As marketing professionals, it is critical that we understand our organisation - internally, its purpose, priorities and strategic direction, externally, the commercial context and trends that influence the internal factors.
Practical business knowledge, planning, project management, change management and customer focus are some of the competencies addressed in this section. These business competencies will serve you throughout your career, regardless of role or level.
This section focuses on Marketing specific competencies and indicative behaviours. At each level we describe the core areas of marketing specialisation from brand, channel, digital marketing and new product
At the early career stages, you can use this to explore areas of specialisation, at the latter career stages it will aid you in facilitate
the development of your marketing team.
Collaborating, influencing, leading, communicating, negotiating: all activities that have people at the core. Focusing on the competencies highlighted in this section will give you a deep understanding of the range of people and leadership practices that you and your team will need to be effective. They are relevant to any role, in any industry.
Building on your people competencies will enable you to make an impact and develop capability in your team and across your organisation.