> THE MARKETING INSTITUTE
Message from the Marketing Institute of Ireland Marketing will play key part in recovery
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o now we have a new government and a new outline plan for economic recovery. The Programme for Government identifies a danger that the debt burden will become unsus- tainable, but many believe that this is a certainty rather than
a danger. That aside, the plan’s other assumptions will be chal- lenged. Ireland will have to trade its way out of its current difficulty. It is already clear that marketing will be a critical enabler of recovery. The Programme for Government identifies various sectoral strate-
gies that clearly require serious marketing brainpower behind them. However, it is to be hoped that the new administration understands marketing to be more than just the promotional mechanism for a communications exercise.We need a business and marketing strat- egy that is crystal clear about what we offer, to whom, where, how and why. With limited resources, we have to be very sure about where we place our efforts, so they aren’t spread too thinly. This is wheremarketing informs the strategy, reducing the risks and increas- ing the probability of success. The Marketing Institute’s recent commentary on Ireland’s Science,
Technology and Innovation (STI) strategy from 2004 to 2010 was a hard-hitting review of progress in this vital area for business. It is hoped that the new gov- ernment takes our recommendations on board and acts early to ensure that the essential basic elements required to bring an innovation strategy to fruition are put in place. It is heartening to see the development of Ireland as a ‘digital island’ included in the programme for government. The whole area of digital marketing is regarded as critical by The Marketing Institute. The potential power of Irish marketing will be on show shortly
through the All-Ireland Marketing Awards 2011 programme, which culminates in the biggest marketing night, on 12 May, in the Burlington Hotel. This is Ireland’s only major platform to showcase marketing on such a large scale.
Tom Trainor, chief executive,Marketing Institute of Ireland Why should YOU be part of the Marketing Institute of Ireland?
Build your personal network Talent alone will not assure your future in today’s economy. And even the latest training and qualifi- cations will be insufficient. No mat- ter how competent, dedicated or self-reliant you are, you can’t do it alone. Every outstanding achiever has created and nurtured a net- work of contacts. Your membership can provide you with a means to build your own network.
Sharpen your marketing skills The Institute offers an extensive range of marketing qualifications and training courses tailored to all levels, from young marketing gradu- ates establishing their careers, up to experienced senior business leaders at executive level. Delivered by sea- soned professionals, courses range from e-marketing to brand manage- ment, and from salesforce manage- ment to media-handling skills.
Manage your marketing career Managing your career in the 21st century requires your total focus, and membership of the Institute will give you a head start. By using your membership, you will make the right contacts, become known in the senior marketing community, stay abreast of the major issues of the day, and ensure that your skills are aligned with what businesses require from marketing professionals.
Have your voice heard As individuals we are weak, but as a group marketing people can speak with a strong voice. Through your membership of Ireland’s pro- fessional body for marketing, you are playing your part in having your voice heard by the broader business community and by policy-makers in Ireland. This is essential if we are to have influence in matters that affect our profession and our businesses.
JOINING THE MARKETING INSTITUTE Membership of The Marketing Institute may be obtained through one of two routes: The Qualification Route: Requires a recognised marketing qualification and at least two years of practical experience in some area of marketing. The Experience Route: Requires at least five years of approved experience in management of some aspect of marketing. If you aren’t sure if your qualifications or experience meet the criteria for full membership at this time, please call Rose Ellen Kavanagh at our membership desk (+353 1 2160158), who will advise you on how best to proceed.
The process of joining is easy – just visit
www.mii.ie/join.
8 Marketing Age Volume 5 Issue 1 2011
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