CIM Sri Lanka Chairman keen to take marketing education to greater heights

By Charumini de Silva

Overwhelmed by the rich culture that the Chartered Institute of Marketing (CIM) Sri Lanka has fashioned during the last two decades, the incoming Chairman Brian Selvanayagam aspires to engage with multiple stakeholders to promote CIM as an education qualification during his tenure.

Selvanayagam was appointed as the Chairman of CIM Sri Lanka Board for 2017 at the 21st Annual General Meeting (AGM) held in December 2016, and currently serves On’ally Holdings PLC as the Managing Director. 

In an interview with the Daily FT Selvanayagam acknowledged the importance of promoting CIM as an education qualification and called on CIM Sri Lanka members to play a proactive role in the institute’s activities in the coming year. 

Below are excerpts of the interview:

Q: What would be the strategic direction for CIM Sri Lanka for 2017? 

A: The higher education market in Sri Lanka is highly fragmented, with many players offering higher education qualifications for prospective students. The key challenge is to cut through this clutter and position the Marketing qualification from CIM as a well rounded qualification that adds value to anybody who pursues the qualification, as it provides an internationally recognised qualification which is much sought after by employers due to its academic and practical approach. I think engaging with a wider audience to promote CIM as an education qualification would be also be one of the key areas of focus this year. 

CIM, predominantly being a membership driven body, need to revisit our roots and promote CIM as an education qualification, which I believe is the single most important factor. In doing so, it is important that we increase our reach across a wider geography and create awareness about the qualification. Engaging with new education tuition centres and schools in prospective regions as well as engaging with corporates to promote the qualification are few of the initiatives planned for the year. 

Q: How has CIM Sri Lanka transformed during the past 20 years, to what it is today?

A: From its inception, CIM Sri Lanka has come a long way. I must complement the efforts of the previous Chairmen, Boards and various stakeholders including tuition centres for their immense contribution during the past 20 years, in uplifting the standards of CIM in Sri Lanka. Today, CIM is a much sought after education qualification in Sri Lanka. I am committed to continue the momentum, as I am confident that, a marketing qualification from CIM would mould the next generation of marketers as they prepare to take on challenging roles in their organisation.

Q: How successful has the CIM Sri Lanka office been so far?

A: CIM UK is the world’s largest professional body for Marketing and CIM Sri Lanka is the first international branch of CIM UK comprising the largest number of members, both professional and students of CIM outside the UK. The regional institute has always campaigned for greater recognition and excellence in the marketing profession in Sri Lanka, through education, training and professional development. CIM Sri Lanka strives to continuously support and uplift Sri Lanka’s marketing profession through education and a host of training and development initiatives. 

The annual calendar consists of regular events and networking opportunities for the membership which has gained popularity over the years. Our volunteer network is very encouraging and has played a pivotal role in initiating events to engage with a wider audience. 

Q: How important is the CIM qualification? What’s the current membership?

A: CIM is the only international marketing qualification available in Sri Lanka, which is well respected among the corporates locally as well as globally. We keep the standards high and the qualifications are vigorously examined and marked. The CIM qualification provides something employers can trust. We offer the certificate level, the diploma level and the chartered marketer status, which is the highest level. To qualify as a chartered marketer, it requires a combination of academic knowledge and demonstration of practical applications of knowledge. At present we have around 1,000 professional members and in terms of students we have 1,500 at any given time. We strive to constantly add value to our membership by creating opportunities for our members to interact and engage with fellow marketers.  

Q: What are the key challenges you foresee in the near future?

A: The key challenge is to create awareness about the qualification. There is a vast array of qualifications available in Sri Lanka at the moment. However, we were fortunate that CIM already had a head start, and as a separate association we have over 20 years experience in Sri Lanka. Currently, many of our professional members are well established in Boards and companies here in Sri Lanka. What we do now is look at engaging them; use them as role models, spokesmen for CIM Sri Lanka and CIM as a qualification.

Nevertheless, with so much of access to information, it is important that we get the message right across out there. My objective is to educate people that marketing professional qualification exists. Thereby, when one completes his/her Advanced Level Examination in school they know that marketing is an option. In that light CIM is the only internationally recognised marketing qualification available in Sri Lanka.

Q: When looking at innovative marketing techniques, where would you say Sri Lanka stands as a country?

A: Innovation doesn’t necessarily mean spending money. I think some of the South Asian countries such as India has successfully capitalised on innovation for the success of their enterprises. Innovation can be low tech as well; it doesn’t have to be technology driven. India has done a lot of products and services that have been able to capitalise and cater to a larger audience by also being low tech. Sri Lanka has also been able to do certain things, but there is much room for improvement. I am impressed by the present Government’s efforts to recognise that innovation is an important factor for economic growth. In this regard, CIM is keen to partner with the Government of Sri Lanka and help in this cause. 

Q: What kind of partnership are you all looking at with the Government? 

A: We would like to offer a link with our membership, where they could provide various services at an advisory capacity. As a technical body, most of our members are keen to offer their assistance. We can help provide technical assistance to the Government with over 1,000 professional members we have across a range of sectors. We can provide that link in terms of technical knowledge and with people who have practical experience as well. 

The Government needs to understand that they don’t need to export that expertise because the resources are available locally. As it is also our first attempt to engage with the Government, I think it is imperative to create more public private partnership (PPPs) taking place.  

Q: What’s your message for young marketers embracing the marketing profession through CIM?

A: My advice to anyone who has completed their AL’s and is evaluating the options of higher education, is to consider two main aspects — one is the content of the qualification and second is recognition, where CIM ticks the box on both. It has global recognition and provides excellent content, where it makes people work ready. Another plus factor in following a professional qualification is that it helps you to work and study at the same time, helping you gain on the job work exposure. I am confident that, not only is this an internationally recognised marketing qualification, it also helps one at a professional capacity through its CPD program ensuring you stay ahead of the rest, through professional development.

Pix by Ruwan Walpola