Executive Education at IMI
Irish Management Institute
IMI DIPLOMA IN ‘In a rapidly changing business and
marketing world this programme
STRATEGIC provides a comprehensive and up-to-
date position on strategic marketing
supported by master classes from some
of the leading academic and business
exponents in the field of marketing.’
Pat Keelan, Marketing Manager, Corporate &
Government Solutions, BT Ireland
w w w. imi .ie
69% FÁS Funding for SMEs
Includes content tailored to the speciﬁc needs of participants from the SME sector.
This programme is delivered under a strategic alliance between FÁS and the IMI.
IMI DIPLOMA IN STRATEGIC
> For whom D URATION AND LOCATION
This Diploma is for marketing professionals seeking to develop their The programme runs over 8 x 3-day
strategic abilities with contemporary insights and perspectives and move modules from November 2009
to the next step of their career. The programme will progress from up to to June 2010. They are held at IMI,
date marketing concepts to the tools and techniques of strategic marketing Sandyford Road, Dublin 16 from
0900 to 1700 each day.
management. It is ideal for marketing/sales directors/managers who
have a primary degree and/or professional marketing qualiﬁcation (MMII The programme also oﬀers breakfast
graduateship or international equivalent) and who now have signiﬁcant and evening guest speaker sessions
marketing responsibility. Those without formal qualiﬁcations but with and participation in group seminars
signiﬁcant experience will be considered on a case by case basis. to complete group projects. Seminars
will also be held to assist with the
The programme is also suited to those in senior positions from a diﬀerent successful completion of the
discipline, as well as owner-managers in SMEs, who require an under- individual projects.
standing of the role of marketing in strategy development and/or work
closely with the marketing function. Additional pre-reading and an intro-
ductory module will be provided to these participants. D ATES
The programme will address how to market in a down market. November 3, 4, 5 2009
December 1, 2, 3
The peer learning from a range of business sectors enhances the participant
January 12, 13, 14 2010
February 9, 10, 11
March 9, 10, 11
The programme April 13, 14, 15
May 4, 5
The IMI Diploma in Strategic Marketing Management oﬀers a pragmatic
June 1, 2, 3
approach to contemporary marketing strategy development and imple-
mentation. The programme will help you determine how to make your
company more market driven and leverage marketing to create proﬁtable F EES
customer value. Participants will work together as a single group to explore FÁS funded fee for SMEs: €3,408
concepts and ideas of common interest, but will also be streamed into Corporate member: €10,920
separate SME and non-SME groups to apply the learning to their own Non-member: €13,650
unique organizational setting.
F OR ENQUIRIES
For more information,
please contact the team at
1800 22 33 88
‘The speakers/lecturers are of the highest calibre and I would recommend this or firstname.lastname@example.org
course as a worthy competitor to any MBA offering from any business school.
If you want to become a strategic thinker, get your Boss to send you on this course!!!’
Johnny O’Toole, Marketing Manager (Cardiovascular), AstraZeneca Pharmaceuticals (Ireland) Ltd.
This programme is part of a major SME Management Training and Development Initiative by
FÁS in response to recent reports calling for greater support for SMEs. Funded under the NDP
and the ESF, it is designed to build the capacity and improve the capability of SME
management in Ireland. It is linked to the FÁS Training for People in Employment Strategy,
Training & Employment Authority which aims to increase the knowledge, skills and competencies of the Irish workforce.
