Executive Education at IMI

                                                                     Irish Management Insti...
> For whom                                                                ...

Strategy and Marketing                                   ■   Creativity and design
Planning          ...
Objectives                                                                         A CCREDITATION
The programme experience...

Siobhan McAleer IMI Senior Specialist
                Siobhan has extensiv...
The IMI Master of Business
                 Your IMI Diploma is a building block towards a Masters qualification:

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  1. 1. 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 MARKETING supported by master classes from some of the leading academic and business MANAGEMENT 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.
  2. 2. IMI DIPLOMA IN STRATEGIC MARKETING MANAGEMENT > 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 experience. 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 sales@imi.ie 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.
  3. 3. PROGRAMME Content 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 research techniques ■ Marketing metrics ■ Understanding contemporary buyer ■ Investment appraisal behaviour ■ Review of business buying behaviour ■ Building a competitive intelligence Personal Development for database Successful Leadership and Marketing Implementation ■ Leadership – understand your Marketing as Value Creation personal leadership style ■ Researching and developing the ■ Communicating the marketing mission value proposition 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.
  4. 4. 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 shareholder value. 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. programme starts. Easy Fees 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 sales@imi.ie 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
  5. 5. PROGRAMME Contributors 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. Integrated Marketing 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 Management' textbook. The IMI is the only Irish business school to be ranked globally for the provision of Executive Education by the Financial Times
  6. 6. The IMI Master of Business Your IMI Diploma is a building block towards a Masters qualification: COMPLETE THE 3 STEPS WITHIN 5 YEARS Strategic HR Management Management Strategy Business Master Leadership Complete any 2 IMI Diplomas THEN Research Project of Business Business Finance Strategic Marketing Executive Coaching 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 sales@imi.ie to clarify your status. Timeframe 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 sales@imi.ie Award Dublin 16 www.imi.ie Ireland IMI is the only Irish business school to be ranked globally for the provision of Executive Education by the Financial Times.