IMI Diploma in Marketing and Digital Strategy. Create a company culture focused on the needs of your customers

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1 IMI Diploma in and Digital Strategy Create a company culture focused on the needs of your customers

2 This is what past participants have to say......about their experience of completing the IMI Diploma in and Digital Strategy. I m delighted to recommend the IMI Diploma in and Digital Strategy as part of the Masters of business framework. With its excellent speakers on a wide range of topics, the Diploma brought together for me a mix of strategic marketing tools and techniques and current, sometimes challenging but always practical, digital marketing thinking. This wellstructured programme gave me a great opportunity to network with other professionals and learn from my peers; it helped me reflect on the Mentor Network programme and to implement some significant changes to the benefit of our clients. Jackie Fitzgerald, Manager, Mentor Network, Enterprise Ireland The Diploma in Strategic 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. As an international business man I am concerned with how to differentiate our business and grow sustainable competitive advantage with our customers. This programme was flexible enough to meet my needs while allowing me still meet my work commitments. The internal faculty and industry contributors with a mix of practical and theoretical programme provided thought provoking learning which I could adapt to the day-to-day business. The opportunity to exchange ideas with lecturers and to learn from other participants on the course cannot be underestimated. The course has given me the tools to strategically develop, deliver and manage effective marketing campaigns while challenging some of the traditional views to marketing in a digital age. Critically the programme is helping me bring marketing centre-stage in the company s strategy and create a company culture focused on customer needs Seán Egan, Group Manager, Nelipak Healthcare Packaging Ken Collins, Head of Tesco Express Stores, Tesco 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, IMI Diploma in and Digital Strategy

3 The Diploma in and Digital Strategy allowed me to refocus on the customer and think more strategically about the direction we were driving the business. The world-class mix of lecturers opens up different perspectives for discussion, which stimulates discussion and peer learning. One of the best things about this course is its up-to-date content and real world relevance. I was pleasantly surprised that the digital aspect only enriched the overall content. The end-to-end nature of the program ensures everyone learns how to implement the plans that are created, and so closing the loop that can often be the stumbling block for companies. By re-thinking our value proposition we have been able to drive better customer and company value. Ian Dempsey, Operations Director, KDD I would have no hesitation in recommending the Diploma in Strategy with Digital. The course superbly entwined academic theories with practical insights delivered by a top class internal faculty and leading practitioners. A large proportion of the course was discussion and workshop which allowed us, as peers, to share our experiences and learnings. This was one of the most valuable aspects: shared learnings with people with different backgrounds and from different industries. As someone who works outside the marketing function, through this course I have gained a thorough understanding of the marketing function and of the drivers and challenges of successfully bringing a product to market in our highly regulated industry. This has enabled me to bring a more considered and informed viewpoint into strategic decisions in the medical department and contribute more to the business as a whole as a result. Ann-Marie Cullen, Head of Oncology Medical Affairs, Norvartis Ltd. The Diploma in Strategic gave me an understanding of just how much value marketing can bring to an organisation, it is not just a tool for brand creation but for truly understanding our customer, segmenting our markets and tailoring our offering so we can maximise both revenue and customer satisfaction. As well as gaining practical tools to run smarter and more efficient marketing campaigns I also learned how to ensure that an increase in marketing spend translates into an increase in shareholder value Daire O Brien, Communications & Enterprise Manager, K.D.Y.S. IMI Diploma in and Digital Strategy 03

4 The IMI Diploma in and Digital Strategy offers the vital ingredients to business development, sales and marketing managers to take the lead in their marketplace. The programme has been recently reviewed to reflect the current and more contemporary industryrelevant 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 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 and Digital Strategy. Who this programme is for This programme is for business and marketing professionals who want to equip themselves with the latest developments in the rapid changing world of marketing. The programme 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. 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 competitor s activity, the customer s 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. 04 IMI Diploma in and Digital Strategy

5 Meet the Programme Director Eva Perez Programme features Personal Development + Addresses your role as a leader in the organisation and your ability to drive the market focus of the organisation. Programme Duration This programme runs over six months. One module per month for three consecutive days. Programme Dates: Dublin 08, 09 & 10 October , 06 & 07 November , 04 & 05 December , 08 & 09 January , 05 & 06 February , 05 & 06 March 2019 Programme Dates: Cork 12, 13 & 14 November , 11 & 12 December , 15 & 16 January , 12 & 13 February , 12 & 13 March , 09 & 10 April 2019 Case Studies and Industry Guest Speakers + Relevant case studies, contributions from peers and industry guest speakers will expose you to many of the contemporary challenges of marketing and best practice. Peer Learning & Collaboration + Case study groups and action learning elements 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. 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. Visit to watch an introductory video for the IMI Diploma in and Digital Strategy Programme. Call to speak with one of our programme advisors for details IMI Diploma in and Digital Strategy 05

