Tag: 爱上海TLM

Going the distance

first_imgGoing the distanceOn 1 Mar 2000 in Personnel Today Previous Article Next Article Comments are closed. Related posts:No related photos. DellaMarian, now public fundraising manager for Traidcraft, had no choice but toreach for the phone to secure her qualificationsFundraisingis my third career, and having the Chartered Institute of Marketing’s Diploma hashelped enormously. It has already helped me gain two promotions, but living asI do deep in the country I couldn’t have achieved it without distance learning– and the help of a really good tutor.Iwork for Traidcraft, which is an organisation dedicated to alleviating povertyin the Third World by helping producers to sell their products for a fair pricein international markets. We sell goods direct to the public by mail order andthrough a network of fair traders. We also raise funds from the public for ourcharitable work. This is mainly through direct mail appeals, telemarketing,inserts and major donor development. This aspect of our activities is the jobof my department.SeniorpositionIstarted here three years ago as the fundraiser in a small department justbefore completing my CIM Diploma. After a year, I was promoted to publicfundraising manager, then a middle management position.Ayear later, a decision was taken to grow public fundraising considerably and myjob was upgraded to a senior position, in effect head of public fundraising.Ialready had many years’ business and marketing expertise – I ran my owncatering business for 16 years and then managed a cookery book publishingbusiness. WhenI decided to take the course, I was working in the Lake District, and thenearest university was a two to three hour drive each way. Distance learningwas the only option.Ihad decided I needed a good qualification to move up the promotional ladder. Iwanted to understand a lot more about business and marketing in its modern formis at the core. Twenty years ago, it just meant sales and promotion. Now it isa strategic approach to business management.TheCIM Diploma involves a three-year course split into the Certificate inMarketing, the Advanced Certificate, which is degree level, and finally thePostgraduate Diploma in Marketing which is accredited as 60 per cent of amasters degree.Myfirst year of distance learning proved a disaster – the tutor just wasn’tqualified. As it happens, I could have had an exemption for the first year, butI had wanted to give myself as broad an immersion as possible. I did get myfirst-year certificate, but I knew I needed a change of tutor if I was going tosucceed at the more advanced levels.Life-saverItwas just before my exams that I discovered Tactics – it saved my life. I spenta Sunday morning on the phone to Tactics’ principal, Angela Hutton, the daybefore my first year exams, and realised that the service they were offeringwas superb.Angelaknows her subject backwards, is very direct and always hits the nail on thehead, so no time is wasted. She is also a hands-on practitioner, withday-to-day involvement in the business world as a consultant. She pushed me,motivated me and answered my questions so that I had the knowledge and skills Ineeded.Thecourse is not an easy option. I tend to be methodical and conscientious, andfound I needed more than the six hours a week that is recommended.Tacticsprovides the study materials for each module (four for each level). Although Ibought additional textbooks for the first couple of modules, I soon realisedthat the material provided by Tactics was sufficient.Hintsand tipsThework consisted of assignments at the end of each chapter, including questionsfrom previous exam papers. One very good thing about Tactics was that from thestart, you are given hints and tips on how to approach the exams. This was allbacked up with telephone support from a tutor to whom you have unlimited access– providing you can get hold of them. They were very good at returning calls,although there could be difficulties in co-ordinating return calls duringworking hours. If you are busy working to deadlines or in meetings, it can bedifficult to fit them in. I understand the system has improved now, with mosttutor contact in the evenings, when students need it, and increased use ofe-mail.Idid most of my studying in the evenings and weekends – for those three years,my life revolved around it. But it was worth the effort. The Diploma is verybroad – it covers all areas of marketing. For example the second year includedwriting and using income and expenditure reports and balance sheets. It coversareas like new product development, pricing, communications and distribution,writing a strategic marketing plan, risk minimisation and identifying anorganisation’s weaknesses.Marketingis at the core of a business (or it should be!) and that is as true of thecharity sector as it is in the commercial business world. Having the diploma hashelped enormously in giving me a distinct advantage.Verdict:Tutor is a lifelineWithany distance learning course, the quality of the tutor is vital. However goodthe teaching materials are, if the tutor is poor, you are unlikely to succeed,because the course provides the framework and the tutor puts the flesh on it.She or he has to be knowledgeable and experienced, of course, but they have tobe able to impart that knowledge over the phone, and at the same time pick upon the student’s needs.Withoutthe interaction with other students in a class, the student is reliant on thetutor as a lifeline and Tactics understands this. My own success was to a largeextent related to the support I got from Tactics. CIMDiploma distance learning course delivered by Tactics, Garrard House, 2-6Holmesdale Road, Bromley, Kent BR2 9LZ Tel: 020-8313 9317last_img read more

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