this issue 2
The CIM organized its 34th Graduation Ceremony on Wednesday 19th
September, 2012 at the Hilton Park Hotel. The Graduation was
attended by more than 100 distinguished guests, graduants, alumni
and friends of the institute. After the completion of the ceremony
a cocktail party was held, giving the opportunity to attendees to
socialize and celebrate the graduation of the 2012 class.
The degrees were awarded by Mr Loukaides George (Representative of
Nicosia Constituency), Mr Glafkos Mavros (Former General Director-
Hellenic Bank), Mr George Liveras (Managing Director-George Liveras
& Associates LTD) and by Prof Theo Hadjiyannis
(Director-General, CIM).
The Ceremony confirmed once again CIM’s enormous contribution to
the development of businesses in Cyprus and the study of the
science of Marketing during the past 34 years.
More on page 13
CIM GRADUATION CEREMONY 2012
September 2012
Indeed, we are currently experiencing significant developments in
the tertiary educational sector in Cyprus. But our aim here at CIM
remains the same:‘to preserve our role as the First Business School
in Cyprus’; the undisputed fact that really set us apart from the
competition.
For more than 34 years CIM not only delivers knowledge; but also
combats the challenges, and at the same time, aligns its activities
to be in line with the fast evolving environment. Therefore, CIM
experienced significant advancements since the last issue of ‘The
Market’.
Striving to maintain high academic standards, we haveadvanced our
organisational structure. This enabled usto become more efficient
in our operations and responsive to the needs of our students and
stakeholders in general. In addition to that, we have enriched our
pool of facultycoming from diverse academic disciplines; reaching
the astonishing ratio of 1 lecturer per every 6 students.
At another level, the CIM Marketing Summit 2012, which took place
on Saturday 31st March 2012 at BOC Headquarters, marked another
huge success for the Institute. More than 400 executives from
Cyprus and abroad attended, establishing the Summit as the island’s
leading event on Marketing and Management.
Concluding, one recent and remarkable achievement of CIM has to be
highlighted. The CIM team in the past 6 months has consolidated its
place in business education by coming into Agreement with the
Internationally Acclaimed, London South Bank University (*ranked as
the number one modern university for graduate starting salaries,
and the top modern university in London for graduate employment
prospects), offering the students the opportunity to acquire an MBA
(15 months/ Non-experience) as from October 2012. This is a great
achievement for everyone at CIM as it provides new opportunities to
the Cypriot in-career professional who can now earn an
internationally recognised qualification without disrupting his/her
career and personal life.
London South Bank University p. 2 - 3 Is Sales the New Marketing p.
4 - 5 Reinventing Management p. 6 Involving Line Managers in HRM p.
8
The Cyprus Institute of Marketing
ISSUE
08 SEPTEMBER 2012
Dr. Fotis Pavlou (BSc, MSc, PhD) Head of Editorial 2012 graduates
alongside with the members of the new CIM Council
Prof. Theo Hadjiyannis (Director-General, CIM) and Mr George
Liveras (Managing Director-George Liveras & Associates LTD)
awarding degrees to CIM graduates
The Market
The Market This Journal is issued by The Cyprus Institute of
Marketing bi - annual basis. The aim of this publication is to
bring the alumni, members and friends of the Institute closer.
Moreover our aim is to inform the Cyprus business world of the
latest developments in the field of marketing.
Editorial Board: Yangos Hadjiyannis Dr. Fotis Pavlou Anna
Antoniou
Contact: P.O. Box 25288 Nicosia, 1308 Tel. + 22 778475 Fax. + 22
779331 e-mail:
[email protected] www.cima.ac.cy
The Cyprus Institute of Marketing is wholly owned by THECYPIOM LTD
registered in Nicosia Cyprus and the Cyprus Institute of Marketing
is registered with the Cyprus Ministry of Education and
Culture.
ATTENTION All information appearing in this newsletter is copyright
material. No part can be reproduced in any way without the prior
approval in writing of the Institute.
It’s 120 years since the first student passed through the doors of
the Borough Polytechnic Institute – and into a world of new
opportunities. The Institute set out to ‘improve the mental and
bodily health and social happiness of the people in one of the
poorest parts of south London’. From the start, the emphasis was on
equipping people to earn a living: from bricklaying, to printing,
hat- making to leather-tanning, the original curriculum paints a
vivid picture of working life in late Victorian Southwark.
As new industries emerged, the Institute had to move fast to keep
pace. By the end of the 19th century, bakers made up the biggest
group of students.
The National School of Bakery and Confectionery, set up in the
1890’s, is still thriving today. In the 1920’s, we were the first
London institution to run courses for heating and ventilation
engineers; later in the 1950’s, we pioneered courses for engineers
in the country’s fast-emerging nuclear power industry.
In the 1970’s, we launched one of the first degrees in nursing;
now, LSBU trains one in four of London’s nurses and social care
professionals. Technopark, London’s first science park, opened in
the 1980’s. In 1993, the Nutrition and Food
London South Bank University
120 years of learning
2
Research Centre opened; today, LSBU leads the way in creating
partnership between academics and the food industry. The list of
innovations goes on – from sport to sustainable building technology
to traditional Chinese medicine.
And it’s not just the curriculum that’s changed. Mergers with other
colleges have broadened and deepened our offer, while new buildings
are even new campuses – at Whipps Cross and Havering – mean better
facilities for staff and students. We’ve gone from Polytechnic
Institute to Polytechnic and finally to University. But despite all
the changes there’s a striking similarity between our goal in 2012,
‘to be the most admired UK university for creating professional
opportunity’ and the vision of our founders.
*Article taken from London South Bank University; Newspaper Title:
‘Celebrating 120 Years’; Author: Professor Martin J EarwickerFREng,
Vice-Chancellor and Chief Executive, London South Bank
University
The Market
3 3
After a long period of repeated and thorough in spection from a
group of British academics; LONDON SOUTH BANK UNIVERSITY decided to
recognize CIM as an Academic Partner, offering in this way the
unique option to acquire British Master sin Cyprus. This makes CIM
to be the first academic institution in Cyprus to secure
Institution a evaluation by two British universities (University of
West London & London South Bank University). This also means
that CIM is now in the position to offer the opportunity to
students to obtain internationally reputable undergraduates and
postgraduates degrees from two different British
Universities.
