The Chartered Institute of Marketing (CIM) today congratulated the first two professional marketers to receive its new CIM Marketing Leadership Diploma.

The new postgraduate level qualification is aimed at senior marketers working at a strategic level and provides competency in analysing the changing dynamics of an organisation’s environment. Recent research from CIM and PwC found that modern marketers need a diverse and flexible skillset to adapt their strategies to an uncertain marketing environment.

The 18-month programme, launched in 2016, reflects extensive global and employer-led intelligence on the core skills a marketing professional requires to act as an advocate for leading change. Modules include responding to contemporary challenges, building the case for change and managing business growth.

The first two diplomates of the Marketing Leadership Programme both completed their Marketing Leadership Programmes at CIM’s Accredited Study Centre, Cambridge Marketing College.

Gazie Decker-Iheanacho is head of category (Africa) for PZ Cussons in Lagos, Nigeria, and says that leadership is critical to his role. Discussing the effect that the Marketing Leadership Programme has had on his marketing capabilities, Gazie said:

“The impact goes beyond marketing. The qualification has helped me to better appreciate the importance of inter-functional relationships and change management to the success of an organisation. The businesses that survive and thrive tomorrow are those that keep evolving on the inside in order to effectively address the continuously changing external environment.”

Julia Pearce is currently working as head of marketing at Luxottica, working across global brands such as Ray-Ban, Chanel and Prada. Talking to CIM about her studies, Julia said that the qualification has revolutionised the way she works. In the increasingly tough global retail world, adapting quickly is key and for Julia, the Marketing Leadership Programme “has led to some significant growth opportunities being put into practice.”

Speaking about the qualification’s success, CIM’s CEO Chris Daly said:

“We congratulate both Gazie and Julia on their achievement. With the Marketing Leadership Programme, we are equipping senior level marketers with the ability to lead organisational change through effective marketing practice, which is critical in today’s changing world.”

With the Office for Budget Responsibility (OBR) predicting that Brexit will depress British exports, the UK government has impressed upon businesses the need to be more proactive in their approach to exporting. If British business is to sell products and services in new countries, it will lean heavily on the marketing profession.

The industry is already a major contributor to the UK economy in terms of both jobs and revenues. Marketers exist to open up markets, at home and abroad, reach customers and ultimately sell products and services. But exporting to new markets in unfamiliar countries is a considerable challenge. Every country has its own marketing culture and idiosyncrasies that will determine the success of a marketing strategy.

CIM and PwC Research have collaborated to define, not merely the size and impact of the UK marketing industry in terms of jobs and revenues, but also to understand the challenges and opportunities inherent in export markets, and how marketing can drive international sales.

Key Research Findings:

  • New qualification equips senior marketers to lead change within their organisations, while addressing factors such as Brexit
  • Research finds 56% of marketers believe there is a skills gap in strategy development, a key component of the Marketing Leadership Programme
  • Sectors such as retail and FMCG upskilling marketers to maintain a competitive advantage

CIM currently has over 14,000 studying members in 110 countries.

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