Chartered Marketer SA gathers momentum

The National Certificate: Chartered Marketing, Level 7, will enable marketers to enhance their strategic and complex marketing knowledge and skills using a set of sector-generated standards that are nationally recognised. The awarding of the qualification will give formal recognition to those marketers who have attained the highest level of expertise. SAQA believes that the qualification will help to advance the marketing profession.

The re-invigoration of the Chartered Marketer Council, under the auspices of Services SETA, has seen the registration of the professional qualification, the setting up of a CPD (Continuing Personal Development) programme for current Chartered Marketers, and the development a new process for the accreditation of would-be Chartered Marketers.

In order to maintain their professional standing and status, existing Chartered Marketers, of whom there are almost 200, have to demonstrate commitment to their own continuing development and to that of the profession through CPD activities. They are expected to take a leading role in mentoring individuals in the profession and in ensuring that the standards set for all marketers are adhered to.

For aspirant Chartered Marketers, the path to the designation involves a rigorous process that includes a Board Assessment and the demonstration of competence, at strategic level, against the outcomes of the qualification. Candidates are unlikely to achieve this standard of competence with less than 8 to 10 years' practical experience in marketing at senior level. The assessment process is structured to demonstrate not simply what the individual knows, but what s/he can do in the real world. It evaluates the candidate's marketing “street smarts” - the truest test of marketing mastery.

This is essential to Chartered Marketers being accepted as masters of their profession and being recognized as such by the top decision-makers in other business disciplines. The Chartered Marketer designation will confirm the crucial importance of marketing as a discipline and as the driver of business.

Ivor Blumenthal, CEO of the Services SETA, under whose aegis marketing falls, said: “For too long marketing and marketers have not been recognised for the crucial contributions that they make to business and management. This qualification will help to demonstrate that South African marketing standards are on a par with these leading countries. We at Services SETA are delighted that the process is now well under way and look forward to seeing many more individuals becoming recognised as Chartered Marketers.”

International recognition

The Chartered Marketer (SA) and Marketing Practitioner (SA), are recognised not only in South Africa, but also in 28 countries in Europe through the European Marketing Confederation (EMC). Recognition in Australia is anticipated by the end of 2008, while negotiations for recognition in America and Asia are also in the pipeline.

On 11 June 2008, SAQA (South African Qualifications Authority) formally registered two professional designations for marketers (National Certificate - Chartered Marketing, Level 7 and National Certificate - Marketing Practice, Level 5) on the NQF (National Qualifications Framework). These designations, known as Chartered Marketer (SA) and Marketing Practitioner (SA), offer - for the first time in SA - recognition of the practical achievements of the many thousands of individuals in the marketing profession.

These generic marketing qualifications apply across all the marketing sub-disciplines (including Direct Marketing, Marketing Research, Marketing Communications, Brand Management, Marketing Management, etc) and all industries (e.g. agriculture, FMCG, financial services, government, academe, etc). Achievement of the designations depends on candidates' submission of appropriate evidence of competence.

“The Recognition of Prior Learning principles, coupled with the outcomes-based imperatives for professional recognition, will lead to the recognition and empowerment of individuals who have proved themselves as masters of their professions, but who have no formal recognition of this. This is particularly important in professions such as marketing which do not have statutory recognition, but require the application of the highest professional standards,” explained Blumenthal.

There are currently 254 registered Chartered Marketers in South Africa. These include senior Marketing Managers, Managing Directors and CEO's of small companies, corporates and multi-national organisations. The Services SETA has been awarded its custodianship.