At the first stage, the cooperation relates to one postgraduate
programme which will be provided by the franchise method: the MBA,
Master in Business Administration (Non-Experience, 15 months FT or
30 months PT).We are proud that our students now have the
opportunity to acquire a British MBA with international recognition
in Cyprus, without unsettling their professional and personal
careers.
A dynamic University London South Bank University (LSBU) was
established as a Technical University in 1892and became a
university in1992. Withmore than 25,000students, it is classified
as one of the
fastest growing and most dynamic universities in Britain. It is
important to note that, according to the Sunday Times Higher
University Guide 2012, the LSBU is the Number1 Modern University in
terms of the starting salary of graduates. Further, it has been
described as the university with the largest upgrades in
London.
This evaluation is a clear proof of the contribution of CIM in the
Cypriot academic settings and the recognition that the Institute
enjoys in the Europe an scene. This is particularly important since
it promotes Cyprus once more as an International Training Center.
It is a great honor for the CIM as it makes it a truly European
Business School. Finally this collaboration strengthens CIM’s role
as a leader in Lifelong Learning, providing in this way the
opportunity for employed individuals to acquire a world-class MBA
by attending evening courses. (For more information visit
www.cima.ac.cy)
Beyond the above, taking this chance, CIM congratulates London
South Bank Universityforthe 120 years since its foundation, and it
is proud of the fact that is its partner in Cyprus.Representation
of CIM has been invited and will take part in the celebrations of
LSBU that will be held in London at September 31st.
Collaboration of CIM with London South Bank University (UK)
From left: Prof. Theo Hadjiyannis, Colin Knapp, Dr Leslie Gadman
and Yangos Hadjiyannis
The Market
4
Base on his academic career and personal experience, Professor
Nigel Piercy discuss main contemporary issues concerning marketers
of the 21st century and offers his insights regarding marketing
developments and future trends.
Question: What are the elements of a successful marketer in today’s
business world, especially in the midst of the global financial
crisis?
Answer: Perhaps the most obvious thing is an understanding of the
“new normal” - in the sense that in economic downturn consumers
have changed their values and behavior and the era of austerity is
going to continue. Beyond that we also have to recognise that the
days of just throwing big money at problems have gone - the
challenge for marketing executives is to develop creative and
innovative solutions to the problems we face, not just to offer
“more of the same”. This need for creativity and originality
extends all the way from the operational realities of effective
communications in a world where social media
have more impact on peoples’ lives than do conventional media,
through to the development of new ways of doing business that
reflect the way markets have changed. The overwhelming need is to
go back to “marketing as strategy” impacting on the business model
and innovation, rather than keeping with “marketing as promotion”
or tactics.
Old - style organizations too slow Question: How important is for a
marketer to set up a clear organisational structure and to delegate
responsibilities?
Answer: Part of the challenge in times of austerity is getting
better at what you do and exploiting everything available to make
our companies more efficient. Part of this is about how we
organize. In this are too, it is clear that the ways of the past
cannot survive. Old-style organizations are too slow and cumbersome
in a world that demands agility, speed and flexibility. The
challenge for marketing executives is increasingly how to work
effectively without a
Is Sales the New Marketing? Interview with Prof. Nigel Piercy, BA,
MA, PhD, DLitt, FCIM Professor of Marketing and Strategy and
Associate Dean Warwick Business School
Prof. Nigel Piercy (BA, MA, PhD, DLitt, FCIM - Professor of
Marketing and Strategy and Associate Dean at Warwick Business
School) presenting the topic ‘Is Sales the New Marketing?’ during
the CIM Summit 2012
The Market
3 5
5
formal marketing department (or bureaucracy) and instead to work as
a cross-functional leader focussed on delivering superior customer
value.
Question: How do social media and technology in general affect the
daily life of a Marketer and how can they be used to design the
Marketing strategy?
Answer: The clearest impact of social media and Internet-based
consumer behavior is on communications with the market. But this is
a wholly different type of communications which are interactive,
responsive and very difficult to manage. One of the toughest things
for marketing people and advertising agencies to understand is that
you no longer control the message or the medium - the audience
does. Beyond that however, strategically the digitization of
products, services and value chains is probably the most
significant change. We are only just beginning to understand the
real impact of digitized products (all the way from financial and
information services to computer games) which can be delivered
wholly online, and the parallel trend towards digitization of much
of the delivery of services and customer support (e.g., the airline
ticket). We are also starting to see whole new value chains opening
up e.g., Proctor and Gamble as an online seller, and flexible
movement between different distribution channels - e.g., pop-up
shops opened on a short-term basis by online fashion houses and
then closed again. Perhaps the most important thing to hang onto is
that we are still in the early stages of a profound change in
products and services, and value chains, and there is much left to
happen.
New marketing strategies Question: What are the latest trends in
Marketing?
Answer: The most obvious and urgent issue for many of us is
developing new marketing strategies that are designed for a world
of austerity with thrifty, value-driven consumers, and lower
spending by many groups in society (e.g., the youth unemployed).
The pressure here is for the design and delivery of value-based
strategies that focus very precisely on what drives value for
different kinds of consumers. This is absolutely not the same as
just cutting prices to get business, it is about developing robust
value propositions that make sense to hard-pressed consumers.
Realising this is why companies as
diverse as IBM, FedEx, Ryanair and Aldi have had a very good
recession, while many of their competitors have suffered.
However, at the same time, what we see everywhere is a huge
pressure towards integrity. Economic downturn has produced a
generation of consumers with a high level of distrust for business
in general and traditional marketing messages in particular. We are
also seeing a growing concern for the environment and
sustainability which is strong enough to impact significantly on
consumer purchase choices and business-to-business choice of
suppliers. The pressure on marketing is to display higher levels of
integrity and ethical behavior as well as to emphasise how a
company's corporate social responsibility initiatives create value
for customers. Of course, the most attractive new business models
are those which combine social benefits and high ethical standards
with clear business benefits - e.g., while Dell makes much of its
services to allow companies to recycle old computer equipment, this
does of course create the opportunity to sell those same companies
replacement equipment (which is less power- hungry and more
environmentally-friendly); while Unilever partners with NGO's to
promote personal hygiene in Africa and reduce disease transmission,
they are also there to sell more soap.
