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Code of professional standards and professional marketing standards

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E-BCR, Michael Kassotakis
E-BCR, Michael Kassotakis

The document outlines marketing standards and codes of conduct established by the Chartered Institute of Marketing. It discusses the need for professional standards in marketing and sales professions to ensure ethical practices. The standards address honesty, integrity, confidentiality, compliance with laws, and avoiding harm to other professionals. Employers and marketers can use the framework to develop skills and assess competencies in areas like research, strategy, implementation, measurement, brands, management, and ethics. Violations of the code are handled by ethics and disciplinary committees.

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By Michael Kassotakis MCIM, E-BCR, http://www.e-bcr.com The need for Professional Standards is like the need for laws in our society. It includes people from various professions and one significant group of professionals are marketers and sales persons. The code of Professional Standards is a general behavioural guide of ethical manners that safeguards the smooth operation of each profession. The Chartered Institute of Marketing is the Largest, Oldest, Most Accredited and Most Popular Marketing Organisation in the World. Therefore, its Marketing Standards have to be applied worldwide. Code of Professional Standards The Code of Marketing Standards is summarised below: 1. Apply Honesty to Customers, Employees and Employers 2. Don’t provide or spread false or misleading information 3. Do not injure the business, reputation, interest of any other member of The Institute with unfair or unprofessional practice 4. Be fair and equitable towards other marketing professionals 5. Show integrity and try to add value to the profession of Marketing 6. Demonstrate knowledge of current Marketing Developments and show excellence in their application 7. Treat sensitive information with strict confidence 8. Apply Business in an ethical and professional manner 9. Demonstrate observation and knowledge of other codes of practice 10. Comply with the governing laws of the relevant country concerned 11. Demonstrate due diligence in using third party endorsement which must have prior approval 12. Do not use any funds derived by CIM, which do not comply with this code, the powers and obligations included in the Constitution and Member Group Guide 13. Do not cause or permit any breach of this code with your knowledge or intension 14. Be updated with the current developments of the Code The code is supervised by an Ethics Committee and a Disciplinary Committee. Any complaint about the breach of this code from a Member has to be addressed to the Secretary of the Disciplinary Committee: Moorhall, Cookham, Berkshire, SL6 9QH UK. Full details of the case must be provided. The Member who is accused has to be notified by The Secretary of The Disciplinary Committee and provide his or her explanation of the case. The Royal Charter, Bye-laws, General Regulations and The Code of Professional Standards can be viewed at www.cim.co.uk/governance Professional Marketing Standards Employers can use the Framework of Professional Marketing Standards in order to assess, define and develop programmes to improve marketing skills within their own teams. Marketers and Marketing Professionals can use Professional Marketing Standards in order to follow a framework that overviews the competencies and skills, they need in their career path.
The Framework of Professional Marketing Standards includes the following Scope and Business Competencies for Support Staff, Practitioners, Managers and Seniors: I) RESEARCH AND ANALYSIS 1. Understand Markets (Obtain and Analyse information) II) STRATEGY AND PLANNING 2. Develop Strategy and Marketing Plans (Influence Strategy Formulation and Produce Marketing Plans) III) IMPLEMENTATION OF MARKETING PROGRAMMES 3. Communicate with Stakeholders (Develop and Deliver Effective Communications) 4. Manage Products and Services (Develop and Manage Competitive Products and Services) 5. Manage and Set Price (Develop and Implement Competitive Pricing Policies) 6. Manage Channels (Develop effective Channels to Market and Provide Support to Channel Members) 7. Manage Customer Relationships (Maintain and improve customer relationships, Deliver Effective Customer Service) 8. Manage Programmes and Projects (Plan and Prepare Projects, Manage the Implementation of Programmes and Projects) IV) MEASURE EFFECTIVENESS 9. Monitor and Evaluate the Effectiveness of Marketing (Measure the Effectiveness of Marketing Activities and Explain the Success or Failure of Marketing Activities) V) BRANDS 10. Develop and Manage Brands and Reputation (Create Effective Brands, Manage Brands and Brand Reputation) VI) MANAGE PEOPLE 11. Manage Marketing Teams (Develop Teams and Individuals to Enhance Marketing Performance, Work with other Functions and Disciplines, Enhance Own Performance, Manage Change) VII) ETHICS AND SOCIAL RESPONSIBILITY 12. Develop and Promote Ethical Practices (Manage Corporate Social Responsibility, Measure Triple Bottom Line Inputs) You can review the Full Framework of Professional Marketing Standards at www.cim.co.uk
Code of professional standards and professional marketing standards

