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News Release from: The Chartered Institute of Marketing
Edited by the Marketingservicestalk Editorial
Team on 05 September 2007
Overlook marketing training at your
peril
As marketers gear up for their autumn and Christmas campaigns, off-the-job training can often be overlooked as the pressure mounts, warns the Chartered Institute of Marketing.
Research has shown that there is a significant link between training and the chances of a business closing Of the companies that did not provide training for employees, over one in four of companies (27 per cent) closed between 1998 and 2004, while only one in nine companies that did provide training failed during the same period, according to Training and Establishment Survival, Skills for Business Research Report 22, March 2007, published by the Sector Skills Development Agency
This article was originally published on Marketingservicestalk on 20 Apr 2007 at 8.00am (UK)
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"This is a pretty significant statistic and one that should not be ignored," remarked David Thorp, head of research and information at The Chartered Institute of Marketing.
"Marketers are front line when it comes to driving growth and if they don't have the qualifications or training that keep them up-to-date then clearly the business will suffer.
"Markets are highly competitive and what the research is showing is that if they cannot compete then the risk of going under is significantly increased".
And yet further research from the SSDA also shows that 11 per cent of employees feel they are underskilled for their current role.
If marketers are to work at their optimal level then active and targeted training by employers is vital.
"Those that are under-skilled are less likely to take advantage of marketing opportunities as they arise and are less likely to understand how strategic marketing can best position the business for growth," said Thorp.
The Chartered Institute of Marketing provides both professional qualifications and short courses that promote excellence in marketing.
These are based on detailed research and feedback from employers, industry leaders, academics and The Institute's students.
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