Acquiring professional accreditation requires considerable investment of time and money on the part of both the candidate and the company employing them. Bearing in mind most people have some kind of undergraduate degree, do professional accreditations give candidates much that they could not acquire on the job? After all, an academic degree proves dedication and a trained ability to think and analyse.
John Greenhough, head of business development for the CIM, says, There are knowledge differences between an academic and professional qualification. An accreditation supplies the understanding of the theory and the ability to apply the information, it is vocational there is a lot of case study work. We are keen to see people subscribe to continuous professional development.
Katie Cash, communications manager for outsourcing and consultancy specialist Hogg Robinson, is studying for the CIM Diploma in Marketing. Certain elements of the course are applicable to what I do in the office and some not, but it gives me a broader view and puts things into context. It is invaluable, she says. I suggested doing the course and the company is sponsoring me. Hogg Robinson is very good about training and it will further my career.
Richard Ayres, UK marketing manager for communication and motivation company BI, says: It is a good thing for companies to support professional accreditation because it addresses the needs of individuals and recognises them you deserve our support to help you succeed personally and professionally.
However, it takes a lot of dedication from both parties. Ayres continues: A company needs to commit support to the individual, provide tools to complete assignments and give the candidate time off to revise and attend the examination and to take all that into consideration against their workload.
BI has traditionally encouraged employees to put themselves forward for the IDM Diploma. We felt the IDM had more relevant modules and moved into the digital arena sooner than the CIM. However, the company was involved in developing the ISP’s (Institute of Sales Promotion) new Motivation Diploma aimed at marketers targeting the trade channel or employees. We are now reconsidering our position because of that, says Ayres. The Motivation Diploma has filled a gap and is probably more relevant to BI, although we will still support the IDM.
However, when recruiting, most employers’ first consideration is to find the right person for the job. Scot McKee, managing director of Birddog, says, We do not require professional accreditation as a prerequisite. We want people to deliver against our brand standards, so personality traits always come first because that is what we are going to present to the outside world.
Accreditations serve a useful purpose as a benchmark for individuals as much as the agency and tell people what they are capable of but they have limitations, like any qualification or accreditation, he says. Birddog is an integrated marketing agency and McKee sees the CIM qualifications as more relevant.
Similarly, Richard Bush, managing director of Base One, looks for attitude, personality, general marketing experience and finally, whether someone has a diploma in potential employees. However, Bush has an IDM Diploma and admits to a bias towards what he knows. The IDM diploma is excellent, he says. But like any theoretical exam, an accreditation means you know how to do, it not that you are capable of doing it.
Richard Bush also regrets the bias towards consumer marketing of both the IDM and CIM qualifications. I think they should have two versions, diploma and diploma B2B, he says. Although candidates can do B2B projects, most of the instruction and presentations use consumer examples. The principles are the same but the practicalities are different.
CIM’s John Greenhough defends the construction of the institute’s accreditations: The general qualification is applicable whether you are in B2B or B2C and the differences are in the case studies and assignment work, where candidates can choose areas more aligned to the work environment they are in.
The institute reviews the contents of its qualifications every four or five years. We introduced a new syllabus this year in all three levels [see box], which was formulated in consultation with employers, says Greenhough.
The IDM also claims to embrace both disciplines. Professor Derek Holder, managing director of IDM, comments, B2B is an integral part of IDM qualifications and as far as possible, the syllabus is balanced to cater for both kinds of marketers.
Joint managing director of Information Arts Simon Lawrence a member of the IDM B2B Council supports this view. It does not matter that there is no B2B option, he says. The IDM is providing more focus on delivering B2B content in some qualifications and the courses give candidates an overview of what we do and how we do it. The CIM gives a broader appreciation and does not have the same focus as the IDM direct marketing course.
Professional accreditation also gives candidates a knowledge of particular terminology, something that can create a bond between company and potential client. Sarah Charlton, creative director of Moonfish, says, Courses are a background structure to the language and jargon that helps you explain what you do in a way that makes good sense we can use the same language as our clients, who are marketers.
Managing partner of Fuse PR Jay O’Connor has Chartered Director status from the IoD. We are talking to boards of directors more than ever, she says. And I am able to go into businesses and potential clients and say ‘I want to understand your business and values and this is how I am going to understand it’. I have to be able to talk their language.
Undergraduate accreditation is also valuable and all client services staff at Diss Promotional Services take the ISP Certificate. Says sales director Stewart Oxley: We are a handling fulfilment house, dealing with entries, winners and sending out prizes. There is a lot of legislation surrounding that and we need to make sure we are adhering to the rules.
The qualification is not just theory: candidates undertake projects and provide case studies from their experience, he says. Everyone sits the first available exam after they join the company.
Despite widespread reservations about the lack of dedicated B2B options, employers confirm the value of professional accreditations. They allow candidates to be confident of what they know and how to apply it, and they show a commitment on the part of employer and employee that reflects well on both parties.
Says IDM’s Derek Holder: As for spending the money on alternative investments, the best motivation you can give your staff is to invest in their personal development and training. Research shows that companies that have excellent training programmes have better staff retention rates. Personal development and training may appear expensive but as Derek Bok, former Harvard University president, allegedly said: If you think education is expensive, try ignorance.
CIM: Three levels: 1. Certificate in Marketing (below manager level), £1800; 2. Professional Diploma (manager), £2000; 3. Professional Postgraduate Diploma (senior marketer), £2200. These can be taken at a number of centres, which set their own fees. Prices are from London School of Marketing and are inclusive of VAT.
IDM: Two levels in two areas: 1. Certificate in Direct and Interactive Marketing, £1575; 2. Diploma in Direct and Interactive Marketing, £3700 or £2275 as a distance learning option; Certificate in Digital Marketing, £1950, Diploma in Digital Marketing £2550. Prices are exclusive of VAT. ISP: Three levels, all distance learning: 1. Certificate, £575; 2. Diploma, £690 plus a tutorial, £105; and nine seminars, £420, also available at £65 each; 3. Motivation Diploma, £690. Prices quoted are for members (non-members pay more) and are exclusive of VAT.