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Code of professional standards and professional marketing standards

  • 1. By Michael Kassotakis MCIM, E-BCR, http://www.e-bcr.com The need for Professional Standards is like the need for laws in our society. It includes people from various professions and one significant group of professionals are marketers and sales persons. The code of Professional Standards is a general behavioural guide of ethical manners that safeguards the smooth operation of each profession. The Chartered Institute of Marketing is the Largest, Oldest, Most Accredited and Most Popular Marketing Organisation in the World. Therefore, its Marketing Standards have to be applied worldwide. Code of Professional Standards The Code of Marketing Standards is summarised below: 1. Apply Honesty to Customers, Employees and Employers 2. Don’t provide or spread false or misleading information 3. Do not injure the business, reputation, interest of any other member of The Institute with unfair or unprofessional practice 4. Be fair and equitable towards other marketing professionals 5. Show integrity and try to add value to the profession of Marketing 6. Demonstrate knowledge of current Marketing Developments and show excellence in their application 7. Treat sensitive information with strict confidence 8. Apply Business in an ethical and professional manner 9. Demonstrate observation and knowledge of other codes of practice 10. Comply with the governing laws of the relevant country concerned 11. Demonstrate due diligence in using third party endorsement which must have prior approval 12. Do not use any funds derived by CIM, which do not comply with this code, the powers and obligations included in the Constitution and Member Group Guide 13. Do not cause or permit any breach of this code with your knowledge or intension 14. Be updated with the current developments of the Code The code is supervised by an Ethics Committee and a Disciplinary Committee. Any complaint about the breach of this code from a Member has to be addressed to the Secretary of the Disciplinary Committee: Moorhall, Cookham, Berkshire, SL6 9QH UK. Full details of the case must be provided. The Member who is accused has to be notified by The Secretary of The Disciplinary Committee and provide his or her explanation of the case. The Royal Charter, Bye-laws, General Regulations and The Code of Professional Standards can be viewed at www.cim.co.uk/governance Professional Marketing Standards Employers can use the Framework of Professional Marketing Standards in order to assess, define and develop programmes to improve marketing skills within their own teams. Marketers and Marketing Professionals can use Professional Marketing Standards in order to follow a framework that overviews the competencies and skills, they need in their career path.
  • 2. The Framework of Professional Marketing Standards includes the following Scope and Business Competencies for Support Staff, Practitioners, Managers and Seniors: I) RESEARCH AND ANALYSIS 1. Understand Markets (Obtain and Analyse information) II) STRATEGY AND PLANNING 2. Develop Strategy and Marketing Plans (Influence Strategy Formulation and Produce Marketing Plans) III) IMPLEMENTATION OF MARKETING PROGRAMMES 3. Communicate with Stakeholders (Develop and Deliver Effective Communications) 4. Manage Products and Services (Develop and Manage Competitive Products and Services) 5. Manage and Set Price (Develop and Implement Competitive Pricing Policies) 6. Manage Channels (Develop effective Channels to Market and Provide Support to Channel Members) 7. Manage Customer Relationships (Maintain and improve customer relationships, Deliver Effective Customer Service) 8. Manage Programmes and Projects (Plan and Prepare Projects, Manage the Implementation of Programmes and Projects) IV) MEASURE EFFECTIVENESS 9. Monitor and Evaluate the Effectiveness of Marketing (Measure the Effectiveness of Marketing Activities and Explain the Success or Failure of Marketing Activities) V) BRANDS 10. Develop and Manage Brands and Reputation (Create Effective Brands, Manage Brands and Brand Reputation) VI) MANAGE PEOPLE 11. Manage Marketing Teams (Develop Teams and Individuals to Enhance Marketing Performance, Work with other Functions and Disciplines, Enhance Own Performance, Manage Change) VII) ETHICS AND SOCIAL RESPONSIBILITY 12. Develop and Promote Ethical Practices (Manage Corporate Social Responsibility, Measure Triple Bottom Line Inputs) You can review the Full Framework of Professional Marketing Standards at www.cim.co.uk