The Chartered Institute of Marketing
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The Chartered Institute of Marketing claims to be the leading international professional marketing body with some 50,000 members worldwide. First established in 1911 it has for almost a century defined the marketing standards that operate in the UK and is the global champion of best marketing practice.
The Institute exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners, enabling them to deliver exceptional results for their organisations. It does this by providing membership, qualifications and training to marketing professionals around the world.
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[edit] Overview Of The History Of The Institute
The Chartered Institute of Marketing (originally known as the Sales Managers Association) was first established in 1911. It was founded by 12 sales managers who shared a common goal to improve sales techniques and bring greater professionalism to their chosen careers.
With the passage of time The Institute grew both in terms of members and the services offered. The organisation soon entered the education sector - its first examinations were held in 1928.
In 1989, The Institute was awarded the Royal Charter and henceforth became known as The Chartered Institute of Marketing. In 1998, The Institute began to award Chartered Marketer status in recognition of individual professionalism and on-going learning and development in marketing.
Today, The Chartered Institute of Marketing is widely recognised as the leading professional body for marketing professionals. With members and branches around the world, The Institute continues to raise the status of marketing onto a more professional and strategic level. For more detailed information on the history of The Chartered Institute of Marketing please see The Chartered Institute of Marketing’s Timeline.
[edit] Activities of The Institute
Members of The Chartered Institute of Marketing can work towards qualifying in some of the most respected and well recognised qualifications in the corporate world today. Its member services offer help with career progression, professional marketing support or the opportunity to network with fellow marketers, whilst its popular training courses help thousands of marketers each year develop their skills and learning. [Source: The Chartered Institute of Marketing Annual Review 2005/2006]
[edit] Member Services
The Institute has an extensive membership base across the world, with branches in the UK, Australia, Ghana, Hong Kong, Poland, Singapore and Sri Lanka amongst others.
Members receive many benefits including access to a comprehensive online marketing database of journals, articles, and reports; career support; The Institute’s award-winning monthly magazine ‘The Marketer’; discounts on training and key marketing texts; and the opportunity to network and attend marketing events within various sectors.
Membership of The Institute is tied in with the marketing qualifications which it offers. Therefore all students of The Institute must become Affiliate Members in order to study for one of the qualifications.
There are different grades of membership which are explained here in ascending order.
• Affiliate Member (Professional) is open to anyone, with no previous qualifications or experience required.
• Affiliate Member (Studying) covers those undertaking one of the qualifications on offer from The Institute.
• Associate Membership (ACIM) is on offer for those with four or more years experience in marketing (one of which needs to be at management level) or holding The Institute’s Professional Diploma or Professional Postgraduate Diploma in Marketing.
• Members (MCIM) are those individuals who have completed The Institute’s qualifications or possess a high enough level of proven practical experience.
• A Fellowship (FCIM) from The Institute is conferred on completion of full academic qualifications plus a proven record of experience and expertise.
As mentioned earlier, The Chartered Institute of Marketing has been designated Chartered status.
The Chartered CPD Programme provides a framework for members to manage their own professional development, gain recognition from The Institute, and work towards becoming a Chartered Marketer.
Chartered Marketer status is awarded to individual members in recognition of practical experience, expertise and sound theoretical knowledge. The Chartered Marketer status requires members to undergo a Continuing Professional Development (CPD) process. Chartered Marketers have demonstrated their ongoing commitment to keeping up-to-date with the latest learning and developments in marketing.
[edit] Qualifications
The Chartered Institute of Marketing offers a range of internationally-recognised qualifications, from introductory courses aimed at those just starting out in marketing, to strategic level qualifications for more senior marketers.
The main qualifications which The Institute offers are: The Introductory Certificate in Marketing, Professional Certificate in Marketing, Professional Diploma in Marketing and the Professional Postgraduate Diploma in Marketing.