6 Programme Faculty Eva Perez, Programme Director Eva Perez is a lecturer in Digital and Social Media in IADT Dun Laoghaire. Most recently her main area of expertise lies in digital marketing strategy and implementation. Her research interests focus on the changing digital landscape and the latest digital tools and techniques, including social media. Eva is also part of the QQI (Quality and Qualifications of Ireland) Peer review Panel; she has attended as a panel expert for programme validation in her area of expertise. Eva has extensive experience providing academic leadership with a particular expertise in working with professional and executive education. She has a distinguished track record in designing academic structure and content of custom education by providing expert opinion and written rationale, this includes aligning rules and standards set by leading Irish Universities and the National Framework of qualifications as stated mainly by QQI. Eva also acts as a consultant, coach and trainer to SME s around her network, in Ireland and abroad. She has extensive practical experience having worked for the American College Dublin and Dublin School in various roles, including specialising in international marketing strategy and implementation. Eva holds a Masters of Studies from Michael Smurfit School of. She has recently completed a level 9 certificate in Teaching and Training from Athlone Institute of Technology. She is also a certified professional trainer awarded by the ICS skills. Professor Mairead Brady Dr Mairead Brady is an Assistant Professor of at the Trinity School, Trinity College Dublin and co-author with Professor Philip Kotler and others on the well known Management text. She lectures at undergraduate and postgraduate level, supervises PhD students and also engages with executives and provides consulting in Ireland and abroad. Her research and teaching focuses on the role of digital technologies in marketing and their impact on marketing practice, and she credited with the term MarkITing to denote the core requirements of IT within marketing. Her current research projects focus on data analytics, marketing metrics and social media engagement and evaluation challenges. The popular Management text has been updated for the 2016 edition working with Philip Kotler, Keller, Kevin, Goodman, Malcolm and Hansen, and Torben. She is also the academic lead on the online marketing plan simulation game, MyExperiece, developed with Pearson Education. She is currently conducting extensive research on the role of simulations and gamification in the third level education space, working with colleagues from the School of Education. Dr Brady has in excess of 90 refereed journal articles, book chapters and conference papers covering a range of marketing issues. 06 IMI Diploma in and Digital Strategy

7 Professor John Fahy An award-winning international educator, John Fahy is currently Professor of at the University of Limerick in Ireland and Adjunct Professor of at the University of Adelaide, Australia. He has a distinguished track record in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. An eclectic thinker, his work draws on insights from marketing strategy, behavioural economics, evolutionary psychology and neuroscience. He is the author of dozens of articles on marketing and strategy that have been published in leading marketing journals including the Journal of. He is also a renowned teacher with a particular expertise in working with MBA and executive groups. He is also the author of two books including the best-selling Foundations of co-written with David Jobber, now in its fifth edition as well as several award-winning business case studies. Professor Fahy holds a Masters Degree from Texas A&M University, a Doctorate from Trinity College and his other passions include family, music, sport, food and travel. Cathy Winston Cathy worked in the corporate sector for over 20 years, so the knowledge she brings to lecturing and mentoring is based on real life business experience. The considerable success she enjoyed in business led to invitations to participate in a number of high-profile enterprise development programmes, such as M4G and igap, which are aimed at getting tech start-up companies off the ground. She currently lectures on Innovation at DCU s Ryan Academy, and on at the IMI. Cathy is also programme director of the IMI Innovation for growth programme designed with Enterprise Ireland to up skill Ireland s top companies in Innovation theory, tools and techniques. Cathy, with the broader team, manages all the elements to ensure the philosophy and focus is maintained and that every company maximises the opportunity and their potential. Professor Malcolm McDonald Malcolm McDonald is the first marketing professor to have created an application for iphone and to have recorded his full lectures. Malcolm McDonald was, until recently, Professor of and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick School. He has been a consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. McDonald is also Chairman of six companies and works with the operating boards of some multinational corporations. He has written over 40 books including Plans: How to prepare them, how to use them translated into French. Together with Tony Millman and Beth Rogers, Professor McDonald was involved in Cranfield s first research projects on the topic of key account management. IMI Diploma in and Digital Strategy 07

