News

Cambridge Professional Academy CIM Postgraduate Diploma Student Wins A Prestigious Marketing Award

2011-05-16T11:49:00+00:00

Cambridge Professional Academy CIM Postgraduate Diploma Student Wins A Prestigious Marketing Award

Dagmar Smeed, Head of Marketing & Communications for ss Great Britain based in Bristol, who was studying for the CIM’s highest level qualification at the same time as developing and implementing the campaign, helped to lead her team to success for the best temporary marketing campaign for their 40th Homecoming Anniversary/Let’s Celebrate campaign.

Using a distinctive John Travolta-esque ‘Mr Brunel’ theme the campaign’s objectives were to compliment the concurrent ‘The Incredible Journey’ exhibitions taking place to celebrate the epic salvage and homecoming of the ss Great Britain to Bristol and to boost visitor numbers. The leisure sector and particularly the museum industry has seen a significant amount of change over recent years, particularly due to the economic climate, and whilst parents are still willing to spend on entertaining the family they are becoming more demanding and increasingly looking for better value for money. This was the challenge facing Dagmar and her team and meant that for this campaign to succeed they needed to clearly understand how to appeal to the consumers, including the different roles that each member plays and how they respond and communicate, both on personal and business level to ensure that they achieved the higher visitor levels. “The market is changing so rapidly with different emerging themes and the ways people communicate, I found that the Postgraduate Diploma helped me to have a much more strategic approach to my planning and identify the desired outcomes more clearly” Dagmar comments. The success of the campaign was achieved through working closely with various stakeholders including the trustees, senior management and museum colleagues, ensuring that marketing and communications were integral to and would add value to a project to gather the memories of those involved in the epic salvage and those who witnessed the ship’s ‘homecoming’, and to support the opening of a new exhibition, ‘The Incredible Journey’. A key element to the campaign was the distinctive John Travolta-esque 1970s dance pose held by ‘Mr Brunel’, the designer and builder of the ss Great Britain, which was used as a strong, fun, and iconic graphic that captured the essence of the 40th anniversary. ‘Mr Brunel’s’ image was used throughout the campaign period for activities including PR which was used to stimulate memories and act as a precursor to the main marketing drive to boost visitor attendance, various merchandise items, posters and leaflets. “The campaign’s success underlined the important role played by those who 40 years ago took great personal and professional risk to salvage the ss Great Britain from the Falkland Islands and return her to the dockyard where she was built and launched in 1843. Award recognition is a tribute to everyone who has worked so hard over the last 40 years to safeguard this magnificent ship for future generations to know and enjoy.” Simultaneously juggling both the ‘Let’s Celebrate’ anniversary campaign and undertaking studying for the CIM Postgraduate Diploma was a demanding challenge for Dagmar, although enormously useful as it helped her have a much more focused approach to the campaign planning and gain a better understanding of what can be achieved such as best practices. “I was much more able to match the right language to the right people based on our existing research and through better segmentation and design.” Dagmar was fortunate enough to have her employer, ss Great Britain, not only contribute towards the funding for her CIM Postgraduate Diploma qualification but also allow her half a day each week to dedicate to her studies. The extra study time allowed by her employer she found particularly useful as sometimes Dagmar wasn’t able to start her studies until after 9 in the evening, when she wasn’t always at her most alert, especially after a long day at work. In addition to her day job, Dagmar had to balance the studying with her family responsibilities, but she was lucky enough to have a very understanding partner who was willing to take on additional family and household tasks. Dagmar believes that there are a number of key factors that contributed to her studying success with Cambridge Professional Academy. “Be honest with both yourself and your family on how much time you need to dedicate to your studies and ensure that you have their full co-operation, understanding and agreement. Their ongoing help and support will be essential for providing you with the encouragement and motivation to continue.” She suggests, “Also, planning your studies and work appropriately ensures you have allocated enough time.” For Dagmar this meant having to get additional childcare so that she could have more peace and time for herself. “I realise the importance of continuing professional development and training, especially with such great changes taking place in the industry, and ensuring I keep fresh with my thinking.” In addition to the CIM qualification, Dagmar attends various marketing and industry related conferences and exhibitions. “I go to discover new ideas and ways to improve as well as to learn from others in the industry. I always want to keep my eyes open.” “Both the qualification and Cambridge Professional Academy were recommended to me by a colleague. Overall, I found the qualification very rewarding as it helped me to think differently and to understand and communicate better with our market. I definitely appreciated all the help from the tutors and it was easy dealing with Cambridge Professional Academy, there were no barriers and the staff were always very professional.”Cambridge Professional Academy is a leading professional qualifications provider established in 2002 and offers companies and individuals a range of qualifications accredited by the Chartered Institute of Marketing (CIM), Chartered Management Institute (CMI), Institute of Sales and Marketing Management (ISMM) and Chartered Institute of Purchasing & Supply (CIPS). With 5 study centres based in Cambridge, London, Leeds, Exeter and the Channel Islands, Cambridge Professional Academy offers students a flexible approach to learning with no specified qualification start dates and various study options including intensive workshops, evening workshops and distance learning. For more information, visit the Cambridge Professional Academy

