Marketing companies told not to overlook training

Marketing firms should ensure that their employees have opportunities to attend the most up-to-date training available, it has been claimed.

David Thorp, head of research and information at the Chartered Institute of Marketing (CIM), told industry portal creativematch that the importance of training "should not be ignored".

"Marketers are frontline when it comes to driving growth and if they don't have the qualifications or training that keeps them up-to-date then clearly the business will suffer," he remarked.

Citing research from the Skills Sector Development Agency which states that more than one in ten employees feel they are under-skilled for their current job, Mr Thorp explained that training helps staff grow professionally.

"Those that are under-skilled are less likely to take advantage of marketing opportunities as they arise and are less likely to understand how strategic marketing can best position the business for growth," he added.

Some 57 per cent of Britons consider training a worthwhile investment of time and money, according to statistics from the Department for Innovation, Universities and Skills.