The IMI Diploma in Marketing

Strategy with Digital Marketing

Transforming the way you work

www.imi.ie
 “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 ,
Trinity and master classes from international contributors.”

Nuala Culhan
Insights Partner
Eircom / Meteor

IMI Diploma in Marketing Strategy with Digital Marketing

 The IMI Diploma in Marketing Strategy with Digital Marketing offers
a pragmatic approach to contemporary marketing strategy development
and implementation.
The programme will help you determine how to make your company more market driven and to leverage marketing to create
profitable customer value. Participants will work both as a single group to explore concepts and ideas of common interest, and
also in subgroups to apply the learning to their own unique organisational setting..

Who This Programme Is For Programme Outcomes

This Diploma is for marketing professionals seeking to The programme experience will equip you to be
develop their strategic abilities with contemporary insights fully competent in:
and perspectives and move to the next step of their career.

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 managers
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.
• Leveraging the marketing function – to optimise
customer value and obtain profitable growth for the
business
• The application of technology – the implementation of
digital strategies that deliver measurable results.
• Creating a marketing driven organisation – the key to
successful market strategy implementation
• Identifying and building on your company’s
competencies – leveraging your marketing assets for
profitable advantage
• Positioning the business for advantage – in a
competitive environment
• Identifying the appropriate questions and research
tools – to gain insights into contemporary consumer
and business buyer behaviour
• Building customer relationships through various media
and internal integration
• Designing and implementing a marketing plan –
identifying the strategic options and executing the plan
• Assessing marketing’s performance – in financial
terms and building shareholder value.

Meet the Programme Director

Siobhan McAleer
Programme Duration: Programme Dates:

The programme runs over 7 x 3 day November 9, 10, 11 2011

modules from November 2011 to April December 7, 8, 9
2012. Classes run from 9am to 5pm January 4, 5, 6 2012
each day. All teaching is held in the February 1, 2, 3
IMI’s National Management Campus in February 29, 1, 2 March
Sandyford. March 28, 29, 30
April 25, 26, 27

Visit www.imi.ie to watch an introduction video for the IMI Diploma in

Marketing Strategy with Digital Marketing Programme.

IMI Diploma in Marketing Strategy with Digital Marketing

 Programme Content
Content outlined here is indicative and may change prior to the programme.

Strategy and Marketing Digital Marketing Marketing Analysis for

Planning Foresight and Insight

• 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
• Internet marketing strategy – its fit in • Contemporary market research
the mix techniques
• Relationship marketing using the • Understanding contemporary buyer
Internet behaviour
• Multi channel communications • Review of business buying
strategy including website, online behaviour
PR, affiliate marketing, email and • Building a competitive intelligence
mobile text messaging, and social database
media
• Delivering an online customer
experience
• Search engine marketing
• Managing the performance of digital
channels

Entry Requirements
Participants are required to provide evidence of relevant work-based 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 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 IMI Diploma, you will also earn one-third of the credits required to be awarded the IMI Master of
Business qualification [see page 9].

Assignments and Workload

Assignment workload is spread across the year to allow you to combine learning with work and life demands. It also ensures the
learning is built on 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 an individual
strategic marketing plan.

Pricing and Payment Options

For 2011 the IMI is offering special promotional rates and innovative payment options that make our programmes more accessible
than ever.

2011 Promotional Rate for IMI member

2011 Pricing
companies and Irish SMEs
IMI Diploma in Marketing
Strategy with Digital €11,990 €7,750
Marketing

IMI Diploma in Marketing Strategy with Digital Marketing

Marketing as Value Creation Marketing and Finance Personal Development for
Successful Leadership and
Marketing Implementation
• Researching and developing the value • Profitable pricing strategies
proposition • Managing the interface with • Leadership – understand your
• Segmentation and targeting finance personal leadership style
• Positioning for advantage • Shareholder value analysis • Communicating the marketing
• Strategic brand management – managing • Budgeting: linking the marketing mission and messages internally
brand equity plan to budgets • Change management
• Services marketing management • Marketing metrics • Developing and using influence
• Developing customer relationships • Investment appraisal • Liaising with other functions
• Innovation and new product development
• Integrated marketing communications
• Logistics and supply chain management
• IT enabling value creation in marketing
• Global / international marketing strategies

IMI prices are inclusive of core text books, meals, parking at the National Management Campus and psychometric profiling
tools. These prices are only guaranteed for the 2011 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 on campus.

