How to become a chartered marketer in South Africa

media update’s Aisling McCarthy reveals what the designation means, why it is beneficial, and how to obtain it.

What is a chartered marketer?

Chartered Marketer South Africa (CM(SA)) is a professional designation that encompasses both qualifications and relevant experience. These designations are presented by the Marketing Association of South Africa (MA(SA)) along with two other designations, Marketing Practitioner South Africa (MP(SA)) and Marketing Coordinator South Africa (MC(SA)).

According to the South African Qualifications Authority, a designation highlights a person’s ability in a field as opposed to the theoretical knowledge gained through studying, and conferred by a professional body. It is a recognition n of a person’s expertise and/or right to practice in an occupational field.

Project leader of the professional designation board, Enrico du Plessis, says that having a designation immediately lets people know you are a professional.

“If you are a professional marketer who sets out to obtain a designation, and eventually succeeds, you are confirming your current level of competency as a marketer, measured by the industry through its accredited, professional body.”

Du Plessis says that a marketing designation can benefit marketing professionals at all levels in the industry. The MA(SA) website seconds this, explaining why:

“Marketing professionals at all levels in the industry can benefit from being professionally designated based on defined criteria and industry-endorsed standards, thereby enhancing their professional recognition and validation in the marketing profession.”

The benefits of becoming a Chartered Marketer

Chantelle Booysen-Fourie, designated chartered marketer and MA(SA)’s portfolio manager, says CM(SA) designation is highly prestigious and the demand for chartered marketers in South Africa is high.

“The practice of credible marketing, the requirement for the appropriate skill-level, and industry benchmarks, as well as greater marketing industry developments, [are a few of the reasons].”

There are brands or corporates that understand the imperative for great and up-to-date marketing skills. They employ designated marketers, and more and more of them ask for Chartered Marketers when they are looking to recruit senior roles.

“Becoming a professional chartered marketer CM(SA) promotes an individual’s career prospects, adding status and prestige to the profession of marketing. Many companies now require their senior marketing management to hold a designation,” du Plessis says.

“It’s not a legalised status or requirement yet, although we are working towards it. The Designations and the Association is well supported by the Department of Education and Training. It’s working towards professionalising all industries and it may very well be that a situation may develop in future where – unless someone has been designated by their professional body – they cannot work as a marketer, sales person, or anyone in the marketing industry. This is already the case for some designations, such as in the finance industry.”

Booysen-Fourie explains that through gaining a CM(SA) designation, you demonstrate your commitment to your career, as well as to your employer.

“This is a demonstration to your employer of your commitment to stay abreast of required skills. Not everyone who practices marketing is serious about this, or even bothers to understand what a career in marketing means. Often, they don’ t understand what their responsibility is as a marketer – to the career, to your peers, your employer, your family, and all the other circles you move in.”

Further, du Plessis says that through obtaining a designation, you immediately have a professional body’s “stamp of approval” on your professionalism.

“If you’re a chartered marketer, and you put that on your CV, people don’t have to ask questions. You have already been tested by the industry body and employers can trust that you have the experience, knowledge, and skill. They can rely on the fact that you can indeed perform at the level of expectation.”

How to get a professional designation

In order to enter the process to obtain designation, applicants need to compile a portfolio of qualifications and experience (PQE), which is then measured against seven broad and basic criteria of expectations in the industry. First-time applicants are required to attend a full-day orientation workshop, where the requirements and the PQE are thoroughly explained.

Du Plessis explains how applicants are measured against the broad criteria.

“When we measure someone in the process, we measure them against the chartered marketing criteria, but at a different level. At a low level for marketing coordinator, at a more senior level for marketing practitioner, and at the ultimate expectation level of criteria for chartered marketer.”

Based on the applicant’s level of experience and involvement in the industry, their PQE is evaluated by accredited assessors and moderators and assigned at the level of marketing coordinator, marketing practitioner, or chartered marketer.

“Coordinators and practitioners are immediately designated. Marketers who demonstrate the high-level skills and experience to potentially obtain the CM(SA) designation will receive a recommendation to move on to a preparatory workshop and a board exam.” says du Plessis.

Those who pass the exam are then designated as chartered marketers, and those who do not, simply remain marketing practitioners.

Booysen-Fourie tells media update that MA(SA) is working towards furthering the work that is done in terms of the designations, and involving more and more stakeholders who are central to this work.

“Employers all over SA are becoming more and more informed and educated about this work. We imagine a future where all employers know what it means when they employ a designated marketer, and how it can benefit their business,” says Booysen-Fourie.

“In the end, this is the aim of any marketer- to grow and sustain the business/environment they are in. To achieve results. The skills, experience, development, and growth of marketing professionals underpins the work done on, and through, these marketing designations.”

For more information, visit the Marketing Association of South Africa’s website.

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Interested in learning more about the marketing world in South Africa? Read more in our article, 6 marketing FAQs answered by South African experts.