1. Emerging Trends in Marketing
Sir. Eric Seyram A.
Chief Executive
AIMERS AFRICA
2. Emerging Trends in Marketing
The Chartered Institute of Marketing
•
A not-for-profit organisation, we are the leading international professional
marketing body, with members worldwide
•
We exist to develop the marketing profession, maintain professional standards
and improve the skills of marketing practitioners
•
We encourage and promote leading edge thinking through our wide networks
of practitioners, researchers and academics
•
We do this via Membership, Professional Qualifications and providing
Learning Opportunities and a comprehensive Continuous Professional
Development programme
•
We operate around 3 basic principles LEARN, DEVELOP, BELONG
3. Emerging Trends in Marketing
Marketers and personal development
• Concept of the ‘job for life’ in business, no longer exists
• Organisations are beginning to re-evaluate the way they
look at training and developing their employees
• Align their choice of training with the strategic objectives
of the organisation
4. Emerging Trends in Marketing
Our destiny in our hands
•
Organisations tend not to take a holistic, whole career approach to
their marketing workforce nowadays
•
The notion of a single set of skills that will last an individual their
entire working life is redundant
•
The future for any individual is more about potential than experience
– what you can do in the future rather than what you have done in the
past
•
Working life constitutes a journey, with clearly definable stages and
needs that vary over time and with age
5. Emerging Trends in Marketing
Education
•
Education provides a knowledge base that underpins any other activities
the individual may engage in at a later stage
•
Organisations that fail to consider the various options available to them in
developing their people risk being out-performed by their competitors
6. Emerging Trends in Marketing
Professional qualifications
• Build on academic knowledge and theory
• Ensure skills relate to business needs
7. Emerging Trends in Marketing
CIM Qualifications
• Benchmark of competency: CIM qualifications ensure marketers
meet requirements of the National Occupational Standards for Marketing
• Driving business: Relevant marketing knowledge for business today
ensuring a greater contribution to the business process
• Improving business strategy: Qualifications ensure marketers
are skilled with the latest marketing techniques and knowledgeable about
key business challenges
• Standard international competence: Qualifications relevant
across borders and boundaries - not just local
8. Emerging Trends in Marketing
Relevance to business
• Practical, professional, applied, portable
• Directly beneficial to companies
• Reflects the dynamic structure of marketing today
9. Emerging Trends in Marketing
CIM Qualifications overview
Introductory
Certificate
Professional
Certificate
Professional
Diploma
Chartered
Postgraduate
Diploma
Interested to
find out more
about
marketing?
Looking to
advance your
career?
Getting into
marketing
management?
Aspiring to be
a senior
marketer?
Focuses on tactical
marketing activity,
and understanding
broader areas of
marketing
research, data,
communications
Emphasises on
measurability,
operational
decisions, planning
and marketing
management
Addresses
strategic level
marketing planning
and marketing’s
influencing upon
other business
functions
Develops a good
understanding of
marketing
fundamentals in a
short period
10. Emerging Trends in Marketing
UK Government standards in marketing
•
•
•
Professional competencies in marketing
Designed in conjunction with employers
CIM qualifications are mapped to these standards giving you a
qualification that is immediately relevant for employers
www.cim.co.uk/standards
11. Emerging Trends in Marketing
CIM Qualifications
CURRENCY
• Relevance to marketers’ and business needs
• Core marketing theory has changed little BUT
• Role of marketing in business has changed significantly
• Role of marketers has changed
• Need to provide a qualification with relevance for a more
experienced market
12. Emerging Trends in Marketing
Benefits to the organisation
• Relevant marketing knowledge for business today
• Qualifications facilitate career progression for aspiring
marketers
• Greater contribution to the business process
• Improves knowledge of marketing regardless of industry
• Staying up to date with the latest marketing techniques and
issues
13. Emerging Trends in Marketing
Introductory Certificate in Marketing
•Those in junior marketing, secretarial or administrative roles
• Individuals on the periphery of marketing
• Event management assistants
• Personal assistants
• Non-marketers but those in jobs with some marketing
involvement
• Customer service assistants/call centre employees
14. Emerging Trends in Marketing
Professional Certificate in Marketing
• Marketing assistants
• Marketing co-ordinators
• Marketing executives
• Marketing managers without formal marketing
qualifications
• Non-marketers with aspirations for marketingt
15. Emerging Trends in Marketing
Professional Diploma in Marketing
• Operational marketers
• Departmental managers
• Functional managers
• Product/brand managers
• Account managers
• Agency managers
• Marketing executives
• Business development managers
16. Emerging Trends in Marketing
Chartered Postgraduate Diploma in Marketing
• Middle/Senior managers working in marketing
– Marketers wanting to prove worth at a senior level
– Looking to extend their career in marketing
• Professional Diploma students or business/marketing
graduates with significant experience of managing
marketing resources
• Aspiring Chartered Marketers (CIM Chartered CPD
programme)
• Aspiring Masters degree students
17. Emerging Trends in Marketing
Chartered Postgraduate Diploma
• A new qualification, designed to develop skills and
competencies that employers have identified as being
essential for marketers working at a senior level, namely:
–
–
–
–
–
Planning, prioritising and decision making
Thinking strategically and creatively
Balancing options, competing needs and interests
Communicating, influencing and leading
Evaluating
18. Emerging Trends in Marketing
A New Qualification for Senior Marketers
• The Chartered Postgraduate Diploma challenges
individuals to:
– Manage complex issues
– Deal with and resolve problems by being adaptable, show
originality, insight, and critical and reflective
– Evaluate and integrate theory into a wide range of situations
• Assessments test students’ ability to apply their
knowledge in complex business situations
19. Emerging Trends in Marketing
Structure of the Qualification
STAGE 1:
Emerging
Themes
(10 credits)
Analysis &
Decision
(20 credits)
Marketing
Leadership &
Planning
(20 Credits)
STAGE 2:
Leading Marketing
(60 credits)
Managing
Corporate
Reputation
(10 credits)
20. Emerging Trends in Marketing
Why Invest in CIM Qualifications?
