CIM, CIM Sri Lanka launch postgraduate qualification to address skills gap in intl. marketing

• New qualification addresses knowledge gaps in digital, metrics and strategy for marketers operating internationally
• Research shows an increased demand for marketers with a ‘global mindset’
• CIM and PwC identify fastest growth occurring in markets outside of EU

The Chartered Institute of Marketing (CIM) and CIM Sri Lanka have launched a Postgraduate Diploma in Professional Marketing, a new qualification for marketers operating internationally. The course equips marketing leaders overseas with the skills to open up and develop new markets for their products and services. 

Recent CIM research, conducted in partnership with PwC, underlines the need for international marketing, with 70% of exporting British businesses expecting Brexit to boost overseas sales. The research found that the greatest growth prospects for businesses outside of Europe were marketplaces such as China, the United Arab Emirates, India and Hong Kong. Therefore, businesses with an international presence, as well as marketers in local businesses across the globe, need to ensure that their skills are up to date to realise the opportunity that international trade provides.

Research from CIM, which provided a basis for the new qualification and surveyed study centres in the regions, shows that students in international markets benefit from the knowledge and skills gained at postgraduate level. The new CIM qualification equips marketers with the capabilities to maximise the opportunities for growth in new territories. 

Yasas Hewage from the Strategy College of Business & Marketing in Sri Lanka said: “The new Postgraduate Diploma in Professional Marketing is gearing international marketers to take advantage of the emerging opportunity in a rapidly digitalising global business context. The program further addresses the growing need for an entrepreneurial approach to business leadership. We are excited to be a part of this game changing curriculum.”

Chartered Institute of Marketing CEO Chris Daly said: “CIM operates across 130 countries. Sri Lanka is one of our fastest growing marketing communities both in studying and professional members, which we support to deliver business advantages for their clients and employers. A commitment to the training and development of future international marketing talent delivers real returns to the bottom line. For marketers themselves, an ongoing commitment to continual professional development allows them to reap rewards both for themselves and the businesses they work for.”

The qualification, which is available for face-to-face learning at CIM’s international network of study centres and via online learning from CIM study centres, comprises three mandatory modules: Global Marketing Decisions, Corporate Digital Communications and Creating Entrepreneurial Change. These modules are also available as individual awards and have been designed with an increased emphasis on metrics and digital disruption with input from academics and organisations across the globe. 

CIM Sri Lanka Region Chairman Brian Selvanayagam said: “We have developed this qualification to reflect the rapidly changing international market, taking into consideration both regional and global trends. The content not only reflects the issues we know are impacting marketers in key regions, such as Sri Lanka and Africa, but also provides our members with the tools to take advantage. We hope that this new and improved qualification will equip international marketers with the skills they require to succeed, no matter where they are in the world.”

The course is currently available via face-to-face learning at CIM’s Accredited Study Centres internationally, or via online learning from limited CIM study centres.