Besides marketing, The Institute also offers sales qualifications. These are the Online Certificate in Professional Sales Practice, Advanced Certificate in Professional Sales Management Practice, and the Intensive Diploma in Strategic Sales Practice.
[edit] Learning and Development
The Chartered Institute of Marketing also offers a broad range of marketing and sales courses which are recognised the world over for their excellence and relevance.
Programmes run for every level of skill and experience - from support staff through to strategic thinking for senior managers and directors. Increasingly, The Institute is working with organisations to develop bespoke solutions that meet their specific learning and development requirements.
Training courses run for one, two, three or five days at either a number of UK city centre locations or The Institute’s headquarters at Moor Hall, Cookham, Berkshire, UK. The courses are open to everyone, although Institute members are entitled to a discount.
[edit] Definition of Marketing
In 1976, The Chartered Institute of Marketing defined marketing as:
‘…the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’
The definition has been widely adopted by marketing academics over the last 30 years.
However, in that period, the profession has changed significantly. With massive technological changes, globalisation, sustainability and CSR issues, and the spread of marketing techniques into new areas, such as the public sector, the marketing profession looks profoundly different from that of 1976.
In response to these changes, in September 2007, The Institute put forward a proposed new definition for debate by the marketing community. The suggested new definition is:
“The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand.”
“It does this by building brands, foreseeing market behaviour long term, nurturing innovation, developing relationships, creating good customer service and communicating benefits.”
“By operating customer-centrically, marketing brings positive return on investment, satisfies shareholders and stakeholders from business and the community, and contributes to positive behavioural change and a sustainable business future.”
A member of The Institute has suggested that the second paragraph be changed to:
“It does this by building brands, foreseeing market behaviour long term, nurturing innovation, developing relationships, creating good customer service and demonstrating economic value to customers.”
It would be much appreciated if any suggested changes to the proposed definition are made on the discussion page of this article rather than to the proposed new definition from The Institute shown here.
The proposed new definition has stimulated much debate in the marketing community. [Source: Marketing magazine, 26 September 2007]
[edit] Notable Achievements 2006/2007
• Helped over 50,000 marketing professionals develop their careers
• Members in over 130 countries
• 4,500 Chartered Marketers
• 17% of members at director level or above
• Over 250 accredited study centres around the world
• 135 sales and marketing courses
• Delivered training to 8,000 delegates
• 134,000 calls and emails made to our Customer Contact Centre
• Over 16 million pounds in annual turnover
• Trained 700 CIM Academy delegates
• Over 1 million visits to The Institute’s website, including over 650,000 unique visitors
• Successful launch of Chartered CPD Programme
• Internationally recognised professional marketing qualifications
• Over 80,000 papers or articles downloaded from The Institute’s Knowledge Hub web resource
• The Institute’s Hong Kong branch celebrates its tenth anniversary
• Moor Hall’s Mayflower Bar, Restaurant and Accommodation refurbished
• Cutting Edge round-up of marketing news sent to nearly 4,000 members each week
• Launch of the new National Marketing Standards and National Sales Standards by the Marketing and Sales Standards Setting Body (MSSSB)
[Source: The Chartered Institute of Marketing]
[edit] Timeline
The Chartered Institute of Marketing has been established for almost a century. Featured below are select highlights of notable developments in The Institute’s history.
1911 The Institute is established as the Sales Managers’ Association. Regular monthly dinner meetings were started in June. Mr J W Jenkins of The Times presented the subject for future discussions.
1921 The Association’s name is changed to the Incorporated Sales Managers’ Association (ISMA).
1924 A library committee was established with 500 books available.
1925 The Association holds its first national conference in Buxton.
1928 The Association holds its first annual Certificate examinations.
1929 The second national conference inaugurates the annual conference programme.
1931 The ISMA magazine is renamed Marketing. Membership stands at 1,500.
1934 The Association sets up an annual system of intermediate and final exams.
1935 The first finals are taken. Successful candidates are eligible for Associateship.
1936 To mark the Association’s Silver Jubilee, the National Conference, held in Harrogate, is professionally filmed, and the Conference Bulletin contains a message from King Edward VIII.
