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Marketers 'must adapt to changing times'
Marketing News |
The role of marketers has changed dramatically in recent years, and those working in the profession must ensure they keep on top of developments, it has been claimed.
Professor Keith Fletcher, director of education at the Chartered Institute of Marketing (CIM), explained that advances in technology and an increased awareness of corporate social responsibility among the public mean that the sector's professionals need to keep their skills up to date if they are to add value to a business.
His comments came as the Communication Advertising and Marketing (CAM) Education Foundation launched a new qualification in digital and interactive marketing.
Professor Fletcher said: "The new CAM diploma [is] designed to ensure that marketing staff have an up to date, relevant knowledge of both the theory and the reality of present and future digital marketing communication."
Employers whose staff take the qualification, which is awarded by the CIM, should see a "real benefit", he added.
Yesterday, David Teague, managing director of Prospects & Profits Business Consultants, claimed that it is now vital for firms to invest in online marketing and that simply having a website is no longer enough.
Posted by John Lynes.
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