Question: You are in Cyprus to address the CIM Marketing Summit
2012. Please give us an outline of your lecture and
conclusions.
Answer: The address is entitled ‘Is Sales the New Marketing?’. The
talk outlines the development in many companies of the strategic
sales organization absorbing many of the functions and resources
previously associated with marketing. In business-to-business
marketing the increasing concentration of buying in many sectors
creates the need for a new way of managing the "front- end" of the
organization and the need for a strategic perspective on customer
choices. In some ways this is a natural evolution, but it raises
many interesting questions about where this leaves traditional
approaches to marketing and the high priority for managing the
relationship between marketing and sales even more carefully.
The Market
The future challenge
Question: Economic crisis has transformed many things in business.
What has changed in the domain of management in the last few
critical years and what is about to change?
Answer: Many businesses have used the recession to address their
cost base and companies are much leaner. These adjustments have
been painful but many firms have been successful in this cost
reduction domain. Indeed, this is the easy bit of management as
managers have many tools at their disposal to do this work. In
certain sectors such as manufacturing, technology, healthcare etc.
companies have been generating huge cash surpluses. The future
challenge is knowing what to invest in and how to grow their
businesses sustainably. So, looking ahead, we are likely to see an
increase in acquisitions and mergers (even though most research
shows this rarely creates value, except for lawyers and investment
banks), and possibly more partnerships and alliances.
Question: The Cyprus market is considered to be very volatile given
our tiesto Greece and the fact that there has been no strategic
plan announced or determined yet, relating to the discovery of
natural gas. How should our government handle and manage this new
discovery so as to be of major benefit to the welfare of the state
and the people, based on what other countries have done as
well?
Answer: I think the government should get on a plane and fly to
Oslo to have a meeting with the Norwegians and find out more about
how they have very successfully managed the 'curse' of resources. I
wouldn't fly south to Nigeria!
The current crisis is challenging established assumptions and
models of how we organise and manage. How can organisations respond
to these challenges and reinvent management for the future?
Professor Marc Thompson, based on his successful presentation
during the CIM 2012 Marketing Summit articulates his main ideas
through the following short interview.
Question: Talk to us about the new trends in management. What are
the new directions the multinationals are following in terms of
their management and leadership? What would your advice be to
small, medium as well as large companies?
Answer: The key challenges for all businesses, big and small, are
how do we grow and how do we innovate. In a fast changing and
turbulent environment this means that firms need to involve all
employees in addressing these questions. So, one big trend has been
the rise of 'employee engagement'where firms are building deep
knowledge on the organisational factors that shape employee
commitment and motivation. This new trend has, like all management
innovations, its good and bad aspects. Firms often get it wrong
when they use an employee engagement model as a tool of control
rather than a source of data to support real learning and
change.
My experience is that firms are often good at developing the
metrics for monitoring but poor at investing in organisational
development processes to address the deeper management and
organisational issues. Where firms get it right they use the data
to support and enable far-reaching changes in structures, systems
and processes. My advice to firms both large and small is to break
out of the mind-set of seeing employee engagement as a monitoring
process and see it as a learning process that can initiate higher
levels of employee involvement. This means actively devolving
power, accountability and responsibility, not centralising
it.
Reinventing Management Interview with Prof. Marc Thompson, BA
(Hons), MSc, PhD Academic Director of the MSc Consulting and
Coaching for Change, Oxford University / HEC- Paris, Fellow
Templeton College
Prof. Marc Thompson (BA (Hons), MSc, PhD - Fellow, Said Business
School, Oxford University) presenting the topic ‘Reinventing
Management’ during the CIM
Summit 2012
The Market
3 7
7. PETROS PETROU, MARKETING MANAGER, SIGMA TV
8. JASON NEOPHYTOU, GENERAL MANAGER, EUREKA
9. YANGOS HADJIYANNIS, DEPUTY- DIRECTOR, CIM
10. MARIA HADJIVASILLIOU, PRESIDENT OF LIMASSOL LECTURERS’
LEAGUE
11. GARO DADZIGIAN, PRESIDENT OF NICOSIA LECTURERS’ LEAGUE
12. IOANNA CONSTANTINOU, PRESIDENT OF LIMASSOL STUDENT'S
ASSOCIATION
13. BIANCA ALLERY, PRESIDENT OF NICOSIA STUDENTS' ASSOCIATION
14. CHRISTOS RASPOPOULOS, PRESIDENT OF ALUMNI ASSOCIATION
CIM wishes to the new members every success with the ultimate
objective to continue the provision of quality training and
educational services offered by CIM for more than 34 years.
During the official dinner held on Tuesday, September 11, 2012 at
the Hilton Hotel Park, CIM has announced the new composition of the
Council for the period 2012-2015. The Council is the supreme
governing body of the Institute; it is the strategic unit of the
Institute, laying down the objectives and targets of the Institute
on a five- year basis.
The new Council is comprised by personalities from the business
world, politics and academia; confirming in this way the continuous
contribution of CIM in Cyprus settings and particularly in the
education and training of employed individuals.
The current membership of the Council is as follows:
1. PRESIDENT: GLAFKOS MAVROS, FORMER GENERAL DIRECTOR, HELLENIC
BANK
2. VICE-PRESIDENT: ANTONIS KARPASITIS, GENERAL MANAGER, METLIFE
ALICO
3. SECRETARY: MARIOS CHARALAMBIDES, MARKETING MANAGER, SERANO
4. PUBLIC RELATIONS: ANNA ANTONIOU, CLIENTS MANAGER, SPP
MEDIA
5. LEGAL ADVISOR: GEORGE COLOCASSIDES, COLOCASSIDES AND HADJIPIERIS
LLP
The new Council of CIM
New Council of Cyprus Institute of MarketingGlafkos Mavros, Yangos
Hadjiyannis, Theo Hadjiyannis and George Liveras
The Market
88
In general, line managers are widely considered as those
individuals being at the lower levels of the management hierarchy
and are mainly responsible for managing day to day assignments
rather than to be involved into strategic HR issues.