Calling all Professional Marketers.

2011-05-16T11:36:00+00:00

Calling all Professional Marketers.

We are delighted to announce that The CAM Foundation is launching two new Digital Marketing Diplomas in July 2011.

Diploma in Mobile Marketing
Diploma in Digital Metrics and Analytics

All qualifications are accredited by The Chartered Institute of Marketing.

Ambush Marketing

2011-04-13T17:27:00+00:00

Ambush Marketing

Could you get arrested for wearing orange?...

This is not as foolish a question as it seems, as a paper launched by the Institute this week reveals. Ambush Marketing and the Law explores the increasing levels of legislation that are being introduced to combat the ambushing of events by companies trying to gain free or cheaper exposure for their brands, than it would cost them to pay to be a sponsor.

Such ambushing is usually, but not exclusively, carried out at sporting events – but any event that attracts a potentially large audience can be targeted. With the Olympics just round the corner, attention is focusing on the greatest show on earth and it would seem reasonable to suppose, with sponsors paying an anticipated total of £930 million for 17 days’ exposure, that their interests are appropriately protected.

And, to a certain degree, it is. If I were a sponsor, I would want to know that I was getting value for money and that I wasn’t going to be undercut by a rival who got publicity for nothing. However, when it comes to the Olympics Act, there are some very strange provisions that might come as something of a shock not just to local businesses in the vicinity of the stadia, but to companies up and down the country too.

Ambush Marketing and the Law argues that there are two types of ambush marketing – one where companies attempt to mislead or confuse the audience into thinking that they are an official sponsor, and one where they are simply trying to get some extra or additional exposure for their own products or services. The former is, unquestionably, something that should be stopped and there is already adequate legislation in place to cover this under UK consumer law. The second is rather different. Ethically, it’s possible to argue that this is a legitimate part of the armoury of any business. If I put a poster up on the high street advertising my breakfast cereal, do I have any real cause for complaint if someone advertises a different breakfast cereal on the next hoarding? No – because that is not the space I paid for.

It’s should be the same with the Olympics, but unfortunately the Act does not make any distinction between the two types of ambush. To protect the rights of the official sponsors, no one else will be allowed to promote their brand ‘in the vicinity of’ stadia, and anyone who does so could be finding themselves issued with a fine of up to £20,000. You don’t even need to explicitly display a brand or a logo: the case of being arrested for wearing orange happened in this year’s World Cup, where a group of young women in orange dresses generated a great deal of publicity for the brewery Bavaria, even though there were no conspicuous logos on display.

Maybe you still think this is reasonable; after all, as LOCOG (London Organising Committee of the Olympic Games) are keen to point out, the Games ‘would not happen’ without the investment of sponsors. But this isn’t quite the same thing as saying that the sponsors are paying for the event. The UK taxpayer pays the entire cost of the £9.238 billion that the ‘rights’ to host the Games are costing. Not one penny of that £9.238 billion goes back to the public purse. The £930 million that the sponsors pay (roughly a tenth of the public purse contribution) is split between the IOC and LOCOG for a staging budget that adds approximately another £2 billion to the overall cost. With these kind of figures in mind, it’s concerning that companies who are contributing to the costs via taxes (and were encouraged to ‘back the bid’) are now finding they won’t be able to take advantage from the presence of the Games in ways we might expect.

There are even provisions in the Act to stop companies getting other benefits that have nothing to do with an attempt to ambush, and don’t jeopardise the interests of sponsors – yet they’ve been made illegal. The most surprising element of the ambush legislation is the ‘listed words’ that you cannot use without risking falling foul of the Olympics Act. If you’re a landlord and you want to put a sign outside your pub saying ‘Come inside and watch the 2012 games’ then you can’t – because according to the Act, you are ‘creating an association’ with the OIympics that does not exist because you are not a sponsor.

It seems like a crazy piece of legislation, but the Institute would not be doing its job if we don’t continue to point out to marketers what the rules say. LOCOG have gone on record before saying that they will only prosecute if there is clear intent to ambush, but what small company will want to take the risk?

To find out more, the paper Ambush Marketing and the Law is available for £15 as a pdf. Order your copy online at www.cim.co.uk

About the author Mark Blayney Stuart

Mark is Head of Research at The Chartered Institute of Marketing. He is the key writer of The Institute’s biannual Shape the Agenda papers, regularly chairs panels and debates and speaks on the themes of innovation, sustainability, brands and communications.

Mark contributes to the annual Marketing Trends Survey that The Institute develops in co-ordination with Ipsos MORI, and the Croner Rewards Surveys that The Institute co-develops. He is a featured contributor to The FT Handbook of Management and writes for Excellence in Leadership, Finance Director Europe and The Marketer.

Marketers in demand to generate new business

2010-10-29T16:27:00+00:00

Marketers in demand to generate new business

Marketers were in demand to drive business growth, according to…...

Marketers were in demand to drive business growth, according to the market update report from recruitment specialists Robert Walters for quarter three.

The Update reveals that events, advertising, account management, RFP and internal communications specialists were most sought-after during the past quarter.

Katy Oddy, Manager of the Robert Walters’ Sales and Marketing recruitment division, comments: “The fact that businesses are recruiting in these areas shows there’s much more confidence in the market. In line with improved market sentiment, sales and marketing professionals became more open to making a career move and the number of available professionals looking for roles was up on the previous quarter.”

“Salaries remain relatively stable but talented candidates are still highly-sought after and they’re able to command a higher salary. Businesses are now much more prepared to compete on pay to make sure they get the best person for the job. We’re seeing companies most willing to negotiate for good contractors, but some permanent roles are also attracting a premium. For example, one sales executive position we recruited for recently offered a basic salary of up to £50,000 with uncapped on-target earnings – something that was unheard of during the recession.”

2010 International Marketing Development Survey

2010-10-14T17:48:00+00:00

2010 International Marketing Development Survey

We know you’re busy professionals ….

We understand the pressure and pace of marketing roles. but we need 15 minutes of your time. And we think that it will be the most important contribution you make to your profession.

As we approach 2011, CIM’s centenary year, we’re not just thinking about the last 100 years – we’re building for the future. This October we launch the first International Marketing Development Survey.

Far from being ‘just another survey’, it’s the cornerstone of a comprehensive review of continuing professional development (CPD), Chartered Marketer status and the support and leadership we provide professionals like you.

It’s a fresh assessment of how we help marketers to achieve and succeed more, and of how we truly establish marketing as a recognised professional discipline.

We’ve joined forces with a select group of leading organisations – the American Marketing Association, the Australian marketing Institute and Hays Specialist Recruitment – to explore:

Careers
Skills and knowledge
Professional development
Status, accreditation and certification
Building currency with employers

Your Contribution is critical

We need your input to help shape how we build and deliver support for marketers, their businesses and the profession a whole.

Please visit www.cim-research.com/IMDS to take part.

Latest for the i-Phone - The Cat App?

2010-10-06T10:51:00+00:00

Latest for the i-Phone - The Cat App?

Latest for the i-Phone – The Cat App?

Written by Claire Savage

I lost my cat a few weeks ago. Having adopted him from the RSPCA we knew that as an extremely friendly cat who likes to participate in our daily dog walks we were likely to lose him at some point.

So, we were rather glad we knew he had a microchip.

But, what is the use of the microchip when we are relying on 1.Someone taking him in. 2.Then making the effort to realise he may have a microchip 3. Take him somewhere to find out whether he has a microchip or not and finally 4. Establishing contact with us

It was my 6 year old son who stated the obvious. Haven’t we got an app to find him?

In today’s digital World where I am tracked via GPS whilst running, in the car and now even via Face book why can’t we extend the microchip to include GPS for pets?

It might even be rather interesting, hopefully a bit more interesting that the video pet collar on the Gadget Show that filmed from the eyes of your moggy.

Even more importantly, I‘d be able to see just which of our neighbours feeds him on the quiet and where he trots off to all day.

Next he’ll have his own Twitter account and will be tweeting.

Follow the latest blogs on our Digital Minds forum

Third of jobseekers ‘held back’ by lack of qualifications

2010-09-27T14:21:00+00:00

Third of jobseekers ‘held back’ by lack of qualifications

Lack of qualifications holding one third back from career success 21 September 2010

Source: PM online Date: 23 September 2010

Lack of qualifications holding one third back from career success 21 September 2010

Jobseekers are finding it hard to stand out in a competitive market, with 32% believing a lack of qualifications is holding them back, according to research by Home Learning College and reed.co.uk. The survey also provided further evidence that higher education is no guarantee of success, with 21% saying their degree has not benefited their career. This explains why 54% plan to enhance their employment prospects through further study.

The research showed that the economic climate is creating a mixed bag of emotions for candidates. Although 62% are confident they will get the job they want in the next six months, 28% admit to being frustrated with their current situation.

Home Learning College is the UK’s biggest provider of vocational distance learning, with over 65,000 students. The partnership with recruitment website reed.co.uk provides a valuable training resource for jobseekers in need of information and advice about their study options.

“The volume of applications for each vacancy means that employers are paying greater attention to candidates’ educational history,” says Dave Snow, Academic Director at Home Learning College. “Ambitious jobseekers are recognising that targeted vocational qualifications can add real value to their CV, helping to underpin and expand existing skills and experience.”

Andy Wilson, Head of Learning & Partnerships at reed.co.uk, comments: “At reed.co.uk, we’re seeing confidence slowly creep back into the jobs market, but for many jobseekers the situation remains challenging. By equipping our audience with access to learning opportunities, we’re giving them the chance to stand out from the competition and gain a real advantage in achieving their career goals.”

The survey was conducted among over 4,000 active reed.co.uk jobseekers. Of these, 48% are currently in employment.

Chartered Postgraduate Diploma in Marketing taster session

2010-09-24T09:56:00+00:00

Chartered Postgraduate Diploma in Marketing taster session

Find out what it’s like to study for CIM’s top level qualification: The Chartered Postgraduate Diploma in Marketing at this taster webinar.

Hosted by Jacqueline Lynch, Course Leader at CIM Accredited Study Centre Westminster Business School, The University of Westminster, this webinar will focus on the why you need the Chartered qualification and in particular give an outline of what you will learn on the Marketing Leadership & Planning unit.

Attend this complimentary webinar to discover:

Why you should take the Chartered Postgraduate Diploma in Marketing
What you will learn on this qualification
Why marketing is so much more a function or department
How you can make a significant contribution to your organisation’s business and marketing strategy
How you can develop your leadership style and other skills necessary to survive in today’s changing climate
How to get the most from your learning

CIM Chartered Postgraduate Diploma in Marketing Taster Session

Date: Thursday, September 30, 2010

Time: 5:00 PM - 6:00 PM BST

After registering you will receive a confirmation email containing information about joining the Webinar.

Digital Minds Forum

2010-09-08T16:00:00+00:00

Digital Minds Forum

I have a theory.

Or rather, the beginning of a marketing theory … a segmentation theory for Facebook users. Perhaps I’ll be teaching it in years to come. It’ll be the new ACORN classification for social media! It’s taken hours of research on Facebook to produce and the Twitter one is in the pipeline.

European Marketing Confederation accredits The Chartered Institute of Marketing's qualifications.

2010-09-06T09:50:00+00:00

European Marketing Confederation accredits The Chartered Institute of Marketing's qualifications.

11 June 2010 – The Chartered Institute of Marketing’s Introductory Certificate (Level 3) and Professional Certificate in Marketing (Level 4) have been accredited by the European Marketing Confederation within their EMCQ Framework as the following:

Introductory Certificate in Marketing is accredited at EMCQ / EDQ level 3, under the following name: “Marketing Basics for Non Marketers”

Professional Certificate in Marketing is accredited at EMCQ/EQF level 4, under the name: “Marketing Assistant”

This means that these qualifications, which are currently within the UK’s National Qualification Framework (NQF) at Levels 3 and 4 respectively, have been assigned the same level within the EMCQ Framework, which also looks at equivalencies on the European Qualification Framework (EQF). As the EMCQ framework also makes links to job functions, the qualifications are also linked to a marketing role as described above ensuring that the knowledge, skills and competences gained as a consequence of completing the qualifications are particularly useful for the role described.

Professor Keith Fletcher MA PhD FRSA FCIM, Director of Education said;

Any CIM students who have completed either of these qualifications since September 2009 can apply for an EMCQ certificate, which will also state the EQF level of the qualification they have gained. These certificates will be of particular value if the bearers wish to work in Europe where these frameworks are becoming increasingly well recognised by employers.