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Chris Lenton at the CIM responds to the article 'Take our advice'

The views expressed by marketers in the February issue of B2B Marketing shows me what a challenging and stimulating role chairman for The Chartered Institute of Marketing is going to be over the next year. My appetite and energy for the role is only increased by the opinions given by your interviewees - some of them provocative, but all of them opportunities for us deliver the goods in the way marketers want to see them delivered.

One of your respondents called for us to build into our courses the flexibility for young, ambitious and time-poor marketers to study for qualifications with us, and another request was for The Institute to work harder to keep young marketers engaged. It's to meet this needs that our Academy was set up, which enables marketers to study flexibly at times that suit them, isn't limited to the academic year, and has an emphasis throughout on the practical application of content. We've devised the structure so that marketers can choose how they want to study - short and intensive residential modular programmes to fit in around work commitments; or blended online programmes, where you can spread the work over the time you need for it. 

Another wanted our programmes to be tailored more to the specific and particular needs of companies, and for marketers to emerge from our courses with skills that can be directly applied to the marketplace. Again, through the Academy, we have always offered bespoke Company Programmes where all of our qualifications can be tailored to meet an organisation's requirements. We will even deliver these programmes to groups of employees within the walls of your own organisation.