They were always involved to a certain degree with HR-related
activities since ‘they are after all closest to employees, having
direct responsibility for managing them on a regular basis and
being accountable for their performance’ (Purcell et al., 2009:
p62). In the recent years, there is an apparent expansion of line
managers’ duties and contribution to HRM.
The reasons why organisations decide to enhance their role in
relation to HR issues vary. Indeed, the relatively new focus on
differentiating between the intended HR policies with the actual
practices as experienced by employees revealed their pivotal
role.
Nonetheless, line managers are also brought to the spotlight since
they help the management to overcome several barriers. One of these
is that HR specialists are often considered to be ‘out of touch’
with the reality, promoting HR policies that are mostly
theory-based. Thus, when it comes to put these policies into
effect, problems and inconsistencies start to emerge.
Involving Line Managers in HRM:
A Brief Overview
Another argument promoting line managers’ prominence is that HR
departments are criticised to be unresponsive or most of the times
their actions are characterised by lengthy, time-consuming
preparations and slow decision-making process rather than instant
and direct response. Purcell et al. (2009: p63) expand this
argument, by suggesting that ‘there are also other factors at play
to explain this recent trend.Decentralisation of decision making,
organisational restructuring, the growth of teamworking, pressure
at costs and speedier decision making have all influenced
devolvement to the line’.
A cost - effective approach
By involving line managers, organisations aim to create a
cost-effective, more spontaneous, accurate and reality-based
approach to HRM. Therefore, line managers are continually
encouraged to take up further HR responsibilities, as a result,
several studies to conclude that, in alliance with the HR
department/HR specialists, line managers absorb a significant
amount of HR authorities and tasks (see for example the studies of
Storey, 1992, Hutchinson & Wood, 1995, Hall & Torrington,
1998, Currie & Procter, 2001, Larsen & Brewster, 2003,
Renwick, 2003, Nancy & Panayotopoulou, 2005).
Area of Work Responsibility (%)
Training 56 30 5 9
Administration 47 42 8 3
Equal Opportunities 43 40 12 5
Staffing 42 50 6 2
Health and Safety 15 28 15 42
Performance Appraisal 14 33 53 0
*Source: Comprised by Marchington & Wilkinson (2008: p202)
based on the results of an IRS Survey - IRS Employment Review 863,
2007
The Market
3 9
9
As seen in the table, Marchington & Wilkinson (2008: p202)
present how HR-related responsibilities may be done by the HR
department, by line managers, or the responsibilities are shared
between them. However, looking the study of Francis & Keegan
(2006) what seems to be the norm is that the HR department /
specialists are highly involved in policy development, whereas line
managers operationalise these and put managerial plans into
effect.
In more detail, Hutchinson & Purcell (2003) advocate that line
managers are highly involved with communication and information
sharing, as well as with coaching, guidance and development of
their subordinates. The suggestion is that line managers’ basic
role is to manage day- to-day issues that arise at the workplace,
so avoid channelling each and every employees’ incident to the HR
department. Thus, aspects like absenteeism, employee’ motivation,
tasks allocation and even the control of trivial disciplinary
issues are most likely to be managed by the line managers.
Line manager’s responsibility Now, in alliance with the HR
specialists, and with the necessary support, line managers may have
the responsibility for implementing the policies that flow from the
higher managerial levels. For example, they may be highly involved
in employees’ appraisal procedures (i.e. HR department developing
the appraising scheme/ indicators to be used, establishing the
procedure to be followed and line managers ensuring the
implementation stage). Also, line managers may be involved in
employees’ training and development (i.e. HR department offering
guidance and line managers being responsible for the daily formal
or informal on-the job training of the employees).
This kind of partnership may exist for several HRM aspects, such as
activities related to employees’ involvement and participation
(i.e. HR specialists designing the policies and line managers
carrying out the actual team briefings, problem-solving, quality
circles etc.), activities dealing with work- life balance (i.e.
policies will be specified by HR department and implementation will
be ensured by the line managers).
Overall, empirical findings show that HRM departments and their
members are mostly in charge of designing / developing the
different HR policies and procedures to be followed. Alongside
that, they are also responsible for guiding and supporting the line
for a successful operationalisation. For Thornhill& Saunders
(1998) and Renwick (2003), this support should not be undermined
since is a ‘key’ ingredient facilitating line managers to
effectively carry out their HR responsibilities.
Before closing this short article, it should be stated that while
this collaboration between the two parties may appear as
‘trouble-free’, tensions arise since ‘the relationship between HR
specialists and line managers is not a simple issue…indeed, it is a
rather complex, ambiguous and dynamic one’ (Larsen & Brewster,
2003: p241). In very brief terms, barriers arising both from HR
specialists (e.g. fear of losing authority / of being redundant if
HR responsibility is transferred to the line; excessive workload)
and line managers (e.g. unwillingness to absorb HR duties; lack of
competencies; insufficient training) are capable of hindering the
establishment of a synergistic; mutually beneficial
relationship.
As Larsen & Brewster (2003: p229) state, ‘line managers have
responsibility for HRM in their areas, but HR specialists have
responsibility for HRM across the organisation. The balance of
these responsibilities is a key issue in HRM’. A close cooperation
between these two is expected to yield benefits for the parties
involved and consequently for organisations. This is because from
the one side, the HR specialists will have the time focus mostly on
strategic HR issues. On the other side, line managers will have
greater authority and flexibility to understand and manage their
subordinates; thus achieving a more effective climate at the
workplace level.
By Dr. Fotis Pavlou BSc, MSc, PhD
Involving Line Managers in HRM: A Brief Overview
The Market
1010
Locative media or Location-based media are media of communication
functionally bound to a location. The physical implementation of
locative media however is not bound to the same location to which
the content refers.
