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BEST PRACTICE: Do marketers need to be accredited?

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.”