What is it?:

Jam-packed half-day event designed to help all Chartered Institute of Marketing students improve their grade, pass exams and work smarter.

Who's it for?:

All studying members. Ideal for First-timers, Re-takers, Distance learners and Self-study students. Perfect for anyone looking to start revision/study early and spread the load.

Why is it so good?

It's designed and delivered by CIM study experts SSG (Student Support Group). With years of experience tutoring and guiding studying members on all aspects of the syllabus for every qualification at every level, there's no one better placed to tell you how to pass. Don't take our word for it - read what past attendees have said about SSG's studying member events:

Why bother with CPD?

The importance of Continuing Professional Development (CPD) in today's work environment cannot be underestimated. Put simply, it's essential to your continued effectiveness and development as a professional marketer and beyond this, to the recognition and progression of the industry as a whole. Members’ ongoing professional development drives all the support, training and qualifications provided by The Chartered Institute of Marketing; their resources are geared towards making sure you have the right skills and knowledge to succeed.

The Institute’s Chartered CPD Programme provides you with a focus and a framework for taking control of your own development as well as the means to achieve and maintain Chartered Marketer status - the recognised mark of an experienced, qualified and up to date professional marketer. So wherever you are and wherever you're heading in your career, Continuing Professional Development helps you take the next step forward.

Is it mandatory?

Many professional bodies, such as those representing the medical profession, make CPD obligatory for their members. The Chartered Institute of Marketing does not require its members to commit to CPD. However we strongly recommend that professional marketers do undertake CPD. The techniques that are available to us as marketers are constantly evolving and we have to quickly master new ways of communicating with customers - digital marketing for example. The legal requirements marketers have to consider are also always changing, and marketers need to understand the implications of these changes. It is essential to continually refresh skills and knowledge.

Now I’ve finished my exams, how can I sell the benefits of CPD to my boss?

Congratulations on achieving your qualification. You are equipped with an understanding of marketing and a toolkit of techniques that will last you a lifetime. You and your boss will soon begin to reap the benefits of your hard work, if you haven’t started already. However, unless your job is hugely varied, allowing you to keep up-to-date in a range of sectors, bringing you daily practice of all the analytical, strategic and practical skills you’ve picked up, you can’t possibly keep your learning as fresh as it was when you finished your exams. CPD makes your qualification work for you – and your boss – year after year after year.

There’s every reason to maintain your membership once you qualify and there’s every reason to begin collecting CPD as soon as you can. Compared to the cost of becoming qualified, the investment in continued membership and in CPD is low – in both financial terms and in terms of the time it will take. It’s a hugely cost-effective way to make the most of your studies year after year. Collecting 35 hours of CPD each year means spending less than 3 hours a month doing one of the eligible activities - some of which you may even be doing as part of your job anyway.

So how do I get started?

Consider your development goals for the forthcoming year and identify the activities that may help you meet them. You can see a full list of activities that count towards your CPD record on The Institute’s website. These have been tweaked and tightened recently so make sure you’re up-to-date on what counts and what doesn’t. The main categories are:

1. Qualification studies

2. Tackle the terminology Have you read both CPD ‘hours’ and CPD ‘points’ and wondered what the difference is? Well, there isn’t one! The Institute counts CPD hours and you’ll see next to each listed Chartered Institute of Marketing event how many hours you can count towards your CPD total. CPD ‘points’ is just another way of saying the same thing.

   Short training courses and workshops
3. Language training
4. In-company development
5. Imparting knowledge
6. Mentoring
7. Conferences and exhibitions
8. Contribution to the community
9. Private study
10. Development events

Download your record card from the same CPD web page and start collecting evidence of attendance and participation in all relevant development activities.

How do I collect my CPD hours?

As you go through the year complete your record card, detailing your hours of development activity, ensuring you record the category under which each activity falls. Each year you then submit your record card, along with the relevant supporting evidence, by the annual deadline (31 July 2009 for the 2008-09 CPD year).

Do this two years’ running and you’ll be awarded Chartered Marketer status, as long as you hold either Member (MCIM) or Fellow (FCIM) grade membership. If you don’t hold MCIM or FCIM you can easily upgrade as long as you meet the eligibility criteria.

What will I get?

