The Institute of Marketing Management (IMM) identified a need for professional recognition of marketers in 1999. Since then much work has been done by the IMM, the now defunct Marketing Federation of Southern Africa (MFSA) and the Services SETA to define what is meant by professional competence and to put the processes and infrastructure supporting this framework of recognition in place.
What makes the professional recognition of marketers in South Africa unique is that the developmental work was done within the education and training context of South Africa. This was done to ensure integrity of the processes as well as the alignment of these processes with the work being done by the South African Qualifications Authority (SAQA), the Sector Education and Training Authorities (SETAs), the Council on Higher Education (CHE) and, now, the soon to be established Qualifications and Quality Council for Trades and Occupations (QCTO).
Professionalisation of an industry is evident when the occupations within that profession are underpinned by a scientific body of knowledge that culminates in various industry defined qualifications. However, professionals emerge only when this knowledge is applied and used in the real work environment.
The Chartered Marketer (SA) sets an industry standard for the recognition of professional competence of individuals who have followed a career in marketing and have gained their knowledge through formal and non-formal learning processes. They have also demonstrated their competence through the practical application of the knowledge thus gained.
