1. Emerging Trends in Marketing Sir. Eric Seyram A. Chief Executive AIMERS AFRICA

2. Emerging Trends in MarketingThe Chartered Institute of Marketing A not-for-profit organisation, we are the leading international professional marketing body, with members worldwideWe exist to develop the marketing profession, maintain professional standards and improve the skills of marketing practitionersWe encourage and promote leading edge thinking through our wide networks of practitioners, researchers and academicsWe do this via Membership, Professional Qualifications and providing Learning Opportunities and a comprehensive Continuous Professional Development programmeWe operate around 3 basic principles LEARN, DEVELOP, BELONG 3. Emerging Trends in MarketingMarketers 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 MarketingOur destiny in our hands Organisations tend not to take a holistic, whole career approach to their marketing workforce nowadaysThe notion of a single set of skills that will last an individual their entire working life is redundantThe 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 pastWorking life constitutes a journey, with clearly definable stages and needs that vary over time and with age 5. Emerging Trends in MarketingEducation Education provides a knowledge base that underpins any other activities the individual may engage in at a later stageOrganisations 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 MarketingProfessional qualifications Build on academic knowledge and theory Ensure skills relate to business needs 7. Emerging Trends in MarketingCIM 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 MarketingRelevance to business Practical, professional, applied, portable Directly beneficial to companies Reflects the dynamic structure of marketing today 9. Emerging Trends in MarketingCIM Qualifications overview Introductory CertificateProfessional CertificateProfessional DiplomaChartered Postgraduate DiplomaInterested 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, communicationsEmphasises on measurability, operational decisions, planning and marketing managementAddresses strategic level marketing planning and marketings influencing upon other business functionsDevelops a good understanding of marketing fundamentals in a short period 10. Emerging Trends in MarketingUK 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 employerswww.cim.co.uk/standards 11. Emerging Trends in MarketingCIM 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 MarketingBenefits 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 MarketingIntroductory 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 MarketingProfessional 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 MarketingProfessional 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 MarketingChartered 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 MarketingChartered 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 MarketingA 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 MarketingStructure 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 MarketingWhy 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?