As you’re working towards Chartered status The Institute will recognise each completed year of CPD activity by issuing you with an 'Evidence of Development' statement. This certifies your commitment to ongoing learning and signals to current and potential employers and clients that you are up-to-date in your field and committed to your discipline.

When you achieve Chartered status you’ll get your Certificate and an entry in the Chartered Marketer Directory (unless you ask to be excluded). You’ll also be able to use the Chartered logo on your own personal stationery or website.

Will I be Chartered forever?

Not automatically. You will need to continue your development, reaching and recording the annual requirement of 35 hours. However, you are only required to submit your record of CPD activity if you are selected in the annual 10% random audit of existing Chartered Marketers. If you are selected for the 2008-09 audit, you will be notified by April 2009. You should then detach and submit your completed CPD card to The Institute by 31 July 2009.

Even though you might not be selected it’s best to collect and record your evidence in case you are called on as part of the audit. If you cannot prove your 35 hours of development for the current year, Chartered status could be taken away from you. This is The Institute’s way of making sure that Chartered status remains a valuable and sought-after distinction for marketers who truly earn it.

Can I collect CPD as a Studying Member?

Yes you can now collect CPD hours at any level of membership.

We usually know what we should be doing, but often feel that we ‘lack the motivation’ to do it. But what is this elusive motivation, where does it come from and when it goes away, where does it go? Along with the Chartered Institute of Marketing study experts at Student Support Group, we’ve put together a little self-diagnosis map to help you pinpoint the most common causes of motivational dips and point you in the right direction for getting back on top.

Motivation is a complex issue, with a number of causes and solutions. Not all are listed here but these four are most common. See which one matches your symptoms and read the associated tip beneath.

Case Study featuring GLR member Katherine Wilson of The National Patient Safety Agency

Name: Katherine Wilson, MCIM
Job: cleanyourhands Campaign Leader
Company: National Patient Safety Agency, London
Age: 32
Qualifications: BA, Professional Diploma in Marketing
Time in position: Seconded to the campaign since November 2006 after four years with NPSA
Direct reports: Two full-time and one contracted part-time at present and currently recruiting two more.
Company size: NPSA has 250-300 employees
Main products/services Improving the safety of care provided in the NHS by learning from when things go wrong to initiate preventative measures.
Customers/users: The NHS employs in excess of 1 million staff.

Brief career history

I previously worked for the national mental health charity, Mind and Pavilion - a publishing and events company specialising in social care. I started out working in events but broadened out into marketing and communications. I have particular interest in social marketing, which is what the cleanyourhands campaign is based on. I also worked on Please Ask, the NPSA’s first national campaign that engaged patients and the public in patient safety issues.

Brief description of job remit

I’m responsible for all elements of the cleanyourhands campaign including its ongoing implementation in acute NHS trusts, its extension to NHS primary care, mental health, ambulance and care trusts as well as further work to engage patients in improving the hand hygiene of healthcare workers. In addition, I am involved in the UK network and participate in the World Healthcare Organisation Alliance for Patient Safety network of campaigning countries.

Name of campaign

cleanyourhands campaign

Marketing team

The NPSA has a communications team of 15 professionals covering the range of communications requirements including marketing. The cleanyourhands project is supported by the Communications Team for Media, however all generic marketing for the campaign is undertaken by the Campaign Team.

What are the main challenges of marketing for this company/in this sector?

Cutting through all the 'noise' is difficult; there are many different campaigns and messages that communicate within and with the NHS. Our target audience – NHS staff – have conflicting demands on their time and attention. They are often busy staff with heavy workloads and they can be hard to reach.

There is also huge variation across the NHS – you can’t assume that what works in one area such as hospitals will work in another. The movement of staff around the NHS means it is complex to build relationships and reinforce messages over time.

With regard to the work of the NPSA and the cleanyourhands campaign, the challenge is always to communicate complex information in a straightforward and accessible way.

Limited resources.

What are the advantages?

I never fail to be amazed by the enthusiasm of those working in the NHS. One of the main groups we work with is Infection Control teams and they are so positive and enthusiastic about the campaign, especially given their workloads and the challenges to improve practices they face on a daily basis.

