Professional approach to career development

I read with interest Rob Bryant’s view on the development needs of marketers and that "there is no truly established concept of continuous professional development (CPD) leading to senior accreditation" (MW February 1).

At the Chartered Institute of Marketing (CIM) we have long been committed to the concept of CPD and providing the support, products and services to aid the ongoing development of marketing professionals. For more than ten years the CIM has facilitated a programme of accrediting CPD that encourages life-long learning and the rounded development of individuals and teams.

For those who successfully complete and maintain their CPD record the institute awards Chartered Marketer status. Attaining Chartered Marketer status demonstrates that marketers practice the highest professional standards by keeping their marketing knowledge and skills current. There are some 4,500 Chartered Marketers and more than 1,000 members who are currently going through the programme. One of the main challenges facing professional bodies that do not represent a licensed profession is to truly demonstrate the value of following a structured CPD programme as a matter of course and not as a legal requirement.

The CIM has taken on this challenge and is working to increase the number of marketers planning, acting and reflecting on their own personal development.

The CIM is dedicated to improving the guidance and support it already provides in relation to continuous professional development and is investing in a full review of the programme to increase both its relevance and value to individuals and employers.

Rod Wilkes
Chief executive
The Chartered Institute of
Marketing
Maidenhead