

Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising.

Richard started his career as a media planner 17 years ago, working on accounts such as Coke, Lexus and comparethemarket.com, before specialising in applying behavioural science to business problems. He is currently the Head of Behavioural Science at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.

He regularly runs training session with brands, big and small, using insights from behavioural science to help solve their problems. 

He tweets about the latest social psychology findings from the handle @rshotton.

Value of Trust to Business

Date: Wednesday 27th February 2019

Time: 9.15am - 5.00pm

Location:The Westbury Hotel, Dublin 2.

 

Register here

 

 

 

Course Description

Trust is one of the essentials for doing business in the modern era. It underpins all marketing activity. In an age of ultra-transparency and consumer activism, what is the state of trust in Ireland? What can we do to build trust and use it to benefit our businesses?
 
This one - day workshop led by Jay Gallagher, Executive Planning Director EMEA at Edelman will include:

A discussion on the value of trust to business, how it helps and how businesses have built their trust amongst consumers and stakeholders
The results of the latest Edelman Trust Barometer study in Ireland
A working session to show how we can both build and use trust to ultimately apply it to business needs

Course Trainer

Jay Gallagher

Executive Planning Director EMEA at Edelman

 

Jay has worked as a planner, strategist and consultant with clients across the private and public sector. His experience includes developing audience positioning and brand behaviour models based on latest knowledge of how consumers make decisions.

He leads the strategic planning function at Edelman London and works to draw insight from the vast wealth of client, consumer and market data available, making sense of the confusion of sources and turning these into the building blocks for great ideas and solutions. 
His background includes, consumer, business to business and extensive luxury experience, in the UK as well as globally and in emerging markets.

Increasing Marketing's Influence in the Boardroom

 

Date: Tuesday 28th May 2019

Time: 9.15am - 5.00pm

Location: The Westbury Hotel, Dublin 2.

 

Register here

  

 

 

 

 

  

Course Description

From the churn in CMO's to cutting marketing spend at the hint of a downturn, marketing does not have many boardroom advocates. Marketers often complain, with some justification, that directors don't always understand the importance of strategic marketing to building the value and reputation of a business. Directors sometimes say, again with justification, that marketers don't 'get' what they do and that marketing presentations are laced with jargon and irrelevant data. 

The Marketing Institute has created this masterclass for senior marketers to help them bridge that gap, create greater influence in the boardroom and share experiences and learnings from both directors and senior marketers. 

 

Course Trainer

Aileen O'Toole

Chartered Director and Digital Strategist

Aileen O’Toole is a Chartered Director and a Digital Strategist, who advises CEOs and senior management teams on digital     transformation to achieve commercial objectives.  

Aileen is a Non-Executive Director of the Road Safety Authority, is a member of the board’s Audit and Risk Committee and is Chair of its Governance Committee.  She also sits on the board of Business in the Community, the not- for-profit organisation which helps businesses develop, manage and measure corporate social responsibility (CSR).  
She is a co-founder of The Sunday Business Post newspaper, and was a member of the team responsible for building one of Ireland’s leading media brands and its sale to a PLC.  She was the first woman to edit a business publication in Ireland.  In 2000, she left traditional media and established a digital consultancy business.
Aileen is a committee member of the Irish chapter of the International Women’s Forum, the global networking body.  In 2012 she was awarded a fellowship by the Marketing Institute of Ireland. 
 

 

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