It’s really enjoyable working on what is fascinating subject (once you get to know it!) which goes right to the heart of cultural issues within the NHS. It is also rewarding to know that if we can improve hand hygiene, we can make a real difference to the experience of those using the NHS.

Company view of marketing

Marketing is a key part of the NPSA although typically it is often considered at a later stage than it should be. It can be presented as promotion or stakeholder relationship building however the marketing concepts are fully utilised.

Background to campaign

Healthcare-associated infection (HCAI) causes harm and suffering to patients as well costing the NHS in excess of £1 billion a year. It is estimated that up to a third of these infections are preventable and one of the main ways in which we can do this is by improving the hand hygiene of healthcare workers.

Objectives/key messages of campaign/current marketing activities

1. Hands are one of the main ways that infection is spread
2. The cleanyourhands campaign supports NHS trusts to improve the hand hygiene of healthcare workers
3. To reduce HCAI and make the NHS safer for patients

Stages/elements of campaign

The campaign was launched in 2004 with the publication of patient safety alert 04, which instructed the acute NHS to install alcohol handrub at the point of patient care and invited them to join the cleanyourhands campaign. Since then it has been adopted by all acute NHS trusts in England and Wales and is currently being rolled out to NHS primary care, mental health, ambulance and care trusts.

Trusts participating in the campaign have to undertake a three-month preparation period where they are guided through the processes and systems that they need to put in place to enable hand hygiene compliance and effective management of the campaign as well as engagement of staff throughout the organisation.

The campaign is based on social marketing principles and uses a number of different components to address the different reasons behind low hand hygiene compliance amongst healthcare workers. These include:

1. Alcohol handrub at the point of care to enable healthcare workers to quickly and effectively clean their hands within arms-reach of patients
2. Posters and other materials to act as prompts for hand hygiene and behaviour change
3. Involving patients in improving the hand hygiene of healthcare workers, in particular using the phrase ‘It’s OK to Ask’ on some of the campaign materials
4. Tools and other resources that support local implementation and staff engagement.

The NPSA provides the campaign materials and resources free of charge but local NHS trusts have to purchase the alcohol handrub themselves.

The role of the NPSA is to drive the campaign at national level and provide the framework for implementation but local NHS trusts have to 'own' the issue and act locally.

Which media are you using to reach your target audience?

Generally we have direct contact with local campaign co-ordinators in the NHS trusts. We use health and public sector press to spread our message and have received quite a lot of media coverage for the campaign. I have recently written articles on the campaign for Hospital Caterer magazine and Public Service Review: Health and Nursing Times and Health Service Journal (HSJ) cover the campaign on a regular basis. We also provide template press releases and syndicated articles that can be used to achieve local media coverage and exhibit at key events such as Infection Prevention 2008.

Have you undertaken any research to inform this campaign/activity?

The campaign is based on best available evidence about hand hygiene improvement and draws on work undertaken in the UK and internationally. There is a programme of independent evaluation assessing the effectiveness of the campaign and we supplement this with informal evaluation on a regular basis. For example we recently undertook an online survey of all the campaign co-ordinators in hospitals to find out how the campaign was going for them and get their feedback on new materials provided.

Are you using agencies/other external suppliers for this campaign?

We do most of the work in-house but will use external agencies or suppliers for specific aspects such as design or market research. When producing the latest campaign materials for hospitals we worked with COI, the government’s communications agency, to commission a design agency, 999 Design, who developed the new ‘look’ and different products.

What results has your campaign achieved so far?

Independent research has shown that the campaign has changed the hand hygiene behaviour of healthcare workers in acute NHS trusts. There has been a significant increase in the use of hand cleaning products across the acute NHS. The campaign is a well-recognised brand across the NHS and has won a number of awards such as recently the Good Communication Award for Strategic Communications Campaign. We have also been delighted to see some of the campaign materials on TV programmes such as Coronation Street and Holby City.

What have you learned so far from this project (as a marketer and in general)?

Don't give up. You will never get it completely right but keep trying. Try not to feel threatened by others ideas and initiatives; find shared or similar goals and work with them to achieve these.

Maria Cenalmor was about to sit her final Postgraduate Diploma paper last June when she was made redundant by the employer she’d been with for two years.