Location-based media (LBM) delivers multimedia and other content
directly to the user of a mobile device dependent upon their
location. Location information determined by means such as mobile
phone tracking and other emerging Real- time locating system
technologies like Wi-Fi or RFID can be used to customize media
content presented on the device. The term was jointly coined at the
2004 Consumer Electronics Show by Tom Brammar, the then Chief
Executive of Node, and Martin Hill, founder of the Product
Management function and practices at Symbian, and wireless
pioneer.
Locative media are digital media applied to real places and thus
triggering real social interactions. While mobile technologies such
as the Global Positioning System (GPS), laptop computers and mobile
phones enable locative media, they are not the goal for the
development of projects in this field.
Locative media The term 'locative media' was coined by Karlis
Kalnins in 2006. Locative media is closely related to augmented
reality (reality overlaid with virtual reality) and pervasive
computing (computers everywhere, as in ubiquitous computing).
Whereas augmented reality strives for technical solutions, and
pervasive computing is interested in embedded computers, locative
media concentrates on social interaction with
a place and with technology. Many locative media projects have a
social, critical or personal (memory) background.
While strictly spoken, any kind of link to additional information
set up in space (together with the information that a specific
place supplies) would make up location-dependent media, the term
locative media is strictly bound to technical projects. Locative
media works on locations and yet many of its applications are still
location- independent in a technical sense. As in the case of
digital media, where the medium itself is not digital but the
content is digital, in locative media the medium itself might not
be location-oriented, whereas the content is
location-oriented.
Japanese mobile phone culture embraces location-dependent
information and context- awareness. It is projected that in the
near future locative media will develop to a significant factor in
everyday life.
Locative media projects use technology such as Global Positioning
System (GPS), laptop computers, the mobile phone, Geographic
Information System (GIS), Google Maps.
Whereas GPS allows for the accurate detection of a specific
location, mobile computers allow interactive media to be linked to
this place. The GIS supplies arbitrary information about the
geological, strategic or economic situation of a location. Google
Maps give a visual representation of a specific place. Another
important new technology that links digital data to a specific
place is radio-frequency identification (RFID), a successor to
barcodes like Semacode.
Research that contributes to the field of locative media happens in
fields such as pervasive computing, context awareness and mobile
technology. The technological background of locative media is
sometimes referred to as "location-aware computing".
Design scholars Anne Galloway and Matt Ward state that "various
online lists of pervasive computing and locative media projects
draw out the breadth of current classification schema: everything
from mobile games, place-based storytelling, spatial annotation and
networked performances to device-specific applications." A
prominent use of locative media is in locative art. A sub-category
of interactive art or new media art, locative art explores the
relationships between the real world and the virtual or between
people, places or objects in the real world.
By Prof. Theo Hadjiyannis, B.Sc., M.Sc., F.C.I.M. F.C.M.A. Cyprus
Institute of Marketing, Director - General
Location based Marketing (LBM)
11
with clear timelines, the systematic monitoring and evaluation of
progress, and a strong communication strategy. Building a knowledge
and innovation– driven economy requires a long–term, ambitious
vision based on sustained investments in research and
innovation.
The Presidency of the Council of the European Union is a test of
maturity, but also a test of effectiveness and efficiency in all
aspects – innovative policies, state–of–the–art logistics
technology and creative communications. The Cyprus EU Presidency
2012, just like the innovation ecosystem calls for the active
engagement of all actors: the public sector, business, academia and
research centers, local authorities, social partners, Arts and
Cultural Organizations, NGOs and citizens themselves. Collaboration
is the new driver of innovation and the key to success.
A platform for reform The EU Presidency serves as a platform for
public sector reform and a driver for business innovation – the
basic pillars for growth and economic recovery. Cyprus (and Greece)
should embark on a nation–wide Innovation and Growth Drive through
an extensive campaign to raise awareness amongst Industry and
enterprise for the need to innovate and grow. The Innovation and
Growth Drive would need to be also a Government widespread
initiative and be a horizontal theme across Public Sector and Local
Government.
Moreover, holding the Presidency of the Council of Europe entails
the accumulation of a vast amount of knowledge and information and
the development of innovative practices that should, subsequently,
be dispersed across all competent authorities (broader public
sector, local authorities, businesses, academia, voluntary
organizations etc.). Overall, if utilized correctly, the Presidency
of the Council of the EU provides a unique opportunity to enhance
Nation Brand «CYPRUS», measured in terms of the country’s Value
System, Quality of Life, Good for Business, Heritage and Culture
and Tourism.
By Nicos G. Sykas Strategy & Communications Consultant
At a time of public budget constraints, major demographic changes
and increasing competition, Cyprus competitiveness, our capacity to
create new jobs to replace those lost in the crisis and, overall,
our future standard of living depend on our ability to drive
innovation in products, services, businesses and social processes
and models. In a rapidly changing environment, we must build on our
strengths and tackle our weaknesses.
Perhaps the biggest challenge is to adopt a much more strategic
approach to innovation. An approach where innovation is the
overarching policy objective, where we take a medium– to
longer–term perspective, where all policy instruments, measures and
funding are designed to contribute to innovation, where policies
and initiatives are closely aligned and mutually reinforcing, and
last but not least, where the highest political level sets a
strategic agenda, regularly monitors progress and tackles delays.
The best ideas can fail because of poor execution or weak
monitoring.
A pressing need Efforts and expertise on research and innovation
must be pooled and critical mass achieved – tackle fragmentation
and costly duplication. Existing instruments and initiatives should
be streamlined, simplified and better coordinated. We should target
at delivering better public services with reduced resources.
E–government strategies should aim at moving more services online,
and beyond that to develop new internet–enabled services. Public
procurement should be used strategically. There is a pressing need
for more sophisticated training, as well as opportunities to
exchange good practice. Remaining barriers for entrepreneurs to
bring “ideas to market” must be removed. Our strengths in design
and creativity must be better exploited.
