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Do marketers need to be industry experts?

Jiro Osuga

The move towards specialised marketing training is provoking a wider debate over the need for qualifications, writes Mindi Chahal, for Marketing Week.

What skills and knowledge do you look for when hiring marketing executives? Do you favour candidates with generic, degree-level training? Can you see more benefit in them learning on the job, or would it be valuable for them to be versed in your particular industry before they even step through the door?

With the Chartered Institute of Marketing (CIM) launching its first training programme specifically for the construction industry, business leaders are questioning whether this is a positive progression. Will specialising lead to more limited vision and is formal training really necessary at all?

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