Training Marketing Professionals in the 1980s

Abstract

This article explains how effective training and education in sales and marketing has been developed by the Institute of Marketing in the UK. This is primarily offered as a service to British industry to improve competitiveness and performance. It also explains how the Institute helps to develop personal professionalism and career planning by offering an internationally recognised qualification — the Diploma in Marketing. Reference is made to current economic and trading prospects and the implications for designing and delivering education and training programmes, and the contribution that the marketing “professional” can make to the profitable development of a business. The article emphasises that “professionalism” must be based first on successful experience and second on gaining an approved marketing qualification.

Citation

Hibbert, E.P. (1983), "Training Marketing Professionals in the 1980s", Journal of European Industrial Training, Vol. 7 No. 3, pp. 3-9. https://doi.org/10.1108/eb002144