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TRAINING: Developing marketing professionals in a recession

  Richard Gay


It is widely recognised that marketers need to update their skills and knowledge throughout their careers, but from an organisational perspective it is even more important in a downturn to improve or consolidate business performance. The investment in staff in such times may have an important motivational aspect in staying positive and help retain top talent.

However, the nature of training and career development through qualifications has evolved to become more flexible, focussed on-demand, what we call continuing professional development (CPD)-linked, delivery. Marketing practitioners can rarely afford large blocks of time away from the office and two evenings per week at a college is a heavy commitment. CPD takes on greater importance with the planning and development in a self-managed way that should be relevant to the progression needs of the individual and the organisation.