Policy changes, public–private collaboration, innovation, and
talent development should be viewed as critical success factors for
competitiveness today and tomorrow. An operational roadmap for
public governance reform implementation is needed, associated
EU Presidency and Government Reform
Nicos G. Sykas
1212
What I mean is that now, more than ever, we are trying to become
more efficient and effective in our schemes and we are utilising
the available resources in a more ‘targeted’ approach. So in
essence is not inventing new ways, but actually, is about a more
‘wise’ implementation of our plans.
Can marketing be used as a tool in any way for helping getting out
of this crisis? What role marketing can play?
Of course marketing can offer significant input to the overall
situation in the sense that marketing is the tool that helps
consumers to take inform decision regarding their purchases. Today,
a large portion of the crisis and the stability observed in the
economic activity is due to the reduction of the consuming habits
by the buyers. So, my opinion is that if we use marketing in the
correct way, it may have the potential to increase and improve the
levels of consumption within the various sectors, as a result to
see again a movement in the markets; a movement that will create a
positive chain reaction.
Finally, what role marketing can play in regards to the recent
discovery of natural gas in Cyprus?
As far as I know, there is no particular team responsible for
marketing / promoting or handling the way that our government
markets the natural wealth recently discovered. It is certain that
there are specialists for all the technical aspects; the known
‘committee of the wise’. Yet, no particular committee, for what I
know, has been established to undertake the responsibility for
promoting and attracting foreign or domestic investors.
NO POTENTIALS FOR RECOVERY OF THE ECONOMY
Our director of academic programs Dr. Fotis Pavlou held an
interview with one of our alumni (BSc Marketing & MBA) to
discuss the current financial situation in Cyprus. Mr. George
Georgiou, a former lecturer at the Institute and currently the
marketing manager of Christodoulides Bros Ltd. discuss the economic
crisis, with a particular reference to the way that marketing can
have a significant input.
What is your personal opinion about the current financial crisis?
Do you see a ‘light at the end of the tunnel’?
Always according to my own conception, unfortunately I cannot say
that I am optimistic about the overall situation. As I see it, at
least for the next three-four years there are no potentials for
recovery of the economy. Also, I believe that we still have not
‘hit the bottom’ regarding financial crisis since ‘Troika’ still
haven’t decided or at least announced its proposed economic
measures. I expect that the situation will get worse as soon as the
government starts pursuingthe imposed financial objectives.
From your point of view, what could be done in order to improve the
overall situation?
There are two main areas that need to be reconsidered if we want to
see immediate improvement in our financial and economic levels: a)
to reconsider the way that the governmental sector is set-up and b)
to find a way for the banks to start flowing money in the market as
a means to initiate this ‘machine’ called economy.
New techniques of marketing As a marketer, do you think that the
crisis has affected also the way that organisations carry out their
marketing-related activities? How?
The reality is that all companies carry out their activities
according to a given budget. And it is widely known among marketers
that the very first budget that will be reduced in times of
financial crisis is the ones allocated for marketing activities.
The reason for that is because the effects and the outcome of any
marketing endeavor is not so obvious overnight, but needs time to
yield the expected benefits. And unfortunately, this indeed affects
the way we carry out our activities as marketers. And due to this
financial crisis, yes we see some transformations, but I wouldn’t
say that we have invented new techniques of marketing.
Mr George Georgiou
CIM Alumni Page
Interview with Mr. George Georgiou, Marketing Manager at
Christodoulides Bros Ltd
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3 13
CIM’s 2012 graduates celebrating their graduation
2012 graduates alongside with the members of the new CIM
Council
Mr George Loukaides (Representative of Nicosia Constituency) and Mr
Glafkos Mavros (Former General Director-Hellenic Bank) awarding
degrees to CIM graduates
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1414
turn into reality the vision of a better and more effective
educational system that would meet future needs and challenges.
Cyprus’ accession to the EU constitutes a milestone for the history
of higher education in Cyprus as national policy on higher
education issues was aligned with EU policies and particularly the
objectives of the Lisbon Strategy as well as the Bologna
Process.
Our aspiration with regard to the development and expansion of
higher education in Cyprus is to provide higher education of high
quality to satisfy demand for local as well as the international
students, with simultaneous development of lifelong learning
programs, training and research. Our strategic objective is to
establish Cyprus as a regional and international centre for
educational research.
The role of higher education institutions will be catalytic toward
the achievement of these strategic objectives. Given the dynamics
of today’s global markets, as well as the impact of the
international financial crisis, the interaction between policy
makers and all the players in the market has increasingly become a
necessity with regards to the formulation of effective marketing
policies. The aim is to strengthen our collective ability to
anticipate and respond effectively to developments.
Today’s Summit which is the island’s leading event on Marketing and
Management, will provide the opportunity to managers and executives
to network, encourage those open discussions that will help us to
gain new insights in managing the exciting and challenging times
that lie ahead and of course to look at marketing from new
perspectives.
I wish you all a very constructive and fruitful discussion on these
exciting issues of today’s business world.
Thank you
The address was read by Dr Eleni Meli, Chief Educational
Officer
Ladies and Gentlemen, Distinguished speakers, On behalf of the
Minister of Education and Culture Mr George Demosthenous, who
couldn’t be here today due to previous engagement, I welcome you to
the Marketing Summit of the Cyprus Institute of Marketing titled
‘Everything is marketing’.
Once more, the Cyprus Institute of Marketing hosts in Cyprus top
international academics from world high recognised Universities. I
express my warmest congratulations to the Cyprus Institute of
Marketing for this
initiative of bringing together the academics and professionals in
the fields of management and marketing. Such events provide a forum
for exchanging ideas and sharing best practices and new
developments, as well as for entrepreneurial networking between
managers and executives in these fields.
The Cyprus Institute of Marketing the island’s first Business
School is one of the most qualified and professional Institutions
of Higher Education in our country, since its establishment, in
1978. The Cyprus Institute of Marketing is mostly addressed to
working students by promoting Lifelong learning. More than 5000
alumni have been employed in Cyprus and abroad in key management
positions, most of them at the senior level giving them the
opportunity to shape the future of their business.