8 Programme Content IMI Diploma in and Digital Strategy Strategy in a Digital World Customer, Competitor, Company & Market Analysis Segmentation, Targeting and Brand Strategies Tactics Communications Planning and Measurement This module addresses the role of marketing and digital marketing in strategy as a process that unlocks opportunity through differentiation. Learn how to deliver a marketing and a digital marketing strategy through a marketing plan. This module reveals insights on the environment, customer s changing needs in order to develop an appropriate marketing and digital strategy for your business. This module identifies the segments in your market space, selecting those with the best fit, progressing to positioning and branding the products and services. This module examines some of the elements of the marketing mix, product management and development, marketing channels and distribution, and the role of pricing. This module introduces traditional and digital marketing communications tools, including direct communications techniques, inbound marketing and social media. This module addresses the importance of planning and measurement for the success of your marketing planning implementation. It focuses on marketing performance metrics on-line and off-line. Strategic Plan As part of the programme assessment, you will complete a marketing plan for your business (or SBU, product or channel plan). This provides a rich learning experience and a tangible return from the programme for your organisation. and Digital Strategy Segmentation and Positioning Digital and Social Media Communication Mix Innovation and New Product Development 08 IMI Diploma in and Digital Strategy

9 Entry Requirements A candidate s suitability for the programme will be determined by a combination of their academic qualifications and / or relevant professional experience. Each applicant will be firstly required to comprehensively complete the IMI Portfolio of Learning form. A primary degree from a recognised third level institution (NFQ level 8) will typically be required with at least 3 years relevant industry experience, however, prior workplace learning will be recognised where applicants do not meet the academic requirement. Alternatively at least 5 years relevant experience at an appropriate managerial level is the requirement where the degree is not in the appropriate area. This experience may come from a general business or organisational background, or experience working in marketing. Each proposed candidate will be considered on a case by case basis by the Programme Directors, who will interview applicants in person or by phone. The IMI Registrar s Office will oversee all applications and the final decision on any application rests with the Registrar. All applicants whose first language is not English will be required to show evidence of the successful completion of an IELTS or TOEFL test. The English language requirement for this programme is an IELTS score of 6.5 or equivalent. Validation Successful participants will be awarded both the IMI Diploma in and Digital Strategy and the UCC Postgraduate Certificate in 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 the Masters qualification. Assignments and Workload To attain the IMI Diploma in and Digital Strategy participants are assessed in each of the main themes via a variety of practical assignments. This programme involves no examinations - instead the emphasis throughout is on the practical application of knowledge to benefit you and your organisation. Assessment workload is spread across the programme to allow you to combine learning with work and life demands. Pricing and Payment Options For 2018, 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 2018 intake of the IMI Diploma in 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 www. revenue.ie 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 and Digital Strategy Corporate Member 8,390 SME 9,190 Non-Member 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. IM 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 oneday 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 IMI Diploma in and Digital Strategy 09

10 IMI Master of Framework A flexible and supported structure of delivery which allows you to tailor your participation around your work-life demands. You can complete the taught element of each IMI Diploma on a modular basis, over a 6 month period. You have up to 5 years to complete all elements of the IMI Master of Framework. 15 IMI Diploma Programmes To make it easier for you to navigate our portfolio and help you choose a programme that fulfils your needs, we have grouped our diplomas into the following categories. Leadership and Change Management Capabilities Strategic Thinking IMI Diplomas in Leadership Executive Coaching Organisational Development & Transformation Organisational Behaviour Strategic Human Resource Management IMI Masters Pathways IMI MASTERS PATHWAYS IMI Diplomas in Finance Management Regulatory Management Management of Governance and Compliance and Digital Strategy IMI Diplomas in Strategy & Innovation Data Digital Technology Leadership International Development MBS Pathway MSc Pathway IMI Diploma 2 IMI Diploma 2 IMI Diploma 1 IMI Diploma 3 RIA 5 MBS in Practice IMI Diploma 1 Research Project 35 MSc in Practice MSc in Data Pathway MSc in Digital Pathway IMI Diploma in Data Part 1 Part 2 MSc in Data IMI Diploma in Digital Part 1 Part 2 MSc in Digital For more information on the Masters pathways, contact the team at: or programmeadvisors@imi.ie

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12 Membership 1 INFORM 2 TRANSFORM Masterclasses All the Benefits of INFORM Membership plus TRANSFORM... Global thought leaders sharing their next-practice ideas. Talent Forum Advant-Edge Series A network for senior HR and talent practitioners sharing their next-practice ideas. A series of sessions focusing on developing yourself, your people and your business. Network Mentors Thought Leadership Webinars Develop future leaders through this unique cross-company mentoring initiative. Learn from the comfort of your desktop with our series of leadership webinars. The Connect Lounge Insights from IMI s most popular programmes. Inform Extras - National Management Conference - Programme Discounts - Knowledge Centre - Top Team Days Away Up Close and Personal Meet and engage with international thought leaders in a closed group environment. programmeadvisors@imi.ie Freephone: Follow us