Sponsored Research

The Marketing Trust were pleased to support the recent Chartered Institute of Marketing Research Initiative Fund.

The Institute wished to encourage those undertaking academic research into suitable marketing issues to develop and promote the practice of marketing, which is also a key objective of The Marketing Trust.

Unlike most other research funds, where the objective is usually to achieve publication in an academic journal, the key criteria for this particular sponsored research, was to demonstrate a direct impact on the practitioner community. The applicant had to show that the academic research project and work had real and lasting value to those engaged in the day to day practice of marketing.

The Institute was particularly interested in impact orientated research into:

• Digital Marketing
• Marketing capability
• Marketing Organisation
• Public sector Marketing

Grants and support

The Institute provided financial and other forms of support to the successful applicants as the judges saw fit, with the maximum individual grant awarded being £6,000.

Proposal review

The research proposals were reviewed on behalf of the Institute by the Research Committee of the Academy of Marketing who advised on the academic rigour, overall quality, originality and the potential contribution each proposal was likely to make to the practice of marketing.

"I'd like to put on record the powerful force that the Marketing Trust has demonstrated itself to be in the support of research into marketing. We have benefited from the generous support of the Trust over the previous three years. This support has enabled us to launch initiatives that simply would not have been possible otherwise. Chief amongst these is the research initiative that enables us to offer funding to research projects submitted by academics working across a wide spectrum of marketing issues.

"The help given by the Marketing Trust has enabled us to investigate key developmental areas in the practice of marketing such as an investigation into the capabilities the next generation of marketers are likely to need, the precise strategic role of marketing in modern business and the likely future for marketing as a discipline as we move further into the 21st Century.

"These are major questions for the profession but the findings have resonance far beyond the marketing profession. Indeed, as marketing becomes ubiquitous in a societal and not strictly commercial context, the support of the Marketing Trust has enabled us to spread the message of the value of marketing to business and to society at large to a wider circle of people than we could hope to have achieved on our own."
David Thorp, Director of Research
at the Chartered Institute of Marketing

The Marketing Trust contributed 50% of the Chartered Institute of Marketing Research Initiative Fund for the full three years of the programme.

This particular initiative is one of many research projects sponsored or undertaken by The Chartered Institute of Marketing each year. For more details log on to www.cim.co.uk

The Marketing Trust has supported a wide range of applications from the Chartered Institute of Marketing over the years, including construction developments on the Moor Hall site, developments at the CIM Library, marketing awards in several regions and student awards, including the World-wide top student awards and bursaries at the annual Graduation Ceremony in Birmingham in 2010.

www.cim.co.uk

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