Course Description

Marketing Fundamentals Series: Using Insights to Gain Competitive Advantage



Marketing Fundamentals Series: Using Insights to Gain Competitive Advantage is a course run by Marketing Institute of Ireland (MII), Dublin. It is a 'Classroom Based' course with a duration of One Day. For more information about Marketing Fundamentals Series: Using Insights to Gain Competitive Advantage at Marketing Institute of Ireland (MII), please review the details below.

This one-day course will focus on data, analytics and insights and how marketing professionals can overcome internal challenges and gain buy-in across the business to action and implement data insights.

 

Description
Develop a considered and data-driven marketing strategy for your business. The one day course delves into how marketing professionals can utilise and make sense of the large quantities of data collected by their organisations from their customer bases to aid in gaining competitive advantage.

Key insights can be garnered from the data, relating to consumer behaviour and future trends and be used to ensure the business adopts a data-driven decision approach.

This one-day course will focus on data, analytics and insights and how marketing professionals can overcome internal challenges and gain buy-in across the business to action and implement data insights.

The next course in the series, ‘Marketing Strategy Workshop’ addresses using the insights to develop a considered and data-driven marketing strategy for your business.

 

What We’ll Cover

• Data and Analytics – the importance of understanding exactly what you require and to ask the right questions

 

• Insights – how to extract insights from the data. An in-depth view on the best methods for gathering and harnessing data to drive powerful customer insights which leads to better business decision-making

 

• Key skills on how they should be developed effectively

 

• Storytelling – how to build a compelling story from insights and to use infographics to illustrate and bring them to life, what are the best storytelling methods and approaches that can be used to tell and sell the data story and insights into story management

 

Industry Case Studies:

  • ‘Brand, Communications & Media’, Alina Uí Chaollaí, Marketing Director, Largo Foods

 

  • Brendan Lynch, Insights & Planning Executive – Customer Experience, Dublin Airport DUB

 

  • ‘Customer Experience’, Michelle McLoughlin, Head of Consumer Insights & Analytics, Aer Lingus

 

Course Trainer

Jan Richards

Jan Richards

Head of Insights Planning, Dublin Airport Authority

Passenger growth at Dublin Airport 2015-2017 has increased by over three times the European average, and every month currently is the busiest on record. Jan is responsible for managing the significant Dublin Airport Insights & Research programme, including monitoring future customer and passenger trends, passenger tracking, continuous CX improvement programme & research feedback, and developing brand positioning strategy & measurement. She is proud of her contribution to Dublin Airport’s continuous improvement programme that since 2006 has resulted in the airport moving from bottom 3 to top 3 performers within its category in the Airports Council International Customer Satisfaction Index.

Jan speaks regularly at international brand, research, innovation and CX conferences in London and abroad and has significant tourism experience having worked in brand, communication and segmentation development with Bord Failte and Tourism Ireland. Jan worked in advertising in London, Budapest and Dublin for 16 years; she was Client Director of DDB Budapest and Planning Director of Owens DDB in Dublin, and lectures in insight development, research, marketing and communications.

The Marketing Fundamentals Series: Using Insights to Gain Competitive Advantage course at Marketing Institute of Ireland (MII) is listed in Courses.ie's national courses finder.
Training ProviderMarketing Institute of Ireland (MII)
Course LocationLeopardstown, Dublin
Location PostcodeDublin 18
Course TypeClassroom Based
Course Start Date6th November 2019
Course DurationOne Day
Course Time9:15am - 5:00pm
Course FeeMarketing Institute Members: €250, Non-Members: €500 - includes one year MII Membership
Phone01 295 2355
For more information about Marketing Institute of Ireland (MII), please visit our College page on Courses.ie by clicking here.

Course Provider

Marketing Institute of Ireland (MII)



Marketing House, South County Business Park, Dublin, Ireland

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