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Developing world-class professional practice for marketing and sales Dr Chahid Fourali

Developing world-class professional practice for marketing and sales Dr Chahid Fourali Head of the UK’s Marketing and Sales Standards Setting Body (MSSSB). GSSI – Clermont-Ferrand - June 2009. World-class Standards for Marketing and Sales. Plan of Presentation.

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Developing world-class professional practice for marketing and sales Dr Chahid Fourali

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  1. Developing world-class professional practice for marketing and sales Dr Chahid Fourali Head of the UK’s Marketing and Sales Standards Setting Body (MSSSB) GSSI – Clermont-Ferrand - June 2009

  2. World-class Standards for Marketing and Sales Plan of Presentation • Introduce MSSSB and its work • Focus on the standards setting work and present the case for it • Introduce the procedure for developing the best practice standards • Introduce the outcomes of the project • Invite audience to be involved in the work

  3. World-class Standards for Marketing and Sales

  4. World-class Standards for Marketing and Sales Need for a Sector Body •        MSSSB represents the interests of a sector (marketers and sales) • Recognised • Funded by Government (independence) • Work with all stakeholders

  5. Focus of Sector Body • Consistency of standards • Focus on the need of industries (vocational) • Represent all stakeholders • Long term strategy (current & future national needs)

  6. Four Key Responsibilities World-class Standards for Marketing and Sales • Sector research and information (e.g. mapping exercise, international comparison) • National Occupational Standards • Qualifications strategy • Learning frameworks (apprenticeship, training material to support NOS - 360 assessment)

  7. Why Standards? World-class Standards for Marketing and Sales • Performance Management • Assurance of product and service delivery • Recruitment and selection • Job design and evaluation • Identifying learning needs • Delivering and evaluating learning programmes • Public recognition certification of competence • Regulating professional and occupational qualifications and institutions Bob Mansfield & Lindsay Mitchell Towards a Competent Workforce Gower 1997

  8. Developing the Standards – The Steps World-class Standards for Marketing and Sales Profiling and occupational mapping of the professions (completed Feb 2004) In-depth interviews, and working groups - involving over 150 organisations Questionnaires and commentary upon developing materials - involving some 350 organisations Standards field tested, agreed and accredited (January 2006) MSSSB Page 7

  9. Knowledge Skills Attitudes World-class Standards for Marketing and Sales Understanding Occupational Performance Performance

  10. Recommended Structure of the Standards Title:Identifies the activity addressed Outcomes: Sets out what you must be able to do Behaviours: Sets out how you should behave Knowledge: Identifies what you must know - general - industry/sector specific - context specific

  11. The European dimension? World-class Standards for Marketing and Sales • Competences are defined here as a combination of knowledge, skills and attitudes appropriate to the context. • Quality assurance should include context, input, process and output dimensions, while giving emphasis to outputs and learning outcomes (from: RECOMMENDATION OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL of 18 December 2006 on key competences for lifelong learning (2006/962/EC) MSSSB Page 2

  12. Marketing Standards The Standards define best practice across these principal functions and the associated activities in achieving the key purpose Marketing Key Purpose Advance the aims of organisations (whether private, public or voluntary) by providing direction, gaining commitment and achieving sustainable results and value through identifying, anticipating and satisfying stakeholder requirements.

  13. Sales Standards Sales Key Purpose To create, build and sustain mutually beneficial and profitable relationships through personal and organisational contact.

  14. Structure of NOS World-class Standards for Marketing and Sales • Refer to CD (e.g. unit 2.2) MSSSB Page 2

  15. Standards – the building blocks Competency framework Recognition and reward structure Role descriptions /requirements Standards • Key outcomes • Essential behaviours • Underpinning knowledge Individual performance and appraisal Career planning and progression Focused training and development

  16. Current users World-class Standards for Marketing and Sales • Users include small and large businesses, awarding bodies, professional bodies, universities and colleges in the UK and abroad including: • Xerox (sales) • National Sales Awards / National Marketing Awards • American Express (marketing and sales) • Samsung (marketing) • IBM (marketing) • PWC (marketing) • City and Guilds (to train their staff) • Government Department (Welsh Assembly)

  17. Other relevant work World-class Standards for Marketing and Sales • Developed Standards for ‘Non-specialist’ Marketing/Sales Personnel • Social Marketing Standards are being developed • New areas identified in current revision work

  18. World-class Standards for Marketing and Sales Revision work For further information, contact Chahid Fourali < info@msssb.org> 01628 427106 Page 27

  19. World-class Standards for Marketing and Sales Thank you for listening!

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