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CMO Masterclass Series
CMO Masterclass

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.








Upcoming Masterclasses 


Marketing Effectiveness

with Les Binet

Increasing Marketing's Influence in the Boardroom


Date: Please contact


Time:9.15am - 5.00pm


Location:The Westbury Hotel, Dublin 2.






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.  


Marketing Effectiveness

Date: Please contact

Time: 10.00am - 2.00pm

Location:The Marker Hotel, Grand Canal Square, Docklands, Dublin 2.





Course Description

This half-day course is for anyone who wants to make their marketing communications more effective, efficient and accountable. You’ll learn:

 How marketing communications really work - and why most of the things you’ve been taught are wrong.

 How to make them work better - and why most marketers get the balance wrong.

 How to evaluate them properly - and why much research is misleading. 

At the end of the session, you’ll have a much deeper understanding of how to plan, measure and optimise marketing communications, and will have a new set of intellectual tools that will help your company to increase sales and profit.  

Course Trainer

Les Binet

Head of Effectiveness at adam&eveDDB

Les is a world-renowned expert in the field of marketing effectiveness, and has probably won more effectiveness awards than anyone else. In 2014, the Institute of Practitioners in Advertising awarded him The President’s Medal, the highest honour it can bestow, in recognition of his achievements. 

Les has written extensively on how advertising works, how to make it work better, and how to evaluate it. In particular, his work with Peter Field has attracted international attention. As Unilever CMO Keith Weed put it, “Les and Peter have made a huge contribution to our understanding of how marketing driver growth and profit for brands. Marketers everywhere should pay close attention.”

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