1940 The Association contributes to the war effort with the first correspondence courses for service personnel. At its height, exams involving 6,000 students are held in 82 Prisoner of War camps.
1941 The US’s Sales Managers’ Association presents ISMA with its Howard J Ford Award in recognition of the Association’s wartime efforts.
1945 The importance of the Association to management education is recognised by the UK Government.
1946 The Association extends its definition of sales management and as a result membership rises to 2,890.
1950 The Association’s Autumn conference is addressed by the President of the Board of Trade, Harold Wilson (later British Prime Minister 1964 – 1970, 1974 – 1976)
1952 HRH The Duke of Edinburgh becomes Patron of the Association.
1956 The Association is instrumental in the founding of the European Contact Group of Sales and Marketing Associations, which later becomes the European Marketing Council.
1960 As a result of changes in the industry, the Association changes its name to the Institute of Marketing and Sales Management. Membership stands at 7,750.
1961 The Association’s examination is re-introduced as the Diploma.
1963 As part of ‘National Productivity Year’, a special luncheon was addressed by HRH The Duke of Edinburgh and Prime Minister Harold Macmillan, who stressed the importance of marketing as an essential element in improving British business performance.
1965 The College of Marketing is founded – a permanent residential faculty.
1968 The Association’s name is simplified to The Institute of Marketing
1971 The Institute moves from Marketing House in Holborn, Central London, to a nine-acre site at Moor Hall, Cookham, Berkshire, UK.
1972 Fully residential courses are launched for marketing personnel at all levels.
1973 The Institute’s first Code of Practice is presented to members.
1976 The Institute’s new definition of marketing is launched to provide a clear, concise and comprehensive meaning to the term ‘marketing’.
1981 The Institute announces that all future membership will be by qualification.
1984 The winners of The Institute’s 1983 National Marketing Awards are invited to 10 Downing Street by Prime Minister Margaret Thatcher to attend a special reception for successful companies.
1986 The Government calls on The Institute to manage The Department of Trade and Industry’s Government Support for Marketing Initiative.
1986 Major investment is made in the development of our purpose-built residential training facilities at Moor Hall.
1987 HRH The Prince of Wales visits Moor Hall and participates in two training courses (Strategic Marketing and Women in Marketing), before discussing the importance of good marketing to British industry and UK economic prosperity.
1989 Her Majesty the Queen awards The Institute with the Royal Charter, and The Institute becomes The Chartered Institute of Marketing.
1992 Membership of The Institute reaches 25,068.
1994 The Diploma qualification is awarded postgraduate status, enabling increasing numbers of Diplomates to continue their studies to Masters level.
1997 The Institute’s international presence grows with the opening of the Malaysia branch, in addition to the branches already established in Sri Lanka (1995), and Hong Kong and Singapore (1996).
1998 The first Chartered Marketer awards are made.
2001 The MSSSB is established by the Department for Education and Skills (DfES) at The Institute to develop world-class benchmarks of best practice for the Marketing, Marketing Communications, Sales and Telesales occupational areas.
2003 The Institute announces its vision to become the world’s leading professional body for marketing by 2010.
2005 Former British Deputy Prime Minister, Lord Heseltine, is made President of The Chartered Institute of Marketing. The same year Ana Chacon is recognised as The Institute’s 65,000th student.
2006 The new National Standards for Marketing and Sales are launched.
2006 David Magliano, the marketer behind London’s successful bid for the 2012 London Olympics, is awarded Fellowship of The Institute.
2007 The Institute’s Continuous Professional Development (CPD) programme is relaunched, with a greater emphasis on The Institute being a marketer’s life-long career partner.
[Source: The History of ISMA vol 1, 1911-1939; The History of ISMA vol 2, 1940-1966; The History of ISMA vol 3, 1967-1994]