While many of us may have wallowed in self-pity for the rest of the summer, not only did Maria find herself a fantastic new job – with Accenture – she also carried on with her GLR volunteering commitments (she’s one of the West London team’s most active members). Business as usual. Now September finds Maria getting ready once more for her final Diploma paper (the tough one - SMIP) in December.

GLR News managed to sit Maria down for five minutes so we too could learn how to deal with a work/study crisis so successfully…

Whether it’s raising your profile in work, applying for a promotion or looking for a new job, Ursuline Sutton-Edwards, Fellow of the Chartered Institute of Marketing and a communications and Personal Branding, expert recommends that you work on your non-verbal and visual communication skills. “The way you conduct yourself, the way you communicate with others and the extent to which you connect with others will influence how others perceive you” says Ursuline.

Remember - the way you are perceived by others is based on what you project. Do what you have always done and you will get the same results. Maybe it’s time for a fresh start for your image?

Ursuline Edwards-Sutton is the founder and lead consultant of Modus Operandi. She is a Fellow of the Chartered Institute of Marketing & IDM, a Chartered Marketer, NLP trainer and corporate image consultant.

Would you consider becoming a Mentor?

Ursuline is also a Mentor with GLR’s increasingly popular member-to-member mentoring scheme. The scheme, which has been running in GLR for almost three years, sees the region’s more experienced marketers giving younger members the benefit of completely confidential advice and objective support. The scheme’s Mentors say it’s a great way to optimise years of working and learning and feels good to give something back to those members of the profession starting out. Many Mentors also speak of a win-win situation, saying regular contact with younger marketers (mentees) can also keep your own understanding and awareness of ‘front-line’ issues up-to-date.

Due to demand, the scheme is looking to increase the number of Mentors, so if you’d like to volunteer a small amount of time, or just find out more, email Philip O’Brien, who can tell you how to apply.

If you thought successful marketing was all about big numbers, think again.

When it comes to judging entries into the Marketing Excellence entries at The London Business Awards, The Chartered Institute of Marketing judges will be just as interested in the small but significant achievements you’ve made, even if they can be counted on one hand.

Celebrating the tiny brushstrokes

By sponsoring the Marketing Excellence category we hope to dispel some myths and share our belief that truly effective marketing is not all about the thrill of the big budget, the glory of the high profile campaign or the rollercoaster of response to advertising - though these can play a part. Marketing Excellence is often about the tiny brushstrokes, the small decisions business take and the small successes marketers achieve day by day.

Breaking into new markets and chasing after new customers can be thrilling but making the most of what you have can be equally rewarding, more cost-effective and ultimately makes good business sense. So if you’ve maintained a good stable retention rate, raised your share-of-wallet by a notch or two in a tough marketplace or achieved good grades for service and satisfaction, you too have a worthy case for entering the marketing Business Award.

Keeping customers interested

Many businesses work hard at seducing new leads but don’t spend enough time increasing the value of existing customers. And with today’s channel-hopping, media-savvy consumers and their nano-second attention span (if you’re lucky to get their attention at all) simply keeping your customers actively interested in your product or service is no mean feat.

So, have you developed a way of communicating with your customers that’s kept them engaged over the past year? Perhaps you get good response to a customer newsletter? Maybe you’ve refreshed your website and kept it sticky enough to bring customers back time after time? Have you introduced a loyalty scheme to reward and thank your best buyers? Think about how you’ve sustained commitment to your brand this year and you might find you have material for a winning entry.

Getting customers to use more

Most of the marketing headlines we read are made by brands creating a big splash or attracting customers away from competitors. But once the novelty value of a new brand has worn thin, these switch-happy customers will probably be the first out the door. The real challenge is to not only keep them loyal but to somehow persuade them to buy more from you or choose and use your services more often.

An example of this is breakfast cereals. Most of us have a few boxes in our cupboard, favouring one or two and dipping into others every now and then. Weetabix has long been a popular purchase but rarely for everyday consumption. The recent ‘Weetabix Week’ campaign has seen TV ads, packaging and websites encouraging customers to try different ways of eating the product everyday.

Have you injected some excitement into your product or service this year? Have you developed new ‘recipes’ for using your product that have kept customers excited? Or have you researched the way your service is used and developed a strategy to enhance and increase consumption patterns?

