Magazine article Marketing

Opinion: Marketing Society - Developing Potential

Magazine article Marketing

Opinion: Marketing Society - Developing Potential

Article excerpt

The UK is recognised the world over for the quality of its creative talent, the cream of which marketing competes for against disciplines as diverse as design and film post-production. But an initiative such as the sponsorship of a chair in marketing at a business school is just one way to attract the best individuals into the industry.

As employers, we need to address how we stimulate and retain this talent, as well as develop it for the benefit of our businesses. This is critical, given the central role marketing now plays in most businesses and the sums companies invest in it.

Clearly organisations need to nurture their in-house expertise, but how?

With limited resources, companies are always looking to maximise their return on investment. Delivering cost-effective professional development at work means reducing the cost of courses attended and the amount of time spent out of the office. This ensures that monetary costs of attending off-site courses and their implications for productivity are kept under control.

There is an additional non-monetary cost to using off-site courses, and this is the impact on employees' work/life balance. Going to evening classes eats into people's personal time and limits the non-work influences they are exposed to - a serious issue when you consider how important an interest in social behaviour is to being a good marketer.

Time and cost pressures are serious barriers to participation in professional development programmes and a disincentive to excellence in marketing. …

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