Issued by: DMASA


The direct marketing industry is conservatively estimated to be worth R7.3billion in South Africa according to a preliminary research study and hence the professional registration provides a good measure of South Africa's top talent in this arena, and a means to measure who is abreast of the complex legislative changes afoot in the industry.

These are professional designations recognised by the South African Qualifications Authority (SAQA) and the marketing industry and provide a powerful boost to career development and mapping as well as increasing the individual's marketability and recognition of their experience, skills and qualifications in Direct Marketing.

The professional register process will allow direct marketers to apply for an assessment of competence once they reach 2500 qualification points and which if passed successfully, will provide the candidate with a registration number. From there the direct marketer can progress towards "practitioner" status through to the ultimate qualification of a Chartered Direct Marketer based on successful completion of various continued professional development (CPD) programs as well as years of experience.

“Essentially this process of professional registration for direct marketers takes direct marketing out of the realm of being perceived simply as an activity within the marketing field, and positions it as a profession,” explains Brian Mdluli.

“Considering the tremendous changes afoot in the direct industry both from a technology and legislative point of view, it is high time that direct marketing achieves professional status. Chartered accreditation is the professional registration awarded to direct marketing practitioners who possess the qualities that characterise a true professional and is the highest level that can be achieved within the industry based on academic qualifications and experience. It measures the depth of a marketer's knowledge and experience as a basis for the ultimate professional recognition within the direct industry,” adds Brian.

If you've achieved Gold or Platinum status through the online registration process, you're ready to enter the Marketing Practitioner assessment process. If you've achieved Ebony status, you're eligible to apply to undertake the Chartered Marketer process.

One of the key requirements of both assessment processes is the development of a portfolio of evidence (PoE) of your skills, knowledge and qualifications. Your PoE is the “story” of your marketing life; it proves your ability to practice direct marketing at a certain level. Once you've been accepted onto either programme, you'll be guided through the process by accredited assessors.

Assessment and training will be provided by some of the most accomplished professionals in the field of direct marketing, hand picked by the Services Seta and the DMA to mentor these upcoming direct professionals.

The Direct Marketing Association of SA (DMASA) is an independent industry association established by the direct marketing industry to drive a system of crucial self-regulation regards industry best practice compliance and the protection of the rights of both consumers and marketers.

“This process also provides prospective employers with a means to truly benchmark a direct marketer's skills and level of qualification on a formalised basis, something which to date has been relatively lacking in the industry,” concludes Brian.

For more information contact the DMASA on (011) 781 8032 or log onto www.dmasa.org

Visit our PRESS OFFICE: The Direct Marketing Association of South Africa (DMASA) has made tremendous progress in mobilising the industry after the dissolution of the MFSA. Initially falling under the MFSA structure, the DMA established itself as an independent body in November 2005 representing not only direct marketers, but with a focus on the consumer too.- more....

[30 Jun 2008 16:27]

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