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Marketing Fundamentals Series

The Marketing Institute has developed
a suite focused on helping marketing professionals to understand the theory and application of the core fundamentals of marketing. 

 

 

Ongoing feedback from our members has indicated a strong interest in the key disciplines of the profession and we have developed the series in response to this demand. While each course can be completed separately, attendees are recommended to complete all three in the series, which have been developed to complement and build on each other.

 

1

Using Insights to Gain Competitive Advantage

with Jan Richards

2

Developing a Marketing Strategy

with Annette Ní Dhàthlaoi

3

Aligning Your Brand and Commercial Goals

with Denise Doyle

Using Insights to Gain Competitive Advantage

 

Date: To Be Confirmed

Time: 9.15am - 5.00pm

Location:The Marketing Institute, Leopardstown, Dublin 18

 

 

 

 

 

Course Description

Key insights can be garnered from the data, relating to consumer behaviour and future trends and be used to ensure the business adopts a data-driven decision approach.

This one-day course will focus on data, analytics and insights and how marketing professionals can overcome internal challenges and gain buy-in across the business to action and implement data insights.

The next course in the series, 'Marketing Strategy Workshop' addresses using the insights to develop a considered and data-driven marketing strategy for your business.

Course Trainer

Jan Richards 

Jan Richards

 
Head of Insights Planning, Dublin Airport Authority

Passenger growth at Dublin Airport 2015-2017 has increased by over three times the European average, and every month currently is the busiest on record. Jan is responsible for managing the significant Dublin Airport Insights & Research programme, including monitoring future customer and passenger trends, passenger tracking, continuous CX improvement programme & research feedback, and developing brand positioning strategy & measurement. She is proud of her contribution to Dublin Airport’s continuous improvement programme that since 2006 has resulted in the airport moving from bottom 3 to top 3 performers within its category in the Airports Council International Customer Satisfaction Index.

Jan speaks regularly at international brand, research, innovation and CX conferences in London and abroad and has significant tourism experience having worked in brand, communication and segmentation development with Bord Failte and Tourism Ireland. Jan worked in advertising in London, Budapest and Dublin for 16 years; she was Client Director of DDB Budapest and Planning Director of Owens DDB in Dublin, and lectures in insight development, research, marketing and communications.

Developing a Marketing Strategy

Date: Tuesday 11th December 2018
Time: 9.15am - 5.00pm

Location:The Marketing Institute, Leopardstown, Dublin 18

 

Register Here

 

 

Course Description

A one day course to give you confidence in how best to approach developing a marketing strategy in your business and the importance of segmenting, targeting and positioning your brand in a competitive market. To ensure generation of leads, achieving the organisation's commercial goals and drive future growth and users.


The session has been designed to equip mid-level Marketers with tools and techniques and a framework for designing a marketing strategy for products or services. 

Course Trainer

Annette Ní Dhathlaoi

Commercial & Strategic Marketing Consultant 

 

Annette has extensive experience in Commercial & Marketing leadership & senior management roles across a range of industries including Insurance, Telcos, Utilities, Food & Drink.

With over 25 years experience, she has been responsible for many innovative and strategically important Marketing challenges including the rebrand of Avonmore Milk & Cream, and developing and launching the Avonmore Whipped Cream product; halting the market share decline of Lyons Tea; rationalising the customer portfolio in An Post; launching Sol, Paulaner and Moretti for Heineken Ireland; leading the team that launched Electric Ireland, including Gas, for ESB; establishing Liberty Insurance as a key player in the Irish general insurance market, and delivering award-winning advertising, media, sponsorship and digital initiatives.

She provides a very pragmatic approach to developing strategy for internal buy-in and key partner agency alignment.

Aligning your Brand and Commercial Goals

 

Date: Tuesday 15th January 2019

Time: 9.15am - 5.00pm

Location:The Marketing Institute, Leopardstown, Dublin 18



Register Here

 

 

 

Course Description

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. 

Course Trainer

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. 

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