Organisations that purchase several 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 price discounts and other benefits.
For more information on IMI pricing, financing options and MoB Corporate Partnership, contact the team at 1800 22 33 88 or
email programmeadvisors@imi.ie

Monthly Payments IMI Staged Payments Loan Packages

Pay for your Diploma by monthly
payments spread over the duration of
the programme. Terms and conditions
apply
Pay for 60% of your course in advance
of its commencement, and pay the
40% balance by January 9th 2012. This
option does not carry interest. Terms
and conditions apply
Short term loan packages are now
available to facilitate payment for MoB
programmes. Eligibility for these loans
will be determined by our financial
partner.

For more information on these financing options, contact the team at 1800 22 33 88 or email: programmeadvisors@imi.ie

IMI Diploma in Marketing Strategy with Digital Marketing

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 into the workplace and to offer career guidance
and personal development opportunities. It’s also a great way to stay in touch with classmates, make
new contacts and  keep up to date with activities at the IMI.

To find out more visit www.imi.ie


“The Diploma in Strategic
Marketing 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
Trade Operations and Local
Marketing Manager
Tesco Ireland
IMI Diploma in Marketing Strategy with Digital Marketing
Participant Testimonials
Hear what past participants have to say about
their experience of completing the IMI Diploma in
Marketing Strategy with Digital Marketing on our
website - www.imi.ie
“At last a highly appraised “The Diploma in Strategic
education programme that meets Marketing Management was a
all my needs! Heading up a great experience. It broadened
European marketing function my knowledge of marketing and
I needed a programme that most importantly the IMI made it
allowed me to maintain my relevant to my work. The lectures
travel commitments and busy are superb and the course
work schedule. This is a high content is relevant and topical.”
level intensive programme that
was flexible enough to meet JP Montgomery
my needs and wants with the Senior Marketing Executive
opportunity to go on and gain RDS
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 Coghlan
Senior Marketing Manager Europe
Digital Realty Trust
IMI Diploma in Marketing Strategy with Digital Marketing
 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.
Case Studies and Industry
Guest Speakers
IMI’s teaching methods featuring relevant International Faculty
case studies and industry guest speakers
contribute to the programme based on The programme faculty is drawn
the participant mix. This will expose you to from the global marketing academic
many of the contemporary challenges of and practitioner community. Past
marketing and best practise. participants have valued the faculty’s
contribution highly and it is cited as a
source of major learning advantage

Diploma in
from the programme.

Marketing
Strategy with
Digital Marketing
Programme Features
Peer Learning &
Collaboration
Strategic Marketing Plan
Often marketing professionals work in
isolation. Case study groups and action As part of the programme
learning elements provide an interactive assessment, you will complete a
and rich learning environment. This will help marketing plan for your business (or
strengthen your problem solving skills. Peer SBU, product or channel plan). This
learning is enhanced by the breadth and will provide a rich learning experience
depth of the group’s business experience and is a very tangible return from the
and sectoral expertise. Participants are programme for your organisation.
drawn from a range of sectors, B2B, FMCG,
B2C and services businesses.

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.

IMI Diploma in Marketing Strategy with Digital Marketing

 What is the Master of Business?
The Master of Business is based around a framework
of seven twenty-one day IMI Diploma programmes.
By completing any two IMI Diplomas and a Business Research Project 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.

Strategy and Strategic HR

Leadership
Innovation Management

Strategic /
Digital Complete any 2 IMI Diplomas
Business
Research
Master of
Marketing Project Business

Business Executive
Management
Finance Coaching

How does it work?
Step 1: Successfully complete any one of
the IMI’s suite of Diploma programmes.
Step 2: Successfully complete a second
IMI Diploma of your choosing.
Step 3: Successfully complete an IMI
Business Research Project.
...And you’re there!
To learn more about the IMI’s
Master of Business, and for
information on the IMI’s MoB-linked
Diploma programmes and the
Business Research Project, contact
the team at
programmeadvisors@imi.ie
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 seven 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 MoB within two
years, or in up to five years.
The MoB philosophy
Unlike traditional MBAs and Business
Masters, the IMI’s MoB is driven by
an intensely practical, action learning
philosophy.
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 real-
world benefit from your participation.
Who is eligible?
All IMI Diploma participants are eligible
to undertake the MoB. Individuals who
have level-9 credits earned from other
institutions or who have completed an IMI
Diploma prior to October 2008 may be
eligible to progress automatically to the
second year of the MoB.
Contact programmeadvisors@imi.ie to
clarify your status.

Throughout the MoB, classroom learning

is applied to real-life business challenges

IMI Diploma in Marketing Strategy with Digital Marketing

 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 organisations’ 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 into the workplace and to offer career
guidance and personal development opportunities. It’s also a great
way to stay in touch with classmates, make new contacts and 
keep up to date with activities at the IMI.

expertise you can put into practice

To find out more visit www.imi.ie freefone: 1800 22 33 88
email: programmeadvisors@imi.ie