Strategy and Marketing ■ Creativity and design
Planning ■ Innovation and new product
■ Strategic marketing in a down market development
■ The role of marketing in strategy ■ Integrated marketing communications
development ■ Logistics and supply chain management
■ Strategy development process ■ IT enabling value creation in marketing
■ Corporate and functional strategic tools ■ The role of the Internet in marketing
■ Marketing strategies – identifying options strategies
■ Strategies for achieving ■ Global marketing strategies
advantage/gaining new advantage
■ Strategic marketing planning
Marketing and Finance
■ Strategic leadership
■ Proﬁtable pricing strategies
■ Managing the interface with ﬁnance
Marketing Analysis for ■ Shareholder value analysis
Foresight and Insight
■ Budgeting: linking the marketing plan
■ Review of best practice in marketing to budgets
■ Marketing metrics
■ Understanding contemporary buyer
■ Investment appraisal
■ Review of business buying behaviour
■ Building a competitive intelligence Personal Development for
database Successful Leadership and
■ Leadership – understand your
Marketing as Value Creation personal leadership style
■ Researching and developing the
■ Communicating the marketing mission
and messages internally
■ Segmentation and targeting
■ Change management
■ Positioning for advantage
■ Developing and using inﬂuence
■ Strategic brand management –
■ Liaising with other functions
managing brand equity
■ Services marketing management
■ Developing customer relationships
‘The programme provided me with best practice marketing tools and methodologies and
insights into the latest marketing thinking to enable me to formulate meaningful ideas and
develop core strategies for our business.’
Fiona D'Arcy, Corporate Marketing Manager, Silicon & Software Systems Ltd.
Objectives A CCREDITATION
The programme experience will equip you to be fully competent at: Successful participants will be
awarded the IMI Diploma in Strategic
■ Leveraging the marketing function—to optimise customer value and obtain
Marketing Management. This is a
proﬁtable growth for the business
nationally-accredited HETAC award,
■ Creating a marketing driven organisation—the key to successful market worth 30 credits at level 9 on the
strategy implementation National Framework of Qualiﬁcations.
■ Identifying and building on your company’s competencies—leveraging the By successfully completing the
marketing assets for proﬁtable advantage Diploma in Strategic Marketing
■ Positioning the business for advantage—in a competitive environment Management, you will also earn one-
■ Identifying the appropriate questions and research tools—to gain insights third of the credits required to be
into contemporary consumer and business buyer behaviour awarded the IMI Master of Business
award (see back page).
■ Relationship marketing—seperating the myths and the reality
■ Designing and implementing a marketing plan—identifying the strategic
options and executing the plan AWARD OF THE D IPLOMA IN
■ The application of technology—to add value to the customer from database S TRATEGIC M ARKETING
marketing to eMarketing
Assessment is a continuous process
■ Assessing marketing’s performance—in ﬁnancial terms and building based on the application of learning
to your own organisation requiring a
learning log, group case work and a
Beneﬁts to you and your company ﬁnal exam.
The Diploma in Strategic Marketing Management helps you to:
■ Think strategically FÁS F UNDING C ONDITIONS
■ Conceptualise constructively
Individuals in registered employment
■ Sense and exploit proﬁtable opportunities in independent, commercial SMEs*
■ Design and implement winning marketing plans are eligible to apply for this funding.
■ Deliver marketing programmes to optimise customer value.
(*Up to 250 employees and not
The programme also helps you understand your leadership style and develop owned as to 25% or more of its
the skills required in leading a successful marketing team. capital or voting rights by one
enterprise, or jointly by several
Development methodology enterprises falling outside the
deﬁnition of an SME.)
Strategic thinking, decision making ability and analytical skills are crucial to
the success of marketing in your organisation. 69% of the fees are met by FÁS.
FÁS subsidy is subject to satisfactory
The emphasis is on the practical application of marketing strategies and the
ability to identify, analyse and decide on the best options. attendance and successful
completion of the programme.
Use of case studies, business simulation, and project group learning will be
The fee must be paid before the
integral to the programme design.
For 2009-10 the IMI has introduced a new ﬁnance package in conjunction with
our ﬁnancial partners in order to optimise accessibility to our programmes. The
package will give you greater ﬂexibility with respect to your payment options.
Please contact the team at 1800 22 33 88 or email email@example.com to enquire
about ﬁnancing options.
Tax Relief for Tuition Fees
Tax relief at the standard rate of tax (20%) in the tax years 2008 and 2009 is
available for tuition fees on all of our Diploma programmes.
The maximum limit on such qualifying fees for the academic years 2008/2009
and 2009/2010 is €5,000. For more information visit www.imi.ie
P ROGRAMME D IRECTOR
Siobhan McAleer IMI Senior Specialist
Siobhan has extensive experience in various international marketing roles in
luxury goods, food ingredients and capital equipment in both SMEs and most
recently with Glanbia PLC. She holds a BA in European Business Studies from
the University of Ulster (UUJ) and a Maitrise d’Echanges Internationaux from
the University of Caen in France. She also holds an MA in Marketing from UUJ,
a Diploma in Export Marketing from the University of San Francisco and an
MSc in Executive Coaching from Ashridge Business School.
