13 June 2019, Dublin:
The Marketing Institute of Ireland today announced the launch of a competency framework for the profession, to support the continuous professional development of marketers.
The launch of The Marketer Pathways Competency Framework follows a consultation process with the profession, which revealed that the careers of marketers are being held back by a lack of a professional framework guiding their development.
The research amongst over 50 senior marketing practitioners from across a range of sectors including representatives from companies such as Deloitte, LinkedIn, PTSB and Kerry Group alongside academic input from TU Dublin and UCD Smurfit School of Business, revealed a need for highly skilled strategic brand marketers who can lead teams to maximize sustained revenue and profit performance within their organisations.
Those consulted highlighted the opportunity for marketers to grasp senior leadership positions through exploiting their deep understanding of markets, customers, products and positioning, perspectives that are critical for strategic decision-making.Yet the profession has been hampered by its limited ability to generate a pipeline of highly qualified executives with the requisite competencies, particularly in relation to commercial acumen and financial literacy.
Tom Trainor, Chief Executive, Marketing Institute of Ireland, said: “The role of marketers is continually expanding and evolving, yet still only a small percentage claim leadership roles in their respective companies. The Marketer Pathways Competency Framework has been specifically developed to support organisations and individuals in addressing this challenge and in fully realising the true potential of their business. Senior marketing executives must become leading candidates for Chief Executive Officer positions.”
The Marketer Pathways Competency Framework is a flexible and dynamic tool focused on marketing, business and people competencies, providing a structured approach to professional development which will be critical for identifying competency gaps, supporting ongoing professional development and in the recruitment of talent. The fact that it has been developed by the professional body with input from a large group of leading practitioners, educators and specialists, makes it all the more robust.
About the Marketing Institute of Ireland
The Marketing Institute is the professional body for Ireland's marketing people. It exists “to enable marketers to build great brands and great careers”. It does this by sharing best practice, insights and expert content, building the community of marketers, and aiding marketers in career progression. The three themes of content, community and career underpin all Institute activities. The Marketing Institute also owns and operates the All Ireland Marketing Awards, the CMO Summit, and DMX Dublin, Ireland's largest marketing conference