Magazine article Marketing

Looking at the Training Options

Magazine article Marketing

Looking at the Training Options

Article excerpt


The marketing profession continues to expand. Marketers need support at every stage of their careers if they want to get on. But often, they look around for help in acquiring new skills, but there is nobody there.

Not surprisingly education and training courses are springing up everywhere, but as yet there are no agreed standards. This is particularly true for those courses which are not accredited by an academic or professional marketing body.

People seeking an undergradute degree in marketing have a wide choice of universities and polytechnics to choose from and a growing number of specialist courses. Around 200 business studies degree courses, all containing an element of marketing, are also on offer. A degree or equivalent qualification, often in any subject, is a useful stepping stone to a professional qualification in marketing, although not always essential. An appropriate BTEC higher national diploma (HND), for example, is recognised by many professional bodies, including the Chartered Institute of Marketing (CIM) and the CAM Foundation, for entry/exemption on certain courses.

A marketing qualification and membership of an appropriate professional body are increasingly valuable assets in the jobs market, particularly for those who have yet to establish a track record.

The CIM Certificate in Marketing Management Practice is a recognised professional qualification satisfying the academic criteria for associate membership of the CIM and providing automatic entry to the Institute's diploma in marketing.

Paul Dean, regional manager at specialist recruitment consultants Michael Page Marketing, reports that "an increasing number of clients would like job candidates to have a CIM diploma, particularly if they don't have a relevant degree". With an appropriate level of experience the diploma qualifies for election into Membership, which a current EC directives states will be recognised within the EC as indicating professional competence.

Belinda Rigby obtained an HND in Business Studies with a marketing specialism after school and, following some work experience in marketing, decided to visit the U.S. On her return, while doing secretarial work, she decided that obtaining a CAM Diploma would display her commitment to a marketing career. "It gave me confidence to come back into a marketing environment," she says, "and I also benefited by being promoted into a marketing role." American Express, which sponsored her on the course, is now reaping the benefits of her commitment as a marketing excecutive.

The certificate and diploma courses are available at a number of polytechnics and colleges as well as CIM Marketing Training, a subsidiary of the Institute, which offers the most comprehensive range of short public courses in marketing and sales in the UK.

The structure of these courses enables individuals to follow a vocational training programme which matches their personal career development plans while enhancing their current job performance.

Most of the CIM courses are residential and range from introductory courses for newcomers, dealing with general principles and practices, through intermediate courses to advanced courses for directors and senior managers involved in company-wide strategic marketing.

Professional marketing bodies are now playing a much more active role in helping to develop and promote high standards in education and training. The result is a growing number of recognised qualifications by which prospective employers can judge an individual's level of competence.

The Institute of Sales Promotion (ISP), for example, awards a diploma on completion of a rigorous three-month home study course. Candidates receive various texts, codes of practice and guidelines, together with study papers containing exercises, a general question paper, practical exercises and a set brief to complete. …

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