The Institute concentrated on quality, developed collaborations
with highly appreciated partnerships. i.e. University of West
London and The Chartered Institute of Marketing thus giving
opportunities to students to obtain a British degree in Cyprus from
well recognised institutions. These collaborations are a clear
proof of the Institute’s contribution to the academic life of
Cyprus.
The Ministry of Education and Culture realizing the importance of
Higher Education for the economic and social development of the
country, has introduced an ambitious Educational reform initiative,
engaging all stakeholders in order to
Address by the Minister of Education and Culture Dr. George
Demosthenous at the Summit 2012 organised by CIM / BOC with the
title ‘Everything is Marketing’
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3 15
15
The Summit attracted professional from a wide range of fields, such
as:
• Business Executives • Senior Government Officials • Marketing
Managers • Human Resource Managers • Sales Managers • Production
Managers • Logistics Managers • Brand Managers • And any other
executive who would like to be informed on the latest trends in
Marketing
The main speakers of the Summit wereProf. Marc Thompson (BA (Hons),
MSc, PhD - Said Business School, Oxford University) and Prof. Nigel
Piercy (BA, MA, PhD, DLitt, FCIM -Professor of Marketing and
Strategy and Associate Dean, Warwick Business School). The former
presented a topic with the title ‘Reinventing Management’ and the
latter discussed the topic ‘Is Sales the New Marketing?’
*For further information about the summit please visit CIM website
/ events.
The 2012 CIM Summit is a reference point in the field of Management
and Marketing studies in Cyprus and in Europe. The CIM Summit is
organised on an annual basis and aims to provide the opportunity to
Cypriot firms to be informed about the latest developments in the
areas of Marketing and Management. World-renowned academics from
Europe’s leading Business Schools attend and share their knowledge
every year with attendees representing the leading companies of
Cyprus and Europe.
For the first time in its history, the Summit was organised in
collaboration with the Bank of Cyprus and entry to the Summit was
free of charge. The summit was held on Saturday 31st of March 2012
at the Bank of Cyprus Headquarters.
The main objectives of the Summit were to inform and educate
Cyprus’ managers and executives. Moreover, it also provided a
platform for managers and executives to network and discussed the
latest developments in their respective fields. The Summit is a
means for CIM to promoteresearch and to offer added value to its
members and alumni.
CIM Marketing Summit 2012
Dr Charis Pouangare on behalf of the Bank of Cyprus during the CIM
Summit 2012
Dr Elena Meli on behalf of the Ministry of Education and Culture
during the CIM
Summit 2012
Shield of appreciation to Prof. Marc Thompson during the CIM Summit
2012
Prof. Nigel Piercy, Yangos Hadjiyannis and Prof. Mark
Thompson
Marketing Summit 2012 General overview of participants
Shield of appreciation to Prof. Nigel Piercy during the CIM Summit
2012
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1616
After a long and demanding process, Cyprus Institute of Marketing
(CIM) was successfully reassessed for the period 2012-2013 by the
internationally renowned professional body The Chartered Institute
of Marketing and thus to be accredited as the exclusive Accredited
Study Centre in Cyprus. This assessment is of particular importance
as the Chartered Institute of Marketing is the largest professional
body in the world regarding Marketing with 40.000 members in 132
countries. The evaluation of CIM is clear proof of the quality of
programmes offered and the prestige the Institution enjoys in the
European scene.
Further agreements were signed between the two institutions for
research, consulting services and the provision of training
programmes in Cypriot companies.
Evaluation from the Chartered Institute of Marketing (UK)
The University of Cyprus (Department of Education), in
collaboration with the CIM, the Middlesex University and the Cyprus
International Institute of Management is organizing a three- day
International Conference: ‘7th International Conference on Higher
Education Marketing’. The opening ceremony took place in the
conference room of the University of Cyprus (Kallipoleos) on 28th
March 2012.
The conference focused on the role of marketing in higher
education, with emphasis on the challenges that modern universities
face today and on the choices of students in tertiary education
level. For more information, please refer to the conference website
www.cyprusconferences.org/am2012.
International Conference on Higher Education Marketing
The CIM announces that, after a long period of consultation, has
signed a collaboration agreement with the internationally renowned
University of Groningen Holland (HANZE UNIVERSITY GRONINGEN).
The University of Groningen is the largest University of North
Holland. It offers a variety of graduate and postgraduate degrees
in Flemish, English and German. The University has more than 25,000
students and 2,700 employees.
The University of Groningen was founded in 1986 after the merging
of local institutions, some of which were founded in 1798. Today it
is one of the most prestigious universities worldwide with partners
in more than 50 countries.
Representation of CIM will be in Holland the forthcoming months to
discuss with the University of Groningen ways of enhancing their
cooperation.
International cooperation with the University of Groningen
The Cyprus Institute of Marketing (CIM) is pleased to announce
that, after a period of consultation, has signed a collaboration
agreement with the internationally renowned University of Bamberg,
Germany (Otto-Friedrich-University in Bamberg).The agreement
includes the exchange of professors /students, conducting research
and co-organization of symposiums.
The University of Groningen is one of the oldest universities in
Germany founded in 1647 under the name Academia Bambergensis. From
1979 is called Otto-Friedrich-University in Bamberg. It offers
variety of graduate and post-graduate degrees in Flemish, English
and German. The University has more than10,000 students.Today is
one of the most prestigious universities worldwide with partners in
over 50 countries
. Representation of CIM will be in Germany in the coming months to
discuss with the University of Bamberg ways of enhancing their
cooperation.
International cooperation with the University of Bamberg
3 17
The Market
Mr. Yangos Hatzigiannis, Deputy Director of The Cyprus Institute of
Marketing, was invited by the Russian University for a series of
lectures on the topic “Marketing and Advertising in times of
crisis”. The lectures were given at two universities in Moscow. The
lectures had a great success, since more than 200 students and
lectures attended. It is worth noting that Mr. Hatzigiannis has
been established as an Honorary Professor
of the Peoples' Friendship University Moscow, one of the largest
universities in Russia.
