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A Roadmap for Transforming the Marketing Profession & Value-Chain

A Roadmap for Transforming the Marketing Profession & Value-Chain. MPHO MAKWANA - MFSA CHIEF EXECUTIVE PRESENTED TO PARLIAMENT’S PORTFOLIO COMMITTEE ON COMMUNICATIONS 19 OCTOBER 2004. Bottom Up Spirituality People’s Princess People’s President Issue groups Consumer power.

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A Roadmap for Transforming the Marketing Profession & Value-Chain

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  1. A Roadmap for Transforming the Marketing Profession & Value-Chain MPHO MAKWANA - MFSA CHIEF EXECUTIVE PRESENTED TO PARLIAMENT’S PORTFOLIO COMMITTEE ON COMMUNICATIONS 19 OCTOBER 2004 foremost marketing thought leader

  2. Bottom Up Spirituality People’s Princess People’s President Issue groups Consumer power People-driven/Consumer society Top Down Religion Monarchy Government Big business New (21st Century) World Old (20th Century) World foremost marketing thought leader

  3. foremost marketing thought leader

  4. MERGER OF ASOM, IMM & DMA: 1 OCT 2002 The voice of marketing in SA. foremost marketing thought leader

  5. To position, promote, protect and enhance the marketing profession and professionals. To provide a leading edge resource of marketing knowledge and practices. The mfsa Market Definition • A marketing profession and trade body that delivers… Quality Assurance & Standards Lobbying & Advocacy Excellence Awards Marketing related Products & Services foremost marketing thought leader

  6. Our Vision Influences (Advocacy) Informs (Insights) foremost marketing thought leader Develops (awards/endorsements) (Marketing Education Standards) Directs (Value-chain leadership, Marketing Profession Champion And overall Voice) foremost marketing thought leader

  7. STAKEHOLDERS/INFLUENCERS Government Regulators Media SADC Embassies Industry Value Chain SSETA SAQA Nedlac Academia Board Internat. Bodies Consumers Spec. Int. Orgs. • Agencies • Consultants • Research • Creative • Design • Media • Production • Etc. Leadership Industry Bodies THE Value-Chain /INDUSTRY INTERNAL Employees Members Black Members Competitors Suppliers Committees Corp. SA CEO’s Corp. SA HR NGO’s Government Southern Africa Academia Students CONSUMERS/CUSTOMERS Audience Overview foremost marketing thought leader

  8. MFSA Value Proposition We believe that great business is impossible without great marketing. Our strategic Intent is to make marketing the heartbeat of the economy. Customer Value Proposition: A compelling future in or through marketing. foremost marketing thought leader

  9. The mfsa Brand Essence Creativity Insight Our people Servant Leader Integrity Excellence foremost marketing thought leader

  10. Facilitator Guide Connector Inspiration Insight Ideas Essence Explored Servant Leader foremost marketing thought leader

  11. Our role in Industry Transformation • Signatories to Industry Value-statement of April 2003 • Participant in the Industry Steering Committee Consultative Process • Intermediary that manages the funds advanced by the SSETA to facilitate the creation of the Industry Scorecard through BEE Monitor foremost marketing thought leader

  12. Current Initiatives • Loeries Marketing Communications Festival • Increased representivity and diversity in judging panel • Influence the transformation of Creative Departments • A platform for monitoring progression with compliance with the Value Statement • A platform for celebrating and showcasing the best that the South African has to offer as an exciting economy within which to do business foremost marketing thought leader

  13. Current Initiatives #2 • Chartered Marketer Programme • Board Committee chaired by Mr Bonang Mohale • 200 Charted Marketers • Learnerships • 1000 learners in partnership with SSETA. Plan to play this role every year as Lead Employer Champion of Learnerships in Marketing foremost marketing thought leader

  14. Future plans • Partnership between MFSA & BMF to transform: • Marketer of the Year Award Criteria and incorporate BMF’s Manager of the Year Award Criteria • Marketing organisation of the Year criteria incorporating BMF’s Progressive Company of the Year Award Criteria • Same with Direct Marketer of the Year and Direct Marketing Company of the Year • Preliminary discussion already taken place. A formal agreement to be entered into in the context of October 2005 Awards foremost marketing thought leader

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