Course Description

Course Title : Marketing Fundamentals Series: Developing a Marketing Strategy Workshop

Marketing Institute of Ireland (MII)

Part of our ‘Marketing Fundamentals’ suite of courses, the Strategy course is the second in the series.

This course follows on naturally from the deep dive into insights.The session will guide marketing professionals through the strategy development process, beginning with understanding your customers, through to setting your business objectives, and finally to ensuring you are clearly measuring and monitoring your strategy implementation.


Member Rate: €250 – Non-Member Rate: €500

The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria.



“Working out which attributes you want to stand for, which ones you want to grow, which you want to reduce and whether – a year from now – you have achieved your ends, are among the most worthwhile and valuable activities a marketer can commit to.”
Mark Ritson,  Adjunct Professor of Marketing at Melbourne Business School, PhD in Marketing from Lancaster University, columnist @ Marketing Week.

The deception of ‘short-termism’, and a blind focus on return-on-investment, has put pressure on Marketers to plan and invest almost exclusively based on achieving immediate return.
Strategy to build long-term meaningful engagement and profitability  has never been so critical to avoid the trap of devaluing your brand and future profits.

A one day course to give you confidence in how best to approach developing a Marketing Strategy in your business, and the importance of segmenting, targeting and positioning your brand in a competitive market to effectively generate leads, achieve your organisations commercial goals and drive future growth and users.

The session has been designed to equip mid-level Marketers with tools and techniques and a framework for designing a Marketing Strategy for products or services.

Where practical we will discuss live examples to illustrate best practice.

What we’ll cover


Step 1 – Understand your product from the customer’s perspective
Avoiding hypothesis and bias, the need for good qualitative research, and identifying relevant brand attributes.

Step 2 – Understand the market and segment accordingly
Defined by customers wants and behaviors.

Step 3 – Clear logical targeting
Where do I want to go? Where do I not want to go?

Step 4 – Positioning
Identifying the core DNA of brand and messaging approach.

Step 5 – Strategic objectives
Key initiatives to achieve stated goals.

(Each step will explain relevant tools and techniques, and recommend a framework.)

Course Trainer

Annette Ní Dhathlaoi

Annette Ní Dhathlaoi

Commercial & Strategic Marketing Consultant  

Annette has extensive experience in Commercial & Marketing leadership & senior management roles across a range of industries including Insurance, Telcos, Utilities, Food & Drink.

With over 25 years experience, she has been responsible for many innovative and strategically important Marketing challenges including the rebrand of Avonmore Milk & Cream, and developing and launching the Avonmore Whipped Cream product; halting the market share decline of Lyons Tea; rationalising the customer portfolio in An Post; launching Sol, Paulaner and Moretti for Heineken Ireland; leading the team that launched Electric Ireland, including Gas, for ESB; establishing Liberty Insurance as a key player in the Irish general insurance market, and delivering award-winning advertising, media, sponsorship and digital initiatives.

She provides a very pragmatic approach to developing strategy for internal buy-in and key partner agency alignment

College Name Marketing Institute of Ireland (MII)
Course Category Business, Marketing
Course Type Classroom Based
Course Location Dublin, Ireland
Location Postcode Dublin 18
Course Start Date 11th December 2018
Course Duration one day
For information about Marketing Institute of Ireland (MII), please visit our college page on by clicking here.

Course Provider

Marketing Institute of Ireland (MII)

Marketing House, South County Business Park, Dublin, Ireland

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