Emerging trends in marketing

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  • 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.

Transcript

  • 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?