Customer experience expert gives her take on how it all went wrong for the once-powerful global company that lost its brand values.
A.M.C. MEMBER NEWS
AGM is told of a busy and successful year for Ghana’s marketers
By our News Team | 2023
National President of CIMG details a range of initiatives, research projects and education programmes for Ghana’s marketing practitioners.
The Chartered Institute of Marketing, Ghana recently held its 33rd Annual General Meeting, with the CIMG’s National President, Dr Daniel Kasser Tee, giving an account of the Governing Council’s stewardship along the seven-point agenda spanning the year under review (2022).
Dr Kasser Tee echoed the decision of the CIMG Governing Council to emphasise advocacy on marketing-related matters, particularly those based on scientific research. As an example, he highlighted the completion of the second wave of the CIMG Customer Satisfaction Index (CSI) in 2022 for the Banking Industry, as well as the collection of data for Business Schools.
CIMG National President, Dr Daniel Kasser Tee. Photo courtesy of CIMG
“We have had successful stakeholder discussions to pilot similar surveys for the other sectors”, he added.
The National President expressed his enthusiasm for the completion of the CIMG Regional Brand Index survey, which was conducted across all 16 regions of Ghana to unearth and highlight the economic and tourism potentials of each region.
Following the publication of the survey results, there had been many stakeholder engagements with selected ministries, departments and agencies, as well as with some private sector organisations. The studies would, in future, be completed and published annually, he said.
Dr Kasser Tee added that CIMG will continue to commemorate World Consumer Rights Day “by expanding activities to involve both consumers and corporate organisations that provide goods and services, as per its mandate under section 3e of the Chartered Institute of Marketing, Ghana Act 2020 (Act 1021)”.
He highlighted the institute’s solid relationship with corporate organisations, the media and other professional bodies that have led to some “remarkable collaborations across the continent”.
CIMG membership drive via various collaborations
The CIMG was also engaged in a membership drive via collaborations with traditional, technical universities and a number of tutorial colleges, which are serving as Tuition Centres for the Professional Marketing Qualifications (PMQ). These collaborations were all aimed at driving membership and promoting the PMQ, Dr Kasser Tee said.
The National President expressed special appreciation to two personalities whose outstanding work ethic and contributions had enhanced the growth of the institute: Dr Francis Mensah Sasraku and Mr Adam Sulley. Their experience from academia and industry could not be understated.
Dr Kasser Tee said that, because of their unparalleled contributions to successfully assimilate the PMQ programme in Ghana, CIMG’s professional qualifications examinations held in June and December 2022 had produced a remarkable pass rate of 92%. This was a “commendable achievement worthy of celebration”.
As part of the CIMG membership drive, the National President reported that the Continuing Professional Development (CPD) programme, which was launched to serve the career progression path of marketing professionals, had successfully produced its first batch of Chartered Marketers, who had completed a one-year CPD.
He said qualified marketing professionals have been encouraged to register for the programme by completing the CPD record card, which gains them points towards achieving prestigious Chartered Marketer status.
On efforts to beef up the staff strength of the secretariat, Dr Kasser Tee mentioned the inclusion of several new staff, with plans in place to engage more people to strengthen the secretariat.
He added that “following the notable achievement of strictly utilising digital payment platforms across all CIMG activities, we have continued digitising the institute’s database and processes for effective and increased business transformation”.
In conclusion, Dr Kasser Tee acknowledged the Governing Council and the various committees for their support, as well as the Registrar/CEO and staff of the institute for their sterling performance in the year under review. He also thanked the CIMG membership for their unrelenting support over the past year.
In his address, CIMG patron, Professor Stephen Adei, called for integrity from marketing practitioners.
“One of the things I have found – whether it is a personal or institutional brand, a product or service brand – at the end of the day, integrity wins. If you are not a man or woman of integrity, your product cannot stand the test of what you claim for and you will soon lose out,” he said.
The night was filled with excitement as 57 new practitioners were inducted into CIMG membership, and candidates who excelled in subject areas and/or passed a particular PMQ pathway were recognised for their achievements.
Continent set to outpace projected global average and be the second-fastest-growing region after Asia, says macro-economic report.
Gathering is for the growing number of OOH entrepreneurs in Africa who are pioneering new ways to reach increasingly affluent audiences.
At least four global conglomerates have announced they are exiting the country. There are concerns that more may follow.
Youth agency discusses key marketing trends that will resonate with Generation Z consumers in an authentic and impactful way.
Two industry bodies team up to establish clear and consistent definitions and measurement guidelines for ads in Augmented Reality campaigns.
Study emphasises the impact of nostalgia on consumer behaviour, and how typography in ads and marketing material is a key influencer.
News reports say 14 infringement notices are being issued to organisations for contravening consumer-protection laws.
Brands will need to understand and tap into culture in a more nuanced and empathetic way than ever before, says Ogilvy.
This year’s conference and awards dinner takes place at Victoria Falls in May, under the theme ‘Elevate-Innovate-Thrive’.
Kalu has been with the agency since 2016 and brings a wide range of experience and professional expertise to his new role.