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Chartered Institute of Marketing Case Study


How to characterize the Chartered Institute of Marketing’s membership offer in terms of the extended marketing mix?

The extended marketing mix at the Chartered Institute of Marketing (CIM) can be said to be customer-focused. It took more time to recruit members to the organization than to do anything else. The customer-based focus has been necessitated by the need to attract more members to the organization. It would ensure that the laid down objectives and goals were met.

The CIM also engages in the training of staff members so that they could provide effective services to customers. In particular, the organization has developed training programs, which aim at improving marketing standards.

Further, in order to recruit several members, e-commerce principles have been used at the CIM. Internet, e-mail, and information technology advances have enabled the organization to enter into several markets across the world. Members around the world can easily collaborate with each other using information technology. In addition, e-commerce has been used as a promotion method.

Recruiting members all over the world requires the provision of quality training to students as well as employees. Employer-led training ensures that employees have confidence and skills in carrying out their marketing activities. Training of employees is one of the promotion services offered at the CIM. Employee career development makes organizations identify clear Corporate Social Strategy (CSR).

The social development of employees ensures that prospective members and current members of the CIM have confidence in the dealings of the organizations. Companies that do not carry out any CSR have no chance of surviving in the competitive market where marketing has changed to be customer-focused.

An offering of internationally accredited qualifications has also ensured that the CIM should recruit several members across the world. Marketers can use their qualifications in carrying out marketing activities in any part of the world. As a matter of fact, if the conflict arises due to cultural differences, it is necessary to show concern to other people from different parts of the world by offering internationally accredited qualifications.

How can the CIM increase its membership by penetrating further the marketing employment market?

The CIM can increase its membership by offering career development opportunities to the current and prospective members. Career development is one of the methods that are effective in improving marketing skills. Skill improvement ensures that marketing activities are effectively managed and performed. In addition, members get satisfaction when they achieve career progress in any organization.

Secondly, the organization can increase its membership by offering several globally accredited marketing qualifications. This initiative will help members perform marketing activities in any part of the world. In addition, offering internationally accredited qualifications can show the organization’s concern towards other communities, thereby leading to an increase in the number of members attracted to the company.

Discounts on the CIM training courses can also be used in increasing the organization’s membership. In particular, students and prospective members of the organization who may not afford to pay the initial training fees can be given discounts to enable them to complete the necessary courses. Organizational concern toward the underprivileged in society is necessary for winning public confidence. The society highly regards organizations when they engage in the appropriate socially uplifting activities.

The promotion services have also enabled the CIM to increase its membership. The use of the Internet and e-mail in communicating with other members across the world ensures that there is efficiency in organizing and managing the affairs of the organization. The world continues to change technologically, thus companies cannot be behind in using information technology if they want to stay ahead of the competition. Customers must be presented with timely information concerning the services offered at the CIM. E-commerce is the only way to make customers aware of the organization’s services. The company would stick to 13 members for several years, without embracing information technology.

Distance learning enables students from other countries to consider taking marketing courses at the CIM. It is a convenient method of learning because students can gain the necessary skills without traveling to CIM. In addition, weekend studies help members, occupied by their employment duties, find time for studying. Part-time studies and distance learning are some of the effective strategies that the CIM uses in providing efficient and convenient services to members.

The organization’s mission statement can also determine whether they are serious or no. The CIM has a mission statement that shows considerable concern in developing standard knowledge and skills to enable members to gain relevant marketing skills. The provision of quality training ensures that government regulations concerning education are adhered to. Educational institutions can only be respected when they are given permission by the government to engage in training students on the best possible means to develop their careers. Career development at any institution is one of the ways of achieving motivation. Motivation among employees has become a significant issue in management. Motivated employees work toward achieving a common goal of the organization.

Consequently, students feel motivated in proceeding with their studies when they are encouraged to study. In particular, the CIM makes discounted education offers. Students who may be run out of financial resources in completing their studies are facilitated and supported to continue studying.

The UK government is aiming to develop a more qualified workforce through employer-led training and development initiatives. Given this initiative, what strategic marketing opportunities do the Chartered Institute of Marketing has, as an awarding body, for developing the market for vocational marketing qualifications?

Employer-led training and development initiatives enable employees to acquire the necessary skills that are demanded in the ever-changing marketing environment. Marketing activities can only be successfully carried out when appropriate skills have been taught to the marketing team.

The provision of internationally accredited qualifications through employer-led training and development initiatives ensures that all staff members can operate in any part of the world. In addition, employer-led training ensures that all the members of the society view the organization as the one which has accomplished corporate social responsibility (CSR). A CSR activity, such as employer-led training, is effective in recruiting several members to the organizations. Employees are better motivated if the employer shows concern towards their career development.

Employer-led training is often based on market research. Market research determines factors, such as competition, consumer preferences, political and economic situations. Employer-led training ensures that employees know what is expected of them in every market to succeed. For instance, marketing in various communities around the world requires an understanding of the different cultures. Training ensures that cultural complexities do not affect marketing activities.

E-commerce principles have been used at the CIM in recruiting several members. Internet, e-mail, and information technology advances have enabled the organization to reach several markets across the world. Members around the world can easily communicate and cooperate with each other using information technology. In addition, e-commerce has been used as a promotion method

The CIM has a chance of staying ahead in the competition. In marketing environments where competition is stiff, having qualified and competent personnel allows organizations to have a competitive advantage over the rivals. Training of employees guarantees the provision of excellent marketing skills to the members. The skills, when used effectively, can bring success in any complex marketing environment.

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IvyPanda. (2020, August 30). Chartered Institute of Marketing. Retrieved from https://ivypanda.com/essays/chartered-institute-of-marketing/

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"Chartered Institute of Marketing." IvyPanda, 30 Aug. 2020, ivypanda.com/essays/chartered-institute-of-marketing/.

1. IvyPanda. "Chartered Institute of Marketing." August 30, 2020. https://ivypanda.com/essays/chartered-institute-of-marketing/.


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IvyPanda. "Chartered Institute of Marketing." August 30, 2020. https://ivypanda.com/essays/chartered-institute-of-marketing/.

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IvyPanda. 2020. "Chartered Institute of Marketing." August 30, 2020. https://ivypanda.com/essays/chartered-institute-of-marketing/.

References

IvyPanda. (2020) 'Chartered Institute of Marketing'. 30 August.

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