Over 100 Students have now taken the Course.

Developed in partnership with the Cambridge Marketing Colleges, the course is accredited by the Chartered Institute of Marketing and works as a professional services alternative to the CIM’s Professional Diploma in Marketing. Nigel Clark, a member of PSMG’s executive committee, explains why this qualification is so important to PSMG and the development of the profession.

In my eight years in professional services marketing I have contributed to many discussions and read even more articles about whether marketing really is ‘professional’. This debate often rages amongst all marketers but is particularly pertinent to our sector, because we work in an environment defined by professional status. Whether you work with lawyers, accountants, surveyors, consultants...their professional qualification is their most treasured possession. It is their licence to operate.

Somewhat surprisingly, qualifications have not been fully embraced by marketers in our sector. Given that we work with people who hold them in such high esteem, we have been slow to address the issue. CIM and other qualifications, including MBAs, have become more apparent on CVs and job descriptions, but they are still not seen as essential. Can you imagine your senior partner saying “She’s not actually a qualified solicitor, but she’s got some good experience and I think she’ll fit in with the team – let’s offer her the partnership anyway”?

One barrier to progress has always been whether existing qualifications develop the skills needed by professional services marketers. Traditional marketing qualifications have been seen to develop consumer product marketers. B2B or service marketing skills, let alone professional services marketing skills, were seen as peripheral and ‘one size fits all’ would have to do. To be fair to the CIM and others, that is not an accurate picture of today’s qualifications and reflects some prejudices held within our sector, but there are still some fundamental differences that can best be addressed by a new qualification.

About the Qualification
The qualification tailors the current CIM Professional Diploma for marketers in our industry. The benefits of the qualification for students and their firms are as follows:

• The course is designed to address the skills and development needs of a marketer working in the professional services sector.
• During the course, students benefit from texts, tutorship and networking specific to the professional services sector.
• Study assignments can be taken directly from projects or situations applicable to the student’s job.
• Students receive a qualification recognised by the leading professional marketing institute.Students receive the standard CIM Diploma Certificate and a second Certificate from the College and PSMG to say they earned their award via the Professional Services route. 
• On qualification, the student can progress to study for the CIM Post-Graduate Diploma.

So students really do get the best of both worlds; development of professional services marketing skills and a CIM accredited qualification.

As with the ‘plain vanilla’ course, students will study four modules:
• Marketing Planning
• Market Research
• Marketing Communications
• Marketing Management in Practice

All assessments will be by work-based study assignment. Assignments will be bespoke for the first three modules, but the Marketing Management in Practice module will be the same as the standard CIM course. Standard reading texts specific to professional services marketing will be provided for each module.

In developing the course, we have taken advice and guidance from some of the leading marketers in our industry, including Professor Malcolm McDonald, a noted authority on professional services marketing. 

How to gain the qualification
PSMG is partnering with Cambridge Marketing College (CMC) with this qualification.  You can study this course:

• On a Distance-learning basis where specialist support is offered by the Course Tutor Andrew Hedley
• Upgrade to the standard Diploma taught courses at Saturday Seminars or Executive Weekends
• Evening Classes in London which are taught by specialists in the Professional Services field  

The course costs are outlined in CMC Professional Services Pathway Prospectus – click to download.  Fees include all course materials as well as membership of the CIM.  Members of the PSMG are able to obtain a £100 discount on the course fees.”

CMC is an experienced CIM tutor and already has a track record in offering alternative CIM courses. It has a successful equivalent qualification in Arts and Sports marketing and is developing other similar courses. More details about CMC can be found at www.marketingcollege.com.

If you would like to register an interest in the course please e-mail Charles Nixon, principal of Cambridge Marketing College – charles@marketingcollege.com – or Nigel Clark, PSMG executive committee member – nigel.clark@enviros.com

So get one step ahead in your career - how long will it be before this qualification becomes the standard for all professional services marketers?  

Support from Leading Marketers
Professor Malcolm McDonald 
“We all know that having a postgraduate diploma in marketing doesn't necessarily lead to success, but neither does a qualification in finance, insurance, architecture, or whatever, necessarily lead to success. Some will succeed, some will remain as relatively junior practitioners. But this isn't the point. The reason that marketing as a discipline is generally held in such low regard is the absence of widely accepted professional standards. We must all continue to work with our professional body until the world of practice understands the importance of employing only professionally-qualified marketers.”

Chris Hinze , Director of Communications, Lovells and previous PSMG chair
“This qualification reflects the growing size and maturity of the professional services marketing sector and the demand for high quality marketers by the professions. Theoretical learning acquires practical value when it can be connected to the business student's specific industry sector.   We are delighted that, at last, professional services marketers will be able to equip themselves with the specific skills their sector needs today.”

Jane Brundle, UK Head of Marketing, KPMG Transaction Services
“Marketers at KPMG are now expected to clearly understand the issues and challenges facing the accountancy sector, and be equipped to help our business respond.  A marketing qualification which develops skills in the context of the professional services environment will be extremely helpful and I will certainly encourage our marketing people to consider choosing this course.”

Please contact Charles Nixon at the Cambridge Marketing College for further information. 

Charles Nixon 
Cambridge Marketing Colleges
St Johns Innovation Park
Cowley Rd
Cambridge CB4 0WS 

Email info@marketingcollege.com 
Tel +44 01223 421836
Fax + 44 01233 421767

For those applicants partway through  the CIM Professional Diploma in Marketing there is an option to transfer to the Professional Services qualification and achieve accreditation.