The Institute of Direct Marketing (IDM) is finally plugging the gaping hole in the B2B marketing sector, with the launch of tailored B2B-specific versions of its Certificate and Diploma qualifications. These complement the one-day courses that the institute already runs for B2B marketers, and its annual B2B marketing conference in March (see p17).

Their launch follows widespread and historic criticism of existing marketing qualifications for ignoring B2B in their content, focusing on consumer marketing instead. According to the recent landmark study B2B Marketing Insight (see p6) 74 per cent of business marketers believe that existing marketing qualifications are biased towards B2C, whilst only just over half actually hold qualifications.

The IDM's new qualifications are variants of the institute's highly successful and long-established certificate and diploma products (which it has offered since 1982). The first students will enrol in March for the six-month courses, which are tutored by Shane Redding, the chair of the IDM's B2B Council.

The Certificate course is targeted at junior personnel – marketing executives or junior marketing managers – and will focus on two three-day residential learning blocks where students participate in lectures and are continuously assessed. Up to 200 hours of independent study will also be required.

The Diploma is designed for more senior practitioners (or ultimately those who have already achieved the certificate) and is based around a 15,000-word dissertation.

Derek Holder, MD of the IDM, describes this as “very similar to an MBA dissertation” and says wherever possible this should be focused on the challenges faced by the candidate's employer. “The company should be able to get some value out of the course,” he comments. “We're aiming to add knowledge to the industry.” The implication is that it is about more than purely bolstering individuals' CVs, thereby making them more marketable.

Holder says the syllabus for the Certificate goes beyond simply direct marketing to include elements, such as sales-force and key account management.

Maturing market

The launch of these two new courses is without doubt excellent news for B2B marketers, and in the long run will provide a massive benefit to the whole sector by raising the knowledge, expertise and professionalism of practitioners. It should also contribute by helping nurture the next generation of B2B marketers, and ensure the flow of talented individuals is bolstered.

This launch is an entire logical development for the IDM, which has recently revealed that B2B marketers make up a large part of its membership base. Thirty two per cent of IDM members are B2B, whilst only 20 per cent are B2C. The remainder are focused on both audiences.

But if B2B was already so well represented within the IDM community, why did it take it so long to recognise this in a focused qualification?

One possible reason is that it did not understand the split of its audience until recently, and is only now responding. Another is because the institute only recently began to consider the opportunities for tailored versions of its courses, with the launch of digital-specific options in 2005. However, these have proved very successful, now accounting for over 50 per cent of the 700 marketers in total who undertake IDM courses each year.

Holder certainly refutes that fear of cannibalisation of existing intakes and revenue streams was the major barrier. “We expect the new courses will grow the market,” he says, pointing out that this is already the case with digital courses.

According to Holder, the primary reason why the IDM has declined to distinguish between business and consumer marketing until now is because the B2B market was not considered mature enough. “In the last five years, there has been much more focus on the B2B space, and as a result it has gained prominence. We can see there is a demand now – this launch is a reflection of the market.”

Slow burner

Given the large number of B2B marketers within its ranks, and its distinguished track record as a provider of qualifications, it's surprising that the IDM is not expecting a flood of applications.

“Qualifications take a long time to becoming established,” says Holder. “But we've put a lot of investment into developing the syllabus, and already have a number of companies who have expressed their interest.”

Although the IDM may have taken a long time to produce these qualifications, it is likely to be very proactive in promoting them, to a variety of audiences and through various channels.

He adds that a provision for distance learning is also being considered for next Autumn, broadening their appeal and accessibility.

However, although the IDM may be reflecting the changing marketing landscape in its product portfolio, at present other institutions are not following this lead. The Chartered Institute of Marketing (CIM) – which also admits that its B2B membership outnumbers its B2C – has no plans to launch a specific version of its qualifications.

B2B marketing education may have taken a significant step in the right direction, but it still has a long way to go.

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