Dr. Kasser Tee
President of the Chartered Institute of Marketing, Ghana (CIMG), Dr. Daniel Kasser Tee, has urged marketing professionals to propose sound marketing strategies to change the narrative in the industry.
In his opinion, chartered marketers need to make their years of practice and qualification manifest by designing sound marketing strategies targeting the success of their companies.
“You are expected to help change the narrative in the industry by helping your organisations to avoid marketing myopia. Instead, think of the long-term perspective of the business by building everything you do around the customer’s best interests” he said.
He made this statement at the maiden launch of CIMG Chartered Marketer last Saturday in Accra.
The event witnessed some 71 individuals with Professional Marketing Qualifications (CIM, UK, or any analogous Professional Marketing Qualifications) being conferred with CIMG Chartered Marketer (CM) status.
Dr. Kasser Tee urged members to make known to the public the relevance of chartered marketing to the industry. He added that it is crucial to let the industry know what marketing is not.
According to him, marketing is not sales, not advertising, not being smart, not being creative, not being humorous, but exists to create value for the business’s long-term interests.
“We do this by building the company around the customer, being aware of our environment, and through research,” he said.
On his part, Ghanaian economist Stephen Adei who doubled as the Chairman at the launch highlighted the need for continuous education to maintain professional excellence in the marketing industry.
“There is a need for continuous education as it is essential for us to maintain our professional excellence standards. We want chartered marketers who will be at the cutting edge of the profession and contribute to the country’s development,” he said.
BY Prince Fiifi Yorke