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 Business. 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 Business 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 Diploma in Marketing and Digital Strategy 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 IMI Diploma in Marketing and Digital Strategy 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 IMI Diploma in Marketing and Digital Strategy 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 and Digital Strategy 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 IMI Diploma in Marketing and Digital Strategy. 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 offers the vital ingredients to business development, sales and marketing managers to take the lead in their market place. It offers a pragmatic approach to becoming market driven and creating more value for your customers. Your view on marketing and its value will be changed forever and your business will move from surviving to thriving. 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. 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. 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. Programme Impact Your approach will become more market driving because 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: Gather insights on the changing market space within which you compete by knowing the appropriate questions to ask and the research tools to answer them. Look at other business models that give a competitive advantage. Identify and build on the strengths, skills and the product and service within your company. Position the business for advantage in a competitive environment. Design and implement a marketing plan which will identify real opportunities for the business to act on. Join the digital marketing debate and apply technology with measurable results. Assess marketing performance in financial terms to allow you to have that conversation with the financial controller and have the budget you need to market the business. 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. Meet the Programme Director Cathy Winston Programme Duration: The programme runs over 6 x 3 day modules from November 2014 to April Classes run from 9am to 5pm each day. All teaching is held on the IMI s National Management Centre in Dublin. Programme Dates: 25, 26, 27 November , 17, 18 December , 21, 22 January , 18, 19 February , 25, 26 March , 15, 16 April 2015 Visit to watch an introductory video for the IMI Diploma in Marketing Programme.

4 Programme Content Strategy and Marketing Planning Strategic marketing in a down market The role of marketing in strategy development Strategy development process Marketing strategies identifying options Strategies for achieving advantage/gaining new advantage Strategic marketing planning Strategic leadership Digital Marketing Internet marketing strategy its fit in the mix Relationship marketing using the Internet Multi-channel communications strategy including website, online PR, affiliate marketing, and mobile text messaging and social media Delivering an online customer experience Search engine marketing Managing the performance of digital channels Marketing Analysis for Foresight and Insight Contemporary market research techniques Understanding contemporary buyer behaviour Review of business buying behaviour Building a competitive intelligence database Currently undergoing revalidation 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 marking 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 as Value Creation Researching and developing the value proposition Segmentation and targeting Positioning for advantage Strategic brand management managing brand equity Services marketing management Developing customer relationships Innovation and new product development Integrated marketing communications Logistics and supply chain management IT enabling value creation in marketing Global/international marketing strategies Marketing and Finance Managing the interface with Shareholder value analysis Budgeting: linking the marketing plan to budgets Marketing metrics Investment appraisal Personal Development for Successful Leadership and Marketing Implementation Leadership understand your personal leadership style Communicating the marketing mission and messages internally Change management Developing and using Liaising with other functions IMI Diploma in Marketing and Digital Strategy Accreditation Practical Application to Your Business 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. Successful participants will be awarded the IMI Diploma in Marketing and Digital Strategy. is accredited and awarded by University College Cork - National University of Ireland, Cork. The IMI Diploma in Marketing and Digital Strategy is academically equivalent to a Postgraduate (Level 9) Minor Award on the National Frame-work of completing this IMI Diploma you will also earn one-third of the credits required to be awarded the IMI Master of Business Strategic Marketing Plan 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. Accreditation Successful participants will be awarded the IMI Diploma in Marketing. This qualification is accredited and awarded by University College Cork - National University of Ireland, Cork. The IMI Diploma in Marketing is academically equivalent to a Postgraduate Certificate (Level 9) Minor Award on the National Framework of Qualifications. By completing this IMI Diploma you will also earn one-third of the credits required to be awarded the IMI Master of Business 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 2013, 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 parkingat the IMI National Management Centre. These prices are only guaranteed for the autumn 2013 intake of the IMI Diploma in Marketing Strategy with Digital Marketing. 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 2013 Corporate Pricing Promotional Rate for IMI Member Companies and Irish SMEs 9,950 7,690 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 pay the 40% balance by January 12th There is no interest charged for choosing this payment option. Terms and conditions apply. For more information on these financing options, contact the team at or programmeadvisors@imi.ie

7 The IMI Master of Business Framework The Master of Business is based around a framework of thirteen IMI Diploma Programmes. By completing any two IMI Diplomas and a Business Research Project or three IMI Diplomas and a Reflective Integrated Assignment within a five year timeframe, you will earn 90 credits (the national standard for a Masters Qualification) and will be conferred the title Master of Business. The Master of Business and its constituent IMI Diplomas are accredited and awarded by University College Cork - National University of Ireland, Cork. MSc Pathway IMI Diploma 1 IMI Diploma 2 Business Research Project 35 credits MSc. in Business Practice MBS Pathway IMI Diploma 1 IMI Diploma 2 IMI Diploma 3 MBS in Business Practice & RIA* 5 credits IMI Diploma Programmes Leadership Executive Coaching Organisational Behaviour Strategic HR Management Management Business Finance Marketing and Digital Strategy Management of Compliance* Regulatory Management* International Business Development Strategy and Innovation Data Business Cloud Strategy How does it work? Step 1: Successfully complete any one of the IMI s suite of thirteen IMI Diploma programmes. Step 2: Successfully complete a second IMI Diploma of your choosing. Step 3: Successfully complete the IMI Business Research Project or a third IMI Diploma of your choosing and a Reflective Integrated Assignment. Timeframe A key feature of the Master of Business (MoB) is its flexible timeframe, which allows you to tailor your participation around work/life demands. Whereas each of the three MoB steps takes approximately six months to complete, you have a five year window within which to complete all three steps and attain the MoB. Therefore, depending on your preference, you can complete the taught element of the MoB in as little as 18 months. You must complete all elements of the MoB Framework within five years. The MoB philosophy Unlike traditional MBAs and Business Masters, the IMI s MoB is driven by an intensely practical, action learning philosophy. Throughout the MoB, classroom learning is applied to real-life business challenges via exercises, group work, case studies and projects that centre on both your day-to-day work and the challenges currently facing your organisation. Both you and your organisation will derive genuine realworld benefit from your participation. Who is eligible? Participants are required to provide evidence of relevant workbased learning at a management level and / or should hold a relevant academic qualification at primary degree level. Contact programmeadvisors@imi.ie to clarify your status. To learn more about the IMI Master of Business Framework, and for information on the IMI MoB-linked Diploma programmes or the Business Research Project, contact the team at programmeadvisors@imi.ie *Due to similarities in certain subject themes it is not possible to combine the IMI Diploma in Regulatory Management with the IMI Diploma in Management of Compliance as a pathway towards earning the Master of Business. All other programme combinations can act as a pathway towards the MoB.

8 IMI is the only Irish business school to be ranked globally for the provision of customised executive education by the Financial Times. Join IMI IMI is Ireland s only professional body dedicated to promoting the highest standards of management and leadership excellence. Our network is for corporate and individual members who want to improve their own and their organisation s performance through excellence in management and offers a wide range of business and learning services to members. IMI Alumni Network Stay Connected Our Alumni Network provides continued support to graduates after they have completed their programme with us. It aims to help them transfer their learning back to the workplace and to offer career guidance and personal development opportunities. It is also a great way to stay in touch with classmates, make new contacts and keep up to date with activities at the IMI. IMI Knowledge Centre The IMI Knowledge Centre provides access to thousands of books, journal articles and market reports - everything necessary to support participants in their learning journey. These business and learning resources are available 24/7 online and our team of professionally qualified librarians are available to answer any queries helping the participant on their learning journey. expertise you can put into practice To find out more visit freefone: programmeadvisors@imi.ie Follow us on: