British Gas launches Marketing Academy

British Gas has developed a Marketing Academy that it hopes will equip its marketers with the skills to help the utility company become more customer focused, one of several companies investing in marketing capability as a study shows that marketers are concerned that companies lack a clear strategy for people development.

BritishGas

All British Gas marketers will take at least three days of training in insight, communications and customer experience this year. Advanced learning, or “master classes”, focusing on particular job responsibilities will launch in 2013.

Will Orr, marketing director at British Gas, says that the move will help marketers develop the “common tools and common language” needed to help the company focus on the needs of its customers.

British Gas and the other “big six” energy suppliers have come under fire in the past year for above inflation price increases and confusing customers with too many tariffs.

In November, managing director of British Gas Phil Bentley admitted a “trust gap” has developed when unveiling plans to introduce more transparent bills.

The success of the British Gas Marketing Academy will be measured using similar return on investment analytics employed to determine the success of marketing campaigns.

Separately, Heineken is to rollout its internal commercial capability programme for sales, marketing and trade marketing teams in the UK later this year. The Global Commerce University, first launched in the drink producers Amsterdam headquarters late last year, is part of the brewer’s aim of creating a sales and marketing excellence standard globally.

News of investment in marketing capability comes as Radar research from Brand Learning finds that a majority of marketers do not think that their companies have a clear focus on people development.

Only 42% of the 1,900 marketers agreed that their employers had a clear plan, while 58% disagreed or did not know.

Brands including Aviva, O2 and Heineken share best practice through a “capability community” launched last year that aims to develop marketers’ skills.

Plans aimed at improving the skills and abilities of their marketing staff are in development and are expected to be unveiled shortly.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here