Renew Membership | Contact Us | Print Page | Sign In | Register
Marketer Pathways

Marketer Pathways

The Marketing Institute of Ireland exists to enable marketers to build great brands, and great careers. Marketing capability is key to achieving success on both fronts.


We recognise the fact that the success of a business depends in the first instance upon its understanding of markets, customers, products and positioning. We believe that such perspectives are essential at the most senior levels of the organisation, if strategic decision-making is to be most effective. 

To make this a reality, the marketing profession must generate a continuous pipeline of highly qualified professionals with the requisite competencies to claim the most senior executive positions and create the business impact that fully realises the true potential of the business. 

This means that senior marketing executives must become leading candidates for Chief Executive Officer positions. This is a long-term project, that requires commitment and focus on the part of ambitious individuals and companies, and it must engage marketers at all levels of seniority from new entrants through to established leaders. 

Our Competency Framework, Marketer Pathways, is designed to help marketing professionals and their employers to understand and together assess the capabilities required for both current and desired roles. 

The framework is intended to be a firm foundation that will help everyone using it to demonstrate the relevance, the capabilities and the potential of a professional marketer as a trusted business executive. 

The Marketer Pathways Competency Framework was developed through three phases of research: online surveys, round tables and face-to-face consultations. We took on board feedback from marketing practitioners across a range of sectors, as well as from educators and HR professionals. We are grateful to all who contributed to this project.

We believe that structured usage of this framework can be a game changer in terms of skills development for the marketing profession in Ireland, as it enables every marketer to identify and pursue personal development goals, and accelerate their career progression. 

All of our learning and development programmes will align with the framework, making clear to learners which ones are relevant to their personal development plans.

We shall adjust and develop this framework in line with feedback from our members, and this will be a continuous process.


Tom Trainor
Chief Executive
Marketing Institute of Ireland


©2019 The Marketing Institute of Ireland CLG. All rights reserved.