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CIM: It's perceptions which lag behind, not qualifications

Having spent the last eight years in B2B marketing, I have been party to many a conversation about the Chartered Institute of Marketing's (CIM) qualifications – should I or shouldn't I? Do CIM qualifications really matter to employers?

For anyone not familiar with the CIM and its qualifications, let's establish what exactly we are talking about. The CIM offers several qualifications, but in the eyes of many the only ones that matter are:

• The Introductory Certificate in Marketing