When it comes to public trust, the marketing profession isn’t always at the top of the list. To better understand this challenge, the state of marketing professionalism in Australia and how the profession has evolved in response to growing market demands, the Australian Marketing Institute (AMI) is launching a new research project to help better set the sector up for success.
Across June, the AMI will be running the 2019 State of Marketing Professionalism in Australia Survey to explore perceptions of professionals towards marketing as a profession, and the role marketing associations and professional certifications play in developing the marketing industry.
To help ensure a quality result, the AMI has engaged independent research consultancy ENGINE, who will host, collect and analyse the completed surveys. The AMI, in partnership with Marketing magazine, will engage the participation of a wide audience of marketers, professionals, students and academics in marketing-related fields, as well as professionals responsible for recruiting marketing talent for roles.
Says Lynda Cavalera, chairperson, AMI: “A primary role of every professional association is to set and uphold standards of professional practice and enhance the quality and status of its members’ work. Marketers need to not only be strategic and creative, they also need to have oversight of what constitutes ethical practice and the changing regulatory environment in which they operate, including consumer privacy.
“With this survey, we hope to get a clear understanding of the main challenges marketers face today to be able to meet their needs and provide them with the necessary tools and knowledge to meet the rapid changing requirements of the industry and customers.”
Says Craig Young, managing director, ENGINE: “ENGINE believes in empowering marketers. That’s why we’re proud to be conducting the inaugural State of Marketing Professionalism in Australia Survey on behalf of the AMI. It will become the benchmark barometer on the state of the marketing professionalism in Australia.”
The survey is now live and running till 5pm AEST Wednesday 19 June 2019 for practicing marketers, academics and students engaged in the marketing-related fields and professionals responsible for recruiting marketing talent into roles (HR professionals and recruitment agents).
The AMI invites all professionals in the marketing related fields to participate.
The results of the survey will be available online at the beginning of July and will also be presented during a webinar panel discussion in August (more details to follow on the AMI website shortly).