Enter the Marketing Excellence category – we value what you value

If you’re anything like the thousands of other businesses in the region you’re keen to win a Business Award. Indeed the PR benefits are considerable. But if you’ve looked at the Marketing Excellence category and struggled to think of your noteworthy examples or achievements, think again.

Marketing Excellence is not just about how many shiny new customers you’ve claimed; you could win simply by showing us how much value you’ve given them and gained from them.

Still not sure?

When it comes to understanding marketing and striving for excellence, many marketers look to Seth Godin for inspiration. Here are a few of Seth’s tips on What Every Good Marketer Knows from his blog. Read these for inspiration and get your entry in today!

1. Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done. Marketing begins before the product is created. You market when you hire and when you fire. You market when you call tech support and you market every time you send a memo. Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
2. People don’t buy what they need. They buy what they want. What people want is the extra, the emotional bonus they get when they buy something they love. People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
3. Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
4. People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
5. Share of wallet is easier, more profitable and more effective a measure than share of market.
6. Your best customers are worth far more than your average customers. Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.
7. Business-to-business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
8. A product for everyone rarely reaches much of anyone.
9. Good marketers tell a story.
10. Good marketers measure.

Get your Business Award entries in now! Application forms at:

Thames Gateway Business Awards

North & West London Business Awards

Prostate cancer is the most common cancer in men in the UK. 35,000 men are diagnosed with prostate cancer every year in the UK. One man dies of prostate cancer every hour in the UK. To find out more visit The Prostate Cancer Charity website.

Vietnam to Cambodia…

Join The Prostate Cancer Charity’s first overseas challenge!

This fantastic challenge takes you through two of South East Asia’s most fascinating and culturally rich countries. Starting in Vietnam's Ho Chi Minh City (Saigon) you will experience breathtaking scenery, timeless traditions, ancient temples and a warm welcome from the local villagers en route. The challenge finishes in awe-inspiring Angkor Wat in Cambodia. Visit our special Vietnam to Cambodia page for further information.

The Beijing 2008 Paralympic Games opened on September 6 and will close on September 17. Britain will compete in 18 of the 20 sports at the Games, including rowing. The ParalympicsGB squad for Beijing comprises a total of 205 athletes across 18 of the 20 Paralympic sports and is one of ParalympicsGB’s biggest teams of all time.

GB football squads are included for the first time since 1992 and rowing is making its Paralympic debut. Swimming and athletics could be rich sources of medals but sports like equestrian, rowing, shooting and others are expected to play their part in a Games which could well be dominated by host nation, China, although Britain is aiming to finish in the top five.

Several multi-medallists are returning to the biggest sporting stage for athletes with a disability. Swimmer Dave Roberts already has seven golds, Lee Pearson of equestrian has won six golds from two Games and multi-medal-winning ex-swimmer Sarah Storey (nee Bailey) makes her Paralympic cycling debut in Beijing with the aim of adding to her personal medal haul.

The youngest selected athlete is swimmer Eleanor Simmonds, who is 13; the oldest selected athlete is archery’s Fred Stevens, who turns 63 the month following the Paralympics. The largest sports squad is athletics with 36 athletes.

Final adjustments to the squad have been made in the last few weeks. These include the selection of Kate Arnold from athletics, Lee Fawcett from wheelchair fencing, Paul Shaw in the wheelchair rugby squad and Paul Browne and Kate Murray in archery.

GLR is proud to have The British Paralympic Association as one of its two chosen charities. Good luck Team GB!

If people can tell a lot about you from the way you dress, then your bag probably gives away a few secrets too.

Filofax are best known for their iconic personal organisers, but did you know that their collection also includes a whole range of co-ordinated accessories, folders and bags? Winning one of these stunning bags will help you get organised and make sure you look the business too.

Go for either the striking red Finchley women’s courier bag or the Finchley large briefcase in rich brown grained leather, both worth £175. Filofax have given GLR News three of each item to give away to six lucky GLR readers - as well as a free matching personal organiser worth £67. That’s £242 worth of the smartest organisation tools around!

Just fill in our survey and tell us which you’d like to win.

Filofax are also offering all GLR readers a 20% discount on all online sales at www.filofax.co.uk. Use promotion code WSCIM1 at the checkout. (Does not apply to training or previously discounted goods).