Continuing Professional Development gives you the edge in the employment stakes

This article was contributed by AMI Chair, Andrew Thornton.

Across Australia, we are currently experiencing a highly competitive job market for professional marketers.

Continuing Professional Development (CPD) essentially ensures that you continue to be proficient and competent in your profession while also providing you with the essential skills and expertise that can assist you in progressing your career as a professional marketer. It’s not a one-off process either – it continues and develops throughout your career.

CPD enables learning to become conscious and proactive, rather than passive and reactive. It’s an important part of continually making personal improvements after finishing your formal education.

A key benefit of being an AMI member is that you can access a range of CPD opportunities, regardless of what stage in your career you are at. The AMI provides you with access to world-class CPD options through our partnerships with leading providers, including the UK’s Chartered Institute of Marketing (CIM).

As market and employer demands continue to evolve, it becomes increasingly difficult to overstate the importance of Continuing Professional Development.

CPD enables individuals to reinforce and enhance their current skills while reducing any knowledge shortfalls.  This can provide a competitive edge at times where one is needed – CPD can set individuals apart in the job market, as many candidates vying for particular roles often hold similar fundamental qualifications.

A planned approach to CBD enables professional marketers to take charge of their career development and aspirations. The personal empowerment derived from professional autonomy can increase confidence in one’s effectiveness and ability. This can translate directly into improved work performance. This benefits employers, as employees are likely to be more motivated and loyal to a company that invests in them and supports their career development.

CPD also ensures that both academic and vocational qualifications do not become outdated, allowing individuals to continually up-skill and develop their proficiencies, regardless of their age, occupation, or educational level. To find out more about the range of CPD opportunities that members can access through the AMI Training & Events.


Andrew Thornton
AMI Chair

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