NewsLine Column: Pushing Marketing Forward
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The Chartered Institute of Marketing is the world’s leading marketing organisation. In order to maintain that position the group’s international chairman, Paul Gostick, plans to concentrate on four key areas over the next year…
Solid foundations
CIM has focussed on financial stability to create a solid platform for future progression. Our cash position is strong, cashflow is positive and we are generating a surplus from operations which will use to provide funds for future investment
At the heart of marketing
CIM is putting members and education at the heart of the organisation. We relaunched our member benefits in April 2004, as part of a continual refinement process, to ensure that we would meet members’ needs and support them in their professional development at all stages of their marketing career. The CIM Professional Postgraduate Diploma is and continues to be the pre-eminent qualification in marketing. CIM intends to keep this qualification at the forefront of the market.
The organisation intends to be as relevant to the marketing director as it is to those studying for CIM qualifications. In coming months, CIM will build a portfolio of options designed to support the needs of senior executives and practitioners. In December 2004, the CIM Academy Executive Postgraduate Diploma was launched. Aimed at senior marketers, the Executive Postgraduate Diploma covers wider business issues pertinent to those working at this level in organisations, and takes place over a number of residential training weekends – meaning it fits into the lifestyle of these senior marketers.
Engaging key stakeholders
CIM is looking for a deeper engagement with key stakeholders including regions and branches, government, other professional bodies, academia and accredited study centres, making it easier for these stakeholders to communicate with us. To do this, we must ensure that our regions and branches – the local face of CIM – are properly resourced and supported to deliver real value to members at the local level.
Chartered Marketer status is the pinnacle of the profession and demonstrates an ongoing commitment to professional development. My vision is to see Chartered Marketers on a par with other chartered professions, and during 2005, CIM will also focus on building the profile of Chartered Marketer status within business, HR departments and recruitment organisations over and above qualifications and experience.
Raising profile and standards
The Chartered Institute of Marketing is a truly international organisation represented across the world. We continue to champion best practice and a code of ethics for the profession. We will campaign on key issues and will create a platform for imformed debate. CIM will become the voice of the marketing profession. Within this process CIM has defined what it means by Professional Marketing Standards, with the objective of raising the profile of competent marketers within the profession and business in general. In the coming months CIM will provide online tools for employers to use to conduct a ‘skills audit’ to understand what core skills are required and where the gaps in a marketing team might be.
Data protection has been in the news in recent months as responsibility has been extended to cover B2B marketing. Under new accounting rules, acquired intangibles such as brands must be included on the balance sheet from 2005 which is another vital area for marketers to come to grips with. For its members, CIM will provide practical insight into new legislation and its implication for the profession and the individual marketer.
CIM’s goal remains to help marketers at all levels improve their performance and professional qualifications are an essential part of that equation. We will champion the need for a license to practise. Organisations would not consider leaving the production of their annual financial accounts to an unqualified person. Why, then do many organisations leave marketing in the hands of unqualified marketers?
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