S PECIALIST S UBJECT C ONTRIBUTORS
Strategic Market Planning Branding
Malcolm McDonald Emeritus Professor Simon Knox Professor of Brand Marketing
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA BSc PhD
Malcolm, until recently, Professor of Simon Knox is Professor of Brand Marketing
Marketing and Deputy Director Cranﬁeld at the Cranﬁeld School of Management in
School of Management has a distinguished the UK and is a consultant to a number of
academic career and extensive industrial multinational companies including
experience. McDonald`s, Levi Strauss, JohnsonDiversey,
BT and Exel.
Communications B2B Marketing
Don E Schultz The Northwestern James (Jim) A Narus Pennsylvania State
University PhD University PhD, MBA, BA
Don E Schultz is Professor (Emeritus-in- Jim Narus is Professor of Business Marketing
Service) of Integrated Marketing and serves as a Research Fellow at the
Communication, Northwestern University, Institute for the Study of Business Markets at
Evanston, IL. the Pennsylvania State University.
Services Marketing Marketing and IT
John Fahy University of Limerick Mairead Brady PhD, Lecturer in Marketing,
Trinity College Dublin
Professor John Fahy is head of the School of
Marketing & Management at the University Mairead is the co-author of the 2009
of Limerick. European Edition of Philip Kotler's 'Marketing
The IMI is the only Irish business
school to be ranked globally for
the provision of Executive
Education by the Financial Times
The IMI Master of Business
Your IMI Diploma is a building block towards a Masters qualiﬁcation:
COMPLETE THE 3 STEPS WITHIN 5 YEARS
Leadership Complete any 2 IMI Diplomas THEN Research
What is the Master of Business? The MoB philosophy
The IMI Master of Business (MoB) is an innovative Unlike traditional MBAs and Business Masters,
Masters programme which allows you to ﬂexibly the IMI’s MoB is driven by an intensely practical, action
combine ‘credits’ by participating in certain IMI learning philosophy. Throughout the MoB, classroom
courses and ultimately earn a nationally recognised, learning is applied to real-life business challenges
HETAC-accredited Master of Business qualiﬁcation. via exercises, group work, case studies and projects
that centre on both your day-to-day work and
How does it work? the challenges currently facing your organisation. Both
you and your organisation will derive genuine
Every time you successfully complete an IMI Diploma
real-world beneﬁt from your participation.
programme, you will earn 30 masters-level credits on
the National Framework of Qualiﬁcations. By com-
pleting any two of the Diplomas illustrated above Who is eligible?
and an IMI business research project, you will earn 90 All IMI Diploma participants are eligible to undertake
credits (the national standard for a Masters qualiﬁca- the MoB. Individuals who have level-9 credits earned
tion) and will be awarded a Master of Business. This from other institutions or who have completed an
qualiﬁcation is comparable to any taught or research- IMI Diploma prior to October 2008 may be eligible to
based Masters programme, be it MBA, MSc, MRes etc. progress automatically to the second year of the MoB.
Contact us at firstname.lastname@example.org to clarify your status.
A key feature of the MoB is its ﬂexible timeframe, which To learn more
allows you to tailor your participation around work/life To learn more about the IMI’s Master of Business,
demands. Whereas each of the three MoB steps takes and for information on the IMI’s MoB-linked Diploma
approximately 8 months to complete, you have a ﬁve programmes and the Business Research Project, visit
year ‘window’ within which to complete all three steps www.imi.ie
and attain the MoB. Therefore, depending on your
preference, you can complete the MoB within three
years, or in up to ﬁve years.
HETAC Level 9 Irish Management Institute FreeFone 1800 22 33 88
Special Purpose Sandyford Road email email@example.com
Award Dublin 16 www.imi.ie
IMI is the only Irish business school to be ranked globally for the provision of Executive Education by the Financial Times.