• Improved level of professionalism – not just knowledge but
practitioner skills that will make a difference to your marketers
– Do your staff really understanding the impact of emerging themes on your
sector and on the future practice of marketing in your business?
– Are you confident that your marketing staff can analyse your business and
its environment from a strategic perspective and decide how to use
resources effectively to create and/or maintain competitive advantage?
– Do you have enough team members who are confident to devise and lead
the implementation of strategic plans, using resources effectively to meet
corporate objectives?
– Is your organisation managing its corporate reputation in order to enhance
its competitive position?
• The real question, is can you afford not to?
Editor's Notes
The concept of the Job for life still prevalent in business just a few decades ago, no longer exists. This places pressure on the individual employee, who is faced with further pressures as the pace of business life increases and knowledge becomes quickly outmoded and supplanted by new information.As a consequence, organisations are beginning to re-evaluate the way they look at training and developing their employees need to take more personal responsibility for the learning they take away from training programmes.For organisations, there is a need to align their choice of training with the strategic objectives of the organisation.
CIM has a portfolio of qualifications that seek to prepare marketers for marketing roles at various levels throughout the organisation – for those at the very beginning of their career to those who have a breadth of marketing experience and wish to contribute at a senior level within the organisationThe Chartered Postgraduate in Marketing is a new qualification – and it replaces our old Professional Postgraduate Diploma in Marketing - designed to develop skills and competencies that employers have identified as being essential for marketers working at a senior level, namely:Planning, prioritising and decision makingThinking strategically and creativelyBalancing options, competing needs and interestsCommunicating, influencing and leadingEvaluating
As well as developing practical skills, the qualification: The Chartered Postgraduate Diploma challenges individuals to manage issues both systematically and creatively, demonstrating sound judgments and rationale Encourages them to be adaptable, show originality, insight, and critical and reflective abilities in dealing with and resolving problems Evaluate and integrate theory into a wide range of situationsAssessments test students’ ability to apply their knowledge in complex and unpredictable situations, such as might be found in real business
Emerging Themes: This is the first unit of the new Chartered Postgraduate Diploma, which has been designed to challenge students’ perceptions about how changes in the immediate and wider business environment are impacting on the sector and on the practice of marketing within it. This unit provides a stretch for some students who may previously only have thought and functioned at an operational level, and it is our intention that studying this unit will help them to gain a wider, more lateral perspective.Analysis & Decision: This unit gives students the skills to be able to carry out a strategic marketing audit (internal and external), evaluate and prioritise their strategic options, and make and justify decisions based on the audit. Their analysis needs to be financial as well as qualitative, and students are expected to be able to apply a range of relevant strategic model in their analysis and decision making.Marketing Leadership & Planning: The third unit builds on the first two and is about developing the skills to plan strategically and to lead the implementation of those plans. This unit considers the resource implications of implementing plans that affect the whole organisation and how to manage the changes that are often involved. It considers concepts of power, trust and commitment in the context of negotiating change with key stakeholders.Managing Corporate Reputation: is the final unit of the first stage of the qualification, and it addresses some of the points that Chris has just discussed, namely, what makes up an corporatepersonality - its culture and strategy; how its corporate identity is demonstrated – through symbolism and behaviour, particularly through communications; and corporate reputation – credibility, trustworthiness, reliability and responsibility. It also addresses corporate communications and how organisations build reputational platformsLeading Marketing – Stage 2 of this qualification is one large unit that encompasses the design, implementation and evaluation of a live strategic business project. It aims to develop some of the high level skills that are required to perform at a senior level within the organisation, which were identified by the employers we consulted with in our developmental process.
