By Michael Kassotakis MCIM, E-BCR, http://www.e-bcr.comThe need for Professional Standards is like the need for laws in our society. It includes people from various professions and one significant group of professionals are marketers and sales persons. The code of Professional Standards is a general behavioural guide of ethical manners that safeguards the smooth operation of each profession.The Chartered Institute of Marketing is the Largest, Oldest, Most Accredited and Most Popular Marketing Organisation in the World. Therefore, its Marketing Standards have to be applied worldwide. Code of Professional StandardsThe Code of Marketing Standards is summarised below:

1. Apply Honesty to Customers, Employees and Employers2. Don’t provide or spread false or misleading information3. Do not injure the business, reputation, interest of any other member of The

Institute with unfair or unprofessional practice4. Be fair and equitable towards other marketing professionals5. Show integrity and try to add value to the profession of Marketing6. Demonstrate knowledge of current Marketing Developments and show

excellence in their application7. Treat sensitive information with strict confidence8. Apply Business in an ethical and professional manner9. Demonstrate observation and knowledge of other codes of practice10. Comply with the governing laws of the relevant country concerned11. Demonstrate due diligence in using third party endorsement which must have

prior approval12. Do not use any funds derived by CIM, which do not comply with this code,

the powers and obligations included in the Constitution and Member Group Guide

13. Do not cause or permit any breach of this code with your knowledge or intension

14. Be updated with the current developments of the CodeThe code is supervised by an Ethics Committee and a Disciplinary Committee. Any complaint about the breach of this code from a Member has to be addressed to the Secretary of the Disciplinary Committee: Moorhall, Cookham, Berkshire, SL6 9QH UK. Full details of the case must be provided. The Member who is accused has to be notified by The Secretary of The Disciplinary Committee and provide his or her explanation of the case.The Royal Charter, Bye-laws, General Regulations and The Code of Professional Standards can be viewed at www.cim.co.uk/governance

Professional Marketing StandardsEmployers can use the Framework of Professional Marketing Standards in order to assess, define and develop programmes to improve marketing skills within their own teams.Marketers and Marketing Professionals can use Professional Marketing Standards in order to follow a framework that overviews the competencies and skills, they need in their career path.

The Framework of Professional Marketing Standards includes the following Scope and Business Competencies for Support Staff, Practitioners, Managers and Seniors:I) RESEARCH AND ANALYSIS

1. Understand Markets (Obtain and Analyse information) II) STRATEGY AND PLANNING

2. Develop Strategy and Marketing Plans (Influence Strategy Formulation and Produce Marketing Plans)

III) IMPLEMENTATION OF MARKETING PROGRAMMES3. Communicate with Stakeholders (Develop and Deliver Effective

Communications)4. Manage Products and Services (Develop and Manage Competitive

Products and Services)5. Manage and Set Price (Develop and Implement Competitive Pricing

Policies)6. Manage Channels (Develop effective Channels to Market and Provide

Support to Channel Members)7. Manage Customer Relationships (Maintain and improve customer

relationships, Deliver Effective Customer Service)8. Manage Programmes and Projects (Plan and Prepare Projects, Manage the

Implementation of Programmes and Projects) IV) MEASURE EFFECTIVENESS

9. Monitor and Evaluate the Effectiveness of Marketing (Measure the Effectiveness of Marketing Activities and Explain the Success or Failure of Marketing Activities)

V) BRANDS10. Develop and Manage Brands and Reputation (Create Effective Brands,

Manage Brands and Brand Reputation) VI) MANAGE PEOPLE

11. Manage Marketing Teams (Develop Teams and Individuals to Enhance Marketing Performance, Work with other Functions and Disciplines, Enhance Own Performance, Manage Change)

VII) ETHICS AND SOCIAL RESPONSIBILITY12. Develop and Promote Ethical Practices (Manage Corporate Social

Responsibility, Measure Triple Bottom Line Inputs)

You can review the Full Framework of Professional Marketing Standards at www.cim.co.uk