IMI Diploma in Marketing and Digital Strategy

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1 IMI Diploma in Marketing and Digital Strategy

2 This is what past participants have to say......about their experience of completing the IMI Diploma in Marketing and Digital Strategy. At last a highly appraised education programme that meets all my needs! Heading up a European marketing function I needed a programme that allowed me to maintain my travel commitments and busy work schedule. This is a high level intensive programme that was flexible enough to meet my needs and wants with the opportunity to go on and gain practical insight into other areas of the business through the Masters of. The range and quality of lecturers was second to none. Rarely did I finish a day of college or an assignment without practical ideas for implementation. I m looking forward to developing even further through the Masters of programme. Michelle Wallace, Marketing Director, Data Centre Services Colt Technology Services As a digital beacon brand, it is imperative that we lead from the front in the area of digital marketing as a whole. One of the key benefits of this programme was the detailed dissection and embodiment of industry recognised marketing frameworks and tools, which have aided the conversion of the conversation from subjective based opinions to fact based decision making. This element alone immediately benefited the strategic direction of my organisation even before the programme has concluded. Warren Cray, E-Commerce Director Trader Media Group As a chartered accountant very often discussions with my clients revolve around cash-flow and working capital issues. By undertaking the IMI Diploma in Strategic Marketing I am able to change the conversation. Now I am able to credibly assess my clients marketing strategies and offer some insights into what s best practice. This is very important, as many companies do not have any marketing awareness or capability - with my knowledge I am able to outline the importance of why marketing should be brought front and center of a company s strategy. David Lucey, ACA, Senior Development Advisor Engineering Markets, Enterprise Ireland There is a great mix of subjects with a focus on the current challenges around measurement and digital marketing. Also the quality of the lectures is great with resident IMI lecturers and master classes from international contributors. Nuala Culhane, Head of Sales and Marketing, 48 The Diploma in Strategic Marketing helped me to put a framework on a lot of my day to day work, allowing me to step back and think about it more strategically and contribute more to the organisation. The faculty and international contributors were world class and really challenged my thinking. I also found the mix of participants a real source of learning and a great network for the future. Ken Collins, Head of Tesco Express stores, Tesco Ireland The Diploma in Strategic Marketing Management was a great experience. It broadened my knowledge of marketing and most importantly the IMI made it relevant to my work. The lectures are superb and the course content is relevant and topical. JP Montgomery, Commercial Project Manager Dun Laoghaire Harbour Company I would have no hesitation in recommending the IMI Diploma in Marketing Strategy with Digital Marketing to others. The content, delivered by internal faculty and key figures from industry, was of a very high standard. For me personally, it was critical that I could take away key learning that could be applied to the business on a practical level as we look to grow revenues in African and European markets. Academic models, along with practical guidelines, taught me how our organisation can offer differentiated, sustainable value to target customers. The programme gave me the ability to segment the marketplace, in order to choose segments that best match our capabilities. One of the key insights for me was the need to shift from product focus to focusing on customers needs. A company will be successful if they can offer products that are tailored exactly to meeting the needs of their customers. Paul Crawford, DAQS Europe As the managing director of an SME, I was immediately engaged when I read the advertisement for the Diploma in Marketing Strategy with Digital Marketing. The course has given me an excellent understanding of how to create a dynamic, effective and differentiated marketing campaign and the importance of ensuring that any marketing conducted must be professionally executed. Above all else, I have real clarity in relation to how under resourced our marketing has been and I can see clearly now just how fatal an error that has been. If we want to seriously grow our revenues, then we must invest in sound marketing campaigns. I could highly recommend this course to any business but, in particular, to SMEs. Sinead O Connor, Manager Killarney Holiday Village

