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Irish Management Institute

Diploma in Marketing Strategy with Digital Marketing

Overview

As a strategic business function, marketing is perhaps more important than ever. Without a well designed and properly executed marketing strategy, organisations cannot hope to survive in the face of intense competition and shifting market dynamics. Geared at experienced managers with significant marketing responsibility, this programme is designed to equip modern marketers with the tools and strategies they can take back and implement within their own organisations.

Duration:
21 Days
Location:
IMI Campus
Next Course:
27/11/2012
Fee (IMI member)Fee (Non member)
€7,750* €11,990

*This price is set to increase to €7,950 from July 20th 2012 

Email us today at programmeadvisors@imi.ie

 Next programme Dates:

27, 28, 29 November 2012

18, 19, 20 December 2012

29, 30, 31 January 2013

26, 27, 28 February 2013

26, 27, 28 March 2013

23, 24, 25 April 2013

21, 22, 23 May 2013

The diploma is designed around five core subject areas:

  • Strategy and marketing
  • Marketing accountability
  • Marketing analysis for insight and foresight
  • Marketing implementation
  • Improving your personal power and marketing's impact in your organisation

Learning objectives

As a strategic business function, marketing is perhaps more important than ever. Without a well designed and properly executed marketing strategy, organisations cannot hope to survive in the face of intense competition and shifting market dynamics. Geared at experienced managers with significant marketing responsibility, this programme is designed to equip modern marketers with the tools and strategies they can take back and implement within their own organisations.

Approach and methodology

Strategic thinking, decision making ability and analytical skills are crucial to the success of marketing your organisation.

The emphasis is on the practical application of marketing strategies and the ability to identify, analyse and decide on the best options.

The SABRE (Strategic Allocation of Business Resources) business simulation which is used in executive education programmes world-wide simulates a real life competitive environment which immerses participants in a dynamic business situation. Given the complexity of strategic planning, the simulation offers a unique learning experience that cannot be gained using more traditional educational methods.

Faculty

Programme director - Siobhan McAleer, IMI Senior Specialist.

Contributors include:

  • Prof Malcolm McDonald, Marketing Guru
  • Catherine Bent, Marketing Consultant/IMI Associate Faculty
  • Mairead Brady, Lecturer in Marketing and IT, Trinity College Leslie de Chernatony, Professor of Brand Marketing, University of Birmingham/IMI Associate Faculty
  • John Fahy, Professor, University of Limerick/IMI Associate Faculty
  • John McInerney/IMI Associate Faculty
  • Don E. Schultz, The Northwestern University/IMI Associate Faculty
  • Simon Knox, Cranfied School of Management/IMI Associate Faculty
  • James A. Narus, Pennsylvania State University/IMI Associate Faculty

Joining this programme is an investment in your professional development and in the strategic capability of your organisation. At the end of the programme you will be able to:

  • Apply the marketing discipline to optimise customer value and obtain profitable growth for the business
  • Create a marketing-driven organisation 
  • Identify and build on your organisation's existing competencies 
  • Identify the appropriate questions and research tools to gain insights into contemporary consumer and business buyer behaviour 
  • Design and implement a marketing plan 
  • Use technology to add value to the customer, from database marketing to e-marketing 
  • Assess marketing performance in financial terms and in terms of building shareholder value





Entry Requirements

A degree and/or a professional marketing qualification (MMII Grad or equivalent) and significant marketing accountability. Those without formal qualifications but significant experience will be considered on a case-by-case basis. Admission by application.

Accreditation

Successful participants will be awarded the IMI Diploma in Marketing Strategy with digital marketing.

This qualification is accredited and awarded by University College Cork - National University of Ireland, Cork.

The IMI Diploma in Marketing Strategy with digital marketing is academically equivalent to a Postgraduate Certificate (level 9) Minor Award on the National Framework of Qualifications.

By completing this award, you will also earn one-third of the credits required to be awarded the IMI Master of Business qualification.

Details of the IMI’s full range of post-graduate Diploma programmes are available below under the 'Three Steps to a Master of Business Award' section.

Dates

Programme dates are listed in the downloadable brochure.

Download Digital Brochure
PDF format - 1.82 MB