The lectures are part of the collaboration initiated between The
Cyprus Institute of Marketing and Russian universities aiming to
upgrade the quality of the programmes offered and to further
enhance the relations between the institutions of Cyprus and
Russia.
During his stay in Russia, Mr. Hatzigiannis had the opportunity to
meet with officials of the Russian Education and with
representatives of the Russian government who attended the
lectures. Also Mr. Hatzigiannis met with Cypriot businessmen
operating in the Russian capital as well as with students
interested in studying in Cyprus. This visit confirms once again
the international and innovative nature of CIM.
Meetings of CIM in Russia
17
The CIM was chosen by the Network for the Development of Business
Education Programmes (BUSINET) as the sole representative of
Cyprus.
BUSINET was founded in 1987 with the ultimate aim to promote joint
projects and collaborations among Business Schools in a globalized
environment. The CIM has been selected as the 93rd member and
Cyprus becomes the 25th
CIM Member of the BUSINET country which is represented in the
network. Being a member of BUSINET is a great honor for CIM.
The choice of CIM indisputably proves once again the status of CIM
as an international Business School. The formal inclusion of CIM
will be held during the annual conference of BUSINET in Bratislava
in the forthcoming autumn.
Mr. Hatzigiannis with a team of students and lecturers
Mr. Yangos Hatzigiannis, Deputy Director of the Cyprus Institute of
Marketing led the team that represented the CIM in the
International Education exhibition held in Vilnius, Lithuania at
19th of March. In the exhibition, more than 100 exhibitors from
Europe and America participated. The CIM was once again
representative of Cyprus in the International Education Exhibition
and this is a proof of the work done by the CIM regarding the
efforts to place Cyprus as an International Training Centre. During
their visit to Athens CIM's representatives had the opportunity to
meet with entrepreneurs, agents of Lithuanian Universities and with
other bodies from the wider educational sector.
The outcome of the visit is considered to be highly successful and
the CIM seeks to further promote its programmes in the region. This
visit confirms once again the international and innovative
character of the CIM as well as its immense contribution to the
academic life of Cyprus.
The CIM in exhibition in Lithuania
Mr. Hatzigiannis during the education fair
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1818
The CIM was selected by the Network of International Business
Schools (NIBS) as its representative in Cyprus. NIBS was founded in
1993 and is headquartered in Belgium with a mission to promote
Business Schools’ activities in a globalized environment. It has
over 100 members from 40 countries.
It is a great honor for CIM to be accepted as a
The CIM a Member of the NIBS
member of the family of NIBS.
The choice of CIM proves once again the status of CIM as an
international Business School. The formal inclusion of CIM in NIBS
was achieved during the work of NIBS’ annual conference which was
held earlier this year in London (May 21st - 23rd). The CIM was
represented by its Deputy Director Mr. Yangos Hatzigiannis. The
next conference held in Puerto Rico in May 2012.
The CIM congratulates Dr. Panicos O. Demetriades for his
appointment as the Governor of the Central Bank of Cyprus. Dr.
Panicos O. Demetriades was a professor for 3 years in the MBA
programme, and this is a great honor for our Institute. Therefore
the Council of the Institute has decided to honor Dr. Panicos O.
Demetriades during a special dinner that will be held at a later
stage.
The appointment of a CIM’s professor in such an important position
is a proof of the recognition that CIM enjoys by the Cypriot
society and the wider business environment. The CIM wishes to Dr.
Panicos O. Demetriades every success in his new duties.
CIM congratulates its former lecturer Dr. Panicos O.
Demetriades
The CIM congratulates Mr. Panicos Demetriades for his appointment
as the Governor of the Central Bank of Cyprus. Mr. Dimitriadis was
a professor for 3 years in the MBA programme, and this is a great
honor for our Institute. Therefore the Council of the Institute has
decided to honor Mr. Dimitriadis during a special dinner that will
be held at a later stage.
The appointment of a CIM’s professor in such an important position
is a proof of the recognition that CIM enjoys by the Cypriot
society and the wider business environment. The CIM wishes to Mr.
Dimitriadis every success in his new duties.
Cooperation between the CIM and Eureka
The Cyprus Institute of Marketing leaded the way once again and
offered the opportunity to interested parties to learn about the
programmes that will be offered in Nicosia and Limassol for the
academic year 2012-2013. Apart from its own programmes, the CIM
will offer British undergraduate and postgraduate degrees in
collaboration with the internationally renowned University of West
London and London South Bank University.
Open Days 2012 organized by the CIM
The Open Days took place on Tuesday, June 19th, 2012 at the CIM
premises in Nicosia, St. Andrew and on Wednesday, June 20th at
Elias Beach Hotel in Limassol. Dozens of students from all over
Cyprus attended and had the opportunity to learn in detail about
the comparative advantages of the CIM.
3 19
The Market
UPCOMING EVENTS:
Educational Background & Previous Work Experience:
Christia obtained her BSc in Business Administration with a focus
on Marketing in the USA and she concluded her MSc in Public
Relations at the University
of Stirling. She’s been an active PR practitioner since 2000 and
she was involved in major PR projects in Cyprus. She specializes in
Crisis Management and Internal Communications.
Out-of-work Activities / Interests: Christia is an active person
who is involved in many out-of-work activities. She is a member/
actress in various theater groups. She plays the saxophone and
she’s taking musical theater classes.
Name: Emmanuela Virvili
Educational Background & Previous Work Experience:
Emma has completedsecretarial studies in South Africa. Throughout
her career she has worked in various administrative positions at
several organisations
and in different countries. Some of the most important highlights
of her career were her employment in the South African Banking
sector for four years and the experience she gained in Greece –
Athens working initially for a shipping company in operations
department and then for a Danish multi-national company for fifteen
years in a variety of posts.
Emma, throughout her extensive and diverse work background has
acquired great practical knowledge mostly related to
administration, organization and interpersonal communication.
Out-of-work Activities / Interests: Reading, attending sporting
& music events, cycling.
• University of West London Graduation Ceremony to be held at 28
November 2012 at Wembley Stadium
• CIM Marketing Summit: 20th April 2013