3 The IMI Diploma in Marketing and Digital Strategy offers the vital ingredients to business development, sales and marketing managers to take the lead in their market place. The programme has been recently reviewed to reflect the current and more contemporary industry-relevant content, and the modules have been revitalised or altered completely to reflect the intended importance of the digital landscape for businesses. The acknowledged importance of Digital Marketing to this programme and also to the wider marketing environment is reflected with the inclusion of digital elements in more traditional modules. The programme reflects the understanding that Marketing also operates in a digital space. If you agree that it is time to move the conversation away from budgeting, figures and managing the now and on to leading the company into the future, or that your business is ready to look outward to the market and the customer needs again, it is vital that you or a member of your team sign up for the IMI Diploma in Marketing and Digital Strategy. After all, Your customer is your only profit centre - Kotler Who This Programme Is For This programme is for business professionals seeking to develop their strategic abilities from a marketing perspective so as to drive growth for the company. Those without formal qualifications but with significant experience will be considered on a case by case basis. The programme is also suited to those from a different discipline who have business experience in a relevant management role. Programme Impact Your approach will become more market driven as you will have the information and the insights, the tools and the techniques and the energy and motivation to be one step ahead of your customers. In this way you will be bringing them the best approach or the best product because you will know the market changes, the competitors activity, the customers new needs and your own skills and capability to deliver. You will be able to: Evaluate the industry, the market and organisation to inform marketing decisions for growth. Recommend a marketing and digital marketing strategy (including a brand strategy) for an organisation. Develop a marketing and digital marketing plan for an organisation. Justify the role of marketing in strategy development in a firm s performance. Evaluate other business models to identify a competitive advantage. Synthesise digital and marketing theory and practices. Identify and substantiate appropriate marketing research methodologies. The programme will progress from up to date marketing concepts to the tools and techniques of strategic marketing management. It is ideal for marketing, sales and business development professionals who have a primary degree and/ or professional marketing qualification (MMII graduateship or international equivalent) and who now have significant marketing responsibility. Meet the Programme Director Eva Perez Programme Duration: The programme runs over 6 x 3 day modules. Classes run from 9am to 5pm each day. All teaching is held on the IMI s National Management Centre in Dublin. Programme Dates: Commencing Autumn 2017 Exact Dates TBC Call to speak with one of our programme advisors for details Visit to watch an introductory video for the IMI Diploma in Marketing and Digital Strategy Programme.

4 Programme Themes Marketing strategy in a digital world The role of marketing and digital in business strategy. Creating a marketing orientation by leading decisions and influencing management. The marketing planning process Develop a marketing and digital marketing plan Customer, Competitor, Company and Market Analysis Environmental and industry analysis and forecasting Competitor analysis and strategies to compete Traditional and Digital Research methodologies Data analysis and insights driven decision making Consumer buying processes. B2B and B2C Customer Value analysis and lifetime value of the customer Segmentation, Targeting and Branding Strategies Segmentation analysis Alternative targeting techniques and positioning The branding process Review of business buying behaviour Micro segmentation individualisation Programme Features Personal Development The programme focus is not just on developing your expertise as a marketing professional but also addresses your role as a leader in the organisation and your ability to drive the market focus of the organisation. Case Studies and Industry Guest Speakers IMI s teaching methods feature relevant case studies and contributions from industry guest speakers. These in conjunction with a diverse participant mix will expose you to many of the contemporary challenges of marketing and best practice. Peer Learning & Collaboration Often marketing professionals work in isolation. Case study groups and action learning elements provide an interactive and rich learning environment. This will help strengthen your problem solving skills. Peer learning is enhanced by the breadth and depth of the group s business experience and sectoral expertise. Participants are drawn from a range of sectors, B2B, FMCG, B2C and services businesses.

5 Marketing Tactics Product decisions and innovation Distribution Pricing Services marketing Marketing Communications Mass communication techniques Direct communication techniques Inbound marketing Digital and social media tactics and tools Marketing Planning and Measurement Marketing and financial measurements Marketing performance metrics Marketing strategy planning and implementation Strategic marketing plan IMI Diploma in Marketing and Digital Strategy Strategic Marketing Plan Practical Application to Your Assignments and class work are aimed at assisting you to apply the learning to your own context thus allowing you to contribute to your organisation at a more strategic level. As part of the programme assessment you will complete a marketing plan for your business (or SBU, product or channel plan). This will provide a rich learning experience and is a very tangible return from the programme for your organisation.

6 Entry Requirements Participants are required to provide evidence of relevant workbased learning at management level and/or should hold a relevant academic qualification at primary degree level. Validation Successful participants will be awarded both the IMI Diploma in Marketing and Digital Strategy and the UCC Postgraduate Certificate in Marketing and Digital Strategy. The Postgraduate Certificate qualification is validated and awarded by University College Cork National University of Ireland, Cork and is a Level 9, Minor Award on National Framework of Qualifications. By completing this programme you will also earn one-third of the credits required to be awarded a Masters of qualification. Assignments and Workload Assignment workload is spread across the year to allow you to combine learning with work/life demands. It also ensures that learning is applied as the programme progresses. In order to accelerate the learning between modules, participants are expected to complete assigned reading from supplied texts and articles. Assignments include an individual learning log and a strategic marketing plan. Pricing and Payment Options For 2017, the IMI offers promotional rates and innovative payment options that make our programmes more accessible than ever. IMI prices are inclusive of core textbooks and psychometric profiling tools, meals and parking at the IMI National Management Center. These prices are only guaranteed for the autumn 2017 intake of the IMI Diploma in Marketing and Digital Strategy. We offer all our programme participants a 10% discount on double rooms at the IMI Residence at the National Management Centre. Organisations that purchase several IMI Diploma places in any calendar year may be eligible for MoB Corporate Partnership. By becoming an MoB Corporate Partner, your organisation can avail of considerable additional volume discounts and other benefits. For more information on IMI pricing, financing options and MoB Corporate Partnership, contact the team at or programmeadvisors@imi.ie. Tax Relief on Tuition Fees If you are paying for your tuition fees yourself, it is now possible to apply to the Revenue Commissioners for tax relief for this IMI Diploma. The amount of relief available varies from person to person, and may be as high as 1,400. Tax relief is allowable per programme, per participant, per academic year. Relief will not be available for any part of tuition fees which are met directly, or indirectly, by grants, scholarships, employer payments etc. Please see for further information on how to apply for this relief. All decisions on individual tax relief requests are subject to the discretion of the Revenue Commissioners. IMI Diploma in Marketing and Digital Strategy Corporate Member SME Non-Member 8,390 9,190 9,990 Monthly Payments Pay for your IMI Diploma by monthly payments spread over the duration of the programme. There is no interest charged for choosing this payment option. Terms and conditions apply. IMI Staged Payments Pay for 60% of your course in advance of its commencement and the 40% balance is due before the start of your fourth module. Reflective Integrated Assignment Completion of the MBS pathway is contingent on participants completing the RIA (5 credits) capstone assignment. Guidance is offered through a compulsory one-day facilitated workshop and ongoing support and access to the IMI Knowledge Centre is also provided at a cost of 650. Payment is due on acceptance of Diploma three. For more information on these financing options, contact the team at or programmeadvisors@imi.ie

7 15 IMI Diploma Programmes HR and Talent Management IMI Diploma in IMI Diploma in IMI Diploma in Executive Coaching Leadership Organisational Behaviour Organisational Development & Transformation Strategic Human Resource Management 6 IMI Masters Pathways Function Specific Capabilities Finance International Development Management Management of Governance and Compliance Marketing and Digital Strategy Regulatory Management Strategy & Innovation Enterprise Intelligence Data Digital Technology Leadership MBS Pathway MSc Pathway IMI Diploma 2 IMI Diploma 2 IMI Diploma 1 IMI Diploma 3 35 RIA 5 MBS in Practice IMI Diploma 1 Research Project 35 Practice Data Pathway Digital Pathway IMI Diploma in Data Part 1 Part 2 Data IMI Diploma in Digital Part 1 Part 2 Digital Organisational Coaching Implementation Pathway Part 2 Part 2 IMI Diploma in Executive Coaching Part 3 Organisational Coaching Implementation IMI Diploma in Executive Coaching Research Project 35 Practice For more information on the master pathways, contact the team at or programmeadvisors@imi.ie

8 IMI Membership 2017 Partnering for Success, IMI Members Achieve More. Inform Your Team Transform Your Organisation Masterclasses Jennifer Petriglieri Manfred Kets De Vries Chris Zook Advant-Edge Series Philip Matthews Fiona Buckley David Cornick All the Benefits from INFORM Membership plus Talent Forum Kevin Mulcahy Rob Cross Dana Minbaeva Network Mentors Thought Leadership Webinars Knowledge Hub National Management Conference The Connect Lounge Fabio Grassi Tara Nolan Up Close and Personal Programme Discounts Top Team Days Away To find out more about the benefits of signing up as a corporate member, please contact our Membership Advisors at or membership@imi.ie programmeadvisors@imi.ie Freephone: Follow us