CIM’s Global Coverage
A Life in Marketing
Roger Foster MCIM
Chartered Marketer
Regional Director
The Chartered Institute of Marketing
Royal Holloway University
7 March 2012
CIM’s Global Coverage
A Life in Marketing
Who am I?
 Roger Foster MCIM & Chartered Marketer
 Regional Director
 30+ years in sales & marketing
CIM’s Global Coverage
A Life in Marketing
Who are we?
1911
Sales Manager’s
Association
Marketing Code
of Practice
Incorporated Sales
Manager’s
Association
1st Certificate
Examinations
Correspondence courses
- Sales Management
1928
1939-1945
1921
First Industry
Interest Group:
Construction Industry
The Institute of
Marketing
Diploma introduced
1968
1971
1961
HRH The Prince Philip,
Duke of Edinburgh
Becomes Patron
1952
The Institute of
Marketing
and Sales
Management
1960
1975
Royal College
of Arms
Authorises
‘The World Is
Our Market’
1975
Her Majesty the
Queen
Awards the Royal
Charter
1989
CPD
programme
launched
1993
International
Operations
begin
1994
First
graduation
ceremony
1996
Business
Superbrand
1998
First Chartered
Marketers
2005
Founder
member of the
1955 now European
Marketing
Confederation
CIM’s Global Coverage
A Life in Marketing
“A Life in Marketing”
“A Life in Marketing”
“Preparing for a
life in Marketing”
CIM’s Global Coverage
A Life in Marketing
Question
Do you have excellent written and
communication skills?
A creative mind?
Confidence to sell ideas?
Good planning and organizational skills?
Determination and the ability to work well under
pressure?
Then a career in marketing could be for you.
Getting
Into marketing
CIM’s Global Coverage
A Life in Marketing
What employers want?
Qualifications
Relevant
Experience
Aptitude
CIM’s Global Coverage
A Life in Marketing
Getting in to Marketing
Employability
• Experience
• How?
• Where?
Qualifications
• A Marketing Degree – a great start
• CIM Professional Qualifications– Qualifications by assignment
• New Digital Diploma’s
Aptitude
• Enthusiasm
• Willingness to learn
• Adaptability
CIM’s Global Coverage
A Life in Marketing
CIM Qualifications
Marketing Qualifications.
Sales Qualifications
1.Introductory Certificate
1.
Cert. in Professional
Sales Practice
2.Professional Certificate.
2.
Advanced Cert for
Sales Management
3.
Intensive Diploma in
Strategic Sales
Management
3.Professional Diploma.
4.Post Grad. Diploma.
CIM’s Global Coverage
A Life in Marketing
CIM Qualifications – CAM Foundation
Digital Qualifications
1.Diploma in Digital Marketing
2.Diploma in Mobile Marketing
3.Diploma in Marketing Communications
4.Diploma in Digital Metrics and Analytics
5.Diploma in Managing Digital Media
6.Diploma in Digital Campaign Planning
7.Diploma in Digital Media and Branding
8.Diploma in Hospitality and Tourism Marketing
CIM’s Global Coverage
A Life in Marketing
The Best Place To Start?
May not be the Marketing Department!
• Take on a customer facing role
• Understand the buying decisions of those customers
• Understand the customers issues and pains
• Work in production or operations
These are potentially more challenging,
educational and worthwhile to commence
your marketing career.
CIM’s Global Coverage
A Life in Marketing
What Sort of Organisation Should I Choose?
• Market led and customer focused
• Grounded in research
• Strong internal values
• Innovative and challenging
• Recognition and career progression opportunities
• Marketing spend seen as an investment and not a cost
• Embraces dialogue and learning
• A team of excellent marketers
• A leading brand (Mega or niche)
• An innovation company
CIM’s Global Coverage
A Life in Marketing
Challenges You Will Face
Relationship with sales
Relationship with IT
Relationship with engineers
Relationship with accountants
Relationship with operations
Lack of understanding
Lack of budget
Lack of resource
Lack of support
Lack of authority
Lack of data
Lack of metrics
Challenging deadlines
Unexpected events
Internal politics
Careers
In marketing
CIM’s Global Coverage
A Life in Marketing
Marketing - A Broad Church
•
•
•
•
•
•
•
•
•
•
•
•
•
Brand management
Private sector (Consumer) B to C
Private sector (Business) B to B
Product management
Public sector (NFP)
Service management
Consumer to Consumer C to C
Research and development
Marketing communications (Agency and client)
Proposition teams
Customer relationship management
Market research and insights
Direct / field marketing
Digital / interactive
Internal marketing
Distribution
Strategy and planning
CIM’s Global Coverage
A Life in Marketing
Skills and Competencies
Be a team
Player!
Be a brand
advocate
Think
strategically
Skilled in
communications
Be accountable
Be focused,
organised and
deliver to promises
A solid grasp
of marketing
principles
Be obsessed
with customer
Professional (product,
technical etc.) expertise
Confident
and ambitious
.
Be passionate
Love data,
love IT
Be a strong
relationship
builder
Be able to
think critically,
analytically and
creatively
Be innovative
Be flexible and
willing to accept
new challenges
CIM’s Global Coverage
A Life in Marketing
Possible sectors
Sectors
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Arts and Drama
Not for profit Charities
Consumer goods
Publishing
Industrial
Recruitment and search
Property
Professional services
Fashion
Restaurant marketing
And many more…
CIM’s Global Coverage
A Life in Marketing
How much will I get paid?
Basic Salary by job role*
Senior Clerical/Admin
Graduate/Supervisor
Junior Manager
Middle Manager
Senior Manager
Head of function
Director
*CIM Croner Rewards
Survey, 2009
£19,500
£23,778
£29,280
£35,000
£43,000
£56,900
£71,449
£71,449
Av. Salary of a
Marketing director*
CIM’s Global Coverage
A Life in Marketing
To find out more…..
Visit: www.cim.co.uk
Or
Our specialist site for students and graduates
www.getin2marketing.com