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Competency Framework

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. Marketer Pathways provides a toolkit for marketing professionals to:

• Understand what is required at each marketing career stage
• Identify where you are on your career journey
• Assess what you need to do next
• Develop a plan of action
The first part of the toolkit brings you the Pathways Competencies. Here we highlight three Competency Sections;
In order to consider yourself an expert in marketing, you must also have a deep understanding of the wider world of work; a core knowledge in business and people matters, regardless of your role, sector or specialism, or business.


Business Competencies

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As marketing professionals, it is critical that we understand our organisation - internally, its purpose, priorities and strategic direction, externally, the commercial context and trends that influence the internal factors.

Practical business knowledge, planning, project management, change management and customer focus are some of the competencies addressed in this section. These business competencies will serve you throughout your career, regardless of role or level. 



 1.Action & Results                          6. Innovation
 2. Change & Improvements     7. Organisational Awareness
 3. Commercial Awareness      8. Planning & Prioritisation
 4. Ethics & Integrity     9. Project Management
 5. Decisions & Judgment     



Marketer Competencies

This section focuses on Marketing specific competencies and indicative behaviours. At each level we describe the core areas of marketing specialisation from brand, channel, digital marketing and new product

At the early career stages, you can use this to explore areas of specialisation, at the latter career stages it will aid you in facilitate
the development of your marketing team. 




 1. Integrated Analytics                 7. Marketing Campaigns
 2. Brand 8. New Product Development
3. Marketing Capability 9. Marketing Strategy
4. Channel Management 10. Research
5. Corporate Communications 11. Customer Centricity
6. Digital Marketing


People Competencies

Collaborating, influencing, leading, communicating, negotiating: all activities that have people at the core. Focusing on the competencies highlighted in this section will give you a deep understanding of the range of people and leadership practices that you and your team will need to be effective. They are relevant to any role, in any industry. 

 Building on your people competencies will enable you to make an impact and develop capability in your team and across your organisation. 



1. Communications & Interpersonal Skills                 6. Managing People
2. Conflict Management 7. Negotiation Skills
3. Developing People 8. Relationship Management
4. Influencing 9. Resilience